فصلنامه مدیریت بازرگانی
سال چهارم شماره 13 (پاییز 1391)

In the modern business environments, manufacturers are facing to growing pressure of customer’s requirements in product customization, quality improvement and responding to demand. To maintain the business in this environment, most of organizations are following development of strategic participation with customers and coordination to them; in a way that creates value for them and makes loyal customers. This research aims to consider the literature related to customer loyalty and to provide key and effective factors of customer’s loyalty in suppliers sector of hygienic and health industry in Iran using a fuzzy Delphi method. This research applies fuzzy DEMATEL method for providing a systematic model of the relationships between criteria. The results showed that the key and effective factors are as bellow: the characteristics and the behavior of vendor to customers, the trust to customers, the price of product, the quality and closeness of relationships to customers, the advantages of joint relations, the previous experience of customer for buying and vendor responsiveness. The characteristics and the behavior of vendor to customers and the quality and closeness of relationships to customers are the most effective and the most impressible factors as well.

In today's competitive and variable environment, Companies have to use diversified and modern methods of communication to establish and maintain profitable relationships with customers. Marketing communication methods that should be integrated to the success of the organization through a new system are media advertising, public relations, direct marketing and sales promotion tools. In this regard, The concept of integrated marketing communications strengthen the company's position in the market through integrating all messages. The purpose of this study was to investigate The Effect of components of integrated marketing communications on brand strength in banking industry. The study population are included 600 MELLI Bank employees from Ardebil province that 148 employees were selected as examples. Data analysis was performed using SPSS and LISREL software. Findings indicate that All elements of integrated marketing communications including advertising, public relations, sales promotion, direct marketing Have a positive impact on the components of the brand With 99% confidence level.

Customers brand loyalty is one of the key indicators that reflect the market power of corporate brand. The aim of this study was the modeling of customers brand loyalty and investigating its effective factors in mobile telecommunication industry. For this purpose a hybrid method based on Artificial Neural Networks and Rough Set Theory was used. Based on the research framework, in the first stage, effective factors on customers’ brand loyalty were identified with use of an extensive literature review. Required data were gathered through a questionnaire survey among 913 of Irancell and Hamrahe-Aval subscribers in Yazd province. In the next step, sets of most effective attributes in modeling customers’ brand loyalty were identified with use of rough set theory. Then, based on artificial neural network approach, the best performing attribute set was selected and used for modeling customers’ brand loyalty. Finally, after presenting final network model together with synapsis weighs, input variables have been ranked with use of sensitivity analysis. Results of this study indicated that brand credibility, users’ imagery and pricing plans are the most effective factors on customers’ brand loyalty.

The main purpose of this research is to investigate the effect of packaging characteristics (visual and functional) on food purchasing behaviors with the moderating role of customer demography. In order to collect data, 400 Questionnaires are distributed among the customers of five major supermarkets at Shiraz city. To test the validity and reliability of questionnaires, face validity and α cronbach approach (of the whole questionnaire and for each variable separately) applied respectively. Results showed that both of characteristics had an effect on food purchasing behavior; however the effect of visual characteristic was higher. Information on packaging among the components of visual characteristic and durability of packaging among the components of functional characteristic had the highest effect on food purchasing. Furthermore, demographic characteristics could moderate most of relations between packaging and food purchasing.

Classical Kano model with respect to Deterministic approach in questionnaire and evaluation table, unable to get partial tendencies of customers. For this reason in this paper in addition to Expression of the shortcomings of traditional Kano questionnaire and introduce its Fuzzy approach, Traditional Kano evaluation table will also be discussed and its Fuzzy approach is designed so that the results derived from the analysis of Fuzzy questionnaires be more adopted with The definition of quality Attributes of Kano model. The proposed approach was evaluated at Pars Khazar Company on Long base Fan in order to classification of the Fan attribute. The results were compared with the traditional model of Kano and the Lee model (2009). The results showed some of the features classified “indifferent” with traditional models and Lee model, but with proposed model classified differently. Finally, with Fuzzy percentages calculated, quality attributes were rated.

consumer behavior is one of the most important issues in the marketing. It is clear that children are not excluded. Children as consumers means; why, when, where and how they acquire the necessary information, select, and purchase.This study, done with the purpose of identifying factors influencing on children buying behavior in Tehran. Therefore, use of socialization approach and the role of socialization agents were examined. 7 hypothesis were developed. Research methods were correlation, applied, and expressive. Interview and questionnaire were used for data gathering. Based on the existing literature review must have be done work on 7-12years old. Multi-stage cluster sampling was used to determine the sample. To analysis the data used Structural Equation Modeling (SEM) was used to analysis the data. The Results of this survey shows that some factors, such as parents, communication with family and brand impact on the children buying behavior. Additionally gender had effect as well; in the other words, boys and girls show different consumer behaviors. Some of the differences were pester power and independence. Some recommendations are suggested based on findings to companies producing children’s products.

Inadequate people awareness about Insurance services is one of the most important factors of underdevelopement of Iran insurance industry. Because insurance services aren’t objective and familiarity of people with them requires presenting comprehensive data, so professional advertising campaigns of insurance companies is so helpful. Effective advertising policymaking in insurance industry can increase insurance penetration rate and in the result, economic and social security of the society will be improved. Identifying and approving dimensions of ‘model of effective advertising policymaking’ and the relations among these dimensions are main objectives of this research. Research method is based on Survey, and questionnaire has been used for data collection. Pearson correlation test, Kruskal-Wallis test, Multidimensional Scaling, Quadratic Assignment Procedure Correlation (QAP) and Cluster Analysis have been used for analyzing data and approving model dimensions and relations. Research results, have approved six dimensions of effective advertising policymaking model and have revised relations among dimensions of primary and conceptual model of research.

The aim of this study was to investigate the relationship between brand equity and efficiency of different brands of cars, the thereby revealing the performance car brand equity, domestic producers are able to position their products as compared to other competitors in the promotion of brand take steps to make.Keywords: brand equity, loyalty, data envelopment analysis and structural equation modeling. The purpose of this study applied descriptive - survey based on structural equation model (SEM) and the DEA. The study consists of 23 consumers use the automobile in the city. Data analysis using software SPSS18, AMOS18 and DEA Solver done. Questionnaire using Cronbach's alpha coefficient equal to 0.85 and the validity was confirmed by content validity and confirmatory factor analysis. Results showed that brand awareness, perceived quality and brand association and brand loyalty influence and brand loyalty and, in turn, is affecting the brand equity.The significance of the relationship between research and confirm the model, performance, brand equity was measured using data envelopment analysis. The results show that DEA Solver Software first and second phases are in possession of the Mazda 3 brand equity is more efficient than other brands.