مجله مدیریت بازاریابی
پیاپی 25 (زمستان 1393)

The objective of the current research is investigating the effects of service quality dimensions and self-service technologies on customer satisfaction of the private banking industry of Iran (Ghavamin Bank). Applied method has been used for this research in which the questionnaire method has been utilized in order to gather the required data for describing the research variables and interpreting the relations between them. The Analysis unit in this research is the banking services customers for which 510 people have answered the questionnaires. In order to describe the data، the frequency distribution tables have been used and the structural equations model has been used to describe the data. In so doing، SPSS 18. 0 and LISREL 8. 54 softwares have been utilized the explanatory factor analysis، confirmatory factor analysis، path analysis، fitting testing، and model power analysis methods. The results gained due to this research indicate that three factors assurance and responsiveness and tangible physical factors have got direct relations with the customers’ satisfaction. Statistically، two factors i. e. reliability and empathy have no meaningful impact on the customers’ satisfaction and cannot function as appropriate indexes for predicting the customers satisfaction from the services provided by the bank. Ultimately، the more satisfactory the self-service technologies factors in the bank branches، the more the extensiveness of physical and tangible factors on the customers’ satisfaction shall be. Accordingly، the self-service technologies shall positively adjust the physical & tangible effects of the customers’ satisfaction.

The combination of both brand community and social media leads to a concept that we call social media based brand community which is a subset of the broader concept of ‘‘virtual communities’’ or online brand communities; but the main differentiator is their platforms. In this article، we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. For this purpose the users of Apple (Iphone) and Samsung (Galaxy) cell phones in Shiraz are considered as the statistical society which due to the unlimited statistical society and lack of access to all of them، two samples included 196 people has been selected randomly and studied in the third 3 months of year 91 by using the standard questionnaire of the researcher Michael Laroch et al. (2012). On the other hand in order to discuss the relation between the research variables the Pierson correlation and for the hypothesis test of research the path analyze are used to evaluate the structure of the recommended framework. In order to do this SPSS Amos 16. 0 software is used. This research has about twenty hypothesis which are after the hypothesis analyze and statistical analysis at the surety level of 95% for the Apple’s customer eighteen hypothesis were accepted and two of them were rejected، and for the customers of Samsung، sixteen hypothesis were accepted and four of them were rejected.

Brands are often seen as one of the most valuable assets of an organization. Brands need to build a strong and powerful presence in the minds and it is a priority in many organizations. People believe strong brands can increase the competitive advantage. The knowledge of brand equity dimensions can help companies to implement marketing programs and allocate cost to do them. So، this study as titled “Connection of customer-based brand equity dimensions and customers tendency to purchase” will investigate the relationship between the four factors on customer’s willingness to buy. In this study، the relationship of four variables (brand equity، brand popularity، willingness to pay a higher price and brand image) and customers’ willingness to buy has been evaluated. The statistical society was selected by cluster sampling among Hyundai customers in Tehran. Sample volume was 384 which sampled by reliable questionnaire. Hypotheses examined by one factor t Test، independent t Test and one factor variance analyses and data were analyzed using LISREL software. After analyzing the questionnaire data، it was found among the three variables (brand equity، brand popularity and willingness to pay higher prices)، the brand popularity is most associated with willingness to pay higher price and there isn’t direct significant relationship between brand image and customer willingness to purchasing and there is indirect relationship between brand popularity and customers willingness to purchasing. This study was encountered temporal and special limitations and it was included Hyundai customers in Tehran exclusively and the automobiles with Asan Motor CO guarantee were investigated.

