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Open Access Article
1 - The Effect of Relationship Marketing On Customer Retention through Customer Engagement Considering