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      • Open Access Article

        1 - The mediating role of student satisfaction in the relationship between service quality and loyalty of graduate students of the University of Isfahan
        Marzieh Heydari Zainab Abolhosseini Zainab Tavakoli Safia  Maleki
        Students are the main customers of the education system in universities and measure the quality of educational services by their expectations and perceptions of the services received; Therefore, now in all scientific centers of the world, students' views on all aspects More
        Students are the main customers of the education system in universities and measure the quality of educational services by their expectations and perceptions of the services received; Therefore, now in all scientific centers of the world, students' views on all aspects of educational services provided in higher education institutions are considered as a necessary factor in monitoring the quality of education. Accordingly, this study was conducted with the aim of mediating the role of student satisfaction in the relationship between service quality and student loyalty. The statistical population of this study consists of graduate students of the University of Isfahan, whose number is about 4469 people. To select the sample size using Cochran's formula, a sample of 351 people was selected in a stratified manner appropriate to the volume. To measure the quality of services, Shahverdiani (2010) questionnaire, student loyalty and student satisfaction questionnaire of Zandavanian et al (1397) were used. The reliability of the questionnaire was evaluated by Cronbach's alpha coefficient and its composite reliability and validity were evaluated by construct and content validity. The research hypotheses were analyzed using structural equation modeling technique. The results showed that from five dimensions of service quality, tangible factors, reliability and empathy have a positive and significant effect on student satisfaction, but Responsiveness, Assurance does not have a significant effect on student satisfaction. On the other hand, student satisfaction has a positive and significant effect on student loyalty. The results of mediator role also showed that student satisfaction plays a mediating role in the relationship between tangible and reliability factors and empathy with student loyalty, but student satisfaction does not play a mediating role in the relationship between Responsiveness and Assurance with student loyalty. Manuscript profile
      • Open Access Article

        2 - Investigating the Effect of Brand Trust on Customer Loyalty with Regard to the Mediating Role of Brand Value and Moderating Respect and Love for the Brand Among Customers of the Mashhad Leather Brand in Tehran
        مهرداد رحیمیان hiro eisavei
        Fierce competition, narrowing of markets and ever-increasing changes in the needs and demands of customers have turned the topic of customer loyalty into one of the most important keywords in marketing literature. The purpose of this research is to investigate the effec More
        Fierce competition, narrowing of markets and ever-increasing changes in the needs and demands of customers have turned the topic of customer loyalty into one of the most important keywords in marketing literature. The purpose of this research is to investigate the effect of brand trust on customer loyalty, considering the mediating role of brand value and moderating respect and love for the brand. The current research is a descriptive-correlational research from the point of view of the applied goal and from the point of view of the method. The statistical population of the research was formed by the customers of Mashhad leather brand in Tehran, 384 people were selected as a sample. In order to select the sample, the random cluster sampling method was used to select Mashhad leather brand representatives, as well as non-probability sampling available to distribute the questionnaire among customers. Six hypotheses have been used to explain the relationships between research variables. The data collection tool is a five-point Likert scale questionnaire, whose reliability has been confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. Data analysis through PLS software has shown that brand trust and brand value have a significant effect on customer loyalty. Also, the mediating role of brand value and moderation of brand love and brand respect in the effect of brand trust on customer loyalty was confirmed. Manuscript profile
      • Open Access Article

        3 - Investigating the relationship between business ethics, organizational loyalty, and employee productivity, a case study: Employees of Eghtesad Novin Bank, Fars Province
        Amanolla Rahpeima
        The purpose of the research was to explain the relationship between business ethics, organizational loyalty and employee productivity. The research population is made up of the employees of Eghtesad Novin Bank of Fars province, approximately 300 people, of which 160 pe More
        The purpose of the research was to explain the relationship between business ethics, organizational loyalty and employee productivity. The research population is made up of the employees of Eghtesad Novin Bank of Fars province, approximately 300 people, of which 160 people were selected as a sample using a one-stage cluster sampling method. The data obtained through questionnaires and were analyzed using Pearson's correlation coefficient and regression simultaneously.The results showed that there is a significant relationship between business ethics and its components (responsibility, honesty, justice and fairness, loyalty, respect for social values and norms, respect for others, superiority and competitiveness). and productivity. There is a significant positive relationship between organizational loyalty and productivity. Also, the results of regression analysis showed that organizational loyalty can significantly predict productivity Manuscript profile
      • Open Access Article

        4 - The role of service quality in the relationship between standardization and customization of products with customer satisfaction and loyalty "A case study of companies operating in Rasht Industrial City"
        morteza hazrati
        The 21st century is associated with complex, dynamic, and changing organ and organizations, and the rapid rate of technological changes, short production life cycles, and severe global competition have quickly transferred to the competitive environment of most companies More
        The 21st century is associated with complex, dynamic, and changing organ and organizations, and the rapid rate of technological changes, short production life cycles, and severe global competition have quickly transferred to the competitive environment of most companies. Today, marketing experts and researchers recognize the importance of zustomer loyalty as a strategic goal in all industries. In this regard, the current research is designed to investigate the role of service quality in the relationship between standardization and customization of products with customer satisfaction and loyalty in companies operating in Rasht Industrial City. The research method used in this research is applied in terms of purpose and descriptive-correlation in terms of data collection. The production units of Rasht Industrial Town have been considered, according to the investigations, the statistics of the companies of the production units of Rasht Industrial Town from the Organization of Industry, Mining and Trade, their number is 222 companies and the sampling method in this research It is simple random that 121 companies were selected as a sample from the statistical population of this research. The method of data collection in this field research and its tool is a questionnaire. Content validity method was used to prove the validity of the questionnaire and Cronbach's alpha coefficient was used to determine the reliability. In this research, due to the low sample size and non-observance of some research variables from normal distribution, structural equation modeling with partial least squares (PLS) approach and Smart PLS software are used to test the research hypotheses. Structural equations were used using SmartPLS software. The results showed that standardization, technical quality, customer satisfaction, customizing products and task and function quality have a positive effect on satisfaction and customer loyalty and explain 48.3% of the loyalty variable. Standardization, customization, quality, customer satisfaction, customer loyalty. Manuscript profile
      • Open Access Article

        5 - Investigating the model associated with purchase value and purchase motivation and its consequences with a futuristic approach in discount retailing in Tehran
        Mohammad Jani Karim Hamdi Hosein Vazifehdust Vahid Reza Mirabi
        The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, More
        The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Further, the majority of extant research has been limited to upscale retail sectors where the role of the salesperson is crucial and long-term relationships are common. In order to extend the findings of previous researches to additional retail sectors, the current study investigates the complex interrelationships between utilitarian and hedonic shopping values and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector. A total of 400 questionnaires were distributed to customers of Hyper Star discount retailing in Tehran. Structural equation modeling (S.E.M) with lisrel sofware was used for the data analysis. The result indicated utilitarian and hedonic shopping values have relationship with satisfaction and satisfaction has effect on loyalty and share of purchase. Manuscript profile
      • Open Access Article

        6 - Evaluation of The Relationship Between Customer Loyalty And Relationship Selling in Industrial Markets
        K. Heidarzadeh M. R. Ramezanighomi
        Examines how customers loyalty is influenced by their relationship with the firm at two distinct levels:The specific relationship customers have with their salesperson ; and the overall relationshipcustomers have with the firm . The findings highlight the importance of More
        Examines how customers loyalty is influenced by their relationship with the firm at two distinct levels:The specific relationship customers have with their salesperson ; and the overall relationshipcustomers have with the firm . The findings highlight the importance of strong customer-salespersonrelationships in the development of customers overall evaluations of the supplier firm.Furthermore , both types of relationship were found to impact positively on the probability ofcustomers exhibiting behavioral loyalty. Manuscript profile
      • Open Access Article

        7 - Examing the Importance of Brand Equity for Customer Loyalty in the Food and Beverage Industries in Iran
        M. Bamenimoghadam K. Hidarzadeh H. Mehrzadi
        Business organizations in B2B markets create strategies for attracting customers and gaining theirloyalty.This paper examines the importance of brand equity for customer loyalty in the food and beverageindustry of Iran. This study evaluates satisfaction, value, trust, r More
        Business organizations in B2B markets create strategies for attracting customers and gaining theirloyalty.This paper examines the importance of brand equity for customer loyalty in the food and beverageindustry of Iran. This study evaluates satisfaction, value, trust, resistance to change, affect, and brandequity in relation to behavioral and attitudinal loyalty. The results show that attitudinal loyalty isrelated with trust , satisfaction, and brand equity only. Manuscript profile
      • Open Access Article

        8 - ارائه الگویی برای ارزیابی عوامل مؤثر بر تبلیغات شفاهی مثبت در بازار خدمات (مطالعه موردی: بانک های شهرستان اراک)
        محمد علی عبدالوند پیمان غفاری آشتیانی
        Manuscript profile
      • Open Access Article

        9 - 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

        10 - Investigating The Effect of Brand Credibility on Customer Loyalty in the Iranian Banking Industry
        K. Heidarzadeh F. Ghafari S. Farzaneh
        Customer churn is an ever-growing issue in the relational services sector, where business modelsultimately depend upon long-term relationships with customers as the basis for profitability.Businesses in this sector tend to view satisfaction andservice quality as the key More
        Customer churn is an ever-growing issue in the relational services sector, where business modelsultimately depend upon long-term relationships with customers as the basis for profitability.Businesses in this sector tend to view satisfaction andservice quality as the key tools for increasing customer retention. The present study investigates therelations between brand credibility, satisfaction, loyalty commitment, continuance commitment, wordof-month recommendations and switching propensity. Our population includes industries andcompanies in five economic categories. We obtained a sample of 384 four shops located in theshipping centers of selected industries in Tehran. The data were from a questionnaire, and thehypotheses were tested using structural equation modeling. Our findings show that brand credibilityhas a positive impact on satisfaction, continuance commitment and loyalty commitment. Satisfactionenhances word-of-mouth recommendations and loyalty commitment. Continuance commitment has anegative impact on switching propensity. There is no significant relation between loyalty commitmentand word-of-mouth recommendations or switching propensity. Satisfaction does not have a negativeimpact on switching propensity. Manuscript profile
      • Open Access Article

        11 - Analysing the Market Orientation’s Effects on Economic Performance in Insurance Companies
        M. A. Abdolvand, K. Heidarzadeh H. Manafi
        The question of why some service organization are able to achieve superior performance continues toattention from both academics and practitioners. There are two key aspects to this question :1- what are the sources of advantages that are important in achieving superior More
        The question of why some service organization are able to achieve superior performance continues toattention from both academics and practitioners. There are two key aspects to this question :1- what are the sources of advantages that are important in achieving superior performance in serviceorganizations2- and how are these sources of advantages converted into superior performance.In the service context, organizational culture and vision are particularly important. However, threemarket-related sources of advantages which marketing literature has largely focused on, are marketorientation, branding and innovation.Market orientation can be defined as a strategy used to reach a sustainable competitive advantagebased on the generation and use of information within organization, and on the selection of markets tobe satisfied. In this framework, we believe that competitive advantages results from the use marketorientation philosophy in an organization. Sustainability is achieved because the performance of themarket orientations’ behaviours requires complex organizational knowledge that cannot easily beimitated by competitors.Market orientation in an insurance industry is a business culture that is geared to providing ongoingsuperior products and services to the customers in that industry.The current work aims to analyze the effects of relationship and service – quality orientation andloyalty on market and economic performance and their mediating role in the relationship betweenmarket orientation and economic performance .In order to test the hypotheses proposed, an empirical analysis for insurance company was conducted.Therefore, the behavioural pattern of a sample population of Parsian insurance’s agents in Iran, and inrelation to factors influencing the extent of economic performance, were considered, so to correlate theeffect of each variable factor with the outcome.Within the context, both exploratory and practical research methodologies were utilized to arrive atconclusive data that in alliance with the structural equation model to effectively attest a meaningfulcorrelation between the outline influential factors and the real extent of the effect of market orientationon economic performance .This work integrates market orientation philosophy with relationship marketing and service qualityand loyalty as related drivers of the forms performance. Manuscript profile
      • Open Access Article

        12 - The effects of sustainable marketing activities on brand loyalty in dairy products with the intermediary effect of brand image, trust and customer satisfaction
        naser azad mahtab alsadat mousavi fard
        Today, businesses use a variety of activities for sustainability, to meet the social and moral needs of customers, society and the environment and to differentiate. In fact, companies consider sustainability to maintain continuous growth in their business. Sustainabilit More
        Today, businesses use a variety of activities for sustainability, to meet the social and moral needs of customers, society and the environment and to differentiate. In fact, companies consider sustainability to maintain continuous growth in their business. Sustainability includes the economic, social and environmental responsibility of companies, and the question arises as to how they are effectively implemented.Bjective: The present study also focuses on sustainable marketing activities and its performance in brand image, trust, satisfaction and customer loyalty in dairy products. Components of sustainable marketing activities include; Economic, social, environmental and cultural factors; The mediating variables of brand image, customer trust and satisfaction and finally the brand loyalty variable are considered based on the research of Jang et al. (2020)Method: The collected data were analyzed using structural equation modeling and SmartPLS software and the final model was presented. The reliability of this questionnaire was obtained using Cronbach's alpha method. Structural validity was used to calculate the validity.Results: The research findings, while fitting the conceptual model, confirmed the effect of sustainable activities on the brand image and also the effect of brand image on trust, customer satisfaction and brand loyalty in a positive and significant way. In addition, customer trust and satisfaction have a positive effect on brand loyalty; And provides brand value to businesses.Conclusion: The results provide significant implications for corporate executives and marketers in order to develop more effective sustainable management strategies and create brand value for businesses. Manuscript profile
      • Open Access Article

        13 - Brand equity and brand image with customer loyalty in pharmaceutical companies
        atiyeh moradi Hossein vazifehdust
        Today, the pharmaceutical industry in our country, as one of the most important manufacturing industries that is of great strategic importance, has played an important role in the business environment of the country and is in tough competition with foreign pharmaceutica More
        Today, the pharmaceutical industry in our country, as one of the most important manufacturing industries that is of great strategic importance, has played an important role in the business environment of the country and is in tough competition with foreign pharmaceutical companies. With the expansion of sanctions and banking problems, the importance of paying attention and growing the activities of pharmaceutical companies has become more and more evident, which also requires attention to branding. Alborz Pharmaceutical Company, as one of these companies that currently has about 30,000 actual customers in the country, is no exception to this rule and needs stronger branding and marketing for its business activities to improve its brand image and Its products can promote the special value of the brand, help to attract the satisfaction and loyalty of its customers. The main purpose of this study is to investigate the relationship between brand equity and brand image with customer loyalty in pharmaceutical companies. Manuscript profile
      • Open Access Article

        14 - The effect of network marketing on Teknik brand loyalty in Bushehr consumers
        safoura shahniaei Sima Najafnejad
        10.30495/jism.2023.73455.1040
        Network marketing, loyalty, brand, Bushehr
        Network marketing, loyalty, brand, Bushehr Manuscript profile
      • Open Access Article

        15 - The effect of relationship marketing on loyalty with the mediating role of wushu weapons customer relationship management
        Somayeh Mirani
        10.30495/jism.2022.22117
        Creating customer satisfaction and strengthening the desire to re-attend customers is one of the important goals of sports complexes. Which can be achieved through new approaches to relational marketing. Therefore, the purpose of this study is to investigate the effect More
        Creating customer satisfaction and strengthening the desire to re-attend customers is one of the important goals of sports complexes. Which can be achieved through new approaches to relational marketing. Therefore, the purpose of this study is to investigate the effect of marketing related to loyalty with the mediating role of customer relationship management in Wushu weapons. The present study is a descriptive correlation in the form of structural equations and based on the present tense, in terms of applied purpose, and in terms of collecting field information. The statistical population of the study consists of all customers of men and women wushu weapons in Tehran in unlimited numbers. The statistical sample size was determined to be 384 according to the uncertain population, using the Cochran's formula. The measurement tools of this research were three questionnaires: Customer Relationship Management Scanlan et al. (2009), Fontaine and Heiman Relationship Marketing (2004) and Behnam (2010) Loyalty. The results of structural equations showed that the mediating variable of customer relationship management has a significant mediating role in the causal relationship of marketing related to loyalty. Therefore, it can be said that the marketing managers of companies, considering the role of customer relationship management, can achieve wushu weapons customer loyalty through relationship marketing. Manuscript profile
      • Open Access Article

        16 - عوامل تعیین‌کننده وفاداری بیماران سرپایی: مطالعه‌ای در بیمارستان‌های آموزشی
        احسان زارعی علیرضا موسی زاده
        Manuscript profile
      • Open Access Article

        17 - ارزیابی سطح روابط عمومی بیمارستان و ارتباط آن با وفاداری بیمار در بیمارستان‌های دولتی یزد و اراک
        محمد امین بهرامی محمد عقیلی راضیه منتظرالفرج بابک عشرتی
        Manuscript profile
      • Open Access Article

        18 - Study of the Relationship between Medical Staff Behavior with Patient Loyalty in the Educational Hospital Tehran
        faranak rahbari ali komeili Leila Nazarimanesh
        Introduction: Patients with doctors and nurses have the most relevance in hospitals. The relationship between doctors and nurses with the patient should be such that the patient is encouraged to continue medical care and loyalty to the hospital. Methods: The present stu More
        Introduction: Patients with doctors and nurses have the most relevance in hospitals. The relationship between doctors and nurses with the patient should be such that the patient is encouraged to continue medical care and loyalty to the hospital. Methods: The present study was descriptive-survey in terms of method and applied in terms of purpose.  In this research, a questionnaire was Boquiren et al based on Behavioral Medicine Behavioral Model, Wolf et al Nursing Behavior, and Delourt et al loyalty of Patients, were used for collecting data. The statistical sample of this study was 194 patients in Sina Hospital. Data were analyzed by descriptive statistics and inferential statistics such as Pearson test and regression test. Results: According to the results of the regression test, 95% confidence level (less than 5% error), the behavior of medical personnel dimensions in the professional of physicians 'behavior (p = 0.00), emotional behavior of physicians (p = 0.00), professionalism of nurses' behavior (p = 0.013 ) And emotional behavior of nurses (p = 0.00) were significantly correlated with patient loyalty. Conclusion: If hospital managers focus on the strengthening and effectiveness of the behavior of their medical staff in their professional and emotional dimensions and by applying different educational and motivational approaches in order to improve and adapt to patients' needs, significant results are expected in relation to patients' loyalty to hospitals in the long run. Manuscript profile
      • Open Access Article

        19 - The role of Corporate Responsibility on Customer Loyalty in banking sector
        Mohammad Javad Taghipourian Mahsa Mashayekhbakhsh Azadeh Mohammadpour sepideh Ataei
        Research purpose: With respect to value-oriented marketing goals in today’s saturating market, the concepts of corporate social responsibility and customer loyalty in goods’ essence and services are, among others, two effective techniques of modern era. The More
        Research purpose: With respect to value-oriented marketing goals in today’s saturating market, the concepts of corporate social responsibility and customer loyalty in goods’ essence and services are, among others, two effective techniques of modern era. The purpose of this study is to explore the effects of corporate responsibility on customer loyalty in banking industry. Research methodology: The study population is customers of Agricultural Bank in Mazandaran province. The data collection instruments are based on Rajasekhara’s (2010) and Sudhahar and colleagues’ study (2006). Based on a cluster sampling, 412 Analytical questionnaires were gathered. Research results: The results of the structural equations modeling indicated that (CSR) had positive and significant effect on customer service loyalty. Further, there were positive relationships between CSR dimensions (customers, society, and government) and all loyalty dimensions; i.e. behavioral, attitudinal, cognitive, conative, and affective dimensions. In this regard, CSR toward customers had the highest effect on conative loyalty and affective loyalty; CSR toward society had the highest effect on attitudinal loyalty; and finally, CSR toward government was the most effective on behavioral and cognitive dimensions of loyalty. Managerial usages of the research: Due to the competition between banks, the results of this research can be of great help to managers of private and public banks in attracting and retaining customers. Research innovation: Unlike conventional research that uses a one-dimensional or two-dimensional model of loyalty, this research is worthwhile considering all four dimensions of loyalty in the banking sector. Manuscript profile
      • Open Access Article

        20 - Emotional marketing, dynamic capabilities and organizational profitability
        Mojtaba Poursalimi anoosh omidi
        Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefo More
        Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefore, the present study aims to explain the relationship between capabilities Dynamic, Emotional Marketing, Brand Loyalty and Organizational Profitability. In this regard, the required data were collected using the standard questionnaire of the target population of the research (Active Representatives of Pasargad Insurance, Khorasan Razavi, whose number is 261 and based on the table). Morgan the A sample of 152 individuals was selected (collected). The conceptual design of the research was evaluated using structural equation modeling using PLS software and path analysis method. The results showed that emotional marketing through brand loyalty had a positive effect on organizational profitability. Also, the results indicated that the dynamic capabilities of the organization also had a positive impact on organizational profitability. Manuscript profile
      • Open Access Article

        21 - The Effect of Insurer Personality Characteristics on Brand Personality and Brand Loyalty (Case Study: Iranian Insurance Companies in Langrood County)
        faranak khodayari Sedigheh Tootian Esfahani Roghayeh Tajbar Parashkoohi
        The aim of this research is answer the key question of what is the extent to prediction of customer loyalty to a brand toward effectiveness model of the big five personalities and also brand personality perceived. Statistical society of the present research is the custo More
        The aim of this research is answer the key question of what is the extent to prediction of customer loyalty to a brand toward effectiveness model of the big five personalities and also brand personality perceived. Statistical society of the present research is the customers of Iran insurance companies of Guilan Province. 377 questionnaires in sample taking mode were distributed. It is worth noting that the hypothesis testing of research is taken utilizing the partial least square (PLS) as well as exploiting of statistical analysis software. The results indicate the meaningful impact of every five dimensions of customer`s personality specifications (flexibility, conscientiousness, extroversion and agreeableness, neurotic) on one of dimensions per ceiled for the brand minimally (charming, competency and anxiety) and therefore each one of dimensions perceived for the brand has also meaningful impact on brand loyalty. Manuscript profile
      • Open Access Article

        22 - Studying the relationship between brand and consumer (case study: electrical home appliance)
        fatemeh motahari nejad سعید صمدی زینب طولابی یاسان الله پوراشرف
        present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) s More
        present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size, 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise, LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction, brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand. Manuscript profile
      • Open Access Article

        23 - The effect of social media on brand community markers, value creation practice, bran trust and brand loyalty (case study: comparison between Apple (Iphone) and Samsung’s (Galaxcy) mobile)
        مریم کناره فرد سید علیرضا موسوی
        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 differentiat More
        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 analyse are used to evaluate the structure of the recommended framework. In order to do this SPSS Amos16.0 software is used. This research has about twenty hypothesis which are after the hypothesis analyse 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. Manuscript profile
      • Open Access Article

        24 - The Survey of Effect of Pleasurable Services and Trust on Loyalty
        Mandana Panahi Vanani reza sha'abani
        Purpose: Nowadays competition for having loyal customers is well known as a key strategic issue for organizations that operate in service sector. To reach this, banks have tried to improve the quality of their services. The main purpose of this research is to investigat More
        Purpose: Nowadays competition for having loyal customers is well known as a key strategic issue for organizations that operate in service sector. To reach this, banks have tried to improve the quality of their services. The main purpose of this research is to investigate the outcomes of pleasurable services and trust in banking industry. Methodology: This research is applicable in term of target. in terms of method and nature is casual research and of domain relevant branch. Necessary information are collected using questionnaire mean time for analysis of data, structural equation modeling and LISREL software are used. To achieve this purpose, number of sample was estimated to be 384 but to ensure more 400 questionnaires was distributed among costumers of private banks in Arak and at last 386 questionnaires were returned and analyzed. Findings: In the research all theories were accepted. The findings indicate that pleasurable services and trust lead into loyalty of customers Research Limitations: This research will only survey the impact of pleasurable services and trust, and ignores other variables that impact loyalty, but are not in the center of attention of this research. Managerial Implications: Finally it is suggested that bank managers by adopting programs to know the strengths and weaknesses of the competitors, and providing the best services to their customers so that customers will understand the quality in the way of offering services and the pleasure 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. Manuscript profile
      • Open Access Article

        25 - Evaluating Improvement in Bank Service Management and Customer Loyalty by Customer Knowledge Management and Mobile Banking (Case Study: Mellat Bank)
        نرگس رضائی ملک محمد رضائی ملک رضا توکلی مقدم
        With development of banking industry, many Iranian banks are seeking to provide different services to customers to increase their market share. For example, applying of mobile technologies to provide banking services 24 hours a day makes more competitive advantage. In a More
        With development of banking industry, many Iranian banks are seeking to provide different services to customers to increase their market share. For example, applying of mobile technologies to provide banking services 24 hours a day makes more competitive advantage. In addition, utilization of customer knowledge management by identifying the critical needs of customers improves bank service management. Furthermore, improvement of bank service management increases customer satisfaction and loyalty. Hence, this paper investigates the effect of customer knowledge management and mobile banking on improvement of bank service management and customer loyalty. Mellat bank is investigated as the case study of this research. For sample estimate, simple random sampling (Cochran formula) is used. Finally, for data analysis, multivariate regression method is applied. The results show that customer knowledge management and mobile banking separately have %50 positive effects on improvement of bank service management, and also improvement of bank service management has 64% positive effect on customer loyalty. Therefore, 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. Manuscript profile
      • Open Access Article

