مجله مدیریت بازاریابی
پیاپی 7 (پاییز و زمستان 1388)

Electronic banking today allows banks to operate with speed and efficiency. The staff now is able to do bank services and processes between branch banks around the world and offer hardware and software services to customers without their physical presence. This makes it necessary to change organizational structure to be compatible with electronic banking. This research reviews the impact of electronic banking on the organizational structure of six aspects (organizational hierarchy, field supervision, organizational size, centralization, formality, and complexity). We use the Friedman test to measure the impact of electronic banking on organizational structure, and the result shows that the impact of E-banking on organizational structure is direct. We use the MacNemar test to test independent variable E-banking on each of the six dependent variables above. The MacNemar test result shows that each of the six dependent variables has a significant relationship to electronic banking. So that test results after collecting the questionnaire are: A – The impact of electronic banking on the organizational hierarchy is direct and has resulted in reducing organizational hierarchy in agricultural banks. B – Implementation of electronic banking has resulted in increasing field monitoring. C – Implementation of electronic banking has resulted in reducing the organizational size of the agricultural bank. D – Electronic banking has caused the decentralization of activities in agricultural banks. E – E-banking has been caused less organizational complexity in agricultural banks. F – Implementation of electronic banking has resulted in less formality in agricultural bank.

Nowadays, advertisements as marketing tools try to create a logical relationship between customers’ needs and corporations’ goals. Therefore, the coordination between demand and supply is one of the most important functions of advertisements. Iran’s national gas company has tried to form the right consumption behavior among consumers through creating an appropriate culture. One of the goals of Iran’s national gas company is to optimize consumption; therefore, it has used television advertisements widely. How much it has fulfilled its goals is the main subject of this article. In this study, we have tried to investigate the overall effectiveness of these programs, and the success of each advertisement presented through winter of 2008 through one advertisement’s effectiveness model. To do this, we chose the research sample among house gas consumers in Tehran and gathered the data through questionnaires. The findings show that although some TV advertisements succeeded, they have not changed the consumption models as desired.

Increasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competition among foreign products, and lack of enough investigation in this area, has made unavoidable the need to do such research in Iran. Through the gap analysis method, this research evaluated Iranian consumers’ product attitudes, associated marketing practices, and buying preferences concerning products made in Germany and Japan. The results show that consumers evaluate such products differently. In addition, by determining the priority of effective factors on buying preferences, active companies in the Iran market can apply the results to optimize their marketing strategies.

In this research, the effective factors that determine the relationship between industrial buyers and suppliers are identified, and the concept of satisfaction, as an important factor, is able to minimize the supply process of primary materials and of the product from the order time until delivery time through elements such as commitment, cooperation, communication, trust, adaptation of expectation, and long-term orientation. This concept also is able to provide synergy, which consequently leads to buyers’ satisfaction. The main purpose of this research is to analyze the concept of satisfaction in firm-supplier relationships (in the viewpoint of industrial buyers). Applicable purposes of this research are to examine the relationship between satisfaction and trust, trust with commitment in the supply chain, and the relationship of commitment with buyers’ satisfaction and long-term orientation in the supply chain from an industrial buyer’s perspective. The statistical database in this research is all of food factory managers in Esfahan, and the required data is collected by questionnaires. The research method is a descriptive one; for description of findings, frequency distribution tables are used, along with correlation test and path analysis with SPSS software. Eight hypotheses are used and six hypotheses are accepted. The results of this research indicate that trust, adaptation to expectations, communication, and cooperation have an effective and meaningful relationship with satisfaction. In addition, trust and satisfaction have positive relationships with commitment. The implications and results of this study can be applied by industrial marketers, organizational buyers, management consultants, and business educators who may use the empirically tested model as a diagnostic and monitoring tool in guiding business relationships in the proper direction.

It is necessary for managers to know about cultural differences of national and local crowds so they can work with various people. This compressive new construct is called “cultural intelligence.” CQ includes all effective activities in various cultural situations. This paper presents a summary of theoretical views of CQ and examines its relationship with entrepreneurial characteristics in a growing section of Iranian NGOs (nongovernmental organizations). The results show a deep relation is between four factors of CQ and all entrepreneurial characteristics. This paper suggests that CQ be considered a vital factor for success in handle an NGO. These results can be used in recognizing necessary characteristics for working in a multicultural workplace. Also, this paper is a new idea for academic studies and practicable cultural experiences.

The purpose of this paper is to assess the quality of services delivered in “Police+10 offices” through the application of the SERVQUAL approach, which is an instrument for measuring service quality and identifying and analyzing the existing gaps between the expectations and perceptions of those who receive these services. In this paper, we examine the extent of existing gaps between the expectations and the services perceived by the customers of “Police +10 offices” in each of the five service quality dimensions, and then ranking these service quality dimensions on the basis of their relative importance from the customers’ viewpoints. The present research method is applied in its goals and objectives, and is descriptive with regard to the type and nature of the issue, goals, and research questions. We used a surveying method to gather information. All customers of the “Police +10” offices in Tehran form the statistical population of this investigation. Of this population, a statistical sample of 283 people was selected; they were given a standard questionnaire, which is referable in international studies, and the data collected by statistical methods were used for testing the research assumptions. The results of this investigation showed that there are gaps in the customers’ expectations of services and services delivered to them by the “police +10 offices” in all five service quality dimensions. As to the relative importance of each of these dimensions, assurance was the most important dimension, followed in order by reliability, responsibility, and empathy. Tangibles were the least important dimension. Moreover, the largest gap between expectations and perceptions was in tangible dimension, and the smallest gap between these areas was associated to the reliability dimension.

Survey and securing of customer satisfaction and attention to customer wants and needs in product planning can cause increased loyalty in the long term. The main goal of this project is recognizing and understanding the concept of customer satisfaction by considering the necessities and needs of customers in designing the products of San Suan manufacturing company. The relationship between basic needs, performance needs, excitement needs & expectation value, unexpected value with customer satisfaction, and loyalty has been analyzed by the use of a seven-hypothesis and exploratory research project, surveying research approach and accidental sampling of 100 people collected by buyers of the company’s products. This information also has been analyzed by the use of regression coefficient test & detailed regression coefficient. The result indicates that:1. Performance needs has a direct relationship with expectation value.2. Expectation value has a direct relationship with customer satisfaction.3. Unexpected value has a direct relationship with customer satisfaction.4. Expectation value has a direct relationship with customer loyalty.

Brand Equity in International brand variety will be evaluated annually by a reliable global organization, but assessment from customers’ points of view is very important and considerable. As companies’ eventual success and survival depends on customers, therefore brand equity role is higher than physical assets, which indicates the importance of the subject. The Gil et al. Model is used by Aaker and You researches, which have experience in Spain, and for the first time, family variables have been examined in this experience. The cultural, community, psychological, and environmental differences of the different countries are considered in this study. It estimates effective elements on brand equity based on customers’ opinions that include price factors, advertising, and family promotion through evaluating brand equity dimension on customer’s realization from brand associations, loyalty, and quality. Our survey is based on simple random sampling procedure from Refah Chain Stores’ consumers in Tehran. Spiermn Unification ratio method in theory experiment and …s Analyze path for the consideration of direct and indirect influence on brand equity is employed in this survey. The results of this study indicate that price, family, advertising, and distribution have indirect influence on brand equity. Familiarity with the brand and perceived quality have direct impact on loyalty and brand equity as well. Finally, family has been recognized as the most influential element in increasing brand equity.