مجله مدیریت بازاریابی
پیاپی 22 (بهار 1393)

The goal of this paper is to investigate the effective factors on managers’ behavioral intention for software as a service adoption. The factors identified from Technology Acceptance Model، Innovation Diffusion Theory and the study of Benlian & Hess (2011). The data were collected on top and middle managers using a structured questionnaire. A total of 370 questionnaires were completed. Results are analyzed by structural equation modeling، a path diagram generated and sixteen hypotheses tested using LISREL and SPSS software. five of the hypotheses were accepted. The results reveal that consumer behavioral intention for saas adoption affected by perceived consumer ease of use، marketing efforts and social influence. Research limitation: Other factors might have been identified and added to the conceptual framework. The timeframe of data collection was very specific. The large sample size and its apparent representativeness encourage confident generalization of the findings. Managerial Implications: marketers now have clear evidence that perceived consumer ease of use، marketing efforts and social influence are important factors that affecting consumer behavioral intention، and should plan their intelligence gathering and campaign strategy accordingly.

This study examined the underlying dimensions of high income customer satisfaction in the apartment industry. For this purpose، researchers developed a model to identify which factors are influential in creating customer satisfaction. The second purpose was to assess satisfaction’s mediating effect in word of mouth building. This research is an applied research and its strategy is causal. The study employed structural equation modeling and confirmatory factor analysis to investigate the causal relationships between quality، cost، and facilities with satisfaction. It specifically measured the way in which consumers’ perceptions of the dimensions of customer satisfaction affected the overall customer satisfaction evaluations. A standard questionnaire was used for collecting the data from a sample of high income customers of apartment industry in Iran. The results from a high income sample indicate that customer satisfaction influenced more by product quality and service quality than other constructs. In addition، the role of customer satisfaction as a mediating factor in the intention of word of mouth is rejected. Present research enriched customer satisfaction building in apartment industry by incorporating the environmental quality.

The aim of present study is to investigate and evaluate the effective factors on marketing management of liquidity absorption in Tejarat Bank as an actual case. To identify the most important measures influencing on liquidity absorption، to prioritize criteria of present study and to select the best strategy for absorbing liquidity based on priority of studied criteria، Delphi technique، multi-criteria decision-making models and AHP، and TOPSIS technique are used، respectively. Participators included the experts and senior experts of studied area. Thirty experts were selected as sample by Delphi from a group including 10 members and by AHP. At the final stage based on communication matrix and TOPSIS، views of an expert team of experts were used. Data was mainly gathered by questionnaire. Three questionnaires were used: Delphi questionnaire، questionnaire related to experts، and a questionnaire based on communication matrix of main criteria and strategies. The results of prioritizing criteria using AHP concluded that unexpected withdrawal of equity capital is the highest in priority followed by conveyed policies of Central Bank (CB)، saving deposits، investment deposits، demand deposit، proper resource management، investment and participations and adequate training for coworkers and finally granted facilities. It can be concluded that the best option for liquidity absorption using TOPSIS is fund diversity followed by strategies to net increase in bank account، increase in current account with CB، and finally deposit absorption.

Based on their outstanding and excellent features، entrepreneurs are able to provide necessary resources in business competitiveness، growth and development and also to deliver quality products and services through the analysis of competitive environment. The research aims at investigation of competitive intelligence from the entrepreneurs` perspective. The study deals with how behaviors are influenced by market orientation and entrepreneurial attitude and the entrepreneurs’ competitiveness. The study sample includes 412 entrepreneurs of 4th national festival superior entrepreneurs from whom 258 completed questionnaires are obtained. Data analysis is undertaken employing LISREL software under windows environment. The hypotheses testing results show that there is a positive and significant relation between the model hidden variables. The structural equation findings reveal that market orientation and entrepreneurship attitude have effects on the scope and frequency of competitive intelligence scanning behaviors. Accordingly، the entrepreneurs with high level of market orientation and entrepreneurship attitudes tend to scan wider scope of competitive intelligence with higher frequency and this means that their effective attempts are maximized in some companies which value the competitive intelligence. On the other hand، utilizing the competitive intelligence، the entrepreneurs achieve a competitive advantage which other competitors lack and also they obtain more comprehensive understanding in relation to strengths and weak nesses of themeselves and competitors.