        26 - Investigation The Role Of Relationship Marketing , Experiential Marketing and Cause Marketing in Customer Loyalty
        اکبر شیدائی حبشی Alireza Fazlzadeh Mohammad Faryabi
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of More
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. the research is in descriptive study form; that it is done with survey measurement method. Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customers loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable. Manuscript profile
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        27 - Effect of failed service quality on customer loyalty in banking industry
        mehrnaz nejati ahmad rahchamani
        The aim of this study was to investigate the Effect of failed service quality on customer loyalty in banking industry.  The study population sample consisted of three state-owned banks, three private banks, three semi-public banks (National Bank Sepah, Post Bank, t More
        The aim of this study was to investigate the Effect of failed service quality on customer loyalty in banking industry.  The study population sample consisted of three state-owned banks, three private banks, three semi-public banks (National Bank Sepah, Post Bank, the nation, trade, export, new economy, Pasargadae and Persians) based on the old Bank, collaboration, and a large share of the market were selected. Also available sampling was used to select customers. The questionnaire was distributed among 400 subscribers, 350 questionnaires were returned.  To analyze research data using SPSS software and Smart PLS was used to confirm or reject hypotheses, structural equation modeling was used. The results indicate that the failure of service quality effects on customer dissatisfaction, lack of commitment to customers, and affect customer loyalty. The results also showed that customer dissatisfaction and lack of commitment effects on customer loyalty. It is recommended to increase customer satisfaction and increase the commitment and continue the ongoing relationship with the organization, a desirable quality of their services. By knowing the causes of the complaint or dissatisfaction, the type of impact and stress the weaknesses of each service would take the right decisions for their customer retention and reduce the cost of customer dissatisfaction. Banks must identify the exact dimensions of customer loyalty, guide and implement systems in order to maintain customer satisfaction and build loyalty. Manuscript profile
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        28 - Investigating the effect of customer service quality and customer’s knowledge of the bank on customer loyalty (with an emphasis on subjective image, customer relationship quality and satisfaction as mediator variables)
        حسین رحیمی کلور
        In the ultracompetitive environment of today world, customers are considered as the core and primary formation of market activities and success and survival of any industry is expressed as the preparation and provision of high quality services to customers so the opport More
        In the ultracompetitive environment of today world, customers are considered as the core and primary formation of market activities and success and survival of any industry is expressed as the preparation and provision of high quality services to customers so the opportunity to attract new customers and growth of profitability can be provided by increasing loyalty. This paper with the purpose of designing the structural equations model, attempts to provide a model by analyzing the intermediate variables in the statistical population of Tejarat bank branches. To achieve this, the required data were collected using a survey method and questionnaires after Confirmatory factor Analysis (CFA) for determining constructional validity and Cronbach alpha for reliability among Tejarat bank branches in Ardabil by the simple random sampling method on 400 customers in 2014 and the obtained results were analyzed by some soft wares such as LISLER 9.2, Minitab 18 and SPSS 22. The results from analyze of hypothesis in the structural equations model show that there is a significant relationship among the research variables. In this research, quality of banking services and Knowledge of bank about customers directly and also through the intermediate variables of mental image, quality of communication with customers and satisfaction has had a significant positive effect on loyalty. Manuscript profile
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        29 - Study of the Effect Satisfaction and Trust on Customers Loyalty in Service Organizations (Case Study: Branches of Melli Bank in City of Arak)
        محمد امین جمشیدیان
        Abstract: Purpose: The purpose of this paper is to examine the effect of Satisfaction and Trust on Customers Loyalty. service quality as the key antecedent of customer satisfaction. Methodology: The present research in terms of goal is an applied type and in terms of g More
        Abstract: Purpose: The purpose of this paper is to examine the effect of Satisfaction and Trust on Customers Loyalty. service quality as the key antecedent of customer satisfaction. Methodology: The present research in terms of goal is an applied type and in terms of gathering information is a causal one. In this research, in order to father information a field research method and a standardized questionnaire were used. The statistical population is customers Melli Bank in city of Arak that using the services provided by this bank. In order to conduct the research, sample size of 220 questionnaire were used. The reliability of the questionnaire was proved through Cronbach alpha and the reliability of the questionnaire was proved by some of the experts of the statistical population. In order to process data, Lisrel software was used. Findings: The research results indicate that Satisfaction and trust have a positive effect on customer loyalty. Complaint handling also have a positive impact on satisfaction, trust and customers loyalty. Manuscript profile
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        30 - Proposing and Analyzing a Model for the Influence of Ethical Sales Behavior on Customers Loyalty with a Case Study in Parsian Insurance Company.
        Razieh Peshman حمزه کاظمی مهیاری
        Nowadays countries with advanced economiesare moving toward service industries. In this regard, we could point to the insurance industry, which is operating in various branches throughout the world. On the other hand, the customers’ ability of selection among vari More
        Nowadays countries with advanced economiesare moving toward service industries. In this regard, we could point to the insurance industry, which is operating in various branches throughout the world. On the other hand, the customers’ ability of selection among various companies has led to more competition in the market of this industry. Customers’ satisfaction is also not enough for companies so they are looking for developing the loyalty among their customers. The population is customers of parsian’s automobile insurance. The theoretical topics collected by means of library and the data was obtained from a questionnaire which was the combination of few standard questionnaires.To analyze the data and investiguateion of the research’s assumptions, the structural equation modeling embedded in the AMOS software was applied. The results of analyzing data reveal that the presented model is an appropriate model for investigation the influence of ethical sales behavior on customer’s loyalty in insurance company. Results also show that the salesperson’s ethical behavior has an important influence on customers’ satisfaction from salesperson and their trust and commitment to the seller.Also the results show that ethical sales behavior indirectly affects on trust,satisfaction and loyalty of consumer.In the other word, through improvement of ethical sales behavior, the satisfaction, trust and loyalty of customer to the insurance company would rise. Manuscript profile
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        31 - Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers)
        nadereh sadat najafi zadeh afsaneh tabzar
        Relationship marketing has defended as a development and maintenance of the long-term relationship with the customers، and has strong impact on the theory and marketing during the two past decades. Marketing is a bilateral relation and must share important interests. Cu More
        Relationship marketing has defended as a development and maintenance of the long-term relationship with the customers، and has strong impact on the theory and marketing during the two past decades. Marketing is a bilateral relation and must share important interests. Customer gratitude and gratitude plays a key role in the creation and development of successful exchanges, the relationship between the seller and the buyer. Also, customer perceived benevolence in relation to companies is the tangible and intangible benefits they receive in relation to retailers. In this research the researcher tries to exam in the Influence of relationship marketing investments on customer's gratitude and loyalty in retailer. The statistical population of this research is the customers of the Hakupian stores. The existing research is of a practical and causal nature because it measures the impact. And the number of statistical samples analyzed using a questionnaire of 358 of the customers of the Hakupian stores. The validity and reliability of the questionnaire has been confirmed. Hypothesis of this research have been tested by LIZREL software. This study of the story It argues that investing in relationship marketing tactics such as direct mail, tangible rewards, interpersonal relationships, preferential treatment, with the role of the mediator of customer perceived benevolence, has a positive impact on customer gratitude and, consequently, on behavioral loyalty.   Manuscript profile
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        32 - Impact relationship marketing on customer loyalty (Case Study: saderat Bank of Mazandaran)
        asef karimi rezvan velayati shokouhi esmail shabani nejad
        Maintain customer loyalty and attract it, is considered essential for continued business. Meanwhile, the banking industry is not an exception. The bank should also seek to improve their customer loyalty management strategies are different. To most people, researchers an More
        Maintain customer loyalty and attract it, is considered essential for continued business. Meanwhile, the banking industry is not an exception. The bank should also seek to improve their customer loyalty management strategies are different. To most people, researchers and executives, the most important result of the application of marketing relationship banks, like other service sectors making loyal customers and the consequence is that banks have been marketing specialists.Given the importance of this approach in today's organizations, This article bases of the evaluation of the relationship of trust, commitment, communication, conflict management and customer loyalty Competence with banking services is examined. The present article is a descriptive study of the correlation of multiple regression was performed and a population of 384 bank customers in the province's export. The data in the study and questionnaire data were analyzed with regression. The results indicate a significant positive effect on customer loyalty; relationship marketing is a province in the bank. The effect of structural aspects of relationship marketing on customer loyalty were also investigated the effects of all significant aspects.   Manuscript profile
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        33 - Model Construction of Engagement and Outcomes in Consumers Food Life: Evidence from C stores Customers
        Saman Sheikh Esmaeili Sana Hazbavi
        The present study was designed and implemented in the field of Food consumer’s behavior and marketing. The main purpose of this study is to provide sufficient evidence for new pattern of food neophobia, food involvement and food life style as predictors of custome More
        The present study was designed and implemented in the field of Food consumer’s behavior and marketing. The main purpose of this study is to provide sufficient evidence for new pattern of food neophobia, food involvement and food life style as predictors of customer satisfaction and loyalty in chain store of Tehran city. In terms of methodology, the research was survey and applied type and based on descriptive-survey methods. Required data was gathered using, food related lifestyle standard questionnaires, food-related personality traits including food neophobia scale, Food involvement scale and researcher-made measures for customer satisfaction and loyalty.The content of factors was confirmed through the expert’s opinions and the validity of test construct by using factor analysis. Also to determine the measures reliability, Cronbach alpha coefficient was calculated and confirmed. The research findings showed that the proposed variables are suitable predictors of customer satisfaction and loyalty. In such a way that it can be admitted that food-related lifestyle and food-related personality traits significantly explain customer satisfaction and loyalty pattern. Research Limitations: The new and complex approach used to understand the effective factors of food customers’s satisfaction and loyalty despite the presence of numerous chain store’s customers with the various incentives and tastes could be mentioned as the limitations of the present research. Managerial Implications and Valve: The results of this study provided a deep understanding about the customer’s motivation and behavior by testing the cognitive drivers of food customer’s satisfaction and loyalty and their behavioral aspects. Considering the intense competition in the food industry, it has a practical applications for marketing managers and food retailers for makeing the right decisions. Manuscript profile
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        34 - Double jeopardy Effect Strategies, market share Conformity with the bran and behavioral and attitudinal loyalty Football and volleyball fans
        Fatemeh Fatahi Rasool Nazari
        A model Double jeopardy Effect Strategies, market share Conformity with the bran and behavioral and attitudinal loyalty Football and volleyball fans the main objective of this Research. The present study is an applied research that in terms of strategy, descriptive and More
        A model Double jeopardy Effect Strategies, market share Conformity with the bran and behavioral and attitudinal loyalty Football and volleyball fans the main objective of this Research. The present study is an applied research that in terms of strategy, descriptive and the run is Survey While gathering information is the study through questionnaires. Hence, this study is to survey. Subjects were fans of football and volleyball Isfahan and Kashan. The sample size of simple random sampling method using a sample of 384 cases was identified. Measuring instruments of study were brand association Gladden (2013), loyalty Mahoney (2012) and a market share of Porter (2002) the reliability, and respectively (0.82, 0.72 and 0.91) was calculated. Dozens of experts in sports management confirmed face and content validity. Statistical methods of data analysis were both descriptive and inferential. All data from the Social Sciences version 19 statistical Software package LISREL software versions 8.54 and software has been PLS analysis. The results showed that one of the important factors collective Market share, double the growth market risks and to adopt decisions and understanding helps to attract fans. Part of brand loyalty fans has a market share effective. The club and the fans should be happy to create services and facilities to impose proper planning. Manuscript profile
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        35 - Presentation of value-making model in the banking services industry (Case Study: National Bank of Fars Province)
        Seyyed Alireza Mosavi
        The purpose of this study is to present a model of value creation in the industry of banking services at the National Bank. The statistical population of this research is the customers of the National Bank in Fars province, which is an unlimited society. Sampling method More
        The purpose of this study is to present a model of value creation in the industry of banking services at the National Bank. The statistical population of this research is the customers of the National Bank in Fars province, which is an unlimited society. Sampling method in this study, a sample size of 284 sampling methods is available. The instrument for measuring the standard questionnaire is Cambera-Firo et al. (2017). In this research, the method of modeling structural equations between variables is used to describe the data analysis and test the hypothesis of the research. The results of the test of research hypotheses that have been tested using Laser software show that value creation has a positive and significant effect on customer satisfaction, loyalty and oral advertising, and customer satisfaction on loyalty and oral advertising. Also, there is a positive and significant relationship between the MI variable and the elderly people in the value creation process. But among the value-adding men, there is a positive and significant effect on satisfaction and oral advertising, and satisfaction with loyalty and oral advertising. Finally, value creation among young people has a positive and significant effect on satisfaction, loyalty and oral advertising. Manuscript profile
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        36 - The Effect of Consumer Perceived Values on Brand Love and Its Consequences: Explaining the Mediating Role of Brand Identity
        iman hakimi
        Purpose: The aim of this article is to investigate the effect of consumer perceived values on brand love and its consequences along with explaining the mediating role of brand identity in this regard. Methodology: The present study is descriptive- survey and in terms of More
        Purpose: The aim of this article is to investigate the effect of consumer perceived values on brand love and its consequences along with explaining the mediating role of brand identity in this regard. Methodology: The present study is descriptive- survey and in terms of purpose is applied. The population of this study is customers of luxury brands in Tehran. The research data were collected from non-random and available sampling at the stores offering luxury brands in Tehran during the winter of 2018. Findings: Results show that actual self-congruence has the greatest impact on emotional attachment to the brand. Therefore, a sense of enthusiasm for a brand occurs when the brand is able to initially reflect the inner personality of the consumer, and then can help to enhance the person's inner identity in his social environment. Research Limitations: The use of self-report measures in data collection, especially in relation to the consequences of brand- love and limited literature on the subject of research, are among the main constraints of this research. Managerial Implications: Evidence suggests that, while hedonic values are the only direct stimulus of passionate love towards a brand, but for a sustainable relationship between consumer and brand, Utilitarian values can also, by strengthening brand identity, play a significant role in creating love for a brand. Brand love is also associated with important consequences, including loyalty, word-of-mouth advertising, and willingness to pay a price premium. Originality/Valve: Little research has focused on the antecedents of brand love, especially the importance of identity construct to create high levels of love. On the other hand, the major studies have focused on hedonic values of consumer and only few studies have examined logical values in this field. Therefore, the present study aims to eliminate these gaps.   Manuscript profile
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        37 - The Effect of Brand Personality and Brand Image on Word of Mouth
        Marjan Daneshian  Shahnaz Nayebzadeh  Mahmoud Moien Addin Akram Eghbali
        Brand interest is an important concept in brand-customer relationships, and brand managers are trying to create popular brands, but this concept has been less focused on marketing research; the impact of brand image and brand on brand interest has been limited in empiri More
        Brand interest is an important concept in brand-customer relationships, and brand managers are trying to create popular brands, but this concept has been less focused on marketing research; the impact of brand image and brand on brand interest has been limited in empirical research. The purpose of this study was to investigate the effect of the three concepts of brand personality consistency, brand image consistency and image consistency of brand use on brand interest, brand loyalty, attitude toward brand, and, finally, the effect of these three variables on oral advertising has been done. Data were collected through a questionnaire and data analysis was performed using the LISREL software and the structural equation technique. In this research, a sample of 200 car owners from Hyundai brand in Yazd city has been selected. This study provides evidence that the three self-concept concepts can create a completely different brand image in the minds of the consumer, which subsequently influences the attitude, interest, and brand loyalty of the brand. The findings show that brand identity and image consistency are more powerful predictors of brand interest, brand loyalty, brand attitude and oral advertising than consumer brand image consistency. The results of this research recommend marketing managers to pay particular attention to brand personality and image as intangible features and product simplicity benefits. It is suggested that future researches of various statistical societies, brands and different classes of products be examined. Manuscript profile
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        38 - Examining the impact of website quality, customer emotion and satisfaction on e-customers' loyalty on travel booking websites
        bagher Abbas pour nadereh sadat najafi zadeh Ali Akbar Mirzaee
        The present study is aimed to evaluate the impact of website quality, customer emotion and E- satisfaction on E- loyalty. This study is an applied study based on purpose and it is a survey-descriptive in terms of data collection. The study population was Students of Bus More
        The present study is aimed to evaluate the impact of website quality, customer emotion and E- satisfaction on E- loyalty. This study is an applied study based on purpose and it is a survey-descriptive in terms of data collection. The study population was Students of Bushehr Province universities with previous experience using online travel website. By convenience sampling, 367 customers were selected. The relationship between those constructs were tested using structural equations modeling by the partial least squares SMARTPLS software. The results showed that the quality of website, customer emotion and customer satisfaction Impact on E-loyalty and there was positive and significant relationship between variables. The results of this study contribute to academic and managerial fields. Academically, the findings add to existing knowledge. The findings help managers of travel companies to improve their travel website usability, by providing useful information, making trust, generating emotion and attractiveness. Manuscript profile
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        39 - Studying the effect of perceived e-service quality and perceived security on brand equity
        Mohsen Khunsiavash elika amirasl Majid Mohamadipour
        The purpose of this study is "Studying the effect of perceived e-service quality and perceived security on brand equity". The method used in this study from the point of purpose is applied research and from the point of matter is survey-descriptive research. The statist More
        The purpose of this study is "Studying the effect of perceived e-service quality and perceived security on brand equity". The method used in this study from the point of purpose is applied research and from the point of matter is survey-descriptive research. The statistics population of this research was the students of Islamic Azad University Science and Research branch and Tehran Central branch. The sample size of the study is calculated according to the number of hidden variables and the hypotheses. Since the number of hidden variables and hypotheses is 15, 700 people is selected as the sample. The questions regard to the objectives of the study have been designed in Likert seven-option package. For data analyzing Spss22 software in two parts, descriptive and inferential statistics and to check normality of the distribution, and the hypotheses AMOS22 software is used. Delivery quality and outcome quality have been used as perceived e-service quality dimensions to investigate the process of using online services and also the outcome with which the customer is left. Based on the results obtained from the research, all of the research hypotheses are confirmed with confidence level of 95%. The results indicate that the perceived quality and perceived security formed through interaction with an online banking service positively affect customer trust and satisfaction, which in turn influence loyalty and brand equity. The results of this study suggests that marketing managers should pay attention to both the process of using the online service and the outcome of the process. Finally, they should provide their customers with the newest technology in order to secure the website. It is suggested that future researches examine different e-service quality measuring models and various statistical population in different industries. Manuscript profile
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        40 - The Impact of Young Brand Identity on Brand Loyalty by Mediating Customer Satisfaction in the Mobile Industry
        Maryam Ghamari Poor Zahra Amir Hoseini
        Purpose: The purpose of this study was to determine the effect of consumer brand identity on brand loyalty through customer satisfaction mediation. Method: The research method is descriptive-survey with the approach of structural equations. The statistical society of th More
        Purpose: The purpose of this study was to determine the effect of consumer brand identity on brand loyalty through customer satisfaction mediation. Method: The research method is descriptive-survey with the approach of structural equations. The statistical society of the 15 to 35 year olds is Khorramabad, who used the brands of Apple, Samsung and Huawei. Since the exact volume of the statistical community is not available, based on the Cochran formula for the unrestricted community, a sample of 384 people was selected by cluster sampling. Data collecting tools were Cooper's Brand Identity Questionnaire (2004), Braggart Brand Loyalty Questionnaire (2010) and Algashir et al., Customer Satisfaction Questionnaire (2005). Their validity was based on structural validity and its reliability it was confirmed by Cronbach's alpha and combined reliability. Data were analyzed using SPSS23 and SMART PLS2 software. Results: The results of structural equations showed that the effect of consumer brand identity on customer satisfaction is positive and the effect of customer satisfaction on brand loyalty of young people is positive. On the other hand, analysis of the role of mediator of customer satisfaction showed that consumer brand identity, in addition to its direct impact on brand loyalty, has indirect bearing on brand loyalty through customer satisfaction. The quality of the final model of research according to the GOF index, which was 0/363, showed that the model has a strong fit. The R2 determination coefficient was 0.28 for customer satisfaction, which was close to strong, and was 0.80 for loyalty to the brand, which is very strong. The value of Sobel test was 7.55, which indicates that the effect of the mediator variable on customer satisfaction in the research model is significant. The results of the research showed that brand identity of consumers and customer satisfaction could affect customer satisfaction. Manuscript profile
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        41 - Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran)
        Ali Akbar Khademi Abbas Golshani Hanieh Farazandeh
        Creating lasting relationships in today's competitive environment can play a positive role in improving the performance of companies in such markets; if brands fail to succeed in this area, they will have less of a stake in today's markets. The purpose of this study is More
        Creating lasting relationships in today's competitive environment can play a positive role in improving the performance of companies in such markets; if brands fail to succeed in this area, they will have less of a stake in today's markets. The purpose of this study is to investigate the impact of consumer psychological motivation (Brand Psychological Ownership, Value Congruity) through customer engagement and brand attachment on brand loyalty in customers of Hyper Me Chain Stores in Tehran. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study is infinite population and include customers of Hyper Me Chain Stores in Tehran. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used from structural equation analyze data and Smart PLS software. The result of research is showing that the Brand psychological ownership have significant effect on Value congruity. Value congruity have significant effect on Customer Brand engagement. Customer Brand engagement have significant effect on Brand attachment. Customer Brand engagement have significant effect on Customer Loyalty and Ultimately Brand attachment have significant effect on Customer Loyalty. The investigating Consumer Psychological motivation and increasing Customer Brand engagement can provide this subject that the customer know the product and service of Brand as part of self-actions and solutions than organization and product and this subject have key role in loyalty and Brand attachment. Manuscript profile
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        42 - The Impact of Brand Image, Ethical Behavior and Service Quality on Patient Loyalty Considering the Mediating Role of Patient Satisfaction (Case Study: Tehran Ophthalmology Private Centers)
        amirhossein samadzadeh Mohammad ail abdolvand mohsen KhunSiavash
        Nowadays, the quality of services in medical centers plays a significant role in patient satisfaction. The main mission of medical centers is to provide high quality medical services, patient satisfaction, and patient loyalty. On the other hand, the performance of healt More
        Nowadays, the quality of services in medical centers plays a significant role in patient satisfaction. The main mission of medical centers is to provide high quality medical services, patient satisfaction, and patient loyalty. On the other hand, the performance of healthcare professionals should have an ethical and human nature and should pay special attention to ethical behaviors. As a result, positive mental association, arising from the quality of medical services, can promote brand equity and lead to the brand superiority of one medical center comparing to the others. The present study examined the effect of brand image, ethical behavior, and service quality on patient loyalty with the mediating variable of satisfaction. This study was applied in terms of purpose and descriptive analytical in terms of survey. The statistical population of this study included private ophthalmology centers in Tehran, such as specialty and subspecialty ophthalmology centers. The sample size in this study included 339 people. In addition, this study used SPSS software for data analysis and used structural equation modeling in AMOS software for testing the research hypotheses and determining the effect of independent variables on the dependent variable with the mediating variable. The findings of this study indicated that the two variables of brand image and service quality directly affect patient satisfaction but indirectly effect on patient loyalty with satisfaction as mediator variable. Furthermore, satisfaction affects patient loyalty while ethical behavior has no direct or indirect effect on patient satisfaction and patient loyalty. Manuscript profile
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        43 - The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in the Tourism Industry
        firouze hajialiakbari narges moosavi
        The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytic More
        The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytical method of causal type in a survey method. The statistical population of this research is tourists who visit Zanjan province. Due to lack of access to accurate information about statistical population, an unlimited society is considered and the sample size was 384. The sampling method in this research is simple random sampling. In this study, standard questionnaires were used by Seo and park (2018). The validity of it was based on face validity and KMO method more than (0.5) and its reliability was confirmed by Cronbach's alpha (0.965), and gathered data. Descriptive statistics were used to analyze the data using SPSS21 & LISREL 8.8 software. First, for normal variables, the results of which were calculated using the Kolmogorov-Smirnov method, each of the data was normal. The results showed social media marketing activities has positive effect on brand equity (brand awareness and brand image) although social media marketing activities has positive effect on costumer response (E-WOM and loyalty) through brand equity. At the end, according to the results of the research, practical proposals are presented. Manuscript profile
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        44 - Branding co-creation through customers participation in digital media
        Ali Akbar Khademi Ali Boromandnasab Hanieh Farazandeh
        Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand crea More
        Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand creation that include: participatory motivations of social networking sites, consumer  participation, trust, brand loyalty and loyalty in social media brand communities among students of Azad University and Dezfol. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study include students of Azad University in Dezfol. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used SPSS and Amos software. The result show that the Motivations for social networking sites participation positively influence consumer participation and this in turn has significant effects on brand trust and brand loyalty. As a result, both brand trust and brand loyalty have a positive effect on branding co-creation. In addition, brand trust as a mediating variable between customer participation and brand loyalty.   Manuscript profile
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        45 - Implications of Cause-Related Marketing in the Banking System and its Impact on Customer Loyalty to Banks
        Ali Valipour Mahmoud Noraei Kamyar Kavosh
        Purpose: Identifying the consequences of implementing cause-related marketing in banks and its impact on customer loyalty to the banking system in the form of a conceptual model. Methodology: This research is of mixed method and has been done by two methods of phenomen More
        Purpose: Identifying the consequences of implementing cause-related marketing in banks and its impact on customer loyalty to the banking system in the form of a conceptual model. Methodology: This research is of mixed method and has been done by two methods of phenomenology (qualitative part) and survey (in quantitative part). The statistical population is the qualitative part of the senior managers of the bank and university experts and the statistical community is the quantitative part of the customers of Keshavarzi Bank. The data of the qualitative part were analyzed by open and axial coding method with MaxQDApro12 software and the quantitative part by structural equation modeling method by SmartPLS2 software. Findings: The findings of this study not only show the different implications of Cause-related marketing and also its impact on customer loyalty. Research Limitations: This research has been done mainly in the field of Bank Keshavarzi Iran and its customers and the existing conceptual model has been developed according to the conditions of Bank Keshavarzi. Managerial Implications: This research can provide an idea for bank managers to use social responsibilities, especially cause-related marketing strategies in the banking industry and share the benefits of banking operations. Originality/Valve: Based on the research background, the cause-related marketing model in the banking system has been implemented for the first time in Iran, which in this respect is innovative. Manuscript profile
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        46 - The Relationship between Sensory Marketing and the Loyalty of Private Sports Club Customers, the Mediated Role of Perceived Value and Location dependency
        ali akbar zohrevand Majid Soleimani sirous ahmadi
        Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the custo More
        Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the customer. The purpose of this study was to investigate the effect of sensory marketing on customer loyalty of private sports clubs with the mediating role of perceived location and value dependency. The purpose of this research was applied research and the method was descriptive-analytical. To collect data from 4 standardized and adapted questionnaires: Hosseini & Pourkiani Sensory Marketing Questionnaire, Seafaring Location Affiliation Questionnaire, Accredited and Olaga Perceived Value Questionnaire and Mahoney Behavioral and Attitude Loyalty Questionnaire was used. The statistical population of the study includes all men and women (18-65 years old) who used private sports clubs in Tehran in 2019, using cluster sampling of 10 clubs from five districts of Tehran (Central, North, and South, West and East). Given that there are no exact statistics on the number of people using private clubs in Tehran in 2019, the statistical population was considered unknown, so the minimum sample size for the unknown community was calculated using the Cochran formula of 385 individuals Calculated. Face and content validity were assessed from the perspective of a significant number of sport management professors. Reliability of the instruments was assessed using Cronbach's alpha method, and finally, construct validity indices were used in structural equation modeling. Overall, the results showed that sensory marketing through the dependence on location and perceived value can be effective in the behavioral and attitudinal loyalty of clients of private fitness clubs. Manuscript profile
      • Open Access Article

