فصلنامه مدیریت بازرگانی
سال چهارم شماره 14 (زمستان 1391)

In this article we will try to investigate the market of luxury auto and for presenting some view of marketing programs، at first review the supply and demand of auto in market of Iran. Then we will recover the taste and behavior of costumers in this segment and list the effective factors in purchase decision and if they attend to the brands or not. Then with interview with experts using multi criterion decision making method (AHP) and using many text sources، we analyze these factors by “Super Decision” software. At the end with the synthesized model we estimate the whole market with about 21 cars in this segment of market (20 K$-70 K$).

Perceived risk is an intervening psychosocial construct in marketing and connected to potentially negative outcomes. When studying perceived risk in consumer behavior as purposeful behavior، there is no doubt that the desired outcome of a purchase decision is need satisfaction so that positive outcomes are hoped for and expected. If negative consequences are experienced in buying situations، the expected satisfaction level may not be realized. In this research، the risk-component approach (Peter & Tarpey. 1975) has been used in order to identify and investigate the several basic dimensions of the overall perceived risk (e. g. physical، financial، performance، psychosocial and time-loss risk). Accordingly، some face to face interview with open-ended questions have been held up with 20 managers and experts engaged in the National Fuel E-Card plan and the research model was developed in accordance with their remarks. The results showed that financial and performance risks are the most important and notable dimensions for Vehicle drivers. Moreover، research model developed by excluding psychosocial and including security and privacy facets

Electronic Word of Mouth (E-WOM) is a new emergent arena in which، consumers share their experiences and reviews on various brands and products such as Laptop with each other، through online communication channels. This is a practical and survey research. Research’s statistical society is the students of AllamehTabatabaei University. Statistical sample is selected by relative categorized and available sampling، also 400 questionnaires were distributed. Since the aim of research is to investigate the effect of E-WOM on customer-based brand equity (CBBE) and purchase intention; theoretical framework and findings of previous studies are discussed and then conceptual model and hypothesizes are provided. Research findings indicate that E-WOM affects brand equity aspects; brand equity aspects (except brand awareness) affect purchase intention; and E-WOM affects purchase intention through brand equity. Finally، research propositions are provided.

Services require high involvement of consumer in consumption process. When consumers experience a service، their evaluation of service quality will change. The propose of current study is to provide a conceptual model for measuring hardware and software quality of banking services in the context of Iran’s banking industry. Current study is descriptive-applicable one in which has been done by a survey method. The statistical population is customers of governmental and private banks in the area of Tehran. To collect data، a self-administrated questionnaire was used. After pilot study، sample size was estimated 551 in the error level of 5 percent. In addition، to collect sample and complete questionnaires، a two-stage cluster sampling plan was used. Results indicate that hardware and software are key elements of service quality. Further، hardware has a higher weight rather than software.

This paper presents a new framework for developing a sustainable and inspirational vision through combination of futuring and storytelling concepts. This combination helped us to overcome the previous problems and weaknesses on the way of visioning process and vision communication. To achieve key elements of corporate vision and narration، 237 questionnaires containing five open ended questions collected from branches and offices of a commercial bank. Customers ideas، also gathered through several interviews and previous surveys which has been done by the bank R&D center. Other stakeholders’ considerations have been achieved through Iran’s 1404 vision، fourth developing program and documents of central bank. Finally corporate vision and narration have been excluded through content analysis of questionnaires، interviews and other mentioned documents.

Services companies attempt to promote their delivered services to customers and achieve a stable competitive advantage. For achieving this goal، Marketing and HR scholars jointly propose application of Internal Marketing (IM) principles and instruments. Although IM is a 30 years old concept in management، but it''s measurement and application method have faced with different structural and conceptual barriers. In this article، the role and effects of IM information''s gathering in Iran Banking Industry، sharing them among employees and Bank''s Management reaction against these information on the orientation to IM have been studied. The research results show that generated information about IM which include IM information which is generated informally، IM information which is generated formally and IM information which is generated formally and written and sharing these information among employees and most important of them، bank''s management reaction about these information affect directly and meaningly on orientation to Internal Marketing.

Brand equity is one of the most important and best known in the field of marketing and brand concepts. Each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. Brand equity is affected by its constituent per Aker model and this is a test to find the effect of media and non-media promotional activities on brand equity dimensions increase or decrease; which was investigated on brand of Pars khazar in small house appliances case study. The structural equation modeling and Liezel software the fitting of the model is examined and causal relationships between media and non-media promotional activities on brand equity dimensions have been forming. Based on the results of path analysis، SEM، the effect of brand awareness on brand equity was rejected in mentioned industry. As a conclusion، Non-media advertising to promote sales without transitional costs - (non-FB)، non-media advertising to promote sales- Consumer franchise building (CFB)، and advertising media respectively value have an impact on brand equity. Advertising has the greatest impact on brand loyalty; both non-FB and CFB advertising has the greatest impact on perceive quality of brand.

Success or failure of online B2C businesses depends on identification of website features which affect customer online purchase intention positively the most. For better profitability، online businesses must be aware of their customer''s preferences between functions and services provided by their webshop. Then، using a conceptual model that identifies customer''s preferences and estimates utility scores of shopping website features is crucial for e-retailers. The present conceptual model determines customer''s favorite functions of e-stores، utility scores and relative preferences in form of technology factors، shopping factors and product factors. 399 valid responses were gathered utilizing online questionnaire and analyzed by conjoint analysis algorithm. Results unveiled that «digital certification and encryption» (security) and «product exchange andreturn services» (convenience) were the most important features for customer''s online purchase intention. Findings are discussed and implications are provided.