List of Articles حفظ مشتری

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  1 - The Effect of Relationship Marketing On Customer Retention through Customer Engagement Considering Customer Citizenship Behavior
  Reza Pourmohammad morad rezaei dizgah
  In these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strat More

  In these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strategies is relationship marketing. This research accomplished in order to investigate the effect of relationship marketing on customer retention through customer engagement considering customer citizenship behavior within broiler manufacturers in province of guilan (north of Iran) . This is descriptive survey research based on data collecting. Statistical population were selected among consumers of broiler industry’s products by non-probability sampling method. Data collecting tool were questionnaire and sample size were 150. For testing reliability cronbach’s alpha test was used. For analyzing dates used Amos Graphic and SPSS. Results showed that trust and conflict handling as relation marketing elements have positive and significant effect on customer retention through customer engagement , and also results showed that customer citizenship behavior has no significant effect on relationship of customer engagement and customer retention. Manuscript profile
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  2 - The evaluation of relationship between customer value and customer relationship management performance
  K. Heidarzadeh A. Zendehdel Ali Hossin Soltani
  Current studies (2004) show a potential challenge between customer management relationship(CRM) and customer value in achieving superior performance. In fact one of the main obstacles inassessing the performance of CRM is not knowing "factors which create superior custo More

  Current studies (2004) show a potential challenge between customer management relationship(CRM) and customer value in achieving superior performance. In fact one of the main obstacles inassessing the performance of CRM is not knowing "factors which create superior customer valueand process of offering this value to customers." The focus of this study is on "the effects ofdimensions of customer value on tangible and intangible functions of CRM on Modeiran Company(the exclusive representative of LG monitors.)"The information of statistical society, the buyers of the products of this company, on the first halfof the year 1384 was studied on the basis of available data. Moreover, using a questionnaire,customer information was gathered.The main variables include: performance value, social value, emotional value, perceivedsacrifices, loyalty to brand, customer satisfaction, and the performance of CRM. The type of presentstudy is correlational investigation with applied and sectional nature.According to the results, "perceived sacrifices" do not have a direct and negative (reversed)relationship with variables of the performance of CRM on the basis of customer behavior, customersatisfaction and customer loyalty. In other words, the increase of material and immaterial losses,due to buying LG monitors did not lead to decrease of loyalty or satisfaction, which is the result ofthe quality of the services and products. This study has revealed a direct and positive relationshipbetween emotional and social values with the performance of CRM on the basis of customerbehavior. This shows the popularity of LG monitors in Iran's market and customers' satisfaction ofthis product. Manuscript profile
• Open Access Article
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  3 - Retaining Customers with the Experience of Using Mobile Phones in Omni channels: The Moderating Effects of Product Information Overload and the Attractiveness of Alternative Products
  ERPHAN DADASHZADEH HORMOZ MEHRANI KARIM HAMDI HAMDI
  10.30495/jomm.2023.69529.1974
  With the advancement of technology and digitalization, various communication channels such as the Internet, mobile phones, social media and physical stores are available for customers to communicate with retailers, but these channels are independently managed and It lea More

  With the advancement of technology and digitalization, various communication channels such as the Internet, mobile phones, social media and physical stores are available for customers to communicate with retailers, but these channels are independently managed and It leads to the mismatch of data and information in different channels, and in order to achieve integration in different channels, it is necessary to change to an all-round approach.This research deals with "investigating the retention of customers with the experience of using mobile phones as tool of omnichannel with regard product information overload and the attractiveness of alternative products". The research is applied, descriptive and survey. The population of brands restaurant customers in Tehran is a sample of 384 people who were surveyed by stratified sampling method. The data collection tool is a 43questionier, and hypotheses were tested with structural equations and pls software. The results show that the experience of connection is on access integrity, the experience of integration is on the integrity, the experience of flexibility is on the integrity, the experience of personalization is on the integrity, the experience of personalization is on the information richness integrity, access integrity customer retention, and information richness integrity has positive effect on customer retention. The experience of continuity of use on the integrity, the experience of connection on the information richness integrity, the experience of integrity on the information richness integrity, the experience of continuity of use on the integrity of information richness, and the experience of flexibility on the information richness integrity do not have a positive effect. Information overload is a negative moderating role in the impact of connection experience on access integrity; and the effect of connection experience on the information richness integrity. The attractiveness of alternative products has negative moderating role in the effect of the connection experience on the access integrity and the effect of the connection experience on the information richness integrity.   Manuscript profile
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  4 - Identification of Obstacles and limitations Implementing Relationship Marketing in the Public Sector Insurance Companies in Iran
  M. Amirshahi M. Saffianian
  In this era, service sector has gone through such a drastic transformation never experienced in its history. These changes has affected both industry structure and competitive situation. In this challenging environment of quick changes, service companies More