Nowadays competition for having loyal customers is known as a key strategic issue for organizations operating in service sector. In doing so، banks have tried to improve quality of their services. The main purpose of this research is to investigate the outcomes of the delight services and the customers’ trust in banking industry. Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as a descriptive and survey research. Since the subject is to study the relationship between variables this research can be categorized as a correlation one. The required information is gathered using questionnaire. Also، in order to analyze data the structural equations technique and LISREL software are used. Therefore، the sample size is about 384 that in order to make sure، 400 questionnaires were distributed among the costumers of private banks in city of Arak that at the end 386 questionnaires were returned and then analyzed، accordingly. In the research all hypotheses were proved. The research results indicate that the delight services have positive and direct effect on the customer’s trust. When services is delightful for the customer، he or she will trust in; as a result، when a customer is satisfied with the services and trusts in the services provider، then he or she will be committed to the organization. The committed customers will be highly satisfied with the organization and finally they will be loyal to the organization. At the end، it is recommended that banks’ managers should follow some strategies such as establishment of a particular section for customer’s complaints and receiving their viewpoints and suggestions so as to they be able to improve the services on the basis of their customers’ needs and requirements and providing the best services to their customers so that customers will understand the quality in the way of offering services and the delight sense be improved Originality/value: The model used in this research is a combination of a number of different models and is original in its type.

By the increasing of service organizations، the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal branding. Employees in the service organizations play an important role in the service quality then organizations should have a particular and special attention on their employees. Both of internal marketing and internal branding by focus on employees are trying to deliver organizations promise through employees of organizations and attract more customers to organization. Methodology of this paper is Qualitative – Quantitative so that by reading former research and collecting repetitive element we gain the conceptual model of research and then by real data، we test the model. Population of this research is the employees of service organizations and the data was collected by the questionnaire.

With the development of the banking industry، many banks in our country are looking to provide differentiated services to clients to increase their market share. For example، the use of mobile technologies، to provide 24 hours banking services and provides a competitive advantage arises. In addition، the use of customer knowledge management by identifying the basic needs of the customer، improve management and banking services are targeted. On the other hand improving the management of banking services to increase customer satisfaction and loyalty as a result. Hence، this paper investigates the effect of customer knowledge management and mobile banking on improved management of banking services and ultimately increases customer loyalty deals. To achieve this goal، the most effective indicators of customer knowledge management and mobile banking services that increase customer loyalty by interviews with experts and review of the literature were identified. Then، as a community bank with 180 experts was selected. Using simple random sampling (Cochran''s formula) was estimated sample size equals 122 experts. The questionnaire was used to collect data، assess the degree of reliability using Cronbach''s alpha equal to 0. 814 was obtained. In order to evaluate the validity، the reliability factor was used. Bartlett coefficient equal to 0. 886 was obtained due to the larger amount of 0. 7; the factorial validity of the questionnaire was confirmed. Finally for data analysis، regression methods were used. The results indicate a positive impact of customer knowledge management and mobile banking 50% and fifty percent impact on improving the management of banking services as well as the effect of 64% improvement in banking management to increase customer loyalty. Customer knowledge management and mobile banking as much as 60% and 55% positive impact on customer loyalty rates were reported. According to test results and significant hypothesizes Knowledge Management and Customer Loyalty، Mobile banking is recommended to increase customer loyalty and presented service expected by customers، such as identifying the critical needs of customers and the value they identify key clients and the trust they have placed particular importance for long-term investments. Also، it is highly suggested that Iranian banks should be careful about selecting the proper system for mobile banking and customer knowledge management because of they have special effect on bank service management، and consequently on customer loyalty.

Brand equity assessment serves as an important measurement of strategic value for internal use as well as for a number of external stakeholders. While there are a number of methods and models available for brand equity assessment، it is still uncertain which approach is best. Yet، almost no research exists that has empirically prioritized the existing brand equity methods from the perspective of different stakeholders. In this paper a model is developed for prioritizing brand equity methodologies from the viewpoint of customers as a stakeholder of brand equity. The criteria of this process are the expectations of customers including quality، reputation، and benefit according to Jones brand equity stakeholder model. The priority of these criteria sets via a structured questionnaire filled by customers. Then the Analytical Hierarchy Process (AHP) incorporates to prioritize brand equity methodologies versus these criteria. The empirical findings of this study indicate that the more a method evaluates the benefit، the more it is relevant for measuring brand equity. Among brand equity methods evaluated in this study، Keller’s customer-based brand equity model gained the highest weight regarding taking benefit into consideration and was selected as the best method to evaluate brands from the customers’ perspective in finance industry. This study set out to prioritize the brand valuation pool to help practitioners and academics in assessing the alternative techniques and selecting the most relevant one for customers.