Jounal of Marketing Management: 10 (1)

Open Access Article

1 - Investigation the effect of Market Orientation, Innovation and Customer Loyalty on Business Performance (Case Study: Pol Clothing Group)
M. R. Pakdel Sh. Nayebzadeh H. Dehghan Dehnavi

The present research aimed at investigating the market orientation, innovation and loyalty of the costumers with business performance of Pol clothing group. To this end the personnel of production, official, financial, trading, quality control, storekeeping and designin More

The present research aimed at investigating the market orientation, innovation and loyalty of the costumers with business performance of Pol clothing group. To this end the personnel of production, official, financial, trading, quality control, storekeeping and designing unit of Pol clothing were chosen as the research statistical population. The main variables of the research were market orientation, innovation performance, innovation rate, loyalty and business performance. A standardized questionnaire was used for studying the relationship between the research variables; the path analysis model has been used for hypothesis test. The findings of the study indicated that the increase in innovation degree was due to the increase in market orientation and this subject would lead to the better innovation performance in the company; the outcome of innovative performance was the increase in costumers' loyalty and would result in an increase in business performance. Manuscript profile

Open Access Article

2 - Assessing the Relationship between Loyalty Program Attributes, Store Satisfaction and Store Loyalty
P. Ghafari Ashtiani A. R. Eskandary Mehrabady

Chain stores as  one of distribution  system  rings, play  a  significant  role in controlling the prices  and  the  reduction of distribution  costs  at final  price;  therefore,   proper supply More

Chain stores as  one of distribution  system  rings, play  a  significant  role in controlling the prices  and  the  reduction of distribution  costs  at final  price;  therefore,   proper supply of  products  requires planning a number of  programs  which can persuade customers to do repeated purchases as  this  purchasing  is  advantageous to  both the chain store and  customers. The main purpose of   present study was  to investigate the relationship between loyalty program attributes and store loyalty; it also aimed  at examining mediating role of   store satisfaction in the chain stores. The study population consisted of the customers of Refah chain store. This research has taken six month at summer and autumn of 2009.   Methodology of this research is descriptive, and the simple regression was used to test hypothesis. In this research hard attributes are generally tangible elements such as discounts and gifts; whereas, soft attribute are such things as special communication and preferential treatment. Typically Soft attributes are more emotionally oriented. The findings of the study indicated that loyalty programs have a significant relationship with store loyalty and the mediating role of store satisfaction. Soft attributes in relation to hard attributes proved to be stronger predictors to store satisfaction through the application of the merchandize trading format and customer services. Therefore, soft attributes were of greater impact as compared to hard attributes.  Manuscript profile

Open Access Article

3 - An Investigation into Factors that Affect Brand Choice Using Factor Analysis Approach
M. Samiei Nasr S. M. Alavi M. Nadjafi Siahroudi

Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue that most of the time customers instead of buying a product, buy the brand. Therefore, recognizing the factors influencing brand choice and inves More

Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue that most of the time customers instead of buying a product, buy the brand. Therefore, recognizing the factors influencing brand choice and investigating the specific features of brand is of importance and requires various studies. The present study aimed at investigating into factors that affect brand choice. The methodology of this study was applied research and for data collection, survey approach was used. The statistical population consisted of buyers in Shiraz and statistical sample based on Factor Analysis were 400 buyers (sampling method: regional method). Based on statistical analyses, 30 factors that affect brand choice were categorized in 9 classifications; five factors, namely the simplicity of brand's pronunciation, non-ambiguity of brand, simplicity of brand memorization; writing language and understandability of brand, were classified as the important ones. Further, based on qualitative analyses, result revealed that “past experience of buying” for respondents affects in brand choice to a great extent. Manuscript profile

Open Access Article

4 - The Impact of Contextual Factors, Brand Loyalty and Brand Switching on Purchase Decisions Young Consumers
H. Safarzadeh B. Kheiry R. Agha Seyed Agha

The consumer culture in has evolved into one of the most powerful ingredients shaping individuals and societies in the modern world. Furthermore, Consumer operate in a dynamic and ever-changing environment, which in itself demands a re-examination of their behavioral in More