        47 - Effects of Brand Performance on Consumer Buying Behavior through Variables Mediating Brand Trust and Brand Image and Brand Equity and Brand Loyalty
        Abbas Ghaedamini Harouni Mehrdad Sadeghi de cheshmeh Siamak Korang Beheshti Majed Maharani Barzani
        The purpose of this study was to determine the effects of brand performance on consumer buying behavior through the variables of interface between brand trust and brand image and brand equity and brand loyalty in customers of industrial and home appliance stores in Isfa More
        The purpose of this study was to determine the effects of brand performance on consumer buying behavior through the variables of interface between brand trust and brand image and brand equity and brand loyalty in customers of industrial and home appliance stores in Isfahan (Case study: Bosch brand). The statistical population of the present study consisted of all clients and customers of industrial and home appliances stores in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand trust, 0.845, brand loyalty, 0.812, brand image, 0.822, brand performance, 0.811, brand equity, 0.777, respectively, consumer buying behavior was estimated to be 866, and data analysis was performed. Descriptive and inferential levels including Pearson correlation coefficient and structural equation modeling (SEM) were performed. The results showed that between brand performance on brand trust with an impact factor of 0.54, brand performance on brand image with an impact factor of 0.45, brand trust on brand image with an impact factor of 0.25, brand performance on loyalty To the brand with an impact factor of 0.68, brand image on the brand equity with an impact factor of 0.76, brand loyalty on the variables of brand equity and consumer buying behavior with an impact factor of 0.90 and 0.61 and brand equity, respectively. There is a positive and significant relationship between consumer purchasing behavior and an impact factor of 0.44. Therefore, the main hypothesis of the research was confirmed. However, the effect of brand trust directly on the variable of consumer purchasing behavior with an impact factor of 0.04 was not significant. Manuscript profile
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        48 - The influence of personal values on customer loyalty in agricultural bank of Tehran
        MOHAMMAD ALI Abdolvand leila Andervazh zahra atf iman ghasemi hamedani
        In recent years, with the advent of private banks, the competition for attracting and retaining customers in the banking industry has become more complex. Customer expectations go beyond banks and if one sees his interest in moving resources from one bank to another he More
        In recent years, with the advent of private banks, the competition for attracting and retaining customers in the banking industry has become more complex. Customer expectations go beyond banks and if one sees his interest in moving resources from one bank to another he will not hesitate. The purpose of this study is to determine the role of personal values in creating loyalty in agricultural bank customers. In this study, data collected from 400 clients of Agricultural Bank in Tehran, after confirmatory factor analysis, were analyzed using structural equation modeling. The findings showed that the personal values of the clients of the Agricultural Bank could not explain their loyalty in different steps. On the other hand, it was found that the cognitive loyalty of Keshavarzi Bank customers with a regression coefficient of 0.80 had a positive and significant effect on emotional loyalty, and emotional loyalty with a regression coefficient of 0.38 had a positive and significant effect on behavioral loyalty. Manuscript profile
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        49 - The Impact of Fashion Innovativeness (FI) on Consumer-based Brand Equity
        Sayed mohammad Shamszadeh alavi
        In this this study the researcher investigated the impact of fashion innovativeness (FI) on consumer-based brand equity. Brand equity refers to brand image, love-marks and brand loyalty. The sample for this study are 240 consumers from Hacoupian men clothing brand in Te More
        In this this study the researcher investigated the impact of fashion innovativeness (FI) on consumer-based brand equity. Brand equity refers to brand image, love-marks and brand loyalty. The sample for this study are 240 consumers from Hacoupian men clothing brand in Tehran city. This study used survey questionnaire for data collection to describe different relationships and correlations between all variables and phenomena at the individual level and SPSS applied for data analysis. The result of this study indicated that fashion innovativeness positively affect consumer-based brand equity (brand image, love-marks and brand loyalty) in Hacoupian men clothing brand in Tehran city. Moreover based on the result rand image positively affect love-marks and love-marks can positively affect and enhanced the consumers’ brand loyalty. Therefore based on the result of this study managers, brand investigators and business developers may enhance consumer-based brand equity by focusing and enhancing FI, brand image, love-marks and brand loyalty. Manuscript profile
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        50 - Presenting the model of the effect of entrepreneurial marketing dimensions on consumer behavior with the approach of structural equations in startups in the field of new technology
        HAMIDEH reshadatjo amir ebrahimpour
        The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all co More
        The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all consumers who have used the services of five startups (Linkup, Smart Forever, Pigam, Picto, and Onar). To collect information using Morgan's table to determine the sample size, 384 questionnaires were analyzed by random sampling method among sample members, distribution and information by structural equation analysis method and through plus software. All research hypotheses have been confirmed and the effect of entrepreneurial marketing dimensions (pre-eminence, risk-taking, opportunism, innovation, human resource leverage, value creation, firm's tendency to marketing, intellectual and social capital) on consumer behavior to prove Receipt. The results showed that the dimensions of entrepreneurial marketing by influencing consumer behavior, on a better understanding of the use of entrepreneurial and creative marketing among IT startups can increase satisfaction, loyalty and trust among consumers. Manuscript profile
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        51 - Investigating the Role of Self-Concept Fit on the Loyalty of Tejarat Bank Customers through Brand Image and Brand Emotional Attachment
        Hossein Norouzi Dariush Tahmasebi Aghbelaghi
        The purpose of the present study is to investigate the role of self-concept fit on bank customer loyalty mediated by brand image and emotional attachment. This is a descriptive-correlational study and the Likert five-point spectrum questionnaire was used for data collec More
        The purpose of the present study is to investigate the role of self-concept fit on bank customer loyalty mediated by brand image and emotional attachment. This is a descriptive-correlational study and the Likert five-point spectrum questionnaire was used for data collection. The statistical population of this research is the customers of Tejarat Bank in Tehran with a sample size of 400 using available sampling method. Its content validity was confirmed by experts, academics, and expert experts, and the reliability of the tool was at a good level by Cronbach's alpha (0.882). Structural equation modeling and in particular path analysis techniques have been used to test the research hypotheses and SPSS and PLS statistical software have been used for this purpose. The research findings showed that the significant role of self-concept proportionality on brand image (T: 23/271), brand emotional attachment (T: 14/506), and commercial bank customer loyalty (T: 2/338) confirmed, as well as the role of brand image on loyalty. Tejarat bank customers (T: 2/731) were significant, but the significant role of brand emotional attachment on Tejarat bank customers' loyalty (T: 1/387) was not confirmed.   Manuscript profile
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        52 - Identifying and Prioritizing the Factors Affecting the Intention of Viral Marketing Behavior in Customers with a Multi-Criteria Decision Approach (Fuzzy Hierarchical Analysis)
        naser seifollahi Mohmmad Bahadorinejad
        10.30495/jomm.2022.65004.1899
        Introduction and Objective: Today, in a competitive market all products have competitive advantages and it is not easy to find the difference between the products. One of the ways to achieve these differences is using methods that focus more on customers. In viral marke More
        Introduction and Objective: Today, in a competitive market all products have competitive advantages and it is not easy to find the difference between the products. One of the ways to achieve these differences is using methods that focus more on customers. In viral marketing, the organization sends its message to others using communication between customers. By turning the internet network of customers and subscribers into a huge machine that spreads mouth to mouth, viral marketing subjects the company to everyone. Due to its low cost, this marketing method possibly complements or even alternatives to traditional methods, especially in services and industry, and Marketers can persuade more customers and users by examining the effective factors. Therefore, this study aims to identify the factors affecting the intention of viral marketing behavior in customers and their prioritization. Methods: In this study, documentary analysis and the AHP method with fuzzy approach were used to identify and prioritize the effective factors. Findings: According to the documentary analysis results, five main categories of mouth-to-mouth marketing, customer satisfaction, loyalty programs, recipients, and viral elements are cited among the main influential factors. Each of these main criteria included a total of 30 sub-criteria. Based on the fuzzy AHP results, the loyalty programs criterion has the highest, and mouth-to-mouth marketing has the lowest final weight. Conclusion: According to the results, customer satisfaction is responsible for persuading customers to buy more from that company and showing individual viral marketing behavior. Customer loyalty programs significantly affect viral marketing intent, and their motivation for viral marketing increases when customer loyalty increases. Manuscript profile
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        53 - Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company)
        Maria Hoseinzade Shirzili farzad asayesh Mohammad Reza Ghorbanian
        The purpose of this study is to investigate the effect of social media personalization on perceived brand value and brand loyalty with the mediating role of brand interaction and consumer in Tehran. The research method is applied in terms of purpose and based on the dat More
        The purpose of this study is to investigate the effect of social media personalization on perceived brand value and brand loyalty with the mediating role of brand interaction and consumer in Tehran. The research method is applied in terms of purpose and based on the data collection method, it is a descriptive survey. The statistical population of the study is all customers of SNAP in Tehran and a simple sampling method is available. Using Cochran's formula, 384 people were selected as a sample. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.829. The validity of the research tool has also been investigated by confirmatory factor analysis technique. Then, the data were analyzed by structural equation modeling using Smart PLS software. The results of examining the research hypotheses indicate that Social media personalization influences brand interaction and consumer, perceived value, behavioral intent, and pricing. On the other hand, brand interaction and consumer affect perceived value, behavioral intention and pricing. Finally, social media personalization plays a role in perceived value, behavioral intent, and appropriate pricing with the mediating role of brand interaction and consumer. Manuscript profile
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        54 - Brand equity modeling in Sepah Bank (A New Approach to Delphi-Fuzzy Type 2 Electro-Type 3 Techniques and Structural Equations)
        KUMARS MOHSENIMEHR hossain budaghi khaje nobar
        10.30495/jomm.2023.68874.1964
        The banking system is a part of the economic system, which aims to collect and attract all kinds of deposits and allocate them to meet the financial needs of all kinds of economic activities. Therefore, banks play a very important role in economic systems by having a ma More
        The banking system is a part of the economic system, which aims to collect and attract all kinds of deposits and allocate them to meet the financial needs of all kinds of economic activities. Therefore, banks play a very important role in economic systems by having a major part of the funds in circulation in the society. The special value of the brand is one of the main priorities in marketing research, which creates value for both the customer and the bank and creates a sustainable competitive advantage for that bank. The purpose of this research is to model the equity value of the brand in Sepeh Bank. This research is in the field of correlational survey descriptive research and according to the purpose and topic of the research, it is practical and cross-sectional in terms of time. The sampling of this research was available and it was determined from among the customers of Sepeh Bank of Tehran in the year 1400. Due to the unlimited number of members of the studied community, to determine the sample size, Cochran's formula for unlimited communities was used and 384 people were determined. Based on the fuzzy Delphi type two and Electra type three methods, the most important indicators of brand equity in the banking sector were identified and finally, based on the partial least squares method, the research model was put to the test. The results showed that the effect of each factor on the special value of the bank brand is different. Specifically, brand loyalty has the strongest influence on brand equity (0.884), the second strongest influence on brand equity, perceived quality (0.684), followed closely by brand awareness (0.664). ) is effective on Buck's brand equity. These results lead bank managers to pay special attention to factors of brand loyalty and perceived quality of banking service experience. Consequently, banks need to invest in building strong brand equity where the above critical factors need to be addressed. Manuscript profile
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        55 - Developing a Satisfaction Model for Service Recreation with an Emphasis on Grounded Theory-based Brand Loyalty in Banking Industry
        seyed mohamad hosein lotfi ashtiani seyed mehdi jalali bita tabrizian
        10.30495/jomm.2023.72801.2032
        Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand lo More
        Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions. Manuscript profile
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        56 - Investigation of the Effect of Country of Origin Image on Brand Equity (Case Study: Iran khodro Diesel Company- Chorus Minibus)
        K. Heidarzadeh M. Hashemi
        Brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management. Country of origin is another important variable influencing customer perceptions of brands country of orig More
        Brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management. Country of origin is another important variable influencing customer perceptions of brands country of origin is defined as “the country in which the product is made”. Increasingly, and for a variety of reasons, brands from one country are being made available to consumers in other countries. In such instances, international marketers need to understand the sources of the equity of their brands. Some researchers have realized this and advocate extending the international consumer research scope to include brand equity. For example, measurement of brand equity across international boundaries is essential if brand managers are "to manage and control brand equity effectively". The purpose of this research is to explore the effects of brand’s country-of-origin image on the formation of brand equity. To accomplish this, effectiveness of Country of origin image on brand equity of minibus in the Iran market is examined. A conceptual framework of research in which country-of-origin image is postulated the dimensions of brand equity, which is made up of brand loyalty, brand awareness/associations, and brand distinctiveness. These dimensions, in turn, influence brand equity. The data for this study were gathered through questionnaires that were distributed to a cross section of Hyundai mini bus buyers. Using stratified sampling, 420 questionnaires delivered between referred to after sales service agencies of Iran khodro diesel. Among of them, answers of 392 questionnaires were acceptable. Structural Equation Models (SEMS) is used in this research. The Structural Equation Model results show that brand’s country-of-origin image positively and significantly influences dimensions of brand equity. The results also show that brand loyalty positively influences brand equity. Producers of commercial vehicle should put greater emphasis in creating brand loyalty for their products and also at the time of product choosing focus on the good image of brand’s original country.   Manuscript profile
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        57 - 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
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        58 - The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to The Service Provider
        K. Heidarzadeh D. Hoseini Firouzabadi
        In service-providing agencies and organizations, the service-providing staff communicates directly with customers. The interpersonal relationships between customers and the service staff are of a social and professional nature. The quality of such interpe More
        In service-providing agencies and organizations, the service-providing staff communicates directly with customers. The interpersonal relationships between customers and the service staff are of a social and professional nature. The quality of such interpersonal relationships allows customers to form a general idea about the quality of services, thus leading to their satisfaction and loyalty. The present study investigates the effect of interpersonal relationships of service providers and service receivers, and the effect of interpersonal relationships of service receivers with one another relative to their overall satisfaction with and their attitudinal and behavioral loyalty to the service providing organization. The study further examines personal loyalty to the service provider and personal loyalty to other customers or receivers. Data were gathered through established methods and analyzed by means of correlation. The study was of the investigative type, and data were collected from 387 subjects by means of cluster random sampling. The results showed that all of the kindergartens in Tehran have a correlation among "closeness of interpersonal relationships between service providing staff and customers" "customers’ overall satisfaction", "behavioral loyalty", "attitudinal loyalty", "personal loyalty to the service-providing staff", and "personal loyalty to other customers." The foregoing proved to be positively correlated and significant. Also, the correlation among "closeness of interpersonal customers and customers' overall satisfaction, behavioral loyalty, attitudinal loyalty and personal loyalty to other customers are both positive and significant. Manuscript profile
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        59 - Investigating Factors Influencing Tejarat bank's Customer Loyalty
        M. A. Abdolvand K. Abdoli
        In competitive, complex & dynamic bank industry setting, only a small distinction in service providing, will cause a great transformation. Traditional banks, according to the principals of Relationship Marketing, that considers the customers loyalty a More
        In competitive, complex & dynamic bank industry setting, only a small distinction in service providing, will cause a great transformation. Traditional banks, according to the principals of Relationship Marketing, that considers the customers loyalty as its main goal, are going to be changed in to customer-based ones. In such dynamic setting, producing & settling strategies, which result in making customers loyal, is so important. Regarding to the importance of customers in bank industry, this research has pointed to Tejarat bank customers’ loyalty concept using the effects of variables of Image, Service quality & Satisfaction. So in order to understand how the above variables will shape loyalty in a bank setting, we have tried to recognize indices of each variable that let Tejarat bank managers to design & settle suitable & effective strategies for making their customers loyal. The research method is Descriptive one & the statistical society is Tejarat bank customers in Tehran branches of this bank. In order to gather data, questionnaire has been used. As this research has been measured a complex relationship among variables comprehensively, is new & also data analysis has been done using parametric & nonparametric statistical tests. Results show a direct effect of image, satisfaction & service quality. Service quality has a direct effect on customer satisfaction & service quality & customer satisfaction have a meaningful effect on loyalty. Manuscript profile
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        60 - Investigation the Effects of Consumer Shopping Value on Satisfaction, Loyalty, Word of Mouth and Share of Purchase
        M. A. Abdolvand M. Jani
        The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, More
        The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Further, the majority of extant research has been limited to upscale retail sectors where the role of the salesperson is crucial and long-term relationships are common. In order to extend the findings of previous researches to additional retail sectors, the current study investigates the complex interrelationships between utilitarian and hedonic shopping values and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector. A total of 400 questionnaires were distributed to customers of Hyper Star discount retailing in Tehran. Structural equation modeling (S.E.M) with lisrel sofware was used for the data analysis. The result indicated utilitarian and hedonic shopping values have relationship with satisfaction and satisfaction has effect on loyalty and share of purchase. Manuscript profile
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        61 - Study of the Effect of Satisfaction and Trust on Customers Loyalty in Service Organizations (Case Study: Branches of Melli Bank in City of Arak)
        M. A. Jamshidian
        Purpose: The purpose of this paper is to examine the effect of Satisfaction and Trust on Customers Loyalty. Service quality as the key antecedent of customer satisfaction. Methodology: The present research in terms of goal is an applied type and in terms of gathering in More
        Purpose: The purpose of this paper is to examine the effect of Satisfaction and Trust on Customers Loyalty. Service quality as the key antecedent of customer satisfaction. Methodology: The present research in terms of goal is an applied type and in terms of gathering information is a causal one. In this research, in order to gather information a field research method and a standardized questionnaire were used. The statistical population is customers Melli Bank in city of Arak that using the services provided by this bank. In order to conduct the research, sample size of 220 questionnaire were used. The reliability of the questionnaire was proved through Cronbach Alpha and the Validity of the questionnaire was proved by some of the experts of the statistical population. In order to process data, Lisrel software was used. Findings: The research results indicate that Satisfaction and trust have a positive effect on customer loyalty. Complaint handling also have a positive impact on satisfaction, trust and customers loyalty. Manuscript profile
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        62 - Recognizing and Ranking Consumers' Purchasing Criteria for Mid-Range Priced Passenger Cars in Tehran, Using Fuzzy AHP
        M. A. Abdolvand S. Fereidounfar
        Understanding consumers’ needs and purchasing process, is the basis for successful marketing. Recognizing how consumers pass through problem recognition, information gathering, the evaluation of different alternatives purchase decision-making and po More
        Understanding consumers’ needs and purchasing process, is the basis for successful marketing. Recognizing how consumers pass through problem recognition, information gathering, the evaluation of different alternatives purchase decision-making and post-purchase behavior are all guidelines for meeting customers needs. On the other hand, knowing the people who are participants in the purchase process and the factors that influence their buying behavior helps marketers offer effective programs for supplying goods and services to the target market. This research has been done to identify the factors that influence the behavior of customers who purchase Iranian passenger cars in order to supply a product which increases their satisfaction increases car companies, market share and the effectiveness of advertisements related to such products. Here, a technique has been presented for ranking purchasing criteria of passenger cars valued at 100-150 million Rials in Tehran, under a fuzzy setting. A methodology is offered based on the Fuzzy Analytical Hierarchy Process. This model includes eight main criteria which are Exterior, Interior, Convenience, Performance, Safety and Security, Economic Aspects, Sales and delivery services and After-sales services, their related sub-criteria and ten additional alternatives (Verna Hyundai, Gol, Peugeot 405 Glx, Peugeot 206 SD, Peugeot 206 V20, Peugeot 206 V8, Samand, Samand LX, Peugeot Pars & Kia Rio). The results showed that Safety and security, Performance, Exterior and Convenience are the most important factors for consumers when passenger car models in the 100 to150 million Rials cost range respectively. Manuscript profile
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        63 - Providing a Model for Identifying the Service Quality Dimensions Within Technology-Based Banking (Case study: Student’s of Islamic Azad University-Arak Branch)
        N. S. Najafizadeh A. Mojoodi P. Ghasemi
        Purpose – With the emerging a new phenomenon of Internet, the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition, the banks became familiar with numerous banking technologies. How More
        Purpose – With the emerging a new phenomenon of Internet, the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition, the banks became familiar with numerous banking technologies. However, the main concern in the use of these technologies was the quality assessment and their impact on customers’ satisfaction and loyalty. Therefore, the objective of the present study is to provide a model which is able to assess the quality of any kind of banking technologies (whether the technologies that are already in use or those that will be used in the future). Design/methodology/approach – Firstly, exploratory factor analysis (EFA) method was used to identify the service quality dimensions within technology-based banking. Then, the effect of each variable on customers’ satisfaction and loyalty was investigated using structural equations modeling employing LISREL software. Findings – Following exploratory factor analysis, 8 dimensions of easiness, assurance, security, customization, comprehensive being, convenience, support services and the employee knowledge were identified as the service quality dimensions within technology-based banking. Finally, the effect of each of the eight dimensions on the customers’ satisfaction and loyalty was investigated using structural equations modeling. Practical implications –The model obtained in the present study was used to identify the service quality dimensions regardless the applied banking technology, therefore it is considered as a general model which is applicable to any kind of banking technology. Originality/value – The present study provides a general model to identify the service quality dimensions within technology-based banking. Manuscript profile
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        64 - The Relationship between Risk Aversion and Brand Loyalty with Regard to the Role of Brand Trust and Brand Affect in This Relationship
        Sh. Nayebzadeh P. Shahbazi
        Problem description: The main problem of this research is to examine the relationship between risk aversion and brand loyalty (purchase and attitudinal) and the mediating role of brand trust and brand affect Methodology: Using proportional stratified sampling aproach, More
        Problem description: The main problem of this research is to examine the relationship between risk aversion and brand loyalty (purchase and attitudinal) and the mediating role of brand trust and brand affect Methodology: Using proportional stratified sampling aproach, a community of 379 students from Science and Research branch of Azad University has been used to gather a data set of various laptop brands. Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as descriptive and survey research. Since the subject is to study the relationship between variables this reasearch can be categorized as correlational. Data Gathering Tools and Techniques: Tools used for data gathering are note taking for library studies and questionary for hypothesis testing which is done with field research method. Structural equation modeling and Lisrel software are used to analyse research and hypothesis testing data. Findings: The result of data analysis indicates the effect of risk aversion on brand loyalty through brand trust and brand affect. Risk aversion is positively and directly related to brand trust and brand affect, Furthermore, brand trust and brand affect have positive and direct effects on brand loyalty (purchase and attitudinal). Manuscript profile
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        65 - Proposing and Analyzing a Model for the Influence of Ethical Sales Behavior on Customers Loyalty with a Case Study in Parsian Insurance Company
        R. Pezhman H. Kazemi Mahyari
        Nowadays countries with advanced economies are moving toward service industries. In this regard, we could point to the insurance industry, which is operating in various branches throughout the world. On the other hand, the customers’ ability of selection among var More
        Nowadays countries with advanced economies are moving toward service industries. In this regard, we could point to the insurance industry, which is operating in various branches throughout the world. On the other hand, the customers’ ability of selection among various companies has led to more competition in the market of this industry. Customers’ satisfaction is also not enough for companies so they are looking for developing the loyalty among their customers. The population is customers of Parsian’s automobile insurance. The theoretical topics collected by means of library and the data was obtained from a questionnaire which was the combination of few standard questionnaires. To analyze the data and investigation of the research’s assumptions, the structural equation modeling embedded in the AMOS software was applied. The results of analyzing data reveal that the presented model is an appropriate model for investigation the influence of ethical sales behavior on customer’s loyalty in insurance company. Results also show that the salesperson’s ethical behavior has an important influence on customers’ satisfaction from salesperson and their trust and commitment to the seller. Also the results show that ethical sales behavior indirectly affects on trust, satisfaction and loyalty of consumer. In the other word, through improvement of ethical sales behavior, the satisfaction, trust and loyalty of customer to the insurance company would rise. Manuscript profile
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        66 - A Model for Customers Switching from National Bank by Applying Structured Equations (Case Study: National Bank Branches in Ilam Province)
        L. Emami Y. Pourashraf Z. Toulabi
        Regarding the competitiveness of banking industry in recent years and entry of private sector in to this area, customer retention has assumed particular importance. Consumer switching means the end of customer's relationship with the bank and his turning to other banks More
        Regarding the competitiveness of banking industry in recent years and entry of private sector in to this area, customer retention has assumed particular importance. Consumer switching means the end of customer's relationship with the bank and his turning to other banks as a result of a number of factors. The present research aims at preserving the present customers by identifying the reasons for customer switching in National bank of Iran, branches administration. The research method applied in this study is both qualitative and quantitative (mixed). To extract a conceptual research method; ideas, theories, models, approaches and frameworks related to churning on the one hand, and in previous researches on the other hand were analyzed, the viewpoints of elites and experts were also used to identify the sample size. In qualitative method, in order to obtain the statistical population by network sampling, 35 elites (academics and professional churning customers and expert managers and National bank headquarter) in Ilam province were identified and they were directly interviewed or open-ended questionnaires were used. And through quantitative method, the present research includes all customer switching with outstanding balance of 10 million Rials in branches of National bank located in Ilam province and stratified random sampling method was used. And questionnaires were used in gathering data which ended up in analyzing 395 questionnaires; findings showed that two variants of external (organizational) and internal (environmental) factors were recognized as effective factors in customer switching. Then applying operational analytic factors and structural equations, this model was finally verified doing several rectifications.  According to the results achieved from this work, it became clear that managerial factors are the most effective factor among internal factors and ethnic considerations are the most effective factor from among external factors (environmental) and is the exploratory subject of this study. This indicates that the bank under study should set on the agenda with a consideration of these factors.  Manuscript profile
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        67 - The Effect of Social Media on Brand Community Markers, Value Creation Practice, Brand Trust and Brand Loyalty (Case Study: Comparison between Apple (Iphone) and Samsung’s (Galaxy) Mobile)
        S. A. Mousavi M. Kenarehfard
        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 differentiat More
        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. Manuscript profile
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        68 - 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
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        69 - Investigation of the Effects of Brand Image and Perceived Public Relation Activities on Customers Loyalty
        K. Heidarzadeh F. Torabi
        The ultimate goal of the marketing process is to intensify strong relationships with loyal customers and to transform indifferent customers into loyal ones. So brand image play an important role. Effective relationship and creating reputation among public are influencin More
        The ultimate goal of the marketing process is to intensify strong relationships with loyal customers and to transform indifferent customers into loyal ones. So brand image play an important role. Effective relationship and creating reputation among public are influencing positively among customers and through public relation activities, customers go toward companies that have favorable brand image. So the main question of this research is: What is the effect of brand image and perceived public relation on customer loyalty? The main variables are: Perceived public relation, customer loyalty, brand image and altruistic motives. This research is an applied and descriptive research that considers positive or negative effect of the variables. Data were collected via questionnaire from LG's Electronics consumers (Gold Iran) in Tehran. Hierarchical regression analysis of data from 385 respondents was used to test two hypotheses. The result shows, perceived public relation has positive relationship with customer loyalty and this relation is moderated by brand image. When brand image is favorable, the positive effect of Perceived public relation on customer loyalty is significant and strong. Whereas, when brand image is unfavorable this relationship isn't significant and customer loyalty is decreased. For further research, role of public relation in relationship marketing is suggested.   Manuscript profile
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        70 - Satisfaction and Inertia Influence on Loyalty (Case study: Mobile Phone)
        F. Khajouei Sh. Nayebzadeh
        The purpose of this study was to investigate the effect of five antecedents, satisfaction, inertia, switching barriers, trust and commitment as independent variables on customer loyalty. This research studied on mobile phone industry. The method of this study was applie More
        The purpose of this study was to investigate the effect of five antecedents, satisfaction, inertia, switching barriers, trust and commitment as independent variables on customer loyalty. This research studied on mobile phone industry. The method of this study was applied in terms of aim and correlation in terms of method. A total of 379 valid responses were collected out of the 400 distributed between students of Islamic Azad University of science and research in Tehran, A stratified sampling technique was used; and the samples were randomly drawn from each group. This study employed structural equation modeling to test the hypothesized relationships and used LISREL 8.30 software; SPSS 12.0 software was used for the frequency analysis and the reliability test; the results show that satisfaction and inertia have a significant effect on loyalty. While, the effect of switching barriers, trust and commitment were not supported. In line with the results of this study could be due to provide useful information in the field of relationship marketing and services, will be valuable for researchers and marketers; Moreover, The results offered suggestions for more improved and effective in this fields. Manuscript profile
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        71 - Exploring the Role of Quality Attributes for Traditional Food Products (With PDO) on Consumer Behavi
        H. Vazifehdoust V. R. Mirabi M. Mohammadi
        Literature review of recent trends underlying the market for quality food products reveals two distinct moves. First, a growing number of consumers have shifted gradually to consumption of regionally denominated products Second, producers have responded t More
        Literature review of recent trends underlying the market for quality food products reveals two distinct moves. First, a growing number of consumers have shifted gradually to consumption of regionally denominated products Second, producers have responded to these changing consumption patterns by supplying regionally denominated foodstuff. This trust of Protected Designation of Origin (PDO) products arising from the high quality of these products shows positive consumer perceptions about the quality of these products. Consequently, when consumers form a value judgment as to their quality perceptions, it becomes necessary to break the concept of quality into two major groups of factors: the intrinsic attributes and the extrinsic attributes. Whereas the consumer must consider brands quality of PDOs, it is necessary to maintain consumer satisfaction. loyalty, and buying intention toward the intrinsic and extrinsic attribute quality of these products to consider a higher price and repeat purchase. To consider the role of intrinsic and extrinsic attributes of traditional food products with PDO in consumers perception, we selected Boldaji Gaz, which has easy consumer recognition. The statistical population of research is consumers of Boldaji Gaz, with a sample size of 384. For survey hypothesis, we used regression analysis and structural equation model tests. The result shows that the effect of perceived quality of the intrinsic attributes on satisfaction is significant; the effect of perceived quality of the intrinsic attributes on satisfaction is not significant; the effect of perceived quality of the extrinsic attributes on satisfaction and loyalty is significant; and effect of satisfaction on loyalty and buying intention and the effect of loyalty on buying intention are significant. Manuscript profile
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        72 - Studying Effective Elements in Brand Equity From the Consumer's Perspective (Based on Aaker's Model)
        M. Mohamadian R. Shafiha
        In last two decades, Brand Equity from the views of businessmen and marketing researcher's take into consideration an important concept. Brand building requires many investments and manufacturers know that their brand is the source of power that can be ga More
        In last two decades, Brand Equity from the views of businessmen and marketing researcher's take into consideration an important concept. Brand building requires many investments and manufacturers know that their brand is the source of power that can be gained in the market. Despite the researches done on the present issue, there is a lack of sufficient survey research. This research is conducted to study brand equity based on Aaker's model. The key question in this research is as follows: What are the main elements of Brand Equity from a customer's viewpoint, and how important is this in determining the customer's final assessment of brand equity. The results of this research show that loyalty has the most direct influence on brand equity and other elements, such as perceived quality, brand awareness and brand association, indirectly influence brand equity through loyalty. Manuscript profile
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        73 - Staff Role in Encouraging Customer Citizenship Behaviors (Subject of the Study: Tejarat Bank, Top Branches in Tehran)
        K. Hamdi N. Karami
        The current research aims to assess the impact of personal role of service employees on encouraging the customer citizenship behaviors in the best branches of Tejarat Bank. The sample size of this research comprises 499 participants that are chosen by cluster sampling m More
        The current research aims to assess the impact of personal role of service employees on encouraging the customer citizenship behaviors in the best branches of Tejarat Bank. The sample size of this research comprises 499 participants that are chosen by cluster sampling method. The data are gathered using quantitative research method and questionnaire and analyzed with the help of structural equitation modeling. Based on previous studies, in order to evaluate the customer citizenship behaviors, 6 variables were derived namely: credibility of service worker” “benevolence of service worker ,“commitment to the service worker”,” Personal loyalty to the service worker”,”interactional justice”,”distributive justice” The results indicate that the employees have critical role in stimulating the citizenship behaviors of customers. Manuscript profile
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        74 - The Role of Emotional Satisfaction in Customers’ Behavioral Intentions Regarding Service Quality in the Hotel Industry
        M. Haghighi H. R. Saeednia Gh. Kianosh Ghavim
        Purpose- The purpose of this paper is to test a conceptual model of the relationship among the constructs of service quality, emotional satisfaction, and behavioral intentions. Methodology - The research method is applied in approach and descriptive-survey in method. Th More
        Purpose- The purpose of this paper is to test a conceptual model of the relationship among the constructs of service quality, emotional satisfaction, and behavioral intentions. Methodology - The research method is applied in approach and descriptive-survey in method. The statistical research population consists of customers of 4 star hotels in Tehran city and 266 questionnaires were distributed among hotels’ customers. Cronbach alpha coefficient estimates the reliability of questionnaire. For analyzing the data, structural equation model and t- student test were used. Findings- There is significant relation among service quality, emotional satisfaction and behavioral intentions variables, but relationship between service quality and behavioral intentions is indirect through emotional satisfaction. The foreign visitors have more satisfaction and more positive behavioral intentions related to the hotel and actual person have more powerful behavioral intentions. Research Limitations- This research just focus on some limited variables and it does not consider other variables that have an influence on customers’ behavioral intentions. Managerial Implications- The study has demonstrated the importance for managers to consider how Service quality influences the customers’ behavioral intentions. In particular, the importance of measuring customers’ emotions arise from cognitive appraisals of service quality can be a good predictor for customers’ behavioral intentions. Originality/Valve- The research provides valuable insights into the role of emotional satisfaction in the hotel service experience. Manuscript profile
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        75 - Media Mix Elements Affecting Service Brand Equity (Case Study: Sina Bank)
        A. A. Farhangi R. Abedini
        Nowadays Brand equity is one of the key factors to create competitive advantage and success for banks. One of the major contributors towards building brand equity is advertising. Advertising influences brand equity in a number of ways. It thus becomes extremely importan More
        Nowadays Brand equity is one of the key factors to create competitive advantage and success for banks. One of the major contributors towards building brand equity is advertising. Advertising influences brand equity in a number of ways. It thus becomes extremely important for the practicing managers to know how advertising frequency across different media vehicles influences brand equity for different groups of consumers. The purpose of this research is to explore the effects of media mix elements on customer-based brand equity and its dimensions for two separate groups of first time and repeat customers. The studying method is descriptive and correlation and also data gathering device is the questionnaire which its reliability and validity after designing has been assessed. Sina bank customers in Tehran were studying statistical population. The sample was included 420 people. In order to select samples, cluster sampling was used to select the samples. We have used the structural equation model (SEM) and SPSS and Amos Graphics 19.0 softwares for our analysis. The results indicate that advertising frequency in all selected media has had positive effect on brand equity in every two groups of consumers. In addition, the results show that television is the best medium to influence the repeat time customers and event sponsorship is the best medium to influence the first time customers. Although our research is limited by several factors that can be addressed in future research, this study must be used as a guide by the brand managers who focus on the media mix elements to strengthen the dimensions of brand equity while positioning the brand to specific consumer groups.   Manuscript profile
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        76 - Consumer Emotional Attachments to the Brand: Prerequisites and Outcomes
        B. Kheiry M. Samei Nasr M. Azimpour Khujin
        Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies. Design/methodology/approach: A questionnaire-based survey was used to test the hyp More
        Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies. Design/methodology/approach: A questionnaire-based survey was used to test the hypotheses based on the proposed theoretical model. This paper is based on confirmatory studies that provide a model that explains the relationship between consumer's emotional attachment, prerequisitesand outcomes. A Structural equation modeling is used to assess the hypothetical links. Findings: The findings of the structural model confirm the majority of the hypothesized Relationships. It is found that consumer’s emotional attachment affected by brand experience and brand attitudes. In contrast, consumer’s satisfaction and brand knowledge have no significant impact on emotional attachment to the brands. Also, emotional attachment to the Brand is considered as an important input to brand loyalty, W.O.M and willing to pay extra prices for brand. Research limitations/implications: Limitations of this study include use of a student sample. Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Findings of this study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It is recommended that practitioners use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it. Manuscript profile
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        77 - The Impact of Brand Credibility on Customers’ Loyalty from the Appliances Buyers Perspective
        S. Ghorbani Ghavidel S. M. Shabgo Monsef
        Due to the fact  that acquiring new customers is much costly than establishing a broader and deeper relationship with existing customers, the concept of  customers’ loyalty and brand recognition are important factors. One of the factors that create and i More
        Due to the fact  that acquiring new customers is much costly than establishing a broader and deeper relationship with existing customers, the concept of  customers’ loyalty and brand recognition are important factors. One of the factors that create and increase customers’ loyalty commitment is brand credibility. Brand credibility is one of the most valuable assets of any company. Brands which bring additional credibility to customers can achieve a special place in consumers' minds. This is a descriptive – correlational with a casual approach and in terms of purpose it is an applied study. In this study, the relationship between brand credibility (that is defined as the trustworthiness and expertise) as the independent variable and satisfaction, commitment to loyalty and continuance commitment as dependent variables were investigated. The relationship between satisfaction, loyalty and commitment with willingness to change and oral recommendations to purchase as an  independent variables and  the relationship between commitment and willingness to change were tested. The population size in this study include all consumers of appliance products in Rasht. Stratified random sampling, a form of stratified sampling and proportional to size, is used. Data were collected from 412 completed questionnaires filled by household consumers. Hypotheses were tested by structural equation modeling methods and the results are as follow: Brand credibility has a direct impact on satisfaction, commitment, commitment to loyalty and continuous commitment. Satisfaction has a direct impact on commitment and oral recommendations to purchase. Satisfaction will reduce consumers willingness to brand change. Commitment to loyalty has no impact on the two dependent variables namely willingness to brand change and oral recommendations to purchase. Continuous commitment has no impact on willingness to brand change.                                                                                                  Manuscript profile
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        78 - Surveying Factors Influencing Customers Loyalty in Private Banks Based on Fast Response Organization`s Model