  In this era, service sector has gone through such a drastic transformation never experienced in its history. These changes has affected both industry structure and competitive situation. In this challenging environment of quick changes, service companies in general and financial institutions in particular are forced to change their reactions toward market factors: change their focus off their products and shift it towards their customers and competitors; change their outlook from short-term to long-term periods. Diversity and complexity of competitive pressures has inevitably forced these companies to welcome new marketing paradigm i.e." Relationship Marketing"(RM). Kotler defined RM as establishing, maintaining, and reinforcing strong relationships with customers and other stakeholders. This research is an effort to identify the obstacles and limitations in implementing RM in the public sector insurance companies in Iran. After a broad review of literature and other secondary sources on the topic, the researcher interviewed with more than 30 people who were experienced in the insurance industry in Iran. The purpose of the literature review and interviews was to identify the research variables (47 such variable in total) and to design the requiredquestionnaire for data collection. The questionnaire was launched among 380 of the managers and specialized staff of Iran, Dana, Alborz, and Asia insurance companies, which collectively hold more than 89 percent of the insurance market in Iran in 2005. Factor  analysis of those variables diminished them to 12 factors that were responsible for 64.5 percent of their variance. Research findings include a detailed description of those 12 factors and present a new model which encompasses obstacles in implementing RM in the public sector insurance companies in Iran. Manuscript profile
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  5 - Factors Affecting Customer Retention Among Cell Phone Users
  Gh. Ansariranani M. Mohamadian A. Sina Ghods,
  Cell phone service providers are one of the most important services industries. Considering the competitive and growing market, and the fact that the cost of gaining a new customer is much more than keeping one, understanding the elements of customer rete More

  Cell phone service providers are one of the most important services industries. Considering the competitive and growing market, and the fact that the cost of gaining a new customer is much more than keeping one, understanding the elements of customer retention is essential for cell phone service providers. Based on the work of Richarme (2007), this paper presents a survey that examines the variables of customer retention, including customer satisfaction, brand switching barriers, and affect. The results are based on a survey which was conducted during the late summer and early fall of 1388 in the cell phone and SIM card trade center of Tehran. The statistical population is the people of Tehran, and the statistical sample is those who were in the aforementioned place having the intent to change. The results of this research demonstrate the existence of meaningful relations among all variables. It is suggested to providers use the results of this work to analyze customer behavior and set their marketing plans accordingly. The results may be used in other services industries. Manuscript profile
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  6 - Investigating the Impact of Success Factors on Sustainable Electronic Customer Relationship Management on the Performance of an Insurance Company in the Context of Covid-19 Epidemic
  Mohammad Abbasian Saied Sehhat
  10.30495/msds.2021.1939959.1011
  The outbreak of dangerous epidemic diseases is one of the risk factors for facing critical thresholds, which is one of the most important challenges for sustainable development. Today, the COVID-19 epidemic has led to unpredictable changes. These changes have inevitably More

  The outbreak of dangerous epidemic diseases is one of the risk factors for facing critical thresholds, which is one of the most important challenges for sustainable development. Today, the COVID-19 epidemic has led to unpredictable changes. These changes have inevitably affected the relationship between sellers and customers and have changed the ways in which these two main pillars of business interact. In the meantime, the establishment of sustainable E-CRM, is considered as a sustainable competitive advantage and leads to sustainable CRM and customer loyalty and ultimately organization sustainable development. The present article aimed to investigate the effect of success factors of sustainable e-CRM in the context of the COVID-19 epidemic, considering the mediating role of customer satisfaction, trust and retention on the performance of an insurance company and its sustainable development. This research is an applied and descriptive-survey correlation. The statistical population was the employees of an insurance company. The validity of the questionnaire was assessed as content validity method and its reliability was assessed as satisfactory through SPSS and confirmatory factor analysis. The research hypotheses were tested using the structural equation model. The results showed that the main hypothesis and eight sub-hypotheses were confirmed. In other words, the success factors of sustainable E-CRM in the context of the COVID-19 epidemic, affect the performance of the insurance industry and lead to sustainable development. Of course, in this effect, customer satisfaction, trust and retention with averaging and standard deviation: 4.27±1.09, 3.75±1.25 and 3.33±0.73, respectively, play the role of partial mediation. Manuscript profile
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  7 - Summary The purpose of this study is to investigate the role of fintechs in customer retention mediated by customer satisfaction and is descriptive in nature and method and correlation in terms of relationships between variables. The statistical population included two sections of customers and employees of Bank Melli Iran branches in Tehran and the sample size was estimated 384 for customers and 248 for Bank Melli employees using stratified and
  noman salehi hasan mehrmanesh jalal haghighat monfared mohammad reza kashefy neyshabouri
  The purpose of this study is to investigate the role of Fintechs in customer retention mediated by customer satisfaction and is descriptive in nature and method and correlation in terms of relationships between variables. The statistical population included two sections More

  The purpose of this study is to investigate the role of Fintechs in customer retention mediated by customer satisfaction and is descriptive in nature and method and correlation in terms of relationships between variables. The statistical population included two sections of customers and employees of bank Melli Iran branches in Tehran and the sample size was estimated 384 for customers and 248 for bank Melli employees using stratified and available sampling method. The collected data were analyzed using structural equation modeling in SPSS and smartpls3 software. The results showed that the direct effects between variables, ie the effect of financial Fintechs on customer satisfaction, financial Fintechs on customer retention and the effect of customer satisfaction on customer retention, are statistically significant and sub-hypotheses are confirmed. the strongest effect is related to customer satisfaction coefficient on customer retention and 0.772 and the weakest effect is related to financial Fintech coefficient on customer retention at 0.152. The results of Sobel test showed that the indirect effect of customer satisfaction on customer retention was significant and the main hypothesis of this study was confirmed. The indirect effect of job satisfaction variable in the relationship between financial Fintech and customer retention is about 0.21. Manuscript profile