This study investigated factors influencing increased customer confidence in purchasing goods and services have been conducted. Today، security and customer confidence in purchasing goods and services most major concern is the Internet. Many studies have been conducted to understand the dimensions of trust. Since customer confidence both in terms of logical and empirical relationships is an important variable، therefore it is essential to organizations providing goods and services in order to take steps to protect customers. In this research study Lee and Turban model has been chosen as the base model. This study considered the impact of each of the six hypothesized factors perceived credibility of organizations and companies providing goods and services، electronic infrastructure and its underlying factors، personal factors، customer knowledge، field experience، risk appetite، with a descriptive methods were studied on credit. According to the characteristics of the study population Stratified sampling method was used. To determine the sample size، the method is used to estimate the sample size Cochran. A questionnaire was designed based on a Likert and the sample consisted of 384 subjects were distributed. The population was divided into three groups that Of the 384 questionnaires، 128 population among banks the sample was stratified، 128 questionnaires to randomly between customer Refah chain stores، dealers، Sony، Samsung، LG، Internet Service Provider Companies and Among the remaining 128 questionnaires shows for dealers and customers that two-month intervals Since the beginning of the September 2011 to November 2011 held in Sanandaj Fairground، Using simple random sampling، were distributed. Findings confirm that the sixth hypothesis.

Purpose -Corporate social responsibility (CSR) is of increasing concern and holds strategic implications to companies across industries. Large companies invest substantially in CSR initiatives. The willingness to invest in CSR emphasizes it is not a cost، a constraint، or the right thing to do but is a source of competitive advantage. Nowadays، CSR has become increasingly significant for a wide range of organizations and for the managers that work within them. Thus، this research aims to describe the effect of corporate social responsibility on perceived service quality، customer satisfaction and loyalty. Design/methodology/approach – To complete this research، 450 questionnaires was distributed between the customers of Pasargad bank (Branch Supervision) in Ahwaz; of which 380 questionnaires were collected. The research method is an applied research in terms of aim and in terms of method is descriptive. The hypothesis test was accomplished by Lisrel software. Findings –The research results showed that the corporate social responsibility has direct and positive effect on the perceived service quality and satisfaction and also satisfaction has direct and positive effect on attitudinal and behavioral loyalty of customers. Practical implications –The study provides a set of findings relating to CSR initiatives and perception of service quality that could be readily incorporated into banks’ corporate strategic plans.

The Customers loyalty on a brand is dependent on their trust. Also the customers trust influenced by fulfilling the promises which brand owners deliver to their customers. According to importance of the subject، this study reviews the influence of organizational climate’s dimensions on fulfilling of the brand promise. The purpose of this study is identifying the effective organizational climate variables on fulfilling the promises which brand owners deliver to their customers. The statistical population of this study comprised the entire Maskan Bank’s employees in Alborz province which were selected some people among them randomly. In order to collect data the standard questioners are used. The data analyzed by Spearman Correlation Coefficient and Multiple Regression. The finding of study showed that the organizational commitment، employees received bonuses، teamwork in organizations، organizational structure and organizational communication have significant relationship to fulfill the promises and among these variables of the three variables such as: organizational commitment، employees received bonuses and organizational communication can entry into the regression equation، which can impact on this variable directly.

To investigate the relationship between consumer involvement and purchase decision. The present study has an applied aim and follows a descriptive (survey-correlation) method. The population was the students of Azad University of Sanandaj branch and the sampling method is stratified random. 372 people were chosen as a sample and questionnaire was used to collect data. Results of data analysis have shown confirmation of all hypotheses. In other word، there is significant relationship between dimensions of consumer involvement: Interest، Hedonic value، Sign value، Risk importance and Risk probability with purchase decision. Research Limitations: Since the target populations of the study were university students، the results of the study cannot be applied to other cell phone purchasers، Moreover، because cell phone was selected as the product، hence، application of the results of the study to other levels of the product is not possible. Managerial Implications: involvement is not an incontrollable variable for the company; managers and marketers can increase it by adding or emphasizing certain features of their offer and thus have an impact on consumers'' decisions. Originality/value: Consumer involvement is a very important concept in marketing and consumer behavior but unfortunately there is little research about it. In this article this concept based on Kapferer and Laurant was surveyed and localized questionnaire was developed.