        A. Zamani Moghaddam K. Lahiji
        In this study, affecting factors on customer loyalty of Parsian Bank and EN Bank based organizations respond to rapid scale model based on service quality, reliability, speed of service, flexibility, innovation and also studied image and their influence on customers loy More
        In this study, affecting factors on customer loyalty of Parsian Bank and EN Bank based organizations respond to rapid scale model based on service quality, reliability, speed of service, flexibility, innovation and also studied image and their influence on customers loyalty of these Banks in the six hypotheses analyzed and the level of customer loyalty was investigated. Population research, customers of the Bank Persians and EN Bank in Tehran based on sample stage cluster random is number of 270 customers of each bank. Based on data analysis of this research, all factors considered in the on customer loyalty of Parsian Bank and EN Bank was effective and factors of service quality, reliability, speed of service, flexibility, innovation and also studied image were the highest effect on customer loyalty. Also based on this study of samples studied, the reliability of service and image with customers in the Parsian Bank is than better of EN Bank, in other aspects these banks are almost similar conditions. According to research, though private banks in terms of service quality, reliability, speed of service are in good condition and largely have been successful to create the appropriate image in the mind of own customers, but the factors of flexibility and innovation are so important characteristics of organizations to respond quickly, in terms of their customers than other factors are at lower level. Therefore, more attention to use the innovation and flexibility in providing services, it seems necessary to reinforce the strengths and eliminate weaknesses of Private Bank based on these questionnaires; in this study recommendations are presented. Manuscript profile
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        79 - 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
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        80 - The Survey of Effect of Delight Services and Trust on Loyalty
        M. Panahi Vanani R. Sha′abani
        Purpose: 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 More
        Purpose: 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. Methodology: 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. Findings: 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. Manuscript profile
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        81 - Investigation the Effects of Cognitive and Affective Evaluations on Behavioral Intentions
        M. A. Abdolvand P. Parakhodi Moghaddam
        The purpose of this research is investigation the effects of cognitive and effective evaluations on behavioral intentions in the hedonic services. These services can be defined that are focused on the consumption experience, Therefore it includes the pleasure, fun and e More
        The purpose of this research is investigation the effects of cognitive and effective evaluations on behavioral intentions in the hedonic services. These services can be defined that are focused on the consumption experience, Therefore it includes the pleasure, fun and excitement. Given that the visitors of the films in this study constitute the statistical population level in Tehran, so Tehran is divided into five regions: North, South, East, West and center and cinemas in this area is considered as the spatial domain. The present investigation, of the purpose, is action and according to the method is descriptive research of the category survey. For this purpose, based on single-stage cluster random sampling, an example of cinema visitors and using structural equations model were tested thirteen research hypotheses. Results indicate the loyalty direct impact on willing to pay more, In other words, consumers are willing to pay more hedonic services that strengthen the relationship with a supplier. Disconfirmation has a direct relationship with emotions and the satisfaction is directly and indirectly affected. Manuscript profile
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        82 - 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
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        83 - An Analysis the Impact of Corporate Social Responsibility on Customer Loyalty (Pasargad Bank in Ahwaz)
        A. Mojoodi A. Darzian Azizi P. Ghasemi
        Purpose -Corporate social responsibility (CSR) is of increasing concern and holds strategic implications to companies across industries. Large companies invest substantially in CSR initiatives. The willingness to invest in CSR emphasizes it is not a cost, a constraint, More
        Purpose -Corporate social responsibility (CSR) is of increasing concern and holds strategic implications to companies across industries. Large companies invest substantially in CSR initiatives. The willingness to invest in CSR emphasizes it is not a cost, a constraint, or the right thing to do but is a source of competitive advantage. Nowadays, CSR has become increasingly significant for a wide range of organizations and for the managers that work within them. Thus, this research aims to describe the effect of corporate social responsibility on perceived service quality, customer satisfaction and loyalty. Design/methodology/approach – To complete this research, 450 questionnaires was distributed between the customers of Pasargad bank (Branch Supervision) in Ahwaz; of which 380 questionnaires were collected. The research method is an applied research in terms of aim and in terms of method is descriptive. The hypothesis test was accomplished by Lisrel software. Findings –The research results showed that the corporate social responsibility has direct and positive effect on the perceived service quality and satisfaction and also satisfaction has direct and positive effect on attitudinal and behavioral loyalty of customers. Practical implications –The study provides a set of findings relating to CSR initiatives and perception of service quality that could be readily incorporated into banks’ corporate strategic plans.   Manuscript profile
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        84 - Structural Equation Modeling Approach in Explaining the Effect of Experience, Trust and Brand Loyalty on Brand Equity
        M. Dehghani Soltani E. Mohammadi Y. Pour Ashraf K. Sayeh Miri E. Ghahri Shirinabadi
        In today’s global market, strong brands do the first, perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience, trust and brand loyalty on brand equity tires wh More
        In today’s global market, strong brands do the first, perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience, trust and brand loyalty on brand equity tires which has done in the city of Kerman. The population in this study is Barez tire of consumer in Kerman. To obtain this sample size, we used random sampling method. The data collection tool in this study is a standard questionnaire and for reliability of this questionnaire, Cronbach's alpha coefficient is used. For data analysis in descriptive statistics section, the statistical parameters such as frequency, and charts and diagrams and also in inferential statistical section, tests K-M, univariate analysis of variance, comparing two population means, regression and Confirmatory Factor Analysis and structural equation modeling existing in the software package SPSS and LISREL are used. The results show experience, trust and brand loyalty significantly affects the brand equity. However, this effect of factor, Brand Loyalty is more than any other factors. Manuscript profile
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        85 - Evaluating Improvement in Bank Services Management by Customer Knowledge Management and Mobile Banking (Case Study: Mellat Bank)
        N. Rezaei-Malek M. Rezaei-Malek R. Tavakkoli-Moghaddam
        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 More
        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. Manuscript profile
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        86 - Explaining the Role of Organizational Citizenship Behavior on Customer Based Brand Equity
        M. Mahmoudi Maymand A. Harandi
        The organizational citizenship behavior, as the optional & intentional behaviors of employees, have considerable effect on the individual and organizational performance, placing the employees in a situation to perform some assignments beyond their occupational descr More
        The organizational citizenship behavior, as the optional & intentional behaviors of employees, have considerable effect on the individual and organizational performance, placing the employees in a situation to perform some assignments beyond their occupational description and functions, one the one part the brand making topic as well as brand management have various fans nowadays in marketing world to the extend that making a popular powerful brand in the market is the goal of may organizations. The effects of expressing organizational citizenship behavior on the brand value and its dimensions as well, from the point of view of the customers in innovation model are reviewed in the current article. The data required for this research haven been collected by "Padideh Shandiz Chain Restaurants" guild union employees polling in connection with organizational citizenship behavior and on the customers' available nonrandom sampling basis in brand value section and in the form of a questionnaire. Podskoff and his colleagues questionnaire was used for evaluation of citizenship behavior, and the researcher questionnaire, designed based on Kim, Tang, Hawley and Aker studies, was used for evaluation of the brand value. This research is applicatory with surveying nature, structural equations method and Pls software are used for data analysis. The concluded results express that all the dimensions of organizational citizenship behaviors have a positive meaningful effect on the brand value from the point of view of the customers.  Manuscript profile
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        87 - Investigation the Role of Relationship Marketing, Experiential Marketing and Cause Marketing in Customer Loyalty
        A. Sheidaei habashi A. R. Fazlzadeh M. Faryabi
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in More
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. The research is in descriptive study form; that it is done with survey measurement method.Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and Pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customer loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable. Manuscript profile
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        88 - Determinants of Brand Equity: Offering a Model to Chocolate Industry
        H. Vazifehdust H. Emari
        This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors were influential in building brand equity. The second purpose was to assess brand loyalty and brand images More
        This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors were influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand loyalty and brand image are   important components of brand equity in this industry. Moreover, the roles of brand loyalty and brand image as mediating factors in the intention of brand equity are supported. The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel.   Manuscript profile
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        89 - The Evaluation the Relation between Loyalty Programs, Customer Loyalty and Affiliated Components (Case Study: Drug Distribution Companies)
        S. Shamsi Gooshki M. Solgi M. M. Bahram Zadeh
        In the recent years, the competition to attract and retain customers compels marketers to use and develop the loyalty programs. Drug distribution companies associate with a variety of customers and have a high financial turnover. These companies have high profitability More
        In the recent years, the competition to attract and retain customers compels marketers to use and develop the loyalty programs. Drug distribution companies associate with a variety of customers and have a high financial turnover. These companies have high profitability potential and customer value over the price it pays. The main objective of this study is to investigate the impact of loyalty programs on customer loyalty in terms of customers. The statistical community is all pharmaceutical companies in Tehran that at least experience loyalty programs once during the year 1390. This study is a descriptive and survey research. Using cluster sampling, 337 customers of drug distribution companies (daro pakhsh, Hejrat and Razie) were chosen. Data were collected using a questionnaire. Results showed that loyalty programs, satisfaction, commitment, and received vale have the most influence on customer loyalty, at the 99% confidence level. Manuscript profile
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        90 - Investigating the Effect of Customer Service Quality and Customer’s Knowledge of the Bank on Customer Loyalty (with an Emphasis on Subjective Image, Customer Relationship Quality and Satisfaction as Mediator Variables)
        H. Rahimi Koloor
        In the ultracompetitive environment of today world, customers are considered as the core and primary formation of market activities and success and survival of any industry is expressed as the preparation and provision of high quality services to customers so the opport More
        In the ultracompetitive environment of today world, customers are considered as the core and primary formation of market activities and success and survival of any industry is expressed as the preparation and provision of high quality services to customers so the opportunity to attract new customers and growth of profitability can be provided by increasing loyalty. This paper with the purpose of designing the structural equations model, attempts to provide a model by analyzing the intermediate variables in the statistical population of Tejarat bank branches. To achieve this, the required data were collected using a survey method and questionnaires after Confirmatory factor Analysis (CFA) for determining constructional validity and Cronbach alpha for reliability among Tejarat bank branches in Ardabil by the simple random sampling method on 400 customers in 2014 and the obtained results were analyzed by some soft wares such as LISLER 9.2, Minitab 18 and SPSS 22. The results from analyze of hypothesis in the structural equations model show that there is a significant relationship among the research variables. In this research, quality of banking services and Knowledge of bank about customers directly and also through the intermediate variables of mental image, quality of communication with customers and satisfaction has had a significant positive effect on loyalty. Manuscript profile
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        91 - Studying the Relationship between Brand and Consumer (Case Study: Electrical Home Appliance)
        F. Motaharinejad S. Samadi Z. Tolabi Y. Pour Ashraf
        Present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) s More
        Present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size, 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise, LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction, brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand.   Manuscript profile
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        92 - Survey of Customer Satisfaction in San Suan Product Planning by Kano Model
        H. Vazifehdust S. Farokhian
        Survey and securing of customer satisfaction and attention to customer wants and needs in product planning can cause increased loyalty in the long term. The main goal of this project is recognizing and understanding the concept of customer satisfacti More
        Survey and securing of customer satisfaction and attention to customer wants and needs in product planning can cause increased loyalty in the long term. The main goal of this project is recognizing and understanding the concept of customer satisfaction by considering the necessities and needs of customers in designing the products of San Suan manufacturing company. The relationship between basic needs, performance needs, excitement needs & expectation value, unexpected value with customer satisfaction, and loyalty has been analyzed by the use of a seven-hypothesis and exploratory research project, surveying research approach and accidental sampling of 100 people collected by buyers of the company’s products. This information also has been analyzed by the use of regression coefficient test & detailed regression coefficient. The result indicates that:1. Performance needs has a direct relationship with expectation value.2. Expectation value has a direct relationship with customer satisfaction.3. Unexpected value has a direct relationship with customer satisfaction.4. Expectation value has a direct relationship with customer loyalty. Manuscript profile
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        93 - Effects on Consumer-Based Brand Equity: Evaluation of Factors
        A. H. Ebrahimi B. kheiry S. Yadegari
        Brand Equity in International brand variety will be evaluated annually by a reliable global organization, but assessment from customers’ points of view is very important and considerable. As companies’ eventual success and survival depends on More
        Brand Equity in International brand variety will be evaluated annually by a reliable global organization, but assessment from customers’ points of view is very important and considerable. As companies’ eventual success and survival depends on customers, therefore brand equity role is higher than physical assets, which indicates the importance of the subject. The Gil et al. Model is used by Aaker and You researches, which have experience in Spain, and for the first time, family variables have been examined in this experience. The cultural, community, psychological, and environmental differences of the different countries are considered in this study. It estimates effective elements on brand equity based on customers’ opinions that include price factors, advertising, and family promotion through evaluating brand equity dimension on customer’s realization from brand associations, loyalty, and quality. Our survey is based on simple random sampling procedure from Refah Chain Stores’ consumers in Tehran. Spiermn Unification ratio method in theory experiment and …s Analyze path for the consideration of direct and indirect influence on brand equity is employed in this survey. The results of this study indicate that price, family, advertising, and distribution have indirect influence on brand equity. Familiarity with the brand and perceived quality have direct impact on loyalty and brand equity as well. Finally, family has been recognized as the most influential element in increasing brand equity. Manuscript profile
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        94 - The Influence of Product Involvement on Brand Loyalty
        H. R. Saeidnia S. Jamalinejad
        Brand loyalty is a fundamental concept in strategic marketing. Companies plan marketing strategies to increase brand loyalty, maintain their market share, and garner higher profits. Having a large number of loyal customers helps the organization decrease More
        Brand loyalty is a fundamental concept in strategic marketing. Companies plan marketing strategies to increase brand loyalty, maintain their market share, and garner higher profits. Having a large number of loyal customers helps the organization decrease marketing costs and gain competitive advantages. Loyal customers are an asset for a brand and have been identified as a major determinant of brand equity. The purpose of this study is to evaluate the influence of product involvement on brand loyalty using Kapferer and Laurent’s Consumer Involvement Profile (CIP). A total of 270 usable questionnaires were collected from students of I.A.U. Tehran Science and Research Branch University. In this study, a cell phone was selected as the product, and Structural Equation Model (SEM) was used to analyze results. It was found that product involvement has a positive effect on brand loyalty and that brand loyalty is affected by all dimensions of product involvement. Interest and hedonic value, sign value, and risk importance positively affect brand loyalty, while risk probability and brand loyalty have a significant and reversed relationship. Manuscript profile
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        95 - Investigating the Effects of Brand Credibility on Customer Loyalty in Public and Private Banks
        M. Hassanzadeh A. Ghadiri
        Achieving customer loyalty and satisfaction are important goals for today’s companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from More
        Achieving customer loyalty and satisfaction are important goals for today’s companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from customers of Bank Melli Iran and Parsian Bank in Ghazvin. The results show that an increase in brand credibility has a direct and meaningful effect on customer satisfaction. Moreover, an increase in loyalty commitment has a direct and meaningful effect on word-of mouth recommendation , and anincrease in customer satisfaction has a direct and meaningful effect on loyalty. Manuscript profile
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        96 - Assessing the Mediating Mechanism of Relationship Quality and the Moderating Effects of Prior Experience in ISP Service
        M. Mousakhani M. H. Nasrabadi
        This study presents a thorough understanding of how relational sellin behavior, network quality, and service recovery indirectly influence ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in More
        This study presents a thorough understanding of how relational sellin behavior, network quality, and service recovery indirectly influence ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in ISP service. ISPs are seeking customers by offering highly competitive packages. Undoubtedly, a focused approach to establishing the strengths and unique competitive edge of a company is essential for survival given the intense competition. ISPs must create a powerful relationship between Internet and user. Relationship quality is a general assessment of relationship strength and the extent to which a relationship meets the needs and expectations of the parties involved based on a history of successful or unsuccessful encounters or events. This research presents two models of relationship quality that evaluate the indirect influence of relational sellin behavior, network quality, and service recovery on ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in ISP services. Data was obtained from questionnaires distributed to ADSL customers of the largest ISP in Iran. The results found that relational selling behavior, network quality, and service recovery indirectly influence loyalty through relationship quality. The effects of relational selling behavior on satisfaction are stronger for inexperienced customers. Manuscript profile
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        97 - Structural Equation Model in relation to Organizational Culture, Flexibility of Working Hours and Staff Loyalty with Mediating Role of Organizational Commitment
        maryam hafezian javad golpasand
        Introduction and Objective: This study was aimed at investigating the structural equation model in relation to organizational culture, flexibility of working hours and staff loyalty with the mediating role of organizational commitment in the labor and social affairs org More
        Introduction and Objective: This study was aimed at investigating the structural equation model in relation to organizational culture, flexibility of working hours and staff loyalty with the mediating role of organizational commitment in the labor and social affairs organization of North Khorasan Province. Method: The descriptive-correlational research method was used in this study. The statistical population of the study consisted of total 260 employees where 155 subjects was selected with stratified random sampling as the sample size. Data collection tools were Dennisson's Organizational Culture Questionnaire (2000), flexibility of working hours questionnaire designed by Seyyed Naghavi et al. (2012) and Organizational Commitment Questionnaire by Allen & Meyer (1990) and Staff Loyalty Assessment Questionnaire (Hosseini, 2007). After confirming the validity, the reliability of the questionnaires was calculated using the Cronbach's alpha coefficient of 0.931, 0.937, 0907 and 0.881, respectively. Factor analysis was performed for statistical analysis by SPSS software version 19 and structural model method using LISREL software version 8. Findings: The results showed that the path coefficient between organizational culture and staff loyalty was 0.73, the coefficient of flexibility of working hours and organizational commitment was 0.66 and the path coefficient between organizational commitment and staff loyalty was 0.56. Therefore, there is a relationship between organizational culture and the flexibility of working hours on staff loyalty with the mediating role of organizational commitment. Conclusion: Findings show that by strengthening the organizational culture and flexibility of working hours among employees of the labor and social affairs organization of North Khorasan province, the loyalty of employees to the organization increased, among which organizational commitment had a key role. Findings: Findings showed that the amount of path coefficient between organizational culture and employee loyalty was 0.73, The coefficient of flexibility coefficient of working hours and organizational commitment is 0.66 And the amount of path coefficient between organizational commitment and employee loyalty was 0.56. Therefore, there is a relationship between organizational culture and the flexibility of working hours on employee loyalty with the mediating role of organizational commitment. Manuscript profile
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        98 - Designing a contingent professional ethics model, a step towards organizational citizenship behavior
        seyed behrad Razavi Alehashem hassan payervand Mohammad Mirzaei
        10.30495/jcm.2023.74149.1680
        The purpose of the current research is to provide a contingent professional ethics model to realize organizational citizenship behaviors among university employees. Identifying effective variables in professional ethics and determining indicators of citizenship behavior More
        The purpose of the current research is to provide a contingent professional ethics model to realize organizational citizenship behaviors among university employees. Identifying effective variables in professional ethics and determining indicators of citizenship behavior are essential requirements. The research was carried out with descriptive quantitative method with field/survey technique and questionnaire tool and quantitative data analysis. The statistical population is among the heads and employees of public universities in Tehran, and sampling was done by snowball method and available among the university employees. The findings showed that 6 key variables/factors in terms of mean index, Pearson correlation coefficient, have a strong. organizational justice with standard beta (14%), organizational loyalty (38%), organizational desire (11%), respect for colleagues (39%), empathy with colleagues (36%), social responsibility (14%) They have a determining factor in the model of professional ethics. The results showed that for the realization of organizational citizenship behaviors, it is necessary to achieve a contingency model for the development of professional ethics. By measuring variables and professional codes, this model can determine and measure the indicators of citizenship behavior. meaningful relationship in determining professional ethics and are effective in it. In other words, organizational justice with standard beta (14%), organizational loyalty (38%), organizational desire (11%), respect for colleagues (39%), empathy with colleagues (36%), social responsibility (14%) They have a determining factor in the model of professional ethics. The results showed that for the realization of organizational citizenship behaviors, it is necessary to achieve a contingency model for the development of professional ethics. Manuscript profile
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        99 - Study of Social Factors Influencing Customer Shopping Experience as a Predictor of Store Loyalty: Moderating Role of Physical Evidence
        Kamal Ghalandari Karim Hamdi Maryam Khalili Araghi
        10.30495/jisds.2021.19453
        Present research aims to investigate social factors influencing customer shopping experience as a predictor of store loyalty with respect to moderating role of physical evidence, in order to determine which factors drive shoppers to gain more experience than others and More
        Present research aims to investigate social factors influencing customer shopping experience as a predictor of store loyalty with respect to moderating role of physical evidence, in order to determine which factors drive shoppers to gain more experience than others and what type of actions are taken following that experience. A group of sociologists have argued that human emotional experience results from his/her social meaning and thoughts, cognitions, attitudes, and beliefs are inseparably intertwined with emotions. To this end, we tested the research hypotheses using a quantitative approach on a group of 385 shoppers in Refah chain stores of Urmia city. Data was collected using questionnaires and results from data analysis via Partial least squares structural equation modeling (PLS-SEM) showed that among social factors, customer orientation and respect, being honest with customer, patience, physical attractiveness and product knowledge of sales staff had the greatest effect on in-store customer shopping experience. Also, the moderating factor of physical evidence enhanced the effect of social factors on in-store customer shopping experience and respecting the fact that the effect size was higher than 35%, it is concluded that it was a factor with strong effect. Also, the results from bootstrap and Sobel test both showed that the indirect effect of retail environment social factors on positive word-of-mouth and revisit intention through in-store customer shopping experience was statistically significant. Manuscript profile
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        100 - The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image in the hotel industry (Case study: five star hotels Tabriz City)
        jafar bahari شهلا بهاری مرجان بذله حامد بهاری
        present research aimed The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image in the hotel industry in 5 star hotels of East Azerbaijan Including: El-Goli Pars and shahriar Hotels has been done in the summer of 1394. The data required f More
        present research aimed The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image in the hotel industry in 5 star hotels of East Azerbaijan Including: El-Goli Pars and shahriar Hotels has been done in the summer of 1394. The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size. Provided results showing that Variables of service quality and customer satisfaction both have a positively significant impact on customer loyalty and brand image. and also impact of service quality on customer satisfaction is Positive and significant. and customer loyalty on brand image significant positive impact. Manuscript profile
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        101 - Designing a Customer Loyalty Model in the Hotel Industry with a Sports Tourism Planning Approach (Case Study of Hotels in Mazandaran Province)
        Ali Jersarai Morteza Dosti Pasha Seyed Hossein Alavi Farshad amami
        The purpose of this study is to design a customer loyalty model in the hotel industry with a sports tourism planning approach in Mazandaran province. The research method in this qualitative research is inductive in the field of paradigm and is derived from a semi-struct More
        The purpose of this study is to design a customer loyalty model in the hotel industry with a sports tourism planning approach in Mazandaran province. The research method in this qualitative research is inductive in the field of paradigm and is derived from a semi-structured interview. The statistical population includes all university professors in the field of sports and sports management who have studied in this field. Sampling was performed using theoretical method and purposeful judgment method and was followed until theoretical saturation was reached, which includes a total of 38 experts. The results of the quality section showed that customer loyalty in the hotel industry includes 48 concepts and 5 dimensions (hospitality, service, product quality, facilities, trust) Manuscript profile
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        102 - Providing a model to explain brand equity tourism destinations (Case study: Shiraz city)
        jafar bahari shahla bahari مرجان بذله hamed bahari
        The aim of this study is to provide a model for explaining brand equity tourism destinations in Shiraz. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the More
        The aim of this study is to provide a model for explaining brand equity tourism destinations in Shiraz. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research all are domestic tourists that in the summer of 2015 Have come to Shiraz city.Given that the population size is unknown from Cochran formula is used in order to determine the sample size that number is obtained 384. Provided results showing that destination brand awareness has significant positive effects on destination brand image, destination perceived quality and destination brand loyalty. destination brand image has significant direct positive impacts on destination perceived quality and destination brand loyalty. destination perceived quality has direct positive influence on destination brand loyalty. And also it was shown that destination perceived quality is the largest coefficient value and its impact on destination brand loyalty is higher than other variables. Manuscript profile
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        103 - Analysis of the role of tourism services and infrastructure on tourists' loyalty to tourism destinations (Case in point: Yasuj city)
        farzane bagherpour najfabad Saeed Amanpour
        10.30495/sarzamin.2023.21797
        ۱۰۵۸/۵۰۰۰The expansion of tourism in the world requires the special conditions and facilities of Abhova, antiquities, natural attractions, customs and traditions, infrastructure, facilities and equipment. The purpose of this study is to analyze the role of tourism servi More
        ۱۰۵۸/۵۰۰۰The expansion of tourism in the world requires the special conditions and facilities of Abhova, antiquities, natural attractions, customs and traditions, infrastructure, facilities and equipment. The purpose of this study is to analyze the role of tourism services and infrastructure on the loyalty of tourists to tourism destinations in Yasuj city based on practical purpose and descriptive-analytical nature. The required data are collected from the library and field method (questionnaire) and the statistical population of tourists who visited Yasuj in spring and summer of 1398, which includes 250 people. It was used to analyze the data of t-test questionnaire, linear regression and fuzzy inference system (in MATLAB software). The results of the t-test showed that tourists are less than average satisfied with tourism services and infrastructure, social environment and living environment; But historical and cultural attractions, natural attractions and local attractions have expressed above-average satisfaction. To complete the results of the fuzzy inference system, if the status of infrastructure and services is 2.18 and the status of social and environmental environment is 2.19 and the status and amount of historical, natural and local attractions is 3.43, the level of tourist loyalty tourism destinations (output ); It will be 0.315. Manuscript profile
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        104 - Shareholder behavior, suppression of managers' opportunistic behavior and capital market efficiency based on Baron and Kenny's regression method
        Asieh ahmadi niyasani sina Kheradyar Mojtaba Maleki Choubari
        The purpose of this research is to investigate the mediating role of suppressing managers' opportunistic behavior in the relationship between shareholders' loyalty and capital market efficiency. the time scope of the research is the years 2015 to 2021.In this research, More
        The purpose of this research is to investigate the mediating role of suppressing managers' opportunistic behavior in the relationship between shareholders' loyalty and capital market efficiency. the time scope of the research is the years 2015 to 2021.In this research, 143 companies have been considered as a statistical sample of the systematic elimination method Findings In the first hypothesis of the research, it indicates a significant relationship between the loyalty of the shareholders and the efficiency of the capital market, so it can be said that if the loyal shareholders behave analytically and logically, we can witness the efficiency of the capital market. In the second hypothesis of the research, this result We found that the loyalty of the shareholders leads to the suppression of the opportunistic behavior of the managers. It is possible that the owners can reduce the opportunistic behavior of the managers by establishing the conditions that certain accounting methods are used for certain purposes. We found that suppressing managers' opportunistic behavior can lead to capital market efficiency. In this way, the managers will not use available and private information for their personal interests and will consider the interests of all owners and will move the market towards efficiency. in the main hypothesis of the research, which is the goal of the research, we came to the conclusion that the suppression of the opportunistic behavior of managers is a mediator. It has a relative clause. Manuscript profile
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        105 - Comparative Study of Shirin Image in "Shirin & Khosrow" and "Khosrow & Shirin"
        Mehrnoush Mansouri Meymandi
        Shirin Khosrow II's wife is one of the famous Persian Literature beloveds. She was charming and familiar to attraction tricks who made the mighty king to obey and curtsy her wishes. The fame of this eternal and everlasting love owes Nezami's efforts. Amir khosrow dehlaw More
        Shirin Khosrow II's wife is one of the famous Persian Literature beloveds. She was charming and familiar to attraction tricks who made the mighty king to obey and curtsy her wishes. The fame of this eternal and everlasting love owes Nezami's efforts. Amir khosrow dehlawi – Non Iranian Persian poet – composed "Shirin & Khosrow" by versioning the abovementioned work. This paper attempts to study "Shirin"'s character in "Shirin & Khosrow" by Amir khosrow dehlawi from image and personality point of view. The issue made the author to choose such subject is the hidden role of women in Persian poets' thoughts and works. The present article has been done in librarian method from valid books of Iran and Tajikistan libraries.            Manuscript profile
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        106 - بررسی تأثیر کیفیت خدمات بر رضایت‌مندی مسافران در صنعت حمل و نقل هوایی
        علی اکبر امین بیدختی داوود فرجی غازانی
        Manuscript profile
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        107 - The Evental Dialectics of the Subject-Artist and Art in Julian Barnes’ “The Noise of Time” and Bozorge Alavai’s “Cheshmhayash (Her Eyes)”
        Masoumeh Bakhtiari Leila Baradaran Jamili Bahman Zaarinjooee
        10.30495/dk.2023.1975978.2655
        The present research seeks to demonstrate that Julian Barnes in his “The Noise of Time” (2016) and Bozorge Alavi in “Her Eyes” (1998) have devoted meticulous attention to the emancipatory function of art as a truth generator. Both novelists, obse More
        The present research seeks to demonstrate that Julian Barnes in his “The Noise of Time” (2016) and Bozorge Alavi in “Her Eyes” (1998) have devoted meticulous attention to the emancipatory function of art as a truth generator. Both novelists, obsessed with the socio-political concerns in their writings, represent the confrontation between the subject and subjugation. The key claim is that these novelists deem militant art as one of the pivotal modes of disagreement with power wherein the subject-artist recognises the evental significance of art via a rupture and in his dialectics of subjectivisation manifests fidelity to this event through and through. Dimitri Shostakovich, the protagonist of “The Noise of Time”, preserves his personal and artistic integrity in struggle with Stalinist power despite the fact that some label him as a traitor. The master painter Makan, the hero of the novel “Her Eyes”, portrays the sufferings of the afflicted peasants oppressed by tyranny and injustice in his art gallery, and ultimately death terminates his militant life in exile. The theoretical basis of this comparative research is interdisciplinary, within a post-Marxist reading, and employs Alain Badiou’s core concepts including conditions, art as truth generator, dialectics, rupture, subject and subjectivisation, and the event. Manuscript profile
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        108 - Kimia among Women Re-reading Kimia-Khatun to Find Historical and Gender Biases
        Ataollah Koopal Niloufar Khosravi
        Bildungstroman, or coming-of-age novel, is a genre in which the life of a character is depicted from childhood to adulthood and in the end, the callow naïve child turns into an experienced mature person with a good social position. The important features of classic More
        Bildungstroman, or coming-of-age novel, is a genre in which the life of a character is depicted from childhood to adulthood and in the end, the callow naïve child turns into an experienced mature person with a good social position. The important features of classical Bildungstroman are: chronological narration, depicting the ups and downs of a child’s personal life that has a special and unique personality in comparison to other children of his age, and experiencing two kinds of love; first a superficial one then an everlasting and real one. In the twentieth century the chronological narration of Bildungstroman novel underwent some changes; moreover, women as well as other racial minorities presented their own interpretations of it. Nowadays Bildungstroman is women’s favorite genre in writing novels and they create new feminine kinds of it. What can be seen in these feminine Bildungstromans, are the differences between women and men’s lives and the process of growing up and also their different perspectives toward family and “the other”. One of these differences is “women’s loyalty to other women Manuscript profile
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        109 - Investigating the financial of investors in online commerce in the field of Tehran Exchange
        seyed moslem mosavi maryam emami mibodi
        10.30486/fbra.2022.1966820.1152
        The purpose of this research is to investigate the effect of shareholders' financial behavior on their electronic satisfaction, trust and loyalty in Tehran Stock Exchange.This research is on the applied from the view of purpose and is descriptive-correlation in terms of More
        The purpose of this research is to investigate the effect of shareholders' financial behavior on their electronic satisfaction, trust and loyalty in Tehran Stock Exchange.This research is on the applied from the view of purpose and is descriptive-correlation in terms of data collection method to test the hypotheses. The statistical population of the present study consists of shareholders of Tehran Stock Exchange. In this study, the available sampling method has been used. A questionnaire was used to collect data. The validity of questionnaire was confirmed by calculating the convergent and divergent validity and its reliability by Cronbach's alpha. In statistical analysis, the structural equation modeling (SEM) approach has been used. According to the results of the research, the financial behavior of shareholders of Tehran Stock Exchange has a positive and significant effect on their electronic trust and satisfaction. Also, E-trust and E-electronic satisfaction of shareholders of Tehran Stock Exchange has a positive and significant effect on their loyalty to online trading systems. E-satisfaction also has a positive and significant effect on shareholders' trust in online trading systems. In addition, the financial behavior of shareholders through the mediating role of E-trust and E-satisfaction has a positive and significant effect on their loyalty to online trading systems. Manuscript profile
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        110 - The effect of perceived adherence to psychological contract on citizenship performance among employees of a industrial company: Mediating role of organizational loyalty
        Amir Hemmat panah Ali Mehdad Zahra Farsi
        10.30486/jsrp.2018.540474
        The objective of this study was to investigate the effect of perceived adherence to psychological contract on citizenship performance and mediating role of organizational loyalty among an industrial company. In this study, 226 people through conveniance sampling were se More
        The objective of this study was to investigate the effect of perceived adherence to psychological contract on citizenship performance and mediating role of organizational loyalty among an industrial company. In this study, 226 people through conveniance sampling were selected. Tools included Rousseau Adherence to Psychological Contracts (1995), Lee and Allen Organizational Citizenship Behavior (2002) and Kumar and Shekhar Organizational Loyalty Questionnaire (2012). Data was analyzed with SPSS software (version 18) using descriptive-analytical statistics such as coefficient and Structural Equation. Results showed that There was a significant Direct effect on transactional psychological contract and organizational loyalty (p<0.01,0.001), and on relational psychological contract and organizational loyalty (p<0.05,0.06), and also on significant Direct effect organizational loyalty and the performance of the citizens (p<0.01, 0.001).The results of the structural equation analysis showed that transactional psychological contract and organizational loyalty first, and then through organizational loyalty effected theperformance of citizens and communicational psychological contract, also directly effected the performance of citizens. Hence, it can be concluded adherence to psychological contracts are important anticipations for the performance of corporation citizenship. on the other hand, Commitment to the psychological contract increases organizational loyalty and organizational loyalty provides all the conditions for performance of the citizens. Manuscript profile
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        111 - The Relationship between Workplace Spirituality and Work Engagement with the Mediating Role of Organizational Loyalty (Case study: Elementary School Teachers of Khash City)
        pari ghamshadzahi naser nastiezaie
        10.30486/jsrp.2019.582023.1631
        This study examined the relationship between workplace spirituality and work engagementwith the mediating role of organizational loyalty. The research design was a relational type of structural equation modeling. Statistical population was the elementary school teachers More
        This study examined the relationship between workplace spirituality and work engagementwith the mediating role of organizational loyalty. The research design was a relational type of structural equation modeling. Statistical population was the elementary school teachers of Khash city that 153 teachers were studied by stratified random sampling method. To collect information, three questionnaires were used: Workplace Spirituality (Milliman et al., 2003), Work Engagement (Salanova & Schaufeli, 2004) and Organizational Loyalty (Mosadeghzadeh, 2012). For data analysis the structural equation modeling were used by SPSS and Lisrel software. Based on results the direct effect of workplace spirituality on work engagement, direct effect of workplace spirituality on organizational loyalty and direct effect of organizational loyalty on work engagement were significant (P<0/05). The indirect effect of workplace spirituality on work engagement was also significant with the mediator role of organizational loyalty (P<0/05). Manuscript profile
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        112 - model of the relationship between virtue and organizational loyalty with psychological well being and job engagement (case Model of the relationship between virtue and organizational loyalty with psychological well-being and job engagement (case study: isfahan highschool teachers)
        banafsheh turkian fariba karimi
        10.30486/jsrp.2019.549182.
        The aim of this study was to determine the relationship between organizational loyalty and organizational virtue with psychological well-being and Job engagement in high school teachers of Isfahan city which was conducted through correlation method and structural equati More
        The aim of this study was to determine the relationship between organizational loyalty and organizational virtue with psychological well-being and Job engagement in high school teachers of Isfahan city which was conducted through correlation method and structural equation modeling. The study population consisted of 2234 high school teachers of Isfahan. Sample size was chosen 327 teachers using Multistage Sampling method. To collect information, Job engagement questionnaire of (Salanova & Schaufeli 2002); Psychological well-being questionnaire of (Reef 2002); and organizational virtue questionnaire of (Cameron et al 2004); organizational loyalty questionnaire of (Ali and Alkazemi 2007), were used. To analyze the findings, Kolmogorov-Smirnov test, Pearson correlation coefficient, chi-square test and structural equation modeling, were used. Research findings showed that there are significant positive relationships between organizational virtue and organizational loyalty with Job engagement and psychological well-being. Manuscript profile
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        113 - The model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users
        hadi seyedfazli Vahidreza mirabi karim hamdi
        10.30486/jsrp.2021.1920916.2814
        The aim of this study was evaluating the model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users. The research design was a relational and structural equation modeling. The st More
        The aim of this study was evaluating the model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users. The research design was a relational and structural equation modeling. The statistical population of this study consisted of all smartphone users. For sampling, 180 students of the Islamic Azad University of Tehran, who were users of smart phones with Apple, Samsung and Huawei brands, were selected by simple random sampling. Assessment tools included questionnaires of brand love (Unal & Aydin, 2013), brand experience (Brakus et al, 2009), brand trust (Delgado-Ballester et al, 2003), brand identification (Lam et al, 2010), commitment to Brand (Fullerton, 2005), brand loyalty (Japutra & Molinillo, 2017) and willingness to pay more (Chaudhuri & Ligas, 2009). Structural equation modeling was used to analyze the data. The results showed that there are significant relationships between the variables of brand experience, diversity, brand image, brand social self and brand trust with brand love, and between the variables of brand social self and brand trust with brand commitment (p < 0.05). The results also showed that there are significant relationships between diversity, brand trust, brand love and brand commitment with brand loyalty, between love and brand commitment with a desire to pay more, and between brand love with word of mouth (P <0.05). Manuscript profile
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        114 - Prediction the Female Students’ Loyalty to Nongovernmental Schools on the Basis of the Trust, Commitment and Satisfaction
        محمدعلی نادی میترا محمدی علی سیادت
