فصلنامه تحقیقات بازاریابی نوین
سال سوم شماره 3 (پیاپی 10، پاییز 1392)

Electronic banking is one of the electronic commerce tools that has been accepted by the banking industry. Development of electronic banking activities based on information and communication technology has caused the emergence of another type of bank، which is called virtual bank that performs its products and services through electronic distribution channels without branch. Due to the differences between virtual bank and electronic banking and the importance of virtual bank activities in the banking system، the aim of this study is to analyze factors influencing on acceptance of virtual bank in Iran. For this purpose، Technology Acceptance Model (TAM) has been considered as the main model and in addition to perceived benefits and perceived ease of use، trust، government support and advertising have been also studied. An electronic questionnaire has been designed and the statistical population included Iranian electronic citizens that had received and completed the questionnaire via email in three months period. The results of analyzing 247 questionnaires imply that the perceived benefits، trust and government support have influence on acceptance of virtual bank. Also the effect of perceived ease of use on perceived benefits and trust is confirmed. Finally، some suggestions for future research have been presented.

The development of telecom companies in the world and the maturity of markets of such services، the management of customer loyalty has become a major concern in the company. This research is trying to provide a model for mobile service customer loyalty considering the customer equity، value equity، brand equity، relationships equity and customer satisfaction in order to create better services for mobile operators and to increase customer loyalty. In terms of goal the research is the applied research. Statistical population is among the customer''s mobile services MCI and Irancell. Simple random sampling was used and 385 questionnaires were collected. In this study، after considering the comments of some customers and reviewing of scientific literature، the questionnaire was localized for the evaluating of mobile industry in Iran. After data collecting، the conceptual model was analyzed by the use of Amos 19 software then the implementation of the reform was approved. Research findings suggest that customer equity and customer satisfaction directly affect customer loyalty. Value equity، relationship equity، brand equity indirectly influence customer loyalty.

New products are critical and undeniable factors for companies that operate in a competitive and changing environment. Many researchers have sought to identify factors that affect the success of new product. This research seeks to identify and categorize the most important factors which influenced on the performance of new products in food industries. After reading several researches، these factors were classified into two categories: internal and external factors. The most important internal factors that، addressed in this research include: entrepreneurial orientation، organizational learning and new product development process، and the most important external factors are: the predictability of customers demands، technological turbulence، market turbulence and intensity of competition. Statistical society of this study is 66 food companies of Mazandaran province، with at least 2 years work experience، that released at least one new product within last year. In this study، hypothesis were tested by structural equation tests، correlation، and hierarchical and multiple regressions، and data analysis software SPSS16 and Visual PLS was used. The findings of this research indicate that entrepreneurial orientation، new product development process and predictability of customer demand has a direct and meaningful impact، and technological turbulence، market turbulence and competitive intensity have a significant moderating effect on the performance of new products in food industries. But it didn’t demonstrate a significant impact of organizational learning on new product performance. The study of indirect effect of organizational learning on new product performance shows that، organizational learning may increase the performance of new products when، a new product development process acts as a mediating variable. Determining suitability of the model by GOF indices shows that the modified model of new product model of new product development process which acts as a mediating variables between organizational learning and performance of new product، has an appropriate fitness.

This study examines relationship between marketing mix elements and educational institiution brand equity. The research data were gathered from language educational institiution including 302 samples from students of these institiution. The research method was survey type and the information was collected via questionnaire. the questionnaire fall in two part. the first part of questionnair relevent to marketing mix and the second part relevant to brand equeity. Cronbach''s alpha for questionnaire was 0. 822. structural equation model was used to confirm goodness of fit and evaluation of main hypothesis and to assess other hypothesis regression was used. The results indicate that educational service، Processes، People، Promotion have a positive e on educational service brand equity. educational service has the most effective on brand equity.

In recent decades، a new cultural values in result of the attainment of knowledge of interdependent organizations، society and the environment has be realize. People have gradually realized that the organizations action take profit and loss for the community. In other words، society expects to receive a more net profit from organizations and they distribution equitable. The aim of this study was to identify the relationship between corporate social responsibility with customer loyality. The research methodology is descriptive - correlation، research type is applied، execution method was survey and data collected method was field. The study population of the study was customers of Bank Mellat in Tehran. The sample was 384 and the method sampling was cluster. To data collect، Rvjyrvtana Hachy Tara (2011) was used. Descriptive statistics were used to describe the status of the subjects. To determine the significance of hypotheses، Pearson''s correlation and stepwise regression was used. And to evaluate the acceptability of the coefficient t-test was used. The research results showed that there was a significant relationship between Corporate Social Responsibility with Customer Loyalty.

