نشریه کاوش های مدیریت بازرگانی
پیاپی 9 (بهار و تابستان1392)

In today’s competitive labor markets, the challenge for organizations is to successfully attract and retain talented staff. Employer Brand Equity is the desired outcome of specific employer branding activities, encouraging applicants to apply and existing employees to stay with the company and could be a key factor of competitiveness for a company in labor market. The purpose of this study was to explore the relationship between the employer brand equity and applicant intention to apply for a job offer in employers’ company and also to test empirically whether this relationship is mediated by organizational attractiveness. Required data were collected through a questionnaire survey among 365 undergraduate and postgraduate students from 4 universities as applicants. Structural Equation Modeling and path analysis were used to test the hypothesized model. The results of this study indicate that from the component of employer brand equity, developmental value, economic value and brand trust have significant effect directly on applicants intention and also indirectly through organizational attractiveness. The results also indicate that the effect of social and interest value is mediated through organizational attractiveness.

Nowadays, perpetuity and the development of the organizations and companies depend on appropriate marketing, selling, and servicing. Today’s marketing confirms not only producing devices and tools but also using correct methods of informing consumers. It is essential for successful companies to recognize the best ways of informing and persuading consumers to be able to compete and keep the marketing shares. We have encountered the growing market in cosmetic industry; however, Iranian cosmetic industry does not benefit a large share in such market. Iranian shares in this industry have been decreasing. Reviewing the literature, it was found that no research was conducted neither on marketing of this products nor on using appropriate methods for persuading consumers. Hence, in order to investigate the most suitable methods for informing consumers, a questionnaire was distributed among 384 women who had used Atousa hair color at least once. The result showed that the viewpoint of other consumers is the most important factor in increasing the sales of such a product. Sale promotions and advertising have the lower ranks; however, direct marketing does not play a significant role.

Customer cognition, understanding difference between groups of customers and ranking them is one of the important problems in banks and customer-based organizations. To achieve a correct understanding about customers, organizations need a measure to evaluate the importance of different customers. The goal of this research is to present a framework for customer segmentationand their ranking. In this regard, the information of thirty thousand customers of SaderatBank from April 2010 to April 2011 was reviewed. This information includes: date of the last financial transactions, number of transactions and end of time account balance. The data was used for segmenting customers based on Weighted RFM (WRFM) using two step algorithm and so customers were divided into four groups. Then these groups were ranked based on their lifetime value and hidden patterns between the data of retail banking product ownership and customer value-based segmentation was discovered using C5.0 algorithm. The result of this study could be used as a guideline for marketing strategies and developing of services and products for each group in the banking industry.

Today, intellectual capital (IC) plays an important role in creating value for organizations. In this research we examine the effect of IC on technology transfer effectiveness in a group of Iranian firms. To achieve this end, we utilize the structural equation models to test the major hypotheses of this research and to identify the most influential indicators of intellectual capital and TT effectiveness in the Iranian firms. Based on the results of the SEM, the effects of IC indicators on TT effectiveness indicators may also be calculated and ranked accordingly. According to the results of this research, it is shown that relational capital has the highest direct and indirect impact on TT effectiveness of Iranian firms and then human and structural capitals have the highest effects on TT effectiveness in pure and innovative imitation stages. At last, the results of the SEM indicates that human, relational and structural capitals have two sided relationships with each other (statistically significant) and therefore improvement of one of these subsets leads to the betterment of the others.

With business being more competitive and complicated at international level, necessity of managers’ attention to entry strategies to global markets was introduced as a commercial advantage for companies. In current arena, performance evaluation plays an important role in companies’ success according to complicated and dynamic environments. Various models are developed to measure performance. One of these models is balanced scorecard which has many priorities upon similar methods. This study deals with performance assessment of Iran khodro strategies to enter foreign markets during years 88 and 89 using balanced scorecard. Company strategies and effective index upon these strategies performance is exhibited on the basis of research literature and identification questionnaire and by using experts’ views in balanced scorecard. fuzzy AHP technique is used to determine the degrees of parameters priority to each other. Based on the results of the degree of success of the balanced scorecard perspectives are: Innovation and development prespective 65%, customer 46%, business processes 44% and financial 19%.

Today, companies must compete with other companies for market presence. This needs ability to communicate with their customer to have special attention with them. In this regard, it is necessary to companies pay attention to appropriate communication channels and coincide with request and needs of different customers, through which its interaction with the company and its views could be transferred. In this paper we introduce some procedures to identify and prioritize features of communication channels with customers in various stages of life cycle, in order to determine their prioritized needs ofcommunicating. In this regard an integrated model of Kano and the importance - performance matrix is used. Our population of this study is food retailers group in Yazd province. In this regard, we introduced some key communication features as a prerequisite for selecting appropriate communication channels to communicate with customers in various stages of the life cycle.

Banking system in Iran, constitute the major part of the economy and the added value created by the banks, provides a large share of total value added of the financial sector. Nowadays banks found to achieve maximum profitability, provide quality customer service is essential. Due to this, the study attempted to provide an integrated approach, based on the Kano model and robust design, for stepping beyond the scope of the models that have been mentioned so far, And to identify factors influencing customer satisfaction, the optimal combination of critical factors for achieving the proposal bank customer satisfaction was presented. The results showed that, when the strategies provide banking services to reach the desired level of quality, quality characteristic such as, "working quickly to deal with customers", "respectful and appropriate behavior with clients" and "being regulated employees" should be in good level of quality. Also, this study shows that the design of banking services, with an average level of "quality of work provided to the customer" and "appeared to be decent staff" is acceptable. Designing banking services in the framework of this study, can provide the highest level of customer satisfaction for banks.