فصلنامه تحقیقات بازاریابی نوین
سال چهارم شماره 3 (پیاپی 14، پاییز 1393)

Intensive competitive environment and high market-entrance rate force managers to seek for new and more efficient ways to accomplish customer loyalty. Brands convey lots of symbolic meanings and can help customers to achieve their basic identity aims، so that customer-brand identification (CBI) is one of the new ways to obtain loyalty. The impact of CBI، brand distinctiveness and brand prestige on brand loyalty and also the mediating roll of CBI were tested in present study. A survey research was conducted among Toyota customers in Mashhad with 384 sample size. Data were analyzed using Amos software by Structural Equation Modeling and Baron and Kenny mediation analyze. The result confirmed the influence of، namely، brand distinctiveness، CBI and brand prestige on customer brand loyalty. The mediating roll of CBI between brand distinctiveness، brand prestige and brand loyalty was also confirmed.

In today’s world with intensive competitive environment and high market-entrance rate، customers loyalty is a major factor in gaining competitive advantage for organizations. Brands are the main points of differentiation between the competitive presentations، thus، they are crucial for the success of the companies. The purpose of this study is to identify and examine the factors affecting brand loyalty. In order to gain the main factors creating brand loyalty، a comprehensive study of the factors affecting brand loyalty was conducted and common important items were extracted and tested. The present study is applicable in terms of goal as well as descriptive in terms of data acquisition. A survey research was conducted among 384 mobile phone users in Boushehr. For data analysis structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used. Based on the results of the path analysis; the relationship between the variables in the model is investigated. Results suggest that indicators of satisfaction، trust and promotional activities have positive effects on brand loyalty in the mobile industry.

One of the most important dynamic capability of an organization to manage environmental turbulence is customer agility. Since organizations use different strategies to build this capability and because of lack of research for assessing this strategies to build customer agility. The main objective of the present study is to evaluate the ability of mass customization strategy to achieving the customer agility، in other words the purpose of this research is to answer the question whether mass customization strategy can lead to the formation of customer agility capability. The conceptual model is presented and tested based on the involvement theory، the functional theory of attitudes، and theories on the desirability of uniqueness. This research based on the goal is practical and based on the way is survey- analysis. Statistical population of research is the production of custom automotive vehicles company (APCO). General information obtained from the analysis model shows that if the mass customization strategies based on customers'' individual differences define customer participation can lead to customer agility capability in three-dimension of sense، responsiveness and learning.

One of significant questions of business decision makers is about accurate recognition of market position، determination of current market and future orientation of own business in the market. Regarding to it، one of important tools is Strategic Position and Action Evaluation (SPACE) matrix that can demonstrate total desirable orientation of any business in current situation. Mentioned Matrix is created by experts’ views and opinions، so it''s accuracy is based on qualitative poll; accordingly it can make less challenges by improvement of this accuracy. In this paper، mentioned poll has been combined with fuzzy logic by using Fuzzy Delphi Analytical Hierarchy Process (FDAHP) and it has includes higher degree of accuracy because of weighting to axes of matrix. Case study of this suggested model has been carried out (or performed) in one of prominent company in the field of UPVC windows and doors industry and the results of this study has been presented.

The objective of this study is examining factors affecting customer satisfaction in the restaurant industry. The questionnaire was used to collect required data for this study. Questionnaires distributed in 10 randomly selected branches of Boof Chain Restaurant in Tehran. In each branch، 40 customers were selected for the study. Ultimately، the research sample consisted of 268 customers. Hypotheses were tested through structural equation model. The obtained results show that food quality، service quality، restaurant environment، and perception of price fairness had a positive impact on customer satisfaction، but the impact of restaurant location on customer satisfaction was not confirmed. The results also indicate that food quality as the most important factor affecting customer satisfaction in the boof.

value Co-creation is the result of combined efforts of the company، employees، customers، shareholders،…. some Customers are people who engage in the process of value co-creation. they have value co- creation behavior. In this paper has shown that value co-creation behavior has been formed from of the two major dimensions. They are customer citizenship behavior and customer participation behavior. each of them have four sub-dimentions. The purpose of this paper is the ranking of value co-creation behavior elements via ANP approach and evaluating of impact’s value co-creation behavior on customerization capability and service capability with Smart Pls software. The population of the research is institutes of art and architecture students and students of language schools in Yazd city. In this study، was used ANP approach for elements ranking and structural equation models for model analyzing. Method of study is descriptive-survey. the data was collected with questionnaire. The results showed that value co-creation behavior effects on customerization capability and service capability. among the elements of value co-creation، customer citizenship behavior is important. among the elements of customer citizenship behavior،advocacy is important. Information sharing is impoatant than other elements in customer participation behavior.