Stock Exchange Market as a capital market works by outfit of private saving and allocating that to productive and industrial investments and recognizing effective factors on investment in stock exchange market can be regard as a start point in attracting public corporation. Hereon the individual investors and attracting their capitals are very important because of their effect on economic variables such as investment rate، volume of existing cash in the society and inflation rate. Therefore، financial and economic policy makers should have sufficient recognition of their behaviors in order to attract this social group''s capitals and help them in adopting correct decision in capital market. This research tries to find an answer for the question of how individual investors in regional Isfahan Stock Exchange Market decide regarding buying the stock and which factors are effective in their decision making process. Results confirm that at error rate of 0. 05، openness to new experiences and informational efficiency of the companies which are exchange member are effective on return maximizing policy، the exchange significance in family economy and informational are efficiency of the companies which are exchange member effective on technical inclination، perceived economic risks is effective on performance evolution criteria diversification and openness to new experiences and informational efficiency of the companies which are exchange member are effective on perceived performance evolution.

Marketing performance measurement has been converted to the major priority in the field of marketing، due to the responsibility to competitive increasing pressures، and financial limitations of organizations. Review of earlier researches، indicates that rarely maintenance of account leads to damaging to the credibility of marketing، compromising marketing statue and even threatening the marketing existence as a separated strength within the company. Inability of marketers to determine their contribution in the variations of changes in the company، is one of the most important reasons why no attention to the marketing unit in the Short-term and long-term planning. So، in this study، we survey the identification and determination of a comprehensive collection of the marketing performance measurement criteria، and the effects of them on the financial performance in the Parsian Bank. The results of study show that the market share impact on the brand value، but customer satisfaction have not any effect on the brand value and also the brand value and the financial performance. There is a negative relationship between innovation and brand value

Nowadays big changes can be observed through developing competition in various fields especially in markets. Every organization is confronting fast changes and should schedule and manage its action truly، otherwise، it is not able to be successful and continue to live in this turbulent competitive environment of marketing. Power plant according to their essential role changes in environ mental situation and market power must choose the best strategy to surpass their competitors. In this study we used comprehensive framework for marketing approach of Esfahan power plant comprehensive strategy. First، statement mission and vision of the organization is appointed. Then in the entrance level of company situation analysis in accordance with External Evaluation Matrix، Internal Factor Evaluation Matrix and emphasis on financial and human dimensional is presented. In the level of comparison، Internal-External Matrix and SWOT Matrix was produced and we used Competitive Profile Matrix and comparison this matrix to five main power plants of country include (Esfahan Montazeri، Azarbayejan Sharghi (Tabriz)، Bisoton (Kermanshah)، Hormozgan (Bandarabbas)، Tehran Besat) to appointed the situation of the company in marketing and the decision level، we used quantitative Strategic Planning Matrix to identity different strategic selection، then to select the best strategy، some questionnaires distributed among determiner directors، then the questionnaires evaluated and the comparison judged and the best strategy for Esfahan power plant selected. It is include the improvement of liquidity through adjustment to power market criterions to optimize and increase the level of technology.

Recently organization’s interaction with customers have been changed. Therefore organizations must get to know their customers and predict their needs to improve their Strategies and selling and marketing plans. Clustering is a way to get to know the customers and identify each cluster''s features. The purpose of this research is to identify an alimentary industry''s (Kadbano Company) customers and classify them into different clusters. By clustering and labeling customers، different rebate strategies can be deduced. In order to create an appropriate customer clustering، RFM and LRFM models were used، K-means algorithm، created the optimum number of clusters and the outcomes were compared by Dun and SSE indexes. The results of this research illustrated that the best number of clusters for segmenting Kadbano Co. ’s customers was obtained from RFM model. Eight clusters were analysed and labled; Finally variant rebating strategies for each cluster were extracted.

The need to become familiar with the Islamic viewpoint regarding business to perceive factors which shape Moslem customers'' behaviors for global trade is an inevitable reality due to globalization of economy. The purpose of the present survey was to propose a model to enhance Halal brand status in the global markets. mportant effective variables on Halal brand were exploited from literature using field study which was the basis of Delphi method. Then Delphi questionnaire was given to thirty three experts in the field of Halal brand in Iran. Finally the most important effective factors on enhancement of Halal brand status were studied using factorial analysis and structural equations model. Results- Behavioral and contextual variables were divided into demand-oriented and supply-oriented classes through results of factorial analysis. Goodness of the model was confirmed by structural equations model and the most important effective factors on Halal brand status were introduced as demand-oriented and supply-oriented behavioral factors as well as supply-oriented contextual factors. Research limitations- Number of experts in the field of Halal brand is very few in Iran; therefore selection of the panel members was faced with limitation. Besides، this survey was conducted in an Islamic country (Iran)، so the obtained results could not be generalized to all countries. Value/innovation- Effective factors on Halal brand were identified in this survey from a multi-lateral viewpoint. Thus، a comprehensive model was recognized to enhance Halal brand status in the global markets.