فصلنامه تحقیقات بازاریابی نوین
پیاپی 2 (تابستان 1390)

The purpose of this paper is to propose an integrated model of Kano and Association rules for classification of customer's needs and analyzing their behavior. Statistical population of this research includes customers of Saman Bank of Qom. After random sampling, 144 questionnaires have been used for data analysis. After data collection, the needs of customers have been classified using the Kano methodology and then the relationship between customers demographical characteristics and results of the Kano model have been discovered. The findings show that customer's demographical characteristics have obviously influenced their typical needs. The results of this paper can be effectively used in marketing strategies formulation for achieving customer satisfaction as well as in market segmentation.

Nowadays, organizations on one hand try to send effective messages through different media to persuade audience for buying their products and services and informing people about their differences and on the other hand, people are surrounded by different advertising everywhere and every time; while, the most important thing in advertising subject is evaluating its effectiveness. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. The study findings which are obtained through descriptive-survey research and by the use of questionnaire indicate that the television and newspaper advertising of Parsian bank has passed the steps of the AIDA model successfully and has been effective. The comparative study of media advertising effectiveness imply that from customer's point of view, television is the most effective media in attracting them and newspaper is the next. In addition, they address the existing honesty and reality of delivered bank messages as the most important factors influencing on advertising effectiveness. Also, they have addressed good and respectful behavior of personnel with customers as the factor with the most influence on their attraction and respectively, have underlined television and newspaper as the media through which, they have the most access to advertising and they spend most of their time for. They highlight television and then, radio as the best quality media and also recommend television and then, newspaper for future advertising of Parsian Bank.

In this study marketing maturity model has been used in Iran Transfo Corporation. For this purpose, the five levels process maturity model has been applied. The statistical population includes managers, supervisors and experts of marketing and sales at Iran Transfo Corporation and due to its small size, the entire population has been studied as the sample of research. 11 questionnaires have been used for data collection; its validity has been confirmed by content validity analysis and its reliability has been approved by Cronbach’s Alpha. The results imply that none of the marketing processes are at fifth and fourth levels, while out of them, eight are at the third and three are at the second level.

As trade is being more competitive and complicated at international level, necessity of managers’ attention to the strategies for entering the global markets has become a competitive advantage for companies; meanwhile, performance evaluation plays a critical role in organizations’ success. One of the performance evaluation models is Balanced Score Card (BSC) which has many advantages compared to similar approaches. In this study, different techniques have been used to determine the degree of parameter's priority to each other including Analytic Hierarchy Process (AHP), Eigenvector technique and SMART method and the strategies performance of Iran Khodro Industrial Group for entering foreign markets during 2009 and 2010 has been evaluated using BSC. Findings imply that the BSC aspects with order of success degree include innovation and development (61%), customer (52%), business processes (47%) and financial (24%), respectively.

While the importance of customer loyalty has been recognized in marketing literature for several decades, the design and explanation of persistent customer loyalty and its antecedents in electronic commerce especially in an e-retailing context have not been addressed. Therefore, the aim of this study is to develop and validate such antecedents of persistent loyalty and to propose a comprehensive model. For this purpose, based on e-commerce and marketing literature, a comprehensive set of constructs have been designed and examined on 211 customers of e-retailers using path analysis. The findings imply that persistent customer loyalty has been influenced significantly by all of the recognized factors including trust, payment security, perceived value, customer satisfaction, customization, purchase convenience, brand character, and contact interactivity. Also, customer satisfaction and trust have mediator role in the model.

Since enhancement of the suitable and competitive position through consumer loyalty is of high importance, in this paper, brand equity as an effective element in achieving the mentioned position has been studied. Analysis of data has been done using structural equation modeling and PLS software. Statistical population includes customers of Razavi Nutritive Products in the city of Mashhad, and non random sampling has been used. The questionnaire developed by Chen (2007) has been used for data collection. Findings imply that the customer’s perception of marketing mix has positive and meaningful influence on brand equity; also its indirect influence has been ratified via features of purchase. Respectively, offering products with better prices, good image, widespread advertising and on time distribution in stores lead to better customer perception of brand equity, which in turn results in increase of frequency and amount of purchase and improvement of brand equity.

In e-Cash, signer must sign a value without seeing it's content directly. Traditional RSA based approaches encounter a fundamental problem named Chosen Text Attack. The main aim of this research is to propose an approach to overcome such attack. Although using random values in signature apparently raise computational complexity, it guaranties security. In this paper, computational complexity of the proposed approach has been studied and its superiority compared to the regular blind signature approach of Fan et al. has been approved. Resistance against forgery, which is the main objective of the new signature approach has also been studied and approved.