مجله مدیریت بازاریابی
پیاپی 10 (بهار 1390)

The present research aimed at investigating the market orientation,innovation and loyalty of the costumers with business performance of Pol clothing group. To this end the personnel of production, official, financial, trading, quality control, storekeeping and designing unit of Pol clothing were chosen as the research statistical population. The main variables of theresearch were market orientation, innovation performance, innovation rate, loyalty and business performance. A standardized questionnaire was used for studying the relationship between the research variables; the path analysis model has been used for hypothesis test. The findings of the study indicated that the increase in innovation degree was due to the increase in market orientation and this subject would lead to the better innovation performance in the company; the outcome of innovative performance was the increase in costumer's loyalty and would result in an increase in business performance.

Chain stores as one of distribution system rings, play a significant role in controlling the prices and the reduction of distribution costs at final price; therefore, proper supply of products requires planning a number of programs which can persuade customers to do repeated purchases as this purchasing is advantageous to both the chain store and customers.The main purpose of present study was to investigate the relationship between loyalty program attributes and store loyalty; it also aimed at examining mediating role of store satisfaction in the chain stores. The study population consisted of the customers of Refah chain store.This research has taken six month at summer and autumn of 2009.Methodology of this research is descriptive, and the simple regression was used to test hypothesis. In this research hard attributes are generally tangible elements such as discounts and gifts; whereas, soft attribute are such things as special communication and preferential treatment. Typically Soft attributes are more emotionally oriented.The findings of the study indicated that loyalty programs have a significant relationship with store loyalty and the mediating role of store satisfaction. Soft attributes in relation to hard attributes proved to be stronger predictors to store satisfaction through the application of the merchandize trading format and customer services. Therefore, soft attributes were of greater impact as compared to hard attributes.

Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue that most of the time customers instead of buying a product, buy the brand. Therefore, recognizing the factors influencing brand choice and investigating the specific features of brand is of importance and requires various studies. The present study aimed at investigating into factors that affect brand choice. The methodology of this study was applied research and for data collection, survey approach was used.The statistical population consisted of buyers in Shiraz and statistical sample based on Factor Analysis were 400 buyers (sampling regional method). Based on statistical analyses, 30 factors that affect brand choice were categorized in 9 classifications; five factors, namely the simplicity of brand's pronunciation, non-ambiguity of brand, simplicity of brand memorization; writing language and understandability of brand, were classified as the important ones. Further, based on qualitative analyses, result revealed that “past experience of buying” for respondents affects in brand choice to a great extent.

In This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. The main purpose of this present paper was to identify the effective factors on customer loyalty of Shirin -Asal Company.This research used “European Customer Satisfaction Index “through focusing on three factors of "Customer satisfaction", "perceive image from company" and "software perceive quality" which are effective in gaining customers’ loyalty.In this research 420 questionnaires were distributed among products consumers of company in Tehran randomly and 385 completed questionnaires were collected. The statistic analysis the study findings indicated that at 95% confidence level, all the factors identified on the two main indexes of consumers loyalty (Frequency of purchase and Introduction the products to others) of Shirin- Asal company products were effective.

Today organizations focus on their customers to set and regulate their sale and marking strategies. Modern organizations try to present the best for their customers as the aim of customer relation management is to develop longterm and stable dependencies between the companies and their customers.The importance of this subject is better understood by considering guidelines on customers’ satisfaction and customer relation management system strategies.One of the most important challenges to modern organizations is the implementation of strategies which are regulated by thought and systematic methods. Organizations which have used performance evaluation systemparticularly balanced score card- prove to be strategically successful. It is believed that CRM’s score card is one of the strongest tools in collecting customer relation management system strategy. This card converts CRM plans to key factors which predict success of CRM. This research aimed at collecting data on customer relation management system strategy based on balanced score card as an organization concentrates on four approaches (financial, customer, domestic process and learning and growth). In this research after identifying mission, perspective and current strategies of organization, the strategic goals of customer relation management system were determined for each aspect of balanced score card. After conducting Extensive theoretical studies in order to recognize the key factors of success in customer relation management system and Screening them, next step wascollecting performance key indices for each of mentioned factors which were then prioritized by AHP method and establishing balanced score card. JOURNAL OF MARKETING MANAGEMEMT 7 Finally the formulating map for customer relationship management system strategy was determined for each one of success factors.

The present study aimed at studying the attractiveness and the users of Mobile Service Providers Switching behavior through emphasizing on the HO and Kwok (2003) models. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers’ intention to switch to a new service provider with personalized services. Five main constructs have been studied the amount and the perceived usefulness of general advertisements, suited with user needs and desire, the perceived usefulness and privacy issues about personalized advertisements.This empirical study indicates that all five constructs are significant in affecting the decision by subscribers to change to a new mobile service provider.