        The present study aims at investingating the relationship between the students’ loyalty to nongovernmental schools with the trust, commitment and satisfaction. The statistical population consists of all female students studying at the five-regions of nongovernmental sch More
        The present study aims at investingating the relationship between the students’ loyalty to nongovernmental schools with the trust, commitment and satisfaction. The statistical population consists of all female students studying at the five-regions of nongovernmental schools in Isfahan city. Out of the original population, 340 students were selected through shared random sampling technique and Cohen et al sample-size table (2001). To analyze the findings, use was made of correlational analysis and in order to collect the data, 4 types of questionnaires were employed: the loyalty questionnaire developed by Helgesen and Nesset (2007), the trust questionnaire developed by Garbarino and Johnson (1999), the commitment questionnaire developed by Bove and Mitzifiris (2007), and the satisfaction questionnaire developed by Germler and Gwinner (2000). Face and content validity of the utilized instruments were confirmed by some experts in the field. The findings revealed that there was a significant positive correlation between the students’ loyalty and their trust (r= 0.469, 0.05), commitment (r=0.276, 0.05), satisfaction (r=0.517, 0.05). Among the variables investigated, only trust and satisfaction had the prediction power of loyalty. Moreover, the results of structural equations demonstrated that trust and commitment had a direct influence on loyalty. Manuscript profile
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        115 - Analysis of the causal relation between fans' loyalty and types of riots among fans of Iran's premier football league clubs
        davood nasr esfahani narges Rafiei Rezvan Masaeli
        10.30486/4s.2023.1985004.1119
        Abstract:Purpose: The purpose of this research was to analyze the causal relation between fan loyalty and types of riots among fans of Iran's premier football league clubs in the 22nd round of this tournament.Methodology: The method of this research was applied in terms More
        Abstract:Purpose: The purpose of this research was to analyze the causal relation between fan loyalty and types of riots among fans of Iran's premier football league clubs in the 22nd round of this tournament.Methodology: The method of this research was applied in terms of purpose and correlation-causal in nature, which was conducted as a survey. Since the exact number of the statistical population of the research was not available, the sample size was considered equal to 425 people, and finally 381 questionnaires were completely completed and returned, and were analyzed. The samples were selected using stratified random sampling method and based on geographical regions. In order to collect data from two standard questionnaires; Loyalty of fans and all kinds of riots were used. The validity and reliability of the questionnaires were confirmed (Cronbach's alpha coefficient 0.84 in the fan loyalty scale and 0.87 in the chaos scale). In order to analyze the data, statistical tests, including the structural equation model, and SPSS version 23 and SmartPLS version 3 software were used.Results and findings: The results of the research showed that the level of fan loyalty is higher than the average level (x=3.14, t=4.01, p≤0.001) and the amount of riot among the fans of Iran's premier football league teams is lower than the average level. (x=2.82, t=3.32, p≤0.001). In addition, the findings indicate that fan loyalty had a significant effect on the reduction of riots among fans of the Iranian Premier League (β=0.66, t=22.67, p≤0.001). Therefore, it was found that increasing the loyalty of football fans can be effective in controlling and reducing all types of chaos among them. Therefore, it was found that increasing the loyalty of football fans can be effective in controlling and reducing all types of chaos among them. Therefore, the managers and officials of the league organization and the clubs participating in the competitions should develop programs in order to promote the loyalty of the fans so that they can control them well in case of the possibility of riotous behavior.Therefore, it was found that increasing the loyalty of football fans can be effective in controlling and reducing all types of chaos among them. Therefore, the managers and officials of the league organization and the clubs participating in the competitions should develop programs in order to promote the loyalty of the fans so that they can control them well in case of the possibility of riotous behavior Manuscript profile
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        116 - بررسی رضایت و وفاداری گردشگران از محصول گردشگری شهرستان اردبیل با تأکید بر ویژگی‌های دموگرافیکی و اجتماعی
        ابوالفضل قنبری رباب نقی زاده نسرین عمرانی
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        117 - تأثیر هویت یابی مشتری با برند بر وفاداری با تاکید بر نقش واسط کیفیت خدمات، ارزش درک شده و اعتماد در صنعت هتلداری (مطالعه موردی: هتل های پنج ستاره شهر تبریز)
        جعفر بهاری مهدی کروبی شهلا بهاری مرجان بذله
        1105
        Manuscript profile
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        118 - Evaluating and Recognizing the Effective Factors of Electronic Faithfulness in Companies Offering Electronic Services Using AHP Fuzzy Logic
        Mahmood Khorasany Kiasari Leila Abdullah Zadeh Ramhormozi Fatemeh Rahmani
        The Internet has provided the infrastructural business platform for electronic commerce, such that statistics show the growing trend of internet shopping. Electronic commerce is one of the attractive applications in the virtual world which has resulted in a signifi More
        The Internet has provided the infrastructural business platform for electronic commerce, such that statistics show the growing trend of internet shopping. Electronic commerce is one of the attractive applications in the virtual world which has resulted in a significant change in the business and customers relations and has absorbed a significant portion of the commercial interactions. Internet (online) shopping is one of the new shopping methods with a wide range of advantages. Currently, a lot of trading across the world are undertaken through this method, therefore correct recognition of the customer requirements and the online shopping that they do and quick responding to those needs is the key for business success and increasing customer loyalty. In order to evaluate the development of electronic loyalty for organizations or the online/electronic shopping service providers, this research will identify and evaluate the factors affecting customer loyalty in internet/online shopping and will assess the importance, weight and significance of each factor and ranks them through questionnaires and using AHP fuzzy logic decision making process. Using the results of the research, we will show that which index will be the most important factor in the creation of electronic customer loyalty. Manuscript profile
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        119 - The evaluation of the effect of social responsibility on learners' satisfaction and loyalty for providing a model (A case study of Sama schools of Islamic Azad University)
        Abbas Bagheri parastoo Godarzi Masoumeh Rabibi
        The aim of this study was to analyze the effect of social responsibility on learners satisfaction and loyalty of Sama non-governmental schools affiliated to Islamic Azad University. The purpose of the research was applied and its method was causal-comparative, conducted More
        The aim of this study was to analyze the effect of social responsibility on learners satisfaction and loyalty of Sama non-governmental schools affiliated to Islamic Azad University. The purpose of the research was applied and its method was causal-comparative, conducted as a field study. The statistical population consisted of parents of students at Sama schools all over the country. At the time of this research, based on Morgan table and return rate of questionnaires, 256 people were randomly selected as the sample size. The research data collection tool was questionnaire and Carol (1991) social responsibility, Fan (1998) satisfaction and Kim (2006) loyalty questionnaires were used. However, due to Corona pandemic, the questionnaires were distributed online. The reliability of the questionnaires was calculated and confirmed using Cronbach's alpha test of 0.89, 0.87 and 0.91, respectively. Descriptive tests, Kolmograph Smirnov were used and structural equation model fitting was tested using partial least squares method. The results showed that in Sama non-governmental schools, there are four types of responsibilities including: economic, social, humanitarian and legal, the implementation of which has a direct impact on the satisfaction and loyalty of parents and students. In fact, by emphasizing the social responsibility of their organization and providing sustainable and responsible services to parents and students and observing ethical charters, and employing experienced teachers and up-to-date facilities and equipment, the principals of Sama schools can provide parents and students satisfaction and increase parental loyalty to the schools. Manuscript profile
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        120 - Relationship between perceived organizational justice and organizational citizenship behaviors: mediating role of organizational loyalty
        Ali Mahdad عاطفه خوشنامی
        The purpose of present research was to study the relationship between perceived organizational justice’s components (distributive, procedural and interactional justice) and organizational citizenship behaviors with consisering mediating role of  organizationa More
        The purpose of present research was to study the relationship between perceived organizational justice’s components (distributive, procedural and interactional justice) and organizational citizenship behaviors with consisering mediating role of  organizational loyalty. The research method was correlational and statistical population consisted of all employees of a big governmental organization in Tehran that among them 197 employees were selected via convenience sampling method. In this research a set of questionnaire consisting of employee organizational loyalty (Kumar and Shekhar, 2012), organizational citizenship behaviors (Lee and Allen, 2002), and perceived organizational justice (Niehoff and Moorman, 1993; Moorman, 1991) were used. Data were analyzed by use of Pearson’s correlation coefficient and multiple regression analysis. The results of structural equation modeling showed that perceived organizational justice were significantly related to organizational loyalty and explained 38 percent of organizational loyalty’s variance (p<0.01). Moreover, organizational loyalty was significantly related to organizational citizenship behaviors and explained 31 percent of organizational citizenship behavior’s variance (p<0.01). Based on current research’s results, organizational justice perception could enhance employee's loyalty to the organization and organizational loyalty increases organizational citizenship behaviors among employees. It can be notice able in human resource planning in organizations. Manuscript profile
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        121 - the relationship between the Football Fans Association and loyalty behavior with the mediating role of personal and social ceremonies and the perceived customer value
        Kazem Cheragh Birjandi Reza Roshandel
        10.30495/kmsj.2023.1972730.1053
        The aim of this research was to relate the association of football fans with loyalty behavior with the mediating role of personal and social rituals and perceived value. The research method is a descriptive-correlation type, which is carried out in the field. The statis More
        The aim of this research was to relate the association of football fans with loyalty behavior with the mediating role of personal and social rituals and perceived value. The research method is a descriptive-correlation type, which is carried out in the field. The statistical population of the research was the fans of the premier football league in 1400-1401. Due to the unlimited statistical population, 384 people were selected using the Morgan table. A multi-stage cluster sampling method was used. The research tools include Bayer et al.'s sports fan loyalty questionnaire (2008), Fazel Hassan et al.'s personal and social rituals questionnaire (2021), Fazel Hassan et al.'s sports fan association questionnaire (2021) and Eggert and Olaga's (2002) perceived value questionnaire. were used The research results showed that shared perceived value plays a mediating role in the relationship between fan associations and loyalty behavior; But the variable of individual and social rituals does not play this role. Also, the structural model of the research showed good fit according to the value of GOF = 0.45. Therefore, it is recommended that managers of sports teams create a favorable image of the value created in the fan's mind in order to create loyal behavior in football fan associations. Manuscript profile
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        122 - Reviewing customer delight, extracting influential themes: customer delight in the sports industry
        farid ganji Sardar Mohammadi
        10.30495/kmsj.2023.1972674.1052
        The concept of delight Jupiter was introduced to academic literature about 20 years ago. Since then, many academics have studied this structure in different contexts. Unfortunately, there has been no systematic review of delight, so the purpose of this research is a com More
        The concept of delight Jupiter was introduced to academic literature about 20 years ago. Since then, many academics have studied this structure in different contexts. Unfortunately, there has been no systematic review of delight, so the purpose of this research is a comprehensive review of this structure. The main goals of this review include determining the general themes of the current delight literature, highlighting the strengths and weaknesses of the delight literature to date, and creating a research plan that provides guidance for increasing the scope and depth of delight research. A systematic review of literature has been done to cover what is evident about delight from an interdisciplinary perspective such as hospitality, economics, operations management and marketing. The current study was of a secondary type and a review and review of first-hand sources and articles in this field. For the purpose of detailed study, the researcher investigated the sources of delight Jupiter in the sports and public sector from 2019 to 2022. This is an outstanding move in the literature because the customer satisfaction structure has important implications for both practitioners and researchers in the field. In addition, changes have been made in the way of understanding, examining and applying the structure of delight. In order to achieve further improvements, a clear understanding of customer satisfaction research is necessary. Manuscript profile
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        123 - The moderating role of open innovation in the impact of website appeale on customers' behavioral intentions
        Arezoo Hosseinzadeh Hamid Khodadad Hosseini Adel Azar
        In today 's competitive world wich is full of uncertainty, online businesses increasingly need strategies for survival. Meanwhile, open innovation allows businesses to work with their customers to better understand their tastes and desires. In this regard, the present s More
        In today 's competitive world wich is full of uncertainty, online businesses increasingly need strategies for survival. Meanwhile, open innovation allows businesses to work with their customers to better understand their tastes and desires. In this regard, the present study aimed to investigate the moderating role of open innovation in the impact of website appeale on customer behavioral intentions. The research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study is all customers who have made a purchase from the site of Digi Kala at least once. The required sample was determined based on Cochran's formula of 384 people who were selected by non-probability method available. The data collection tool was a standard questionnaire whose reliability and validity were confirmed. The research data were analyzed using structural equation modeling and LISREL software. The results showed that the variables of enjoyment elements and the quality of service delivery have a positive effect on the website appeale. But the effect of service content quality on the website appeale was not confirmed. It was also found that the open innovation moderates the effect of website appeale on the behavioral intentions of customers. Accordingly, online business managers should be aware that the website appeale alone is not enough to predict the positive behavioral intentions of customers, but should lead to the impact of these characteristics on the positive behavioral intentions of customers through the use of open innovation strategies. Manuscript profile
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        124 - تحلیل عوامل موثر برندینگ گردشگری آیینی بر وفاداری گردشگران به مقاصد (مورد مطالعه: عزاداری ماه محرم در شهر زنجان)
        تقی حیدری شهرام محمدی
        Manuscript profile
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        125 - Explain the Role of State Policies in Creating Loyalty of Employees of Iranian Governmental Organizations
        mohsen norani reza shabannejad Beitoolah Akbari Moghaddam
        The purpose of this article is to investigate the role of Sovereign policies in Iranian governmental organizations in a way that leads to fostering employee loyalty in various personal, professional and organizational areas.In the first part, in order to provide a compr More
        The purpose of this article is to investigate the role of Sovereign policies in Iranian governmental organizations in a way that leads to fostering employee loyalty in various personal, professional and organizational areas.In the first part, in order to provide a comprehensive model, the qualitative meta-hybrid research method was used. A number of academic experts and government managers were purposefully sampled and the initial research model was formed by identifying categories, concepts and codes. In the second part, 292 questionnaires (classification sampling) were distributed among the staff of Qazvin province by evaluating the content validity and opinions of experts in order to apply the model in government organizations. Data analysis was performed using confirmatory factor analysis. Based on the results of creating a relationship between psychological concepts with dimensions, components and categories of personal, professional and organizational can play a significant role in improving employee loyalty to policy makers. Manuscript profile
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        126 - The utilization of customer relationship management system for assessment of the level of customer loyalty and its impact on brand image (Case Study: Davan Sanaat Company in Shiraz)
        Mina Akhbariazad Mehrnaz Amiri davani
        Customers are the most important asset of organizations. Therefore, organizations must look at relationships with customers as mutually beneficial exchanges as well as opportunities that need to be managed. In this research, we will measure the level of customer loyalty More
        Customers are the most important asset of organizations. Therefore, organizations must look at relationships with customers as mutually beneficial exchanges as well as opportunities that need to be managed. In this research, we will measure the level of customer loyalty by utilizing the customer relationship management system with the role of brand image moderator so that we have been able to take a small step towards solving the problem of companies and improve customer relationship management and increase customer loyalty. The research method was descriptive correlational. The statistical population of the research is all customers of Davan Shiraz Company, which is estimated to be 384 people. The data were collected using a standard questionnaire. The results also confirm the positive and significant impact of customer relationship management quality on customer loyalty. Also, the results show that the brand image has a moderating role in the impact of service quality, customer satisfaction and customer value on the quality of customer relationship management. Manuscript profile
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        127 - The Relationship between Organizational Citizenship Behavior and Human Resource Productivity (Case Study)
        Mohammad Ataei Alireza Alinezhad Neda Rahmany
        In this research the relationship between organizational citizenship behavior and human resource productivity in Islamic Azad University of Qazvin has been investigated. This research is a type of descriptive research which has been done by the base of correlation. In t More
        In this research the relationship between organizational citizenship behavior and human resource productivity in Islamic Azad University of Qazvin has been investigated. This research is a type of descriptive research which has been done by the base of correlation. In terms of goal, it is a practical research. Survey method has been used to collect the data. Statistical population is the personnel of Islamic Azad University of Qazvin. Bienstock's and his colleague's questionnaire has been used to evaluate the variables of organizational citizenship behavior which includes: loyalty behaviors, obedience behaviors and participation behaviors. A questionnaire has been made by researcher to evaluate the variables of human resource productivity. After determining the sample size the questionnaires have been sorted randomly and 183 questionnaires were distributed and collected. SPSS software has been used for statistical computing and data analyses have been done by Spearman and Regression Correlation methods. The results show that there is a significant and direct relationship between organizational citizenship behavior and human resource productivity. The correlation rate has been obtained 0.683. Manuscript profile
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        128 - A Survey of the relationship between E-Service qualities and customer loyalty in Mellat Bank
        Syyad Mehdi Alvani Masoud Said Panah
        In the last few years, customer satisfaction has been of major importance to enterprise strategies. The concept of customer isthe center of all activities and the reason for existence of every commercial organization. For this reason some organizations,especially servic More
        In the last few years, customer satisfaction has been of major importance to enterprise strategies. The concept of customer isthe center of all activities and the reason for existence of every commercial organization. For this reason some organizations,especially service providers, have given special attention to service quality and its management.The relationship between e-services quality and customer loyalty has been analyzed in this research. The Independentvariables which are the most important aspects of e-services include: Efficiency, Availability, Fulfillment, and Privacy. TheMediated variables of the study model are: Trust & Customer satisfaction and the dependent Variable is customer loyalty. Allthe data were collected by a 5-score Likert questionnaire. The study samples are 415 customers from Mellat Bank BranchManagement of the 6th district and the Central Branch of Mellat Bank in Tehran. Descriptive and inferential statistics as wellas structural equation modeling (SEM) have been used, for Hypothesis test and Factor analysis of the variables. The Resultsshow that: about 80% of the loyalty variation is predicted by the e-service quality. Therefore, it can be expressed that eservicequality is the reason for customer loyalty. One considerable result of the study is that customer loyalty is mostlyobtained through customer satisfaction rather than trying to gain the customer’s trust.So, one of the proposals is: in order to get customer loyalty and finally enhance the profitability, the bank should Manuscript profile
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        129 - Customer Relationship Satisfaction
        kaveh Ganjehe Hamid Khodadad Hosseini Fereshteh Mansouri Moayyed
        Significant changes have occurred in customers’ behaviors with the rise of competition in the working environment of nowadays’ banking industry. The purpose of this research is to determine the roles of customer satisfaction, loyalty, and word of mouth adver More
        Significant changes have occurred in customers’ behaviors with the rise of competition in the working environment of nowadays’ banking industry. The purpose of this research is to determine the roles of customer satisfaction, loyalty, and word of mouth advertising in communication satisfaction of Parsian Bank customers. This research is practical in purpose and descriptive-correlative in method. Thus, after studying theoretical foundations of the research, different aspects of the variables were identified and by seeking the assessments of the experts, the research questionnaire was distributed and then collected. The sample volume was 384 people based on Cochran formula which was conducted through a random sampling in the available community. Also, for data analysis, structural equation technique and regression were utilized. The results confirm all research hypotheses and indicate that service quality leaves a significant positive impact on customer satisfaction, and also customer satisfaction variable has a significant positive impact on customer loyalty; service quality leaves a significant positive influence on word of mouth advertising, and besides, customer loyalty has a positive significant effect on word of mouth advertising, and word of mouth advertising by the customers of Parsian Bank leaves a significant positive effect on customers communication satisfaction. Manuscript profile
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        130 - Exploring the Relationships among Service Quality, Satisfaction, Trust and Loyalty of Customers (Case Study: Transportation Companies of Tehran)
        Syyad Ali Akbar Ahmadi Hamid Reza Askari Dehabadi
        Most of authors have emphasized on importance of trust in creation of organizational success. Organizations and companies must know how trust-building acts as a transactional process and what are the effects of policies and activities of organization on the level of cus More
        Most of authors have emphasized on importance of trust in creation of organizational success. Organizations and companies must know how trust-building acts as a transactional process and what are the effects of policies and activities of organization on the level of customer trust. This is a proved fact that trust-building activities are taken into account as an excellent way for increasing of profit. The purpose of this study is exploring the relationships among service quality, satisfaction, trust and loyalty of customers of transportation companies. All of these variables have significant effect on performance of transportation companies. The data were collected using a designed questionnaire. These questionnaires were distributed among the passengers of transportation terminals. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for testing of hypotheses. All of hypotheses were accepted. This study has useful implications in area of service quality, satisfaction, trust and loyalty of customers Manuscript profile
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        131 - A Study of Factors Affecting the Brand Equity of University (Case Study: Qazvin Islamic Azad University)
        Mahdi Ghasemi Mirzaei Morteza Mousakhani
        This study is aimed at investigating the factors which contribute to the brand value of Qazvin Islamic Azad University (QIAU).This study is an applied study and uses survey method to collect the data. The statistical population of this study is made up of the faculty me More
        This study is aimed at investigating the factors which contribute to the brand value of Qazvin Islamic Azad University (QIAU).This study is an applied study and uses survey method to collect the data. The statistical population of this study is made up of the faculty members and students of QIAU. The validity of the questionnaire was found to be acceptable, using lawashe's coefficient as well as confirmatory factor analysis. The reliability was also confirmed, using the Alpha's Cronbach's for internal consistency reliability of the data. The results of analysis showed that the main dimensions and sub-dimensions of the brand value affect the overall value of the QIAU brand .Based on the path coefficient, in the case of faculty members, brand awareness, brand loyalty, and the perceived quality are ranked first, second, and third, respectively. Emotional branding and the extent to which the brand is recognized (word of mouth) are ranked as fourth and fifth priorities, respectively. For students, the perceived quality was ranked the first, followed by the fame of the university, emotional branding, brand awareness, and brand loyalty, respectively. The results showed that students ranked their priorities as follows: 1- student’s life, 2-physical facilities, 3-library services and 4- job development. Faculty members ranked their priorities as follows: 1-welfare facilities, 2-library facilities, 3-physical facilities, 4-job development. Manuscript profile
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        132 - Designing and testing a model for banks marketing social capital development with qualitative phenomenological approach and its role in customer loyalty
        Ali Mir Farshid Namamian Fakhredin Maroofi Naqdehi Alireza Moradi
        The purpose of this study was to design a model for the development of social capital in the marketing sector of MELLI and MELLAT banks and to examine its role in customer loyalty. This research is applied in terms of purpose and analytical and exploratory of qualitativ More
        The purpose of this study was to design a model for the development of social capital in the marketing sector of MELLI and MELLAT banks and to examine its role in customer loyalty. This research is applied in terms of purpose and analytical and exploratory of qualitative and quantitative combination based on structural equation modeling. Identification of dimensions and indicators of social capital by phenomenological method through semi-structured interviews was recorded by recording the life experiences of 12 managers of marketing and advertising departments of banks using sampling to reach theoretical adequacy. The final model consists of three dimensions (structural-administrative, cognitive-educational, behavioral-communicative) and 10 main categories and 36 subcategories (index). The results of statistical analysis were significant up to the level of main categories with structural equation method and showed that except for interaction and networking, the proposed model for social capital development was significant in 3 dimensions and 9 categories and 33 indices. Customer loyalty was presented in three dimensions: attitude, behavioral and hybrid, and a 19-question researcher-made questionnaire including 9 social capital categories and 10 items of customer loyalty was distributed among the marketing officers of banks using available sampling method and 118 questionnaire Collected. the role of social capital on customer loyalty analyzed by regression analysis. It was suggested that by educating the staff and providing them with sufficient knowledge, guidelines, continuous supervision and justification of their role in enhancing customer loyalty and explaining their responsibility to the banks Manuscript profile
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        133 - Explaining and Examining of Loyalty Programs on Buying Decision of Customers (Case Study)
        Ali Khatami Firouzabadi Mojtaba Salehi Fatemeh Taheri
        In today competing markets, making customers loyal, plays determining role in survival of the organizations. Loyalty programs are one of exemplary means for that purpose. The aim of this article is examination the effects of the loyalty programs on buying deci More
        In today competing markets, making customers loyal, plays determining role in survival of the organizations. Loyalty programs are one of exemplary means for that purpose. The aim of this article is examination the effects of the loyalty programs on buying decisions of the customers. In this study, with regard to conceptual model is used, 3 hypotheses are expressed that finally all of them are accepted as a result of T. student analysis of gathered data by questionnaire from the samples. In continuation of the thesis, the designed 5 loyalty programs are ranked in order of their influence on customers' buying decision by factor analysis. Customers' buying decision's factors are ranked by their importance too. Manuscript profile
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        134 - Investigating the Impact of Social Responsiveness on Customer Loyalty by Mediating Satisfaction, Trust
        Mohsen Seidabadi Javad Mehrabi
        The main purpose of this research is to investigate the effect of social responsibility on customer empowerment through mediation of satisfaction, trust . In this research, using written sources and reviewers, as well as reviewing the history of researches and articles More
        The main purpose of this research is to investigate the effect of social responsibility on customer empowerment through mediation of satisfaction, trust . In this research, using written sources and reviewers, as well as reviewing the history of researches and articles of valid journals, the conceptual model of research extraction, and social accountability as an independent variable, satisfaction and trust as an intermediary variable and customer loyalty as a dependent variable in the conceptual model of the research, Then, with the help of a supervisor, a standard questionnaire was prepared. To determine the validity of face and structure validity, the Cronbach's alpha coefficient was used to measure the reliability of the questionnaires. The statistical population of this research is referring to branches of Qazvin's business and nation's banks. Due to the uncertainty of the number of clients, the Cochran sampling formula has been used. The sample size was estimated to be about 196 clients, and with the prediction of possible loss, 210 distribution questionnaires were completed and finally 200 questionnaires were completed and collected, The required data were collected and analyzed using descriptive techniques and SPSS software and inferential statistics techniques using pls statistical software. Findings indicate that all research hypotheses in which there is a significant relationship between dimensions The independent variable of the research and the mediator variable, as well as the relationship between the mediator variable and the dependent variable, were evaluated and all confirmed. Manuscript profile
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        135 - Evaluation the effect of implementing clientele reverence plan in the loyalty level of bank customers
        Mohammad Taleghani Parvaneh Samouei
        It stands to reason that customers are the principal element in the bank system. In fact, all activities are done only for their satisfaction and attraction. Hence, in competitive environment among banks, the only ones are successful that could acquire more customer all More
        It stands to reason that customers are the principal element in the bank system. In fact, all activities are done only for their satisfaction and attraction. Hence, in competitive environment among banks, the only ones are successful that could acquire more customer allegiance. Thus, in the present study, the effects of implementing clientele reverence plan in the loyalty level of bank customers are evaluated. The purpose of present study are as follows: recognizing and making transparent the efficient functions of bank employees in the loyalty level of customers, recognition the relationship between the elements of clientele reverence plan and the loyalty level of bank customers, and how the elements of clientele reverence plan affect the loyalty level of customers. Causal comparison method from correlation research division is used in this study. Friedman and chi-squared tests are applied for the test hypotheses of this paper. In order to collect data, 120 questionnaires are distributed among the customers of Iran Melli Bank. The results showed that there was meaningful differences between two variable parts of clientele reverence plan in customer viewpoints. Furthermore, there was no meaningful relationships between implementing clientele reverence plan and customer allegiance in terms of two adjusting variables (i.e. account type and education level). Manuscript profile
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        136 - The Influence of Social Media on Brand Commitment and Brand Loyalty
        Mohammad Ali Abdolvand Elham Honarisharif
        Purpose :Taking the perspective of the brand community building plus the brand trust, brand commitment and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i. e., the relationships amo More
        Purpose :Taking the perspective of the brand community building plus the brand trust, brand commitment and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i. e., the relationships among focal customer and brand, product, company, and other customers), brand trust, brand commitment and brand loyalty among Novin-leather customers. Methodology – A survey was conducted based on empirical study with 334 respondents among Novin-leather customers from their platforms (http://www.novinleather.com/) In the spring of 1393. Findings : We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty and brand commitment in social media. Originality/Value – On the base of customer centric model of brand community we show how this brand community could affect brand elements and loyalty and commitment in social media and we explain the effects of centric model’s elements on trust, commitment and loyalty. Manuscript profile
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        137 - The Impact of Brand Image on Employee Loyalty
        Mirza Hassan Hosseini Vahid Reza Halvaeiha Saeed Ramazani
        Currently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve More
        Currently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve this goal. One such advantage is their brand image. In this study, attempts were made to examine the impact of brand image on employee loyalty. To this end, a survey was done on 160 employees of the three companies in food industry. The test of conceptual model shows the indirect relationship between brand image and employee loyalty. In fact, we found no reason to contradict the direct relationship between brand image and employee satisfaction and between employee satisfaction and employee loyalty. Further, we found no direct relationship between brand image and employee loyalty. In other words, the results indicate that brand image increases the employee satisfaction and the employee satisfaction, in turn, has a positive effect on employee loyalty. Manuscript profile
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        138 - Relationship between Employees' Perceived Trust in Managers and Employees Performance (Case Study: Islamic Azad University, Qazvin Branch)
        Fatemeh Farajian
        Trust is an important aspect of human relations, paving the way for the participation and cooperation among society members. Trust is the master key in management and a challenging issue facing today and tomorrow‘s managers. Drawing on Robbins perspective, this st More
        Trust is an important aspect of human relations, paving the way for the participation and cooperation among society members. Trust is the master key in management and a challenging issue facing today and tomorrow‘s managers. Drawing on Robbins perspective, this study elaborates on t trust and dimensions of trust and to show the impact on the performance of trust Kreitner model was used. The staff and managers in Qazvin Azad University participated as research population in this study. Research type is applied research and research method is correlation and associational research method. Data collection method has been surveying method (Using questionnaire with  questionnaire validity being  evaluated and confirmed by type Likert and questionnaire reliability being n evaluated and confirmed by Coronbach‘ alpha) and scientific and specialized library method. For information analysis, statistical descriptive and inferential methods were used. It was concluded that there are significant relationship between dimensions of trust and employees performance. Manuscript profile
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        139 - The effect of employees’ customer orientation and service orientation on service quality, satisfaction and loyalty of Hyperstar customers
        Sahar Ershad Nazanin Jarideh Ali Badizadeh
            The purpose of this research is to determine the effect of employees’ customer orientation and service orientation on service quality, satisfaction and loyalty of Hyperstar customers. This research, regarding the purpose is applied and regarding the More
            The purpose of this research is to determine the effect of employees’ customer orientation and service orientation on service quality, satisfaction and loyalty of Hyperstar customers. This research, regarding the purpose is applied and regarding the nature is descriptive-survey. The statistical population was the Hyperstar customers in Tehran city. The sample size by using Krejcie and Morgan table, 384 people considered. For data analysis, about demographic used the SPSS 21.0 software and about hypothesizes test used the Lisrel 8.5 software and Path analysis method. The results showed, that employees’ customer orientation positively affected on their service orientation, customer perceived service quality, customer satisfaction and customer loyalty. Employees’ service orientation positively effected on their customer perceived service quality and customer satisfaction. Perceived service quality positively effected on customer satisfaction and customer loyalty. Customer satisfaction positively effected on customer loyalty. Therefore, store managers hyperstar is suggested focus and attention to the role customer-oriented and service-oriented their employees. Manuscript profile
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        140 - The Impact of Brand Equity on Consumer Loyalty
        Mohammad Mahdi Parhizkar Saeed Ramezani Vahid Reza Halvaeiha
        All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty .Of course it is a very difficult target nevertheless the More
        All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty .Of course it is a very difficult target nevertheless these companies have some useful advantages like their brand equity that they can leverage them to achieve this goal. So in this study we tried to examine the impact of brand equity on consumer loyalty. For this reason a survey is undertaken among 160 customers of the three companies in food industry (in Iran). Results of the test of conceptual model indicate that in this case we have no reason to contradict the direct relationship between Brand Reliability and Brand Perception Value and consumer loyalty, and we have found no direct relationship between Brand Image and Brand Reputation and consumer loyalty. Manuscript profile
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        141 - The Effect of Fitness of Self-Concept, Functional Mind and Affective Affiliation on Customer Loyalty
        Sara Mehraban Ahmad Rahchamani Marzieh saki
        As a kind of internal, deep commitment, customer loyalty leads to the re-purchase or reuse of a particular product or service. However, the self-congruity and position potentially affect customer behavior change. The this study is aimed at examining the effect of Self- More
        As a kind of internal, deep commitment, customer loyalty leads to the re-purchase or reuse of a particular product or service. However, the self-congruity and position potentially affect customer behavior change. The this study is aimed at examining the effect of Self- Congruity, functional image and emotional attachment on customer loyalty. The study is a correlation one ,using a questionnaire to collect data. The content validity of the questionnaire was found to be acceptable, based on the comments of experts, academic professors and expert experts. The Cronbach's alpha results showed the acceptable level of the reliability of the instrument. The sample of the study was made up of a total of 400 residents who live in Tehran's 5th district .They were selected, using convenient random sampling. Based on the path analysis conducted on the results of this study, self-congruity has a significant effect on functional image and emotional attachment. Moreover, functional image and emotional attachment have significant effect on customer loyalty. Manuscript profile
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        142 - The Relation of Competitive Intelligence and Strategic Marketing Relationship with Karafarin Bank Customers’ Loyalty
        Bahman Ghiaszadeh Saeed Safarian Hamedani Fatemeh Taheri Fatemeh Taheri
        This study examines the relationship between competitive intelligence and strategic relationship marketing with Karafarin Bank customers’ loyalty. The study method in the terms of functional goals and descriptive nature is based on correlational study methods. The More
        This study examines the relationship between competitive intelligence and strategic relationship marketing with Karafarin Bank customers’ loyalty. The study method in the terms of functional goals and descriptive nature is based on correlational study methods. The statical population of recent study is consisted of all customers who use the services of Karafarin Bank in Tehran. The sample size was 384 using the formula of unlimited population Based on random cluster sampling method. The data were collected by questionnaires based on desk and field research methods. The questionnaires’ Content validity were approved by the thesis and consulting advisors and to determine the reliability, Cronbach’s alpha was resulted 0.94 for competitive intelligence ,0.95 for strategic relationship marketing and 0.94 for loyalty. Research data were analyzed with the help of Lisrel software and were evaluated with descriptive, inferential and statistical tests. The study’s results show that the competitive intelligence components including knowledge of market situation, competition and social awareness have a direct and considerable relation with customers’ loyalty while there is not such a relation for technical and tactical components. In addition, the results show a direct relation between being unique, changing brand’s cost, satisfaction, trust, visual communication and feeling pleasure which are all strategic relationship marketing components with customers’ loyalty while emotional satisfaction and privileges are not like that. Manuscript profile
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        143 - Study of Factors Affecting on loyalty to the brand
        Hamid Shahbandarzadeh Hamid Shahbandarzadeh Mohammad Hossein Kabgani
        Brand and loyalty to it is an important issue to note is very important. Therefore, in this study is the most important factors that affect customer loyalty to a brand be identified. In the previous studies that have examined the issue of loyalty to the brand and the fa More
        Brand and loyalty to it is an important issue to note is very important. Therefore, in this study is the most important factors that affect customer loyalty to a brand be identified. In the previous studies that have examined the issue of loyalty to the brand and the factors influencing brand loyalty were identified. Then, according to previous research, a conceptual model of the factors affecting loyalty to the brand is focused on satisfaction, trust, brand attitude, commitment, brand identity and quality, advertising, distribution and price as most important factors influencing brand loyalty were identified. Next, a survey of experts in marketing and nonlinear mathematical modeling phase, rank each of these factors were extracted. Based on the results of this study weighs the product quality 0/22 and 0/159 respectively with the consent of the weight of the product, with the main factors affecting the growth and profitability of firms based on loyalty to the brand introduced. Manuscript profile
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        144 - explaining of organization loyalty based on human dignity with mediating self-steem.in East- Azerbaijan prisons
        Behnam Talebi Yousef Barzgari Sadegh Maleki
        10.30495/jss.2023.1976748.1531
        Introduction: The present article aimed at explaining of organization loyalty based on human dignity with mediating self-steem.Methods: The method of this study is survey descriptive and analysis. The statistical society were all of employees in general prison`s organiz More
        Introduction: The present article aimed at explaining of organization loyalty based on human dignity with mediating self-steem.Methods: The method of this study is survey descriptive and analysis. The statistical society were all of employees in general prison`s organization who were 330 employees and among them 153 people were selected in ratio classified method through Cockran formula. The data was collected through standardized questionnaires of Olusanya et al (2012), organizational productivity, Foroutani & Bahrani (2017) human dignity taken from Nejadsalim (2007), Rosenberg self-esteem and Seligman et al (1979) casual attributions with approval validity and reliability over 0.7. Results: The results of SPSS software and path analysis showed that human dignity with the mediation role of self-esteem had significant role on employees` organizational loyalty (p<0.05). Conclusions: Therefore, managerial and organizational factors alongside personality characteristics of the employees can effect positively their organizational loyalty.Keywords: Loyalty, Human Dignity, Self- esteem, , , Employees. Manuscript profile
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        145 - The relationship between personality components of sport brands with risk avoidance and customer loyalty from the viewpoint of market sociology
        Mehdi Rostami Hamid Froghipour Reza Sabounchi
        10.30495/jss.2020.671677
        This research aims to explain the relationship between the personalityof sport brands with risk avoidance and customer loyalty. This researchwas applied in terms of its purpose, descriptive correlation in terms ofdata gathering and was based on structural equation model More
        This research aims to explain the relationship between the personalityof sport brands with risk avoidance and customer loyalty. This researchwas applied in terms of its purpose, descriptive correlation in terms ofdata gathering and was based on structural equation model. The statisticalpopulation included all valid sports brand clients (5 famous and high-endsports brands Adidas, Nike, Puma, Al Sport and Asics).With regard to theunlimited statistical population, 384 people were selected as the statisticalsample based on Morgan's table. The brand personality standardquestionnaire (Jones et al., 2009), Customer loyalty Anisimova (2007),and researcher-made risk avoidance questionnaire were used to collectdata. The formal validity and content of these questionnaires wereapproved by 10 sport management supervisors and reliability ofquestionnaire was 0.894, 0.85 and 0.957 respectively, using Cronbach'salpha coefficient. The validity of questionnaire structure was alsoconfirmed by factor analysis. Descriptive tests (mean and standarddeviation) and inferential tests (Kolmogorov-Smirnov, Pearsoncorrelation, and multiple regression and structural equations) were usedfor analyzing data by SPSS and Amos software. According to the resultsof Pearson correlation test, there was a significant correlation between thepersonality of sport brands and risk aversion customers, and betweenpersonality of sport brands and customer loyalty. Also, there was asignificant positive correlation between personality components of sportsbrands (responsiveness, dynamism, sensitivity, courage, simplicity) withrisk aversion and customer loyalty. According to regression results,dynamic and audacity components have a significant effect on riskaversion. Responsibility and sensitivity components have a significanteffect on customer loyalty. The results of structural equation showed that,the personality of sport brands had a direct and positive effect on riskaversion (factor=359), attitude loyalty (factor=575) and customer loyaltybehavior (factor=548). Also, the model's indices confirmed the fitness ofresearch communication model. Manuscript profile