Application of qualitative research methods in consumer behavior is carried out through the methods such as experimental surveys، protocol interviewing، projective techniques، role-playing interview، in-depth interview، and focus groups. However، these methods only cover part of the qualitative research process. In fact، they are mostly data gathering approaches. Rigorous Understanding of qualitative and quantitative methodologies should be considered regarding their philosophical fundamentals and logical relation should exist between questions and research methodology. In case of reducing paradigm disturbance، if researcher seek experiences، meanings and insights of consumer behavior، qualitative methods should be applied (included various related schemes) such as phenomenology and grounded theory. In this research، previous research and related literature in phenomenology have been reviewed، in the next step، existential-phenomenology as an alternative paradigm and purely qualitative approach for conceptualized consumer experiences have been presented. This research would result in a rigorous understanding of consumer experiences by providing a philosophical framework and qualitative methodology in marketing for marketing academic and practical managers. Keywords: Phenomenology، Existential، Paradigm، Consumer، Methodology، Experience

The aim of this study is to measure perceived Image of Iran as a tourism destination. For this purpose، the members of couch-surfing virtual community (www. couchsurfing. com) considered to participate in the study. This virtual community has different members from all over the world. In this virtual community، members share their previous travel experiences and discuss about different destinations، before traveling to those destination. The data of the study was gathered by using convenience-sampling method and the sample included Non-traveled people who were eighteen years of age or elder. In July - August 2013، 620 respondents participated to the study while they have visited the virtual tourism community. In this study، exploratory and confirmatory factor analysis was conduct to extract and validate dimensions of perceived Image in relation to Iran as tourism destination. The results of study showed that the construct of perceived Image include affective and cognitive dimensions. Non-traveled tourists perceive affective Image of Iran، positively. The results revealed that Iran has a poor cognitive Image. In addition، Overall destination Image of Iran influence on tourist''s intention to traveling to Iran.

The loyalty of the athletes was considered as one of the vital factors in the success of the Athletic Club. The overall objective of research was examining direct and indirect effects of relational marketing elements such as trust، satisfaction and commitment on the loyalty of the Iranian premier league soccer players. In this regard a model was presented for investigate the relationships between the foreground and consequences of relationship marketing. Method of this study was descriptive، survey kind. Statistical population included all soccer players in the Iranian football premier league in 2013، according to the statistics estimated 400 people. The Sample size included 121 football players who were selected randomly. For collect data was used the questionnaire. Validity of the questionnaire with using the divergent and convergent validity was confirmed. Reliability coefficient using Cronbach''s alpha coefficient was 0/87 and confirmed the combination reliability. The findings demonstrate the indirect effect of trust on athletes’ loyalty through satisfaction and commitment variables than clubs working towards it. In addition، according to the results of the research the trust directly and indirectly has impact through satisfaction on the amount of the athlete’s commitment; results indicated that the satisfaction also directly and indirectly has impact through the commitment on the amount of the athletes’ loyalty.

The purpose of this study is investigating the degree of impact of psychological characteristics (motivations) and demographic characteristics (sex، age، and income) on the consumer''s attitude toward luxurious products. Statistical Population is composed of all customers attending selected fancy and luxurious restaurants in Tehran، the sample size was determined to include 385 subjects and simple random sampling method was applied. This study was conducted from clients have been referred to a luxury restaurant with a survey approach. Primary Tools for Data Collection was Likert''s 5-scale questionnaire. In order to analyze the data، descriptive and inferential statistics and the structural equation modeling were employed with SPSS and Lisrel software programs. Research results suggest that the psychological characteristics affect the consumer''s attitude toward luxurious products and quality of the service provided by fancy، luxurious restaurants. As far as the variable of demographic characteristics is concerned، only age has an effect on the consumer''s attitude toward luxurious products، and sex and income variables have no impact on the consumer''s attitude toward luxurious products; and the variable of demographic characteristics has no impact on the quality of the service offered by fancy and luxurious restaurants. The variables of consumer attitude toward luxurious products، quality of the service provided by fancy and luxurious restaurants، perception of brand and social effect affect the purchase intention، while the variables of store image (restaurant) and vanity bring about no impact on the purchase intention. In addition، the variable of vanity does not exert any moderating effect on the relation between perception of luxurious brand and purchase intention and between the social effect and purchase intention.