The consumer culture in has evolved into one of the most powerful ingredients shaping individuals and societies in the modern world. Furthermore, Consumer operate in a dynamic and ever-changing environment, which in itself demands a re-examination of their behavioral intentions and purchase decision influences from time to time. This study looks in to how contextual factors vis-à-vis loyalty and switching impact consumer purchase intentions. The statistical universe in this research includes students of Faculties of Islamic Azad University-Central Tehran Branch. (380 members select to form the statistical sample) The research method is Descriptive one .In order to gather data a questionnaire has been used. Content validity is used for testing validity of the question and Cronbach alpha method is used for reliability of questions. The analysis of results is done  with Structural Equation Model (SEM).  Study findings indicated that contextual factors substantially influence brand loyalty and consumer’s purchase decisions. But contrary to the expectation, the impact of contextual factors on brand switching was not significant. Moreover, a significantly positive relationship between brand loyalty Criteria and purchase decision was found. It is likewise between brand switching and purchase decision. The findings of this study highlight the importance of testing complex associations via holistic frameworks such as one presented in this study. These concepts provide useful insights for researchers and managers. Manuscript profile

Open Access Article

5 - The Priority of Effective Factors on Customer's Loyalty with Using of ECSI Model
M. Haghighi Kaffash M. Akbari

In This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. Th More

In This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. The main purpose of this present paper was to identify the effective factors on customer loyalty of Shirin -Asal Company. This research used “European Customer Satisfaction Index “ through focusing on  three factors of  "Customer satisfaction", "perceive image from company" and "software perceive quality" which  are effective in gaining customers’ loyalty. In this research 420 questionnaires were distributed among products consumers of company in Tehran randomly and 385 completed questionnaires were collected.  The statistic analysis the study findings  indicated that at 95% confidence level, all the factors  identified on the two main indexes of consumers loyalty (Frequency of  purchase and Introduction the products to others) of Shirin- Asal company products were effective. Manuscript profile

Open Access Article

6 - The Strategy Formulation for Customer Relationship Management System with Balance Score Card Approach (CRM SCORE CARD) in Sapco Company
J. Haghighat Monfared E. Saraeenia

Today organizations focus on their customers to set and regulate their sale and marking strategies. Modern organizations try to present the best for their customers as the aim of customer relation management is to develop long-term and stable dependencies between the co More

Today organizations focus on their customers to set and regulate their sale and marking strategies. Modern organizations try to present the best for their customers as the aim of customer relation management is to develop long-term and stable dependencies between the companies and their customers. The importance of this subject is better understood by considering   guidelines on customers’ satisfaction and customer relation management system strategies. One of the most important challenges to modern organizations is the implementation of   strategies which are regulated by thought and systematic methods. Organizations which have used performance evaluation system- particularly balanced score card- prove to be strategically successful.  It is believed that CRM’s score card is one of the strongest tools in collecting customer relation management system strategy. This card converts CRM plans to key factors which predict success of CRM. This research aimed at collecting data on customer relation management system strategy based on balanced score card as an organization concentrates on four approaches (financial, customer, domestic process and learning and growth). In this research after identifying mission , perspective and current strategies of organization , the strategic goals of customer relation management system were determined for each aspect of balanced score card. After conducting Extensive theoretical studies in order to recognize the key factors of success in customer relation management system and Screening them, next step was collecting performance key indices for each of mentioned factors which were then prioritized by AHP method and establishing balanced score card. Finally the formulating map for customer relationship management system strategy was determined for each one of success factors. Manuscript profile

Open Access Article

7 - The Attractiveness of Personalized Services for Mobile Users and Its Effect on the Service Providers Switching Behavior of the Customers
A. H. Neisi M. Ghanavati

The present study aimed at studying the attractiveness and the users of Mobile Service Providers Switching behavior through emphasizing on the HO and Kwok (2003) models. In the present study, the strategic parameters have been studied in order to determine the ways in w More

The present study aimed at studying the attractiveness and the users of Mobile Service Providers Switching behavior through emphasizing on the HO and Kwok (2003) models. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers’ intention to switch to a new service provider with personalized services. Five main constructs have been studied ¾ the amount and the perceived usefulness of general advertisements, suited with user needs and desire, the perceived usefulness and privacy issues about personalized advertisements. This empirical study indicates that all five constructs are significant in affecting the decision by subscribers to change to a new mobile service provider. Manuscript profile

XML

List of Articles