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        146 - Investigating the Effect of the Processing Capacity of Accounting Information Systems on the Organizational Performance of Bonab Shahin Steel Complex
        Ramin Hajijabbari Sohrab Yazdani Esmaeil Dadashi Khass
        The Goal of this paper is The Study of the effect of processing capacity of Accounting Information Systems on Shahin Bonab Steel Complex Organizational Performance. At This Research for measuring independent  Variable (Accounting Information System) was defined as More
        The Goal of this paper is The Study of the effect of processing capacity of Accounting Information Systems on Shahin Bonab Steel Complex Organizational Performance. At This Research for measuring independent  Variable (Accounting Information System) was defined as in ten levels of Technology, Databases, Reporting, Control, Business operations, Events processing, Management decision making, Systems and operation development, Communications, Accounting and Auditing principles on the basis of the theory of Ulrich Glinass and for Measuring Dependent Variable (organizational performance) on the basis of Khandwalla’s theory was defined as including the availability of financial resources and image and clients loyalty  used and one main and two minor hypotheses were developed in this process the methodology of the research is a descriptive-survey kind. The statistical population of  this study are employee of the Shahin steel complex which were 40 people altogether. The research variables measuring tools are two questionnaires that before the analyticals of descriptive and data Performed by means of SPSS software and Validity and Reliabilities Studied and confirmed then the using of kolmogorov-Smirnov normality of data distribution studied. Since statistical data the deductive analytical the simple-liner regression analysis were used. The obtain findings the hypothesis studied and supported. The results of show Accounting information System on dimensions of organizational performance (availability of financial resources, Image and clients loyalty) effected and the effect of Accounting Information Systems on availability of financial resources more than clients loyalty. Finally on the base on research Findings, practical suggestions have been presented. Manuscript profile
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        147 - Examine the mediating role of Perceived quality in the impact of Quality relationship with the customer on customer loyalty in the hotel industry (Case Study: five star hotels Tabriz)
        jafar bahari Banafsheh Farahani Shahla Bahari Marjan Bazleh Hamed Bahari
        The provided present research aimed to Examine the mediating role of Perceived quality in the impact of Quality relationship with the customer on customer loyalty in the hotel industry in 5 star hotels of East Azerbaijan Including: Hotels El-Goli Pars and shahriar has b More
        The provided present research aimed to Examine the mediating role of Perceived quality in the impact of Quality relationship with the customer on customer loyalty in the hotel industry in 5 star hotels of East Azerbaijan Including: Hotels El-Goli Pars and shahriar has been done in the March 2016.The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size. The sample size of 196 is people guests of the 5 stars Hotels Tabriz City. The provided results indicate that Quality relationship with the customer variable on Perceived quality and customer loyalty has a Direct and significant impact; and also impact of Perceived quality on customer loyalty Direct and significant. And on the other Quality relationship with the customer variable through the intermediate role of Perceived quality on customer loyalty Indirect impact and significant. Manuscript profile
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        148 - Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty (Case Study: Tabriz city)
        jafar bahari banafsheh farahani Shahla Bahari Marjan Bazleh Hamed Bahari
        Most of previous studies have been concluded that the tourism destination image and perceived value are the most important prerequisites for tourist satisfaction and it has too much impact on tourist behaviour for choosing on tourism destination. On the other hand, the More
        Most of previous studies have been concluded that the tourism destination image and perceived value are the most important prerequisites for tourist satisfaction and it has too much impact on tourist behaviour for choosing on tourism destination. On the other hand, the positive image of turism destination and tourist perception of the value of tourism destination could have many valuable outcomes. The image of tourism destination is the factor that many tourists will consider during their choosing a destination.This study aims to Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty in the city of Tabriz has been done in the September of 2015. The required data for this study with available random sampling method from Foreign tourists that in September 2015 have visited the city of Tabriz and is collected by questionnaire instrument. The nature of the research is from kind descriptive- correlation. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. Provided results showing that Tourism destination image on perceived value, tourist satisfaction and loyalty has a significant and positive impact. perceived value on tourist satisfaction and loyalty has a significant and positive impact. As well as the impact of tourist satisfaction on tourist loyalty is positive and significant. Manuscript profile
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        149 - بررسی نقش مشتری‌گرایی بر وفاداری مشتریان بانکی با در نظر گرفتن اثر متغیرهای میانجی محبوبیت، تناسب شخصیتی و هویت برند(مطالعه موردی: صنعت بانکداری ایران)
        سید مهدی جلالی احمد حسن پور کارسالاری
        Manuscript profile
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        150 - تأثیر ادراک مصرف‌کنندگان از کشور مبدا برند بر ارزش ویژه‌ی برند محصولات
        عباسعلی کدیور
        تأثیر ادراک مصرف‌کنندگان از کشور مبدا برند به عنوان یک ابزار قوی جهت شناخت نیاز مشتری، افزایش رضایت او و در نهایت افزایش سودآوری سازمان کاربرد فراوانی دارد. روش­های پرسشنامه­ای با طراحی و جمع­آوری آن از طیف وسیعی از مشتریان، مدیران و خبرگان محصولات شوینده با More
        تأثیر ادراک مصرف‌کنندگان از کشور مبدا برند به عنوان یک ابزار قوی جهت شناخت نیاز مشتری، افزایش رضایت او و در نهایت افزایش سودآوری سازمان کاربرد فراوانی دارد. روش­های پرسشنامه­ای با طراحی و جمع­آوری آن از طیف وسیعی از مشتریان، مدیران و خبرگان محصولات شوینده با پالایش و تحلیل داده­ها نتایج مناسبی را جهت تصمیم­گیری در مورد اتخاذ استراتژی­های مدیریت مشتریان فراهم می­آورد. ابزار اندازه‌گیری این تحقیق، پرسشنامه محقق ساخته شامل 20سؤالبسته در چهار بخش می­باشد، که پایایی هر یک از فرضیه­های کیفیت ادراک شده، آگاهی از برند، وفاداری به برند و تداعی برند با استفاده از آلفای کرونباخ بترتیب 957/0، 924/0 934/0و 922/0 می­باشد. روایی تحقیق از طریق روایی محتوا مورد بررسی قرار گرفت و مورد تأیید واقع شد پرسشنامه طراحی شده براساس طیف 5 گزینه‌ای لیکرت بود. جهت تجزیه و تحلیل اطلاعات جمع­آوری شده از آماره‌های مورد نظر در داخل و خارج از کشور از روش مدل­سازی معادلات ساختاری و نرم افزار‌های SPSS  و Liser استفاده گردید. نتایج تحقیق حاکی از آن است که خبرگان بر سر اهمیت هر 4 فرضیه توافق داشتند و میانگین اهمیت هر چهار فرضیه متوسط رو به بالا را نشان دادند.  Manuscript profile
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        151 - ارائه مدل عوامل موثر بر اعتماد سازی مشتریان در بانک مهراقتصاد تهران
        صدیقه طوطیان اصفهانی شهرزاد طیاران علیرضا اسفندیاری
        Manuscript profile
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        152 - ارزیابی عملکرد و تعیین شاخص های قابل کنترل و غیرقابل کنترل در ایستگاه های راه آهن ایران
        سید محمد سید حسینی محمد حسین درویش متولی
        Manuscript profile
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        153 - اثرات مسئولیت اجتماعی سازمانی بر ارزش ویژه برند و وفاداری به برند با نقش میانجی شهرت برند (مقایسه دانشگاه دولتی و آزاد اسلامی)
        عباس قائدامینی هارونی مهرداد صادقی ده چشمه سمانه کلدانی غلام رضا مالکی فارسانی
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        154 - Investigating the effect of service quality and satisfaction on hotel customers' loyalty in Kurdistan province
        seyed mohammad mosavi jad reza shafei maryam sharifi haydar mohammadi
        The customers of each organization are the focal point of the organization. This idea of customer expectations in order to satisfy their needs and the provision of appropriate services and even superior quality of service to service organizations is inevitable. The hote More
        The customers of each organization are the focal point of the organization. This idea of customer expectations in order to satisfy their needs and the provision of appropriate services and even superior quality of service to service organizations is inevitable. The hotel industry is not the exception. This research is applied in terms of its purpose and is descriptive and correlational in terms of its purpose. The statistical population of this study was made by all permanent clients of hotels in Kurdistan province who stayed at least one night in a hotel for at least one night. Since the exact statistics of the population of the clients of the hotels in the province are not available and the community is unlimited, the sample size was determined by the Cochran formula and 384 were determined. The sampling method is simple and categorized. The dependent variable of research is customer loyalty, which was measured by the variables of service quality (independent) and customer satisfaction (mediation) based on the Surkalo & Moghimi (1392) questionnaire. Pearson correlation coefficient and structural equation model have been used to investigate the hypotheses. The results of the research showed that the quality of services is high in the customers' view. Also, the data represents customer satisfaction and loyalty. The results show that the components of service quality and satisfaction have a significant effect on customer loyalty. Manuscript profile
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        155 - Evaluation of brand equity in the tourist destination From the perspective domestic tourists (Case Study: Tabriz city)
        jafar bahari banafsheh farahani Shahla Bahari Marjan Bazleh Hamed Bahari
        present research aimed to Evaluation of brand equity in the tourist destination From the perspective domestic tourists in Tabriz City in the March 2015 has been done. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as More
        present research aimed to Evaluation of brand equity in the tourist destination From the perspective domestic tourists in Tabriz City in the March 2015 has been done. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. The statistical population, including tourists who in Period Norooz year 2015 at Aggregation places were available tourists. In this research, from konecnik & Ruzzier(2009) model Which has four dimensions brand awareness, brand image, perceived quality and brand loyalty is used. Provided results showing that In addition to the Brand image, Brand loyalty, Perceived quality and Tourism destination Brand awareness Also Directly on brand equity Tabriz City Have an impact. And of the importance of brand loyalty is the most important factor influencing. And In terms of importance brand loyalty the most important factor effective Known. Manuscript profile
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        156 - Indicators of satisfaction and loyalty of incoming tourists to Sarein city in terms of attractions
        saeed rajaei mostali bighlo elhameh nematzadeh moslem ghasemi
        One of the important components in tourism is tourists 'satisfaction and loyalty. Feeling satisfied with the destination on the one hand and encouraging friends and acquaintances on the other hand causes frequent visits to tourist destinations. The purpose of this study More
        One of the important components in tourism is tourists 'satisfaction and loyalty. Feeling satisfied with the destination on the one hand and encouraging friends and acquaintances on the other hand causes frequent visits to tourist destinations. The purpose of this study is to identify effective indicators in tourists' satisfaction and loyalty. The entrance to the city is fast,Which plays the main role in earning income from tourism, the research in terms of purpose and practical nature and in terms of descriptive-analytical research method and survey data collection method, after reviewing 27 indicators studied these results It was found that 17 indicators, including: safety of visited areas, attractiveness of attractions, quality of therapeutic water have been effective in tourist satisfaction and loyalty, but 10 indicators, including: informing the public sector about tourist attractions, informing the private sector about Tourist attractions, proper tourist guidance about attractions have not been effective in tourist satisfaction and loyalty,Also, based on the average obtained from the set of indicators, it was found that the experimental average is higher than the theoretical average, which is 3, so the relationship between satisfaction and loyalty of tourists and tourist attractions was confirmed, and it was found that 65.6% of respondents for the third time or more They visit Sarein city, and this indicates that most tourists are satisfied with the tourist attractions of this city, and this in itself creates loyalty among tourists and their frequent visits to this beautiful tourist place. Manuscript profile
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        157 - Designing convincing customers model of domestic tourism companies
        Siamak Habibi reza shafei Heirsh Soltanpanah
        Marketing is very important for travel agencies by attracting and retaining tourists. Due to the importance of selling products to tourism travel agencies, the use of customer persuasion techniques for these companies will also be of particular importance. Persuasion is More
        Marketing is very important for travel agencies by attracting and retaining tourists. Due to the importance of selling products to tourism travel agencies, the use of customer persuasion techniques for these companies will also be of particular importance. Persuasion is rooted in social psychology topics with a variety of techniques, each of which has a particular impact on customer persuasion. The purpose of this study is to design a paradigm model based on customer persuasion techniques in the field of tourism Due to the fact that the method of this research is qualitative, in the first stage, the theoretical foundations of the research were collected by referring to books and articles in the field of marketing and tourism. In the next stage, the opinions of tourism experts were collected through open interviews, which included professors of marketing, cultural heritage and tourism organization, and managers of tourism offices, which were analyzed using MAXQDA 2020 software. The research findings led to the identification of 596 initial codes of 28 sub-categories and 11 central categories. The results of this study ultimately led to the design of a paradigm model of convincing customers of tourism companies based on the techniques and principles of persuasion and its consequences on customers' behavior. Manuscript profile
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        158 - The Effect of Culture on Brand Loyalty Mediated by the Role of Brand Performance and Brand Identity (A Case Study of Five-star Hotels in Mashhad)
        Amir Ghafourian Shagerdi Sepideh Shirvani Moghaddam
        Today, special attention has been paid to brands and their impact on companies and organizations. Service units such as hotels are no exception. Studies have shown that the customers’ culture plays a significant role in their size and loyalty to brands. Therefore, More
        Today, special attention has been paid to brands and their impact on companies and organizations. Service units such as hotels are no exception. Studies have shown that the customers’ culture plays a significant role in their size and loyalty to brands. Therefore, this study examines the effect of culture on brand loyalty mediated by the role of brand performance and brand identity among five-star hotels in Mashhad. The research method is descriptive and co-relational. In this study, the type of research is applied based on the purpose, and because this research explains the existing variables and the relationship between them; therefore, the research is an analytical-analytical one. The statistical population of this study included the customers of five-star hotels in Mashhad. The non-random sampling method was used in the study based on which 280 customers were selected as the samples of the present research. The data collection tool was the Anorlo and Yuka standard questionnaire (2017) the validity of which was confirmed by the experts and its reliability was proved by the Chronbach alpha test. In order to analyze the data, the minimum partial square (PLS) method was used using smart PLS 2. The results show that brand personality has a positive and significant effect on brand performance; culture has a positive and significant effect on brand performance; culture has a positive and significant effect on brand personality; brand performance has a positive and significant effect on brand loyalty and brand personality loyalty has a positive and significant effect on the brand. Manuscript profile
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        159 - Examining the Factors Affecting the Particular Value of the Destination Brand for Health Tourism (A Case Study of Atieh Hospital in Hamedan)
        fg ghm mohammad azim khodayari
        Considering the cultural and social characteristics of tourism destinations, the researchers of the present study tried to measure the brand equity (brand power) of a tourist destination from the perspective of health tourists based on the Kunkink Model (2007) which is More
        Considering the cultural and social characteristics of tourism destinations, the researchers of the present study tried to measure the brand equity (brand power) of a tourist destination from the perspective of health tourists based on the Kunkink Model (2007) which is taken from the Aker Model, in which both behavioral and perceptual dimensions have been considered. Therefore, the present study intends to review the Aker Model in Iran and investigate its application in the health tourism destination of Hamadan. Based on the main purpose of this study, the effect of brand image, brand awareness, perceived quality and brand loyalty (i.e., brand equity) as the independent variables on the particular value of the Atieh hospital brand in Hamadan which is the dependent variable was investigated. The results of the study showed that in terms of importance, the perceived quality was the most important factor of impact.  Manuscript profile
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        160 - The Impact of Sensory Marketing on Customer Loyalty in The Iranian Clothing Brand Industry: With an Emphasis on the Sensory Marketing Mix
        Mohammad hadi Asgari mehran Fazeli Veisari
        In the customer's interaction with the company, environmental information is received by the five senses. The compatibility or lack of compatibility of the environment's characteristics with the customer's sensory tastes can cause the customer's satisfaction or dissatis More
        In the customer's interaction with the company, environmental information is received by the five senses. The compatibility or lack of compatibility of the environment's characteristics with the customer's sensory tastes can cause the customer's satisfaction or dissatisfaction. The purpose of this research was to investigate the effect of mixed sensory marketing on customer loyalty in Iran's clothing industry. The research method is descriptive-survey and practical in terms of purpose. Considering that the statistical population of the research is unlimited and includes buyers and consumers of clothes from 18 Iranian brands in the age group of children, teenagers and adults, therefore, the sample size was determined using Cochran's formula of 384 and selected using non-probability sampling method. In order to collect the data, the mixed marketing questionnaires of Hassi-Kian and Loui, 2009, as well as the customer loyalty questionnaire by Vaida Kenopite, 2015, were used, which were subjected to confirmatory factor analysis, the general structure of the research questionnaires was subjected to content construct validity and homogeneity by Cronbach's alpha method. They were also approved. In order to analyze the data, structural equation technique was used using LISREL software. The results of the research showed that all sensory marketing components, except the interaction component, have a positive and significant effect on customer loyalty. Manuscript profile
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        161 - The formation of customer loyalty from brand awareness and perceived quality through special value Borujerd Textile Factories sleepwear brand
        S. Alameh Hosaini Peiman Valipour
        The current research aims to form customer loyalty from brand awareness and perceived quality through special value The brand of sleeping goods is done by Borujerd textile factories. The research population is 412 customers of the sleep goods of Borujerd textile factori More
        The current research aims to form customer loyalty from brand awareness and perceived quality through special value The brand of sleeping goods is done by Borujerd textile factories. The research population is 412 customers of the sleep goods of Borujerd textile factories. Sampling has been done from all store branches in Iran. The number of samples is random. The sample size was obtained by Cochran's 199 formula. The data collection tool in this study is a standard questionnaire that has been provided to the statistical community. The results of the calculations are given in this research. The present study is of applied type. Calculations were done in SPSS and PLS software. The findings of the research indicate that brand equity has a 70% impact on the brand awareness of Borujerd textile factories' sleep goods. Also, brand equity has a 71% impact on customer loyalty of Borujerd textile factories' sleep goods. And finally, brand equity has an effect on quality. It is understood that the sleeping goods of Borujerd textile factories have been effective by 57%. Manuscript profile
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        162 - Meta-Analysis of the Relationship between Brand Equity and Loyalty of Iranian Athletes
        Bahman Ghardashi Kazem Mehri Mehrdad Rahimian
        The aim of this meta-analysis study was to analyze the relationship between brand value and loyalty of Iranian athletes. This research is from the point of view of practical purpose and is included in the category of qualitative researches. The statistical population of More
        The aim of this meta-analysis study was to analyze the relationship between brand value and loyalty of Iranian athletes. This research is from the point of view of practical purpose and is included in the category of qualitative researches. The statistical population of the research is all the studies conducted in Iran in the field of the relationship between brand value and the loyalty of Iranian athletes at the level of master's and doctoral theses, as well as the studies published by executive and research institutions and indexed in scientific research journals. . The number of these articles was 90. The sample size is made up of 21 primary studies. The qualitative sampling methods used were also purposeful snowball sampling. In order to investigate the effect size, separate each intervention, the combined effect size with two models of fixed and random effects, funnel plot, sensitivity analysis, homogeneity test and Volume I were used in order to investigate the primary researches. Pearson's correlation coefficient was also used as r index. Finally, the size of the overall effect of brand equity on athletes' loyalty is equal to r=1.734 (p=0.05), which shows the size of the lifting effect according to Cohen. Manuscript profile
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        163 - بررسی تأثیر کیفیت خدمات بر رضایت‌مندی مسافران در صنعت حمل و نقل هوایی
        علی اکبر امین بیدختی داوود فرجی غازانی
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        164 - تأثیر شهرت سازمانی و کیفیت خدمات بر وفاداری مشتریان شرکت خودروسازی ایران‌خودرو در سطح شهر تهران
        صدیقه طوطیان شهرزاد طیاران امید درویش زاده
        10.30495/jmemiau.2022.563233.1075
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        165 - بررسی تاثیر فعالیت‌های مسئولیت اجتماعی بانک‌ها بر عملکرد کارکنان و رضایت و وفاداری مشتریان (مورد مطالعه: یکی از بانک‌های خصوصی کشور)
        علی حمیدی زاده رسول ثانوی فرد مهسا اسدالله
        10.30495/jmemiau.2022.576451.1140
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        166 - عوامل موثر بر عملکرد مدیریت ارتباط با مشتری، مبتنی بر رفتار مشتریان
        محمد طالقانی فروزش فلاح حسن پور
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        167 - بررسی عوامل مؤثر بر تعیین هویت مشتری به وسیله برند و تأثیر آن بر روی وفاداری و طرفداری از برند (مطالعه موردی: برند همراه اول)
        اسماعیل حاجی نژاد پرویز سعیدی
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        168 - بررسی رابطه بین ابزارهای ترفیع تجاری و وفاداری مشتریان بانک ها (مطالعه موردی: بانک‌های خصوصی استان گلستان)
        عباس حاتمی نیوشا مفتاح
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        169 - بررسی عوامل پیش بینی کننده وفاداری مشتریان در بخش رستوران های ممتاز
        شمس الدین ناظمی فهیمه سادات سعادت یار
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        170 - بررسی و استقرار سیستم مدیریت ارتباط با مشتری در ایجاد مزیتی رقابتی پایدار برای شرکتهای IT در شرکتهای IT زنجان
        مهرداد علیپور محمد حلاج محمدی موسی اجاقلو
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        171 - بررسی عوامل موثر بر ترجیح مشتریان در انتخاب نام تجاری
        نصر اله خلیلی محمد علی سلامی
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        172 - Analysis of factors affecting brand equity in rural tourism destinations (Case study: Qalat tourism target village in Shiraz)
        Ali Rahimi mohammad reza rezvani Mohammadamin Khorasani
        Introduction: Branding a tourism destination has many benefits for that destination; But it should be noted that branding is not the end of the road and you should always measure its strength, that is strengthened and weakened by the brand equity;Purpose of research: Th More
        Introduction: Branding a tourism destination has many benefits for that destination; But it should be noted that branding is not the end of the road and you should always measure its strength, that is strengthened and weakened by the brand equity;Purpose of research: The purpose of this study is to evaluate and prioritize the factors affecting the brand equity of Qalat village; Methodology: Data collection was done by library and survey and the statistical population of the study was tourists of Qalat village. The statistical sample was determined using Cochran's formula and the sampling was random; Finally, the collected data were analyzed by structural equation modeling method and in Smart-PLS software;Geographical area of research: The geographical area of this research is Qalat village in Shiraz city;Results and discussion: Findings showed that all dimensions of image, awareness, perceived quality and brand loyalty have a positive and significant effect on the brand equity of Qalat village; Most important component is brand awareness and brand loyalty, perceived brand quality and brand image are after awareness.Conclusion: Due to the high impact of Qalat village brand awareness on the brand equity of the village brand, the emphasis of the village's tourism staff on strengthening information, introducing unknown village attractions and discovering prominent elements of the village, (which has the capacity to become a symbol of village tourism) is necessary; Qalat village has potential and actual attractions in various cultural, social and natural fields, which, if properly managed, will promote the brand and sustainability of tourism in this village. Qalat village has potential and actual attractions in various cultural, social and natural fields, which, if properly managed, will promote the brand and sustainability of tourism in this village. Manuscript profile
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        173 - Determining Organizational Productivity based on Human dignity Management and Organizational Loyalty
        yousef barzgari behnam talebi sadegh maleki avarsin
        The present article attempts at investigating the relationship between human dignity management and organizational loyalty with organizational productivity among all of employees in East- Azerbaijan prisons during 2018. The method of this study was survey correlation an More
        The present article attempts at investigating the relationship between human dignity management and organizational loyalty with organizational productivity among all of employees in East- Azerbaijan prisons during 2018. The method of this study was survey correlation and the statistical population were all of the employees in prisons who were 330 people and among them 153 were chosen as the sample group through classified- method through Cochran formula. The data was collected through standard questionnaires of organizational productivity of Olsania et al (2012), human dignity Management of Forotani and Bahrani obtained from NejadSalim model (2004) and organizational loyalty of Robbines (2001) with the content validity and reliability of 0.95 for productivity, 0.93 for human dignity and 0.91 for organizational loyalty. The obtained results of Spss software and Pearson correlation test revealed that there was a direct relationship between human dignity and its components and also organizational loyalty of employees. Also, there was a direct and significant relationship among human dignity with employee's organizational productivity. The results of multiple regression tests also showed that human dignity management dimensions containing intellectual and mental dignity - behavioral dignity - operational dignity - physical dignity and organizational loyalty could predict 55% of employee`s organizational productivity among which organizational loyalty withβ = 0.351, intellectual and mental dignity with β = 0.333 and after that physical dignity with β = 0.259 had the meaningful proportion (p Manuscript profile
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        174 - The Study of the Relationship between the Quality of Social Services on Eigenvalue of Brand Name from the Perspective of the Consumer Society in Shirvan Hotel Industry
        Milad Raeisizadeh اصغر میرفردی آرمان حیدری
        Increased competition in the service sector is evident in industries such as hotel, banking, insurance, etc. This makes it more difficult for customers to maintain and increase their loyalty in this space. Therefore, providing quality services will be the main and futur More
        Increased competition in the service sector is evident in industries such as hotel, banking, insurance, etc. This makes it more difficult for customers to maintain and increase their loyalty in this space. Therefore, providing quality services will be the main and future challenge of companies operating in this field. The purpose of this study was to investigate the impact of service quality on brand equity from a consumer's point of view in the Shirvan hotel industry. The study population is hotel users in Shirvan city (unlimited). Due to the unlimited statistical population, 384 people were surveyed as the sample. Spss23 software is divided into two sections: descriptive and inferential statistics. 66.1% of the subjects were male, more than half of the subjects were between 30 and 40 years of age, and the normality test was used to determine the normality of the data. There is a significant relationship between the quality of social services provided and brand name value (p≤0.05). The results showed that there was a significant relationship between quality of social services provided and brand name satisfaction, brand loyalty, brand reputation and brand trust (p≤0.05). Manuscript profile
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        175 - Presenting the model of organizational loyalty in the central organization of Islamic Azad University
        Siddiqa Tutian Isfahani mohsen faraji
        The concept of loyalty and its related issues have become increasingly central to the study of organizations in the past few years.Today,the importance of loyalty in organizations has been well revealed,because establishing communication and realizing cooperation betwee More
        The concept of loyalty and its related issues have become increasingly central to the study of organizations in the past few years.Today,the importance of loyalty in organizations has been well revealed,because establishing communication and realizing cooperation between people requires the presence of loyalty,so the present research was conducted with the aim of presenting a model of organizational loyalty in the central organization of Islamic Azad University.The type of research is based on the purpose,applied and based on Exploratory execution method of qualitative type,which was used by theme analysis,which includes basic, organizing and comprehensive themes.The data collection method was library,field,and data collection tools were questionnaire and interview.They were collected with the help of scanning documents and texts and semi-structured interviews with experts, so that in this research,to evaluate and increase validity and reliability,the method suggested by Linkin and Goba was cited and to ensure validity and acceptability.The data was used from the permanent and continuous engagement method.The statistical research community of experts familiar with the subject,who were selected by targeted sampling through theoretical saturation,was 13 people.According to the research findings of the organizational loyalty model with 4 organizing themes,including organizational competence,Organizational affiliation,effectiveness,job motivation were obtained using the Brown and Clark method in thematic analysis method. From the results of the research, it is possible to mention the essential role of organizational loyalty in the organization,which is mentioned as one of the factors of the progress and transformation of the university and a tool for the growth and transformation of human resources Manuscript profile
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        176 - The effect of sales force reputation on the dimensions of experiential value-added and customer behavior (Case study: Rossen Therapy Co.)
        Ali GHolipour soleimani Maryam Ghorbannejad Seyedeh Saeedeh Alamtalab Poshtiri
        The purpose of this study was to investigate the effect of sales force reputation on the dimensions of experiential value-added and customer behavior. The statistical population of the study consisted of customers of Rossen Therapy Co., 50 of whom had the highest volume More
        The purpose of this study was to investigate the effect of sales force reputation on the dimensions of experiential value-added and customer behavior. The statistical population of the study consisted of customers of Rossen Therapy Co., 50 of whom had the highest volume of purchase and transaction with the company, were selected by non-probability and purposive method. A standard questionnaire was used to collect data. In order to analyze the data, partial least squares method and Smart PLS software were used. The results of the research showed that sales force reputation positively and significantly influences the dimensions of experiential value-added as well as the service excellent and the enjoyable interaction effects on customer loyalty and also the loyalty effects on the customer's share of wallet. Of course, the effect of the service excellent and enjoyable interaction on customer's share of wallet and the effect of economic value and service productivity on customer loyalty were not confirmed. Manuscript profile
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        177 - Investigating the Role of Social Media Marketing and Experience for Loyalty Intention and Participation Intention, Considering the Mediating Role of Relationship Quality (Case Study: BaniMode Online Cosmetics Store)
        Zahra Alahverdi Saeid Landaran Esfahani
        10.30495/msds.2022.1955946.1047
        The present study aimed to investigate the role of social media marketing activity and customer experience on loyalty intention and customer participation intention by considering the mediating role of relationship quality. This research is based on the applied purpose More
        The present study aimed to investigate the role of social media marketing activity and customer experience on loyalty intention and customer participation intention by considering the mediating role of relationship quality. This research is based on the applied purpose and in terms of data collection method to test the hypotheses of descriptive-correlation type from the field branch. The statistical population of the study is all customers of the BaniMode online store in Isfahan. Due to the impossibility of access to the entire statistical population, 380 people were selected as the statistical sample from the available sampling method through Cochran's formula. To collect the data, standard questionnaires were used, the validity of which was confirmed by calculating the convergent and divergent validity and their reliability by Cronbach's alpha index. In statistical analysis, the structural equation modeling approach and SMART PLS and SPSS software have been used. Based on the results, social media marketing has no significant effect on the quality of the relationship with the customers of the BaniMode online store; But the customer experience has a significant effect on the quality of the relationship with the customers of BaniMode online store. Also, the quality of the relationship has a significant effect on the intention of loyalty and participation of customers of BaniMode online store. The results show that social media marketing has a significant effect on loyalty intention and participation intention through the mediating variable of relationship quality in BaniMode online store customers, and also customer experience on loyalty intention and participation intention through the mediating variable of relationship quality in online store customers. The founder of fashion has had a significant impact. Manuscript profile
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        178 - The Role of Participatory Online Redistribution Platforms to Buy Second-Hand Goods on Brand Loyalty (Case Study of Divar and Sheypoor Platforms in Iran)
        Ayeh Mirzaee Azandariani Kiumars Arya
        10.30495/msds.2022.1955911.1046
        This study investigates the role of participatory online redistribution platforms for the purchase of second-hand goods on brand loyalty (the case of the divar and Sheypoor platforms in Iran). The purpose of this research is developmental and applied research and in ter More
        This study investigates the role of participatory online redistribution platforms for the purchase of second-hand goods on brand loyalty (the case of the divar and Sheypoor platforms in Iran). The purpose of this research is developmental and applied research and in terms of research method, it is descriptive-correlational research based on structural equation modeling. The statistical population of the present study was the sellers of second-hand goods on Divar and Sheypoor platforms, and due to the numerous population, 5,000 people were considered as the research population. The research was selected. The collection tool in the present study is the Abs et al. (2020) questionnaire. Findings showed that loyalty intentions to the platform (Divar and Sheypoor) have a positive effect on brand loyalty intentions and satisfaction with the experience of platform services (Divar and Sheypoor) has a positive effect on platform loyalty intentions and ease of use components perceived usefulness, entertainment aspect, sense of social belonging to a community, vendor credibility and third-party platform recognition (Divar and Sheypoor), have a direct and positive effect on brand loyalty intentions.       Manuscript profile
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        179 - Modeling e-Customer Relationship Management, Case Study: Banking Systems
        Kamran Yeganegi Maryam Ebrahimi
        10.30495/msds.2022.1949842.1032
        The purpose of this study was to model and simulate the effect of electronic customer relationship management (E-CRM) on bank customer loyalty using systems dynamics methodology (SDM). E-CRM is one of the first strategic initiatives in today's industry that is becoming More
        The purpose of this study was to model and simulate the effect of electronic customer relationship management (E-CRM) on bank customer loyalty using systems dynamics methodology (SDM). E-CRM is one of the first strategic initiatives in today's industry that is becoming the main paradigm of relationship marketing in the e-world. The research method was descriptive and analytical, and the research environment has been one of the semi-public banks. In this paper, after studying E-CRM and customer loyalty and identifying their indicators, the problem boundary was determined by the SDM; E-CRM includes e-banking, customer support, security, surplus services, and related disruptions. Moreover, after a semi-structured Delphi interview, the status quo data and the desired conditions were determined. In this approach, combinations of diagrams, graphs and equations, models, causal loop diagrams and dynamic models were constructed and how variables change over time were represented. Finally, validation and simulation were performed by Vensim software and the results were presented. Findings indicated that with the improvement of each of the factors of E-CRM, customer loyalty also increases. Manuscript profile
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        180 - The Role of Service Revival in the Influence of Ethical Marketing on Attitudinal Loyalty
        Mohammad Javad Barati Mohammad Hadi Asgari
        10.30495/msds.2023.1986468.1144
        The present study analyzed the circular role of service revival in the influence of ethical marketing on customers' attitudinal loyalty. The results have been obtained by examining the opinions of customers of LC Man clothing stores in Tehran. The research method is des More
        The present study analyzed the circular role of service revival in the influence of ethical marketing on customers' attitudinal loyalty. The results have been obtained by examining the opinions of customers of LC Man clothing stores in Tehran. The research method is descriptive, which was implemented by the survey method. The sample size of the research was 384 people, which was obtained based on Cochran's formula based on an unknown statistical population. Non-probability sampling method was available. Data collection was done based on ethical marketing questionnaires by Safari et al. (2016), service revival by Sengupta et al. (2014), and attitudinal loyalty by Ivanchitzky et al. (2006). The validity of the questionnaires was examined and confirmed based on content validity using the opinions of experts, face validity based on the views of a number of statistical societies, and construct validity using the factor analysis method. Attitudinal loyalty was estimated at 0.84 and service recovery at 0.77. Data analysis was done at two levels, descriptive statistics and inferential statistics, including structural equation modeling by Smart-PLS statistical software. The results showed that ethical marketing and service revival has an effect on attitudinal loyalty with effect coefficients of 0.336 and 0.355, respectively, and ethical marketing has an effect on service restoration with an effective coefficient of 0.413. Finally, it can be said that ethical marketing has, directly and indirectly, affected the attitudinal loyalty of customers; In other words, service revival has played a mediating role in influencing ethical marketing on customers' attitudinal loyalty. Manuscript profile
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        181 - Market segmentation of customers of public librariesbased on the loyalty to cluster analysis of k-mean (studying Lurestan, Fars and Khuzestan provinces)
        mariam keshvari ندا پورخلیل مرجان خجسته فر
        Objective: Identification of the target audience of public libraries is the most important step in marketing programs, and one of the most important strategies to achieve this goal, is market segmentation of the customers. In this regard, this study intends to investiga More
        Objective: Identification of the target audience of public libraries is the most important step in marketing programs, and one of the most important strategies to achieve this goal, is market segmentation of the customers. In this regard, this study intends to investigate market segmentation of public libraries’ customers in Lurestan, Fars, and Khuzestan provinces based on the loyalty concept with k- mean method. Methodology: Participants of the study were 300 public library members in the three mentioned provinces and a questionnaire was used as the data collection tool. SPSS was used for the analysis of the statistical data. Data analysis was conducted in three stages. In the first stage based on factor analysis, variables were classified as five factors; in the second stage based on clustering, k-mean was used and market segments were identified and in the third stage, the clusters were analyzed. Results:At the end of the study and according to the observed characteristics, two clusters were recognized as the “behavioral and attributed loyals” and “neutral customers”. the cluster of customers loyalty are loyal both attitudinal and behavioral, but neutral customers are “no comment”. In demographic characteristics, only there were significant difference between books and serials are borrowed. The results of the present research about public libraries can provide useful hints to the actual activities of the public libraries and can be regarded as the basis of many marketing programs. Manuscript profile
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        182 - تاثیر رفتارهای مخرب کارکنان بر واکنش مشتریان (مطالعه فروشگاه‌های زنجیره‌ای)
        سعید صحت یزدان رحمت آبادی
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        183 - Impact of service access and perception of service quality on perceived value, satisfaction and loyalty in sports centers
        رضا نیک بخش naser nazari
              AbstractThe overall purpose of this study was to determine the impact of access to services and perception of service quality on perceived value, satisfaction and loyalty in sport centers. The present study was descriptive-correlation More
              AbstractThe overall purpose of this study was to determine the impact of access to services and perception of service quality on perceived value, satisfaction and loyalty in sport centers. The present study was descriptive-correlational based on structural equation modeling and applied in terms of purpose. The data of this study were collected through field survey and questionnaire. The statistical population of this study consisted of all participants in sport programs of Tehran municipality sport centers in 22 districts of Tehran. The statistical sample of this study was 377 people selected by cluster sampling. The research used the perceived quality questionnaire of Alexandris et al. (2004), access to services by Chang et al. (2012), perceived value of zitmall (1988), cronin satisfaction (2000), and loyalty of Zeitmal et al. (1996). The results showed that perception of service quality had a significant positive effect on perceived value (β = 0.28, t = 2.28) in sports centers. In addition, the effect of access to services on perceived value (β = 0.58, t = 4.72) in sports centers was positive. In addition, the results showed that perceived value on customer satisfaction (β = 0.74, t = 13.38), satisfaction on customer loyalty (β = 0.80, t = 16.74) had a significant positive effect on sports center has it.  Manuscript profile
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        184 - The Model of the effect of conflict, attraction, psychological commitment and resistance to change on behavioral loyalty brand of Sepahan sport club
        Elham Moshkelgosha Rasool Nazari
        The purpose of the present study was to investigate the structural model of the effect of conflict, attraction, psychological commitment and resistance to change on behavioral loyalty to the Sepahan soccer team brand in Isfahan. The statistical population of this resear More
        The purpose of the present study was to investigate the structural model of the effect of conflict, attraction, psychological commitment and resistance to change on behavioral loyalty to the Sepahan soccer team brand in Isfahan. The statistical population of this research is the fans of the Isfahan Sepahan sport club. The sample size required for this study was 384 people. The data collection tool was a questionnaire with 52 questions.Whose validity was confirmed by the opinion of sports management professors and its reliability was confirmed by Cronbach's alpha test with a coefficient of 0.89. The results of the study showed that attraction has a positive effect with standard coefficient (0.15) on psychological commitment. The conflict has a positive effect with the standard coefficient (0.420) on psychological commitment. The attraction variable has an indirect effect on the variable of resistance to change with coefficient (0.69). The relationship between resilience to change and behavioral loyalty was also significant with the standard coefficient (0.11). That is, resistance can be the cause of behavioral loyalty, in other words, the constant presence of the audience. In general, it should be admitted that in order to promote the brand's strategic position, by highlighting the club's brand, it can create a clear picture of the club's performance in the minds of the fans by creating warmth, social acceptance, respect for the audience, providing exciting conditions. And eventually provide security. Manuscript profile
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        185 - تحلیل ارتباط علّی اعتماد برند و تصویر برند با وفاداری مصرف‌کنندگان محصولات ورزشی در شهر یزد
        داوود نصر اصفهانی آرزو سادات وزیری
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        186 - بررسی تأثیر کیفیت خدمات باشگاههای رزمی بر میزان رضایت‌مندی و وفاداری مشتریان
        فاطمه عبدوی خدیجه لطفییامچی حوریه دهقانپوری سمیه بدیری
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        187 - مدل ساختاری ارتباط بین کیفیت خدمات الکترونیکی وب سایت های ورزشی و رضایتمندی الکترونیکی هواداران فوتبال باشگاه های ذوب آهن و سپاهان اصفهان با وفاداری الکترونیکی
        الهام مشکل گشا افسانه فدایی
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        188 - Study of Impact Factors of Relationship Marketing in Loyalty Customers in Kerman Balan Agency
        B. Alishiri M.A.F. Bonabi H. Abdollahi
        With respect to increasing importance of keeping customers and using relationship marketing by organizations around the world, the current study is done to identify effective factors of relationship marketing customers’ loyalty in Kerman Balan agency. In this stud More
        With respect to increasing importance of keeping customers and using relationship marketing by organizations around the world, the current study is done to identify effective factors of relationship marketing customers’ loyalty in Kerman Balan agency. In this study, relationship marketing model is used to analyze effective factors on the customers’ loyalty in the agency. The study is done using a questionnaire and four factors including (trust, commitment, conflict handling, and communication). This questionnaire is distributed among 80 customers of Kerman Balan agency. This research is a descriptive survey in which the relationships among independent and dependent variables have been examined considering the data collected through questionnaires. By doing chi-square test, normality of the frequency of the provided answers is used. Using Pearson coefficient correlation, a significant relationship was found among 4 factors. The research hypotheses were approved by t- test. Using Friedman test, the factors were ranked based on their importance as follow: 1. Trust, 2. communication, 3. Commitment, 4. Conflict handling. Manuscript profile
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        189 - Return in Competitive Market by Fuzzy ANP and VIKOR
        M.T TaghaviFard N. Norouzi M. Amin Afshar A. Salamatbakhsh
        Customer return is one of the important factors in enterprises profitability and in sequence survival in today’s competitive market. The enterprises try to make their customers loyal since this can improve profitability by long-term commitments and decreasing cost More
        Customer return is one of the important factors in enterprises profitability and in sequence survival in today’s competitive market. The enterprises try to make their customers loyal since this can improve profitability by long-term commitments and decreasing costs of finding new customers. Increasing customer return leads to increase in sales, reduction of costs, higher price acceptability and face-to-face advertising by the customers without any expenditure. So this research investigated and prioritized the effective factors on customers’ loyalty that seemed very important. Since there are a variety of effective factors influencing customer return, in this paper the most effective ones are identified by Fuzzy and prioritized by Fuzzy VIKOR. Manuscript profile
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        190 - Impending of brand equity aspects on creat customers satisfaction and loyalti
        Milad Farzin Majid Fani Marzieh Sadeghi
        The purpose of this study is "the effect of brand equity on consumer satisfaction and brand loyalty in Wood & Paper industry of the Mazandaran Province ". The research method used in this study is descriptive and correlational-structural equation modeling(SEM) techn More
        The purpose of this study is "the effect of brand equity on consumer satisfaction and brand loyalty in Wood & Paper industry of the Mazandaran Province ". The research method used in this study is descriptive and correlational-structural equation modeling(SEM) technique. Statistical population of this study is all consumers of Wood & Paper industry of the Mazandaran Province that is unlimited their number. 384 samples are selected based on Cochran formula. The data collection tool is a standard questionnaire, and Cronbach's alpha coefficient test is used to assess the reliability. The obtained alpha equals to 0.862 which represents the reliability of questionnaire design. Finally, the data set is analyzed using LISREL software. The results show that there is a significant and positive effect between dimensions of brand equity with consumer satisfaction (except, employee behavior and brand awareness) and brand loyalty (except ideal self- image and brand identity), and customer satisfaction will have a positive and significant effect on brand loyalty, too Manuscript profile
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        191 - Present and test the model of factors affecting the adoption of e-banking based on Grounded theory (Case Study: Maskan Bank of IRAN)
        ali omidi Vahid reza mirabi Edris Mahmudi
        The purpose of this study was to identify a comprehensive model for accepting e-banking in MASKAN Bank of Iran. In accordance with the systematic model of the Grounded theory, IT managers of the Maskan Bank in 20 provinces were interviewed with profound qualities as exp More
        The purpose of this study was to identify a comprehensive model for accepting e-banking in MASKAN Bank of Iran. In accordance with the systematic model of the Grounded theory, IT managers of the Maskan Bank in 20 provinces were interviewed with profound qualities as experts. After encoding the interviews in 3 stages, a model for accepting Banking Electronics Bank was identified. The results showed that five factors are effective factors in accepting e-banking: cost savings, customer needs management, perceived assurance, perceived functional quality and perceived value. In the next step, based on the obtained model, a questionnaire was designed and 18 hypotheses were formulated. After data collection, using the Structural Equation and LISREL software, the research model was tested. The results of this stage indicated that all of the five factors, due to customer attitudes toward e-banking, have indirect effects on such outcomes as customer satisfaction, customer loyalty and trust. Manuscript profile
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        192 - Design and presentation of brand personality marketing model to enhance customer loyalty
        reza begmoradi Alireza Rousta Esfandiar Doshmanziyari
        In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qual More
        In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qualitative phase through interviews with 16 managers and experts in the homeappliance industry, by the snowball sampling method. Also, in the quantitative section, the required data were collected by distributing a researcher-made questionnaire among 80 customers of homeappliances on Kish. In order to design and implement the explained model, the technique of modeling structural equations with pls software was used to test the qualitative model. The results showed, mixed marketing elements and Brand management affects brand personality, but customer attitudes do not affect brand personality. Brand personality affects the brand position stabilization, but it does not affect the decision to buy. The functional characteristics of the brand affect the decision to buy, but it does not affect the brand position stabilization. Environmental factors affect brand position stabilization but do not affect to buying decision. Brand experience does not affect brand position stabilization, but it does affect purchasing decisions. Also, stabilizing the brand position stabilization and purchasing decision does not affect brand loyalty. Manuscript profile
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        193 - Investigating the Factors Affecting the Use of Mobile Banking by Customers (Case Study: Data of Branches of National Bank of Mazandaran Province)
        Hooman Shababi Mahmoud Yahyazadehfar Maryam Ghiasabadi Farahani Arash Geran Orimi
        Business and business practices are one of the most important areas that were rapidly and strongly influenced by the use of new information and communication technologies and the Internet. One of these services is mobile banking. The purpose of this study is to investig More
        Business and business practices are one of the most important areas that were rapidly and strongly influenced by the use of new information and communication technologies and the Internet. One of these services is mobile banking. The purpose of this study is to investigate the factors affecting the use of mobile banking by customers of National Bank branches in Mazandaran province. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study was the customers of the branches of the National Bank of Mazandaran province, from which 384 people were selected based on the Cochran's formula and the available probability sampling method. The data collection tool was a questionnaire and PLS software was used for its analysis. The results showed that performance expectations, facilitator conditions, motivation, price value, habit, system quality and service quality have a significant effect on e-banking. Also, customer consumption of e-banking has a significant effect on satisfaction and loyalty and the hypotheses of effort expectation, social impact and information quality do not have a significant effect on e-banking. Manuscript profile
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        194 - Principles of Commitment and Compliance Techniques in Convincing Customers of Tourism Services Companies
        siamak habibi reza shafeai Hersh sultanpanah
        Customer persuasion is one of the most important issues in product sales. The principle of commitment and consistency in behavior is one of the important principles in the psychology of influence. Today, the principles of commitment and consistency have come to the atte More
        Customer persuasion is one of the most important issues in product sales. The principle of commitment and consistency in behavior is one of the important principles in the psychology of influence. Today, the principles of commitment and consistency have come to the attention of nonprofits and businesses. Limited studies have been performed on FITD and LOWBALL techniques, which are the principles of commitment and stability. The purpose of this study is to evaluate the impact of these techniques, which are the constituent elements of customer persuasion on consumer behavior after purchase on the four structures of trust, commitment, satisfaction and customer loyalty. To determine the sample size of the Morgan table and to collect the required data, a questionnaire was distributed among 2,81 customers of selected travel and tourism companies in Kermanshah. SPSS software was used to analyze the data in the descriptive statistics section and to analyze the model through structural equations and Smart Pls software. The results of this study showed that the principles of commitment and stability directly affect the trust, commitment and satisfaction of customers of tourism offices and indirectly have a significant relationship with customer loyalty. Manuscript profile
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        195 - The Effect Of Digital Marketing On Brand Loyalty With The Required Intermediary Role Of The Product (Case Study: Manizan Dairy Products Company, Kermanshah)
        seyed reza mousavi fard seyed reza hasani
        AbstractThe purpose of this study is to investigate the effect of digital marketing on brand loyalty with the mediating role of product innovation. This research is applied in terms of purpose and descriptive-survey nature in terms of causal type. The method of collecti More
        AbstractThe purpose of this study is to investigate the effect of digital marketing on brand loyalty with the mediating role of product innovation. This research is applied in terms of purpose and descriptive-survey nature in terms of causal type. The method of collecting library information and the required tools is taking notes. The statistical population of the study includes the customers of Manizan Dairy Products Company in Kermanshah. Simple random sampling method and sample size using Cochran's formula is 384 people. The method of data collection is field and the required tools are the use of standard questionnaires of digital marketing (researcher-made), brand loyalty of Crystalis and Chrischo (2013) and product innovation of Paladino (2008). The method of data analysis is descriptive statistics using SPSS26 software. AMOS 24 software was also used to model structural equations. The findings show that digital marketing explains 54% of product innovation changes. Digital marketing also predicts 56% changes in brand loyalty. Finally, product innovation explains 30% of changes in brand loyalty. The results showed that digital marketing is effective on brand loyalty with the mediating role of product innovation with a coefficient of 3.47 of the Sobel test (T- Manuscript profile
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        196 - Providing a model to identify factors affecting customer loyalty in the insurance industry (Case study: Pasargad Insurance, Mashhad)
        Fahimeh khajavidehshib Golnar Shojaei Baghini
        The research is currently being done to achieve its ultimate goal, which is to provide a model for further identification of loyalty factors in Pasargad insurance agencies in Mashhad. The research tool consists of two questionnaires, which are: Determining the property More
        The research is currently being done to achieve its ultimate goal, which is to provide a model for further identification of loyalty factors in Pasargad insurance agencies in Mashhad. The research tool consists of two questionnaires, which are: Determining the property ; Obtaining it by Demetel method and interviewing the insurance expert. This research has been collected from the opinions of 25 insurance experts in the period from the beginning of winter of 1399 to the spring of 1400. In this regard, the current research question is what is the impact on loyalty in the insurance industry? To answer this question, the factors that have affected them if they use loyalty in medical insurance, and if they are qualified by insurance experts, and with the Likert spectrum, they used the disease factors to become re-emergence. After the t-test, it is used to determine the effects on loyalty, and the factors that cause it to be used in the second questionnaire and cause another complication to be evaluated by another method using the method. Findings and Results from the Court: Accountability Factors In the case of using services, high-level services, fast service affect and influence the factors. Manuscript profile
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        197 - The effect of love and commitment to the brand on brand loyalty, willingness to pay More and word of mouth in choosing and buying a smartphone for students of Islamic Azad University of West Tehran student
        hadi seyedfazli Vahidreza mirabi Karim Hamdi
        An era in which the survival of large companies is threatened by competitors and customers do not stay loyal to a brand for a long time and often change brands. On the other hand, the multiplicity of brands has caused people to be more exposed to strategies, advertiseme More
        An era in which the survival of large companies is threatened by competitors and customers do not stay loyal to a brand for a long time and often change brands. On the other hand, the multiplicity of brands has caused people to be more exposed to strategies, advertisements and promotions related to brands, which has led organizations to explore in order to survive and gain more market share. Be more effective with their customers and consumers, manage and manage their brand relationships with consumers.In the present study,using one of the most comprehensive conceptual models available, we have investigated these factors affecting the impact of love and commitment to the brand on brand loyalty, willingness to pay more and word of mouth in choosing and buying a smartphone among Islamic Azad University students. In this research, structural equation method (multivariate analysis) SEM and smart-pls software have been used and Spss software has been used to measure descriptive statistics.The validity of the research is assessed through face, content and structural validity and reliability through Cronbach's alpha and combined reliability (CR). The statistical sample size was obtained from the table related to structural equations, which was a sample of 180 people Manuscript profile
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        198 - Effect of customer experience on revisit intention to FMCG industries with consideration of loyalty, hedonic values and brand equity.
        faezeh mohammadi sina nematizadeh seyed abbas heydari hossein safarzadeh
        This research is carried out in order to investigate the effect of customer experience on his revisit intention with respect to hedonic values, loyalty and brand equity in FMCG food industries.In view of quantitative approach, descriptive and surveying strategy and in t More
        This research is carried out in order to investigate the effect of customer experience on his revisit intention with respect to hedonic values, loyalty and brand equity in FMCG food industries.In view of quantitative approach, descriptive and surveying strategy and in terms of propose, this is a practical research. Target group of this research are selected from customers of restaurants and cofes complex, Mitzone, Meat house and steak house in Tehran. In this study, based on Cochran formula for unlimited society, the sample size was 348 people. Simple random sampling are selected and data analysis has been done by structural equation modeling method.Result of research shows that pleasant experience increased costumer revisit-intention, also in this regard parameters such as loyalty, brand equity and hedonic values as intermediary parameters also affect costumer revisit intention accordingly. According to the results, it can be said that through these three variables, a pleasant experience is a more accurate factor to increase the intention of customers to return. Manuscript profile
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        199 - Paradimic model of customer satisfaction in the bread industry
        setareh Nikian Ebrahim Albonaiemi Leila Andervazh
        The present study was conducted to determine the paradigmic model of factors affecting customer satisfaction in the bread industry. For this purpose, using the Grounded Theory, qualitative data related to 18 bread industry experts in Iran were collected using interview More
        The present study was conducted to determine the paradigmic model of factors affecting customer satisfaction in the bread industry. For this purpose, using the Grounded Theory, qualitative data related to 18 bread industry experts in Iran were collected using interview tools and analyzed with MaxQDA software. After three coding steps, it was found that five variables affect customer satisfaction (product, employee, environment, and brand satisfaction), which are; Product features, production process, price fairness, employees and store environment. Customer satisfaction will lead to consequences such as competitive advantage, market share, financial performance and customer loyalty. Of course, for this effect, it is necessary to implement marketing strategies such as handling complaints, branding, brand social responsibility and customer relationship management. The most important intervention factors identified were the traditional bread market share, the economic situation, the intensity of competition in the industry and the coronavirus pandemic. Finally, technology in the production of industrial bread, the core competencies of the company, customer knowledge in the field of industrial bread and the standards of the Industrial Bread Union have been introduced as the governing platform Manuscript profile
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        200 - بررسی نقش علایم تجاری و سایر عوامل موثر بر وفاداری مشتری
        وحیدرضا میراثی فرشاد تقوی پور بنام
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        201 - بررسی عوامل مؤثر بر رفتاربدبینانه(منفی) مصرف کنندگان
        بهرام خیری مولود سادات فرازنده مهر حامد رضی پور
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        202 - بررسی تاثیر اعتبار برند بر وفاداری مشتریان در بخش خدمات ارتباطی
        وحید پریچهر حمیدرضا سعیدنیا
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        203 - برند (نام تجاری) مبتنی بر ارزش افزوده و رفتار مشتریان
        فریدون رودپشتی معصومه اسدی
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        204 - بررسی تعدیل کنندگی نگرش نسبت به تبلیغات در روابط تصویر برند اصلی و وفاداری به برند بر توسعه برند
        شهناز نایب زاده اکرم اقبالی یاسین رادمنش
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        205 - تأثیر محیط فیزیکی و اجتماعی بر وفاداری مشتری با نقش میانجی‌گری رضایت مشتری
        زهره دهدشتی شاهرخ علی محمدی
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        206 - بررسی و رتبه بندی عوامل مؤثر بر رضایتمندی مشتریان بانک شهر از ارائه خدمات و رابطه آن با وفاداری به برند (مورد مطالعه: شعب بانک شهر در تهران)
        قاسمعلی بازایی ندا رضائیان
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        207 - مدل سنجش تاثیر مولفه‌های منتخب بازاریابی، بر ارزش ویژه برند
        منصوره علیقلی رضا حسینیه اصفهانی
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        208 - بررسی عوامل مؤثر بر وفاداری مشتریان به مجتمع‌های تجاری
        اسداله کردنائیج حسین ممبینی علیرضا بخشی زاده مهدی جهانی
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        209 - بررسی تأثیر رضایت‌مندی و وفاداری مشتریان بر روی عملکرد مالی بانک (بانک کشاورزی – شعب شهر تهران)
        مسعود گودرزی لیلا فرجو اعظم سلیمانی
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        210 - بررسی عوامل موثر بر وفاداری مشتریان خدمات الکترونیکی بیمه (مورد مطالعه: بیمه سرمد)
        فرزانه عشاقی محمد ذاکری
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        211 - بررسی تاثیر مستندات برند، آوازه ی برند و هویت برند بر رضایتمندی و وفاداری مشتری از برند(مطالعه موردی : بانک دی)
        مصطفی عبدی نادره السادات نجفی زاده
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        212 - بررسی نقش تعدیلگر ارزش‌های لذت‌گرایانه بر رابطه بین پیشامدها و پیامدهای برند
        بهرام خیری شبنم ملکیان
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        213 - برند (نام تجاری) خدماتی و فرآیند ایجاد ارزش – وفاداری مشتری
        محمد علی عبدالوند شیرین شایسته
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        214 - بررسی تاثیر ارزش ادراک‌شده برند، درگیری مصرف‌کننده و رضایت مشتری بر وفاداری مشتری در صنعت بیمه (مطالعه موردی: مشتریان بیمه سامان)
        جمشید صالحی صدقیانی فاطمه قاسم زاده گوری شایان بختیاری
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        215 - بررسی تاثیر ابعاد کیفیت خدمات الکترونیک بر رقابت پذیری بانک ها (مطالعه موردی: بانک های اقتصاد نوین،پاسارگاد،تجارت و ملت)
        سیده فائزه طباطبایی جعفری ناصر یزدانی مصطفی قاضی زاده
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        216 - رفتار متصدیان بانکی و تأثیر آن بر تصمیم‌گیری مشتری
        هاشم آقازاده غلامرضا جندقی زینب بزاز
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        217 - بررسی تأثیر کیفیت خدمات بر تصویر برند با نقش میانجی بازاریابی رابطه ای، ارزش ادراک شده برند و وفاداری به برند (مورد مطالعه ای: شرکت های ارائه دهنده خدمات اینترنتی و ارتباطی شهر خرم آباد)
        نجم الدین موسوی راضیه فعلی محمد بوعذار
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        218 - بررسی تاثیر بین تجربه مشتری و وفاداری نگرشی و رفتاری بر میزان سرمایه گذاری مشتریان موسسه اعتباری کوثر اصفهان
        مهدی نصراصفهانی
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        219 - Measuring the Quality of Accounting Information in the Face of with Employer Loyalty with Approach PSO Algorithm Abstract
        عباس زکی زاده سینا خردیار فاضل محمدی نوده ایوب احمدی موسی آباد
        Employer loyalty stems from a positive attitude towards a service that is directly related to the working relationship between the auditor and the client. This may be due to a better working relationship with the auditor of your choice or an opportunity to influence the More
        Employer loyalty stems from a positive attitude towards a service that is directly related to the working relationship between the auditor and the client. This may be due to a better working relationship with the auditor of your choice or an opportunity to influence the auditor. Managers may seek auditing to approve the method because they do not prepare financial statements in accordance with common accounting principles. In this case, the level of quality of accounting information largely depends on the behavior of managers. The present study tries to optimize the quality of accounting information in the face of Employer loyalty by using an algorithm (PSO) with a sample of 90 companies listed on the Tehran Stock Exchange. The results showed that in each group of loyalty and unfaithfulness of the client, the number of attributes with the desired and undesirable level is equal and thus in Tehran Stock Exchange, managers, whether they are loyal to their previous auditor or not, the highest level of importance and desirability. They are reliable and have the lowest level of relevance. Manuscript profile
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        220 - Investigating the role of Social Responsibility, Service Quality, and Corporate Identity of Organizations and Customers on Customer Satisfaction and Loyalty (Case Study: Pasargad Bank)
        abdillah naami seyedeh shima eftekhari sinjani Aliakbar Shahri Mejarshin
        Considering the fact that the customers of a company or organization is the most important factor of profitability and prosperity are of special and importance, therefore, in this descriptive survey, the present survey investigates the effect of social responsibility on More
        Considering the fact that the customers of a company or organization is the most important factor of profitability and prosperity are of special and importance, therefore, in this descriptive survey, the present survey investigates the effect of social responsibility on satisfaction and loyalty of Pasargad bank customers in West Tehran Branch. For this purpose, a research model has been developed, which is based on nine hypotheses. The data gathering tool was a questionnaire. Also, a random statistical sample of this study was conducted by 384 Pasargad bank customers. Data were analyzed using SPSS and LIZREL software. According to the results, the variables of social responsibility, service quality, and customer-client identity are affected by the customer satisfaction. Also, the identity of the organization and the client do not affect customer loyalty. Manuscript profile
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        221 - The Relation between Customer-Orientation and Brand-equity(Case study: Anata Company)
        sahar kheyri
        The purpose of this study is to examine the relation between customer-orientation and brand-equity in Anata manufacturing company. This study is a Correlation survey and is applied type. The chosen population were all the nutrition exporters (N=163) located in Tabriz. C More
        The purpose of this study is to examine the relation between customer-orientation and brand-equity in Anata manufacturing company. This study is a Correlation survey and is applied type. The chosen population were all the nutrition exporters (N=163) located in Tabriz. Census method used for data collecting and for this purpose a questionnaire was distributed. For the test of the reliability, Cronbach’s alpha coefficient for the customer-orientation and brand-equity questionnaires calculated as 0.932 and 0.918 respectively. Pearson correlation test was used for data analysis. According to the results, there are significant and positive relation between the customer-orientation and brand-equity, brand awareness, perceived quality of brand, but there is no significant relation between customer orientation, brand-loyalty and brand associate. Manuscript profile
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        222 - Studying Effects of Using Green Marketing Strategy on Customers Preference in Buying and Consumers Loyalty to Green Home Appliance Brand.
        ali Yavari jafar beykzad
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        223 - The Impact of Advertising on Brand Equity(Case Study: Chocolate Mamufacturing Companies of East Azerbaijan)
        roghayyeh khorrami hossein boodaghi
        Companies are using development of barnd  program as a way to introduce their products. Brand development can be the underlying cause for organizations which willing to move in other areas. By producing and providing goods and services under the same brand, they ca More
        Companies are using development of barnd  program as a way to introduce their products. Brand development can be the underlying cause for organizations which willing to move in other areas. By producing and providing goods and services under the same brand, they can be developed and thereby can reduce risk and spread their brand image .The aim of this study is to evaluate the impact of advertising on brand equity. This research can be categorisezed as a survey study and applicable in nature. A questionnaire used to collect data which its validity was confirmed. The questionnaires were distributed among the participants and then, were analyzed through  SPSS and PLS. Results indicated the confirmation of all the research hypothesis  and significant impact of advertising on brand equity and its dimensions, including brand awareness, brand association, perceived quality, brand loyalty, brand and other assets such as reputation. Manuscript profile
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        224 - The Effect of Brand Evidence, Brand Attitude, Brand Hearsay on Brand Loyalty. Case Study (Leather Companies in the City of Tabriz)
        Anisa Arya
        Building and maintaining consumer brand loyalty in a competitive market is at the heart of the company's marketing programs. So today, understand and predict customer needs for enterprises to gain competitive customer. Therefore, in this study a model of service brand S More
        Building and maintaining consumer brand loyalty in a competitive market is at the heart of the company's marketing programs. So today, understand and predict customer needs for enterprises to gain competitive customer. Therefore, in this study a model of service brand Seek variables are influential in terms of brand loyalty turned for services. The aim of this study was to determine the impact of the brand on brand loyalty services companies, real leather industries In Tabriz. Finally, multiple regression analysis was used to detect the effect of each of the hypotheses. The test showed that Dimensions Brand Services Variables On the effective loyalty and generally There is a direct relationship between Dimensions Brand Services (Brand documents, Brand attitude, Brand hearsay) and brand loyalty. Manuscript profile
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        225 - Examining the Mythical Stance of " violet flower " in The Vays and Ramin Based on Greek Mythology
        Masoomeh Nazari Ayyub Kooshan Mahin Masarrat
        Abstract         Flowers and plants have manifested the unconscious mysteries of most nations and civilizations symbolically. They are natural symbols which have been considered holy and spiritual since the ancient times. Indeed, flow More
        Abstract         Flowers and plants have manifested the unconscious mysteries of most nations and civilizations symbolically. They are natural symbols which have been considered holy and spiritual since the ancient times. Indeed, flowers were introduced mostly as an archetype of soul and a spiritual focus depicting inner states and unspoken emotions of humans. One of these mysterious fl₥owers is violet that is manipulated by god of love in Greek mythology. This research aims at examining the mythical stance of  violet in the poetry of Vays and Ramin which at the same time the symbol of love and loyalty. We want to investigate the mythical place of violet and respond to this question : from what myth has the implication been originated ? The research method is descriptive-analytic , that's, the symbolic stance of violet has been studied first then its application in the Vays and Ramin has been investigated. On the whole it can be said that the impact of Greek myths on Iranian literature especially in Parthian period cannot be overlooked. Manuscript profile
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        226 - Investigating the Impact of Relationship Marketing (RM) Strategies on Customer Satisfaction and Customer Loyalty of Ansar Bank Clients
        hosain vazifehdost hosein khajehnobar maryam abdoli
        Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be ab More
        Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be able to maintain their positions in a highly competitive environment. Thus, the identification of factors affecting customer loyalty is a matter of prime importance. Therefore, the present study investigates the impact of relationship marketing (RM) strategies on customer satisfaction and customer loyalty of Ansar Bank clients. This study was conducted by implementing a descriptive, correlational research design. For this purpose, Ansar Bank clients in Tabriz Metropolis were considered as the population, and the questionnaire was used to collect customer feedback. The reliability of all variables was within acceptable range. Furthermore, the model was tested using the Partial Least Squares (PLS) method supported by PLS-Graph software. The results indicated that the explained variance of customer satisfaction by the major dimensions of relationship marketing (RM) strategies is 94%; and that “communication development” with a path coefficient of 0.596 and “conflict management” with a path coefficient of 0.580 have the greatest impact among the major dimensions of relationship marketing (RM) strategies. Therefore, organizations are required to go beyond fulfilling customers’ basic needs, meet customer expectations and redirect their attention from merely providing customer satisfaction to building loyalty and trust by establishing long-term, bilateral communication that can be profitable for both sides. Manuscript profile
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        227 - Designing a Two-Dimensional Model of Customer Loyalty (Qualitative Approach Based on Grounded Theory)
        mahboube nouri nasab seyed kamran nour bakhsh farideh hagh shenas kashani
        Objective: In today's competitive market, gaining a suitable position and making customers loyal is of great importance, and since maintaining customers is more important than acquiring new customers, and creating value for customers is an important factor for retaining More
        Objective: In today's competitive market, gaining a suitable position and making customers loyal is of great importance, and since maintaining customers is more important than acquiring new customers, and creating value for customers is an important factor for retaining customers, Therefore, the present study seeks to identify effective factors to make customers loyal to electronic banking services, and providing a model in this field can open the way for businesses that seek to make customers loyal. Methodology: To explain the model, the present study has used Grounded theory with Strauss and Corbin's approach. In this regard, semi-structured interviews were conducted with 19 experts who were selected by non-probability and purposeful sampling. Findings: The results were presented in the form of six components of the paradigm model. Customer loyalty as the axial phenomenon of identification and its relationship with other factors including causal conditions (trust, perceived value, service quality, involvement, confirmation, comparative advantage, satisfaction, commitment, inertia and switching cost), contextual conditions (society pressure), intervening conditions (environmental factor), strategy (customer orientation) and finally the result (advocate) were revealed. Conclusion: Based on the analysis of qualitative results, bank managers can provide a suitable platform for achieving organizational excellence by implementing and correctly implementing the factors affecting customer loyalty in electronic banking. Manuscript profile
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        228 - Investigating the Effect of Perceived Service Quality on Customer Loyalty Mediated by Customer Satisfaction and Corporate Image with Regard to the Role of Moderating the switching costs (Case Study: Sina Bank Branches in Mashhad)
        Ahmad Tavakoli azar kafashpour Hossein Nikoo
        The purpose of this paper is to investigate the effects of variables, perceived service quality, corporate image and customer satisfaction on customer loyalty With Regard to the Role of Moderating the switching costs. This study is applicable and descriptive analytic su More
        The purpose of this paper is to investigate the effects of variables, perceived service quality, corporate image and customer satisfaction on customer loyalty With Regard to the Role of Moderating the switching costs. This study is applicable and descriptive analytic survey. The population of this survey is Sina bank branches in Mashhad and a sample size of 285 persons was determined with regard to the structural equation modeling. Questionnaires were sent to 350 customers but only 295 of them were usable. Structural equation modeling, SPSS.v22 and AMOS.v22 software are used to data analysis. Findings revealed, only the assumption that was the role of moderator of these switching costs in the relationship between corporate image and customer loyalty rejected but other assumptions were confirmed. The most important factor is customer satisfaction (coefficient of 0.38) and the effect of corporate image and customer satisfaction on customer loyalty is positive and significant. In addition, the role of intermediary company image and customer satisfaction were examined so that the results confirmed the role of mediating of these variables. Manuscript profile
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        229 - The assessment of National loyalty's Feeling among Students (Islamic Azad University, Tehran Branches)
        taha Hashemi Aliakbar Rezaei
        Nationality is one of the nation's surfaces Loyalty which Compliance with a political unit called the country. Nationality means a huge social group in a specific political geography and under a specific political government. The members of a nation have Solidarity to e More
        Nationality is one of the nation's surfaces Loyalty which Compliance with a political unit called the country. Nationality means a huge social group in a specific political geography and under a specific political government. The members of a nation have Solidarity to each other and to their country; they also have common feel for past, present and future. The purpose of this research was to estimate feelings of national loyalty among Islamic Azad University, Region 8.     National loyalty divided to four aspects in this research, such as Personal sacrifices, being ready for defense of the homeland in danger situation, love and devotion to his/her homeland and Lack of tendency for immigration. Questionnaire was the main tool for gathering information in this research. Statistical population was the students of Islamic Azad University, Region 8 and the method was Cluster sampling and simple random. The sample size was 200 students and was used Cochran formula and SPSS Statistical software for sample size determination.     The Results of this research show feelings of national loyalty among Islamic Azad University, Region 8 is in good condition but in some Components such as country development, Delivery of precious objects and monuments, cooperate with government in economic Issues and attention to common interests are needed reinforcement national spirit Manuscript profile
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        230 - Cultural and Political Conservatism: The Significance of Moral Foundations
        mahmoudreza rahbarghazi samaneh rahmani abolfazl bafgeri
        Assessing the effect of moral foundations on different aspects of socio-cultural and political life is difficult because there has not been sufficient data yet. However, doubtlessly, the influence of moral factors on humans’ behaviors is definitive. Although moral More
        Assessing the effect of moral foundations on different aspects of socio-cultural and political life is difficult because there has not been sufficient data yet. However, doubtlessly, the influence of moral factors on humans’ behaviors is definitive. Although moral priorities are not necessarily determinant, they construct a complicated system of causal factors which can be important motivating factor in long term periods. Accordingly, the present study aims at investigate the effects of moral values on citizens’ orientations towards conservatism in cultural and political domains among students of University of Isfahan using Haidt and Graham’s Moral Foundations Theory. The present study also is to compare the degree of the relative significance of moral foundations as a variable determining of each ideas of political and cultural conservatism. The results of the present study indicate that moral foundations with coefficient determination as 45% can explain the highest variance of cultural conservatism. In addition, findings of the present study indicate that only two variables of care and respecting authority are effective on political conservatism, while care morality causes the reduction in political conservatism and the variable of respecting authority causes the increase in tendency towards political conservatism Manuscript profile
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        231 - رابطه بین اخلاق حرفه ای مربیان و وفاداری ورزشکاران باشگاه های ورزشی (مورد مطالعه شهرستان ترکمن)
        زین العابدین فلاح فریبا کمی
        Manuscript profile
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        232 - ارائه مدل اثر اعتماد متقابل، موفقیت نیابتی و هویت فردی - تیمی بر وفاداری هواداران سپاهان
        رسول نظری زینب ابودردا
        Manuscript profile
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        233 - روابط ساختاری هویت برند با رضایتمندی و وفاداری تماشاگران فوتبال شهرتبریز
        وحید سرتیپی علی محمد صفانیا زهرا نوبخت رمضانی
        Manuscript profile
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        234 - طراحی مدل مسئولیت پذیری اجتماعی برای رضایتمندی،وفاداری و تمایل به حضور مجدد در بین تماشاگران باشگاه فرهنگی-ورزشی پرسپولیس ایران
        مهرداد محرم زاده محمد سیوان نوری فرهاد فتحی
        Manuscript profile
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        235 - Developing a Model of Social Responsibility for Satisfaction, Loyalty and Future Attendance in the Spectators of Iran Persepolis Cultural-Sport Club
        مهرداد محرم زاده محمد سیوان نوری فرهاد فتحی
        The aim of this study was to identify and test the social responsibility model of Persepolis Club with satisfaction, loyalty and future attendance of spectators. The research method was descriptive and correlation and the statistical population consisted of all Persepol More
        The aim of this study was to identify and test the social responsibility model of Persepolis Club with satisfaction, loyalty and future attendance of spectators. The research method was descriptive and correlation and the statistical population consisted of all Persepolis fans attending Persepolis-Tabriz Mashinsazi match on May 11, 2019 (one of the Iran premier league matches). The sample size was calculated using Krejcie and Morgan table (n=381) by simple random sampling method. Jalali Farahani and Sajjadi Social Responsibility Questionnaire (2012), Oliver Audience Satisfaction Questionnaire (1997), Mousavi, Elahi and Hadavi Attitudinal Loyalty Questionnaire (2013), Mousavi, Elahi and Hadavi Behavioral Loyalty Questionnaire (2013), Lim Attendance Tendency Questionnaire (2006) were used to collect data. Inferential statistics including confirmatory factor analysis test, structural equation modeling to measure the internal consistency of the questionnaire items were used and Pearson correlation test and univariate regression test were applied to determine the relationships and predict the research variables. These statistical tests were performed by SPSS22 software. The results showed a significant positive relationship between social responsibility of Persepolis Club and spectators’ satisfaction. There was also a positive significant relationship between spectators’ satisfaction and attitudinal and behavioral loyalty and between attitudinal and behavioral loyalty and future attendance of spectators. There was a positive significant relationship between attitudinal loyalty and behavioral loyalty. Given these findings, it is recommended that managers of sport clubs and organizations should pay more attention to the dimensions and activities of social responsibility and to consider such activities in their long-term plans. Manuscript profile
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        236 - The Developing a Structural Modeling of a Customer Loyalty in Sports Services Based on Relationship Marketing
        sajad moemeni gholamreza shabanibahar majid kiyani parvin mohammadi
        Currently, customer loyalty is one of the keys to success and a basis for the profitability of the Sports Clubs. Hence, the purpose of this study was to develop structural modeling of customer loyalty in sports services based on relationship marketing by using structura More
        Currently, customer loyalty is one of the keys to success and a basis for the profitability of the Sports Clubs. Hence, the purpose of this study was to develop structural modeling of customer loyalty in sports services based on relationship marketing by using structural equation modeling partial least square method.The population was included all both customers’ genders in fitness clubs of the Hamedan city (n=376), that were selected by random sampling. Measurement tools in the study for gathering data were the relationship marketing questionnaire (Abasi, 2002) and customer loyalty questionnaire (Huang, 1998), and the validity and reliability were approved. SmartPls v.3 and IBM SPSS Softwares were used to analyze the structural equation modeling and partial least square method. The results revealed that relationship marketing had a significant effect on customer loyalty that it is equal to β=0.391. An examination of the effect of relationship marketing components on customer loyalty showed that only the quality-of-service component had a significant effect on customer loyalty (β=0.303). In conclusion, paying attention to the total relationship marketing components is a strategy to influence customer loyalty in Sports Clubs. Consequently, there is a need for club managers and owners to pay particular attention to the basic elements of relational marketing in order to retain a stable and long-term relationship with their customers. Manuscript profile
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        237 - The Impact of Trust, Privacy and Service Quality on the Success of e-Customer Relationship Management in Fitness Clubs with Mediating Loyalty
        mohssen mahmodi hamid foroghipoor mohammad nikravan najaf aghaei
        The present study was designed and conducted to evaluate the effect of trust, privacy and service quality on the success of e-customer relationship management in bodybuilding clubs with the role of mediating customer loyalty. The research method was survey. The statisti More
        The present study was designed and conducted to evaluate the effect of trust, privacy and service quality on the success of e-customer relationship management in bodybuilding clubs with the role of mediating customer loyalty. The research method was survey. The statistical population of the present study included all customers of sports clubs and physical fitness and health centers in Tehran. Based on Morgan sampling table for the unlimited community, 384 customers of sports clubs were selected. The sampling method in the present study was easily accessible. The research measurement tools included the standard questionnaire of Dehghanipour et al. (2020). In order to analyze the data of the present study, the structural equation modeling method was used. The whole process of analysis was performed in the form of SPSS and PLS software. The results showed that trust (impact = 0.166; t = 2.037), privacy (impact = 0.436; t = 4.344) and service quality (impact = 0.394; t = 7.740) ) Had a significant effect on customer loyalty. The results also showed that service quality (effect = 0.229; t = 3.494) has a significant effect on the success of electronic customer relationship management; But in the meanwhile, trust (effect = 0.078; t = 1.570) and privacy (effect = 0.094; t = 1.213) did not have a significant effect on the success of electronic customer relationship management. On the other hand, the results of the present study showed that considering the significant effect of loyalty (effect = 0.607; t = 6.680) on the success of e-customer relationship management, it can be stated that loyalty mediates the relationship between trust, privacy and Service quality is successfully associated with e-customer relationship management. For the success of e-customer relationship management in sports, the formation of loyalty is very important and can provide the basis for the implementation of this management. Manuscript profile
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        238 - The Mediating Role of Social Networking in the Relationship between Online Retail Development with Mental Involvement and Consumers' Intention to Buy Sporting Commodity and Equipment: A Grounded Theory Study
        parvin azadegan shahab bahrami korosh vaysi
        AbstractThe purpose of this study was to mediate the role of social networks in the relationship between online retail development with mental conflict and the intention of consumers to buy sports goods and equipment and providing a model. The present study was applied More
        AbstractThe purpose of this study was to mediate the role of social networks in the relationship between online retail development with mental conflict and the intention of consumers to buy sports goods and equipment and providing a model. The present study was applied in terms of purpose and descriptive in nature. The statistical population included consumers of sports goods and equipment, the exact number of whom was unknown. Data through a researcher-made questionnaire developed by online retail development, Weiss social networks (1396), mental conflict. Hair. Bahek (2000) and Intention to Buy Diallo (2012) were collected, which had previously been validated by experts and their reliability by Cronbach's alpha calculation. The data analysis method was structural equation modeling of variance based method which was done with the help of SPSS software version 17 and PLS version 2. Findings showed that the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with mental involvement is statistically significant (P <0.01). However, the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with the intention to buy is not statistically significant (P <0.05). Since the mediating role of social networks in the relationship between online retail development and mental engagement was significant, these retailers are offered the opportunity to develop their retail by planning appropriate strategies in this Improve the context and strengthen the aspects that lead to development in order to increase the level of mental engagement of their customers.  Manuscript profile
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        239 - The Effect of Team Identity on Student loyalty Through Motivation
        hamid samarikhalaj mona rezaei reza nikbakhsh
        Positive thoughts and helpful behaviors of individuals in the workplace and with organizational groups, in which most of their daily work activities take place, create a certain identity in addition to organizational identity with their work unit, which is called team i More
        Positive thoughts and helpful behaviors of individuals in the workplace and with organizational groups, in which most of their daily work activities take place, create a certain identity in addition to organizational identity with their work unit, which is called team identity. The aim of this study was to investigate the effect of the role of team identity in sports loyalty mediated by motivation at the level of managers and heads of units of Islamic Azad University. The present study was applied in terms of purpose and its data were collected in the field and a questionnaire. The statistical population of this study included 285 officials of physical education departments of Islamic Azad universities of Iran. The statistical sample of this research is 162 people. Variables were measured by questionnaires: team identity of Wendick et al. (2008), motivation, Gayo (2007) and loyalty, Karuna (2002). To analyze the data, Kolmogorov-Smirnov test was used to check the normality of the distribution of variables and correlation test was used to test the research hypothese. Finally, the structural equation model (SEM) and SPSS and LISRL software were used to test the conceptual model of the research. Findings showed that the team identity component has a significant effect on customer motivation and consequently on customer (student) loyalty. Findings also showed that motivation has a significant effect on student loyalty. The results indicate that the team identity of managers and heads of physical education departments of Islamic Azad universities of Iran as one of the most important factors determining the success of the Azad University in today's competitive environment in attracting students should be seriously considered. Manuscript profile
      • Open Access Article

        240 - Investigating the effect of reference groups on political loyalty using the Delphi technique (Kermanshah case study)
        ABAS PIROOZMEHR HamidReza Saeedinezhad Ali Moradi Edris Beheshti nia Iraj Ranjbar
        10.30495/psq.2023.1992535.2222
        One of the essential indicators for the survival of a political system is political loyalty, which dependsonseveral influential factors, including the economic status and welfare of the people, trust in officials, the legitimacy of the system, reference groups.The aim o More
        One of the essential indicators for the survival of a political system is political loyalty, which dependsonseveral influential factors, including the economic status and welfare of the people, trust in officials, the legitimacy of the system, reference groups.The aim of the current research is to investigate the effect of reference groups on politica l loyalty.The method studied in this research is descriptive, analytical and based on the Delphi technique.The statistical population studied included 10 people from the governorate, university professors and political activists.The data collection tool was a researcher-made questionnaire that was developed by the panel members.The obtained results were analyzed using SPSS data analysis software.To analyze the findings, the percentage of frequency and averages, the score level of each index and the level of Kendall's correlation coefficient test were used, which in the third round with Kendall's test value (0.0) 87) and a significance level of 0.025, acceptable results were obtained. It can be concluded that among the confirmed and final indicators in the third round, according to the level of points and their average ranks, more important indicators can be prioritized in political loyalty. Insuch a way that peer social relations index with an agreement level of 45 and an average rank of 45.45 had the highest percentage of importance, in the social and cultural modernity section, literacy index with an agreement level of 45 and an average rank of 10.15 was the second most important index ofthe research. Manuscript profile
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        241 - Explaining of organization loyalty based on human dignity with mediating self-esteem in East- Azerbaijan prisons
        yousef barzgari Behnam Talebi sadeg malekiavarsin
        The present research was conducted with the aim of explaining organizational loyalty based on human dignity with the mediation of self-esteem of East Azerbaijan prisons in 2019.The method of this study is survey descriptive and analysis. The statistical society were all More
        The present research was conducted with the aim of explaining organizational loyalty based on human dignity with the mediation of self-esteem of East Azerbaijan prisons in 2019.The method of this study is survey descriptive and analysis. The statistical society were all of employees in general prison`s organization who were 330 employees and among them 153 people were selected in ratio classified method through Cochran formula. The data was collected through standardized questionnaires of Olusanya et al (2012), organizational productivity, Foroutani & Bahrani (2017) human dignity taken from Nejadsalim (2007), Rosenberg self-esteem and Seligman et al (1979) casual attributions with approval validity and reliability over 0.7. The results of SPSS software and path analysis showed that, human dignity with the mediation role of self-esteem had significant role on employees` organizational loyalty (p<0.05). Managerial and organizational factors alongside personality characteristics of the employees can effect positively on organizational loyalty. Manuscript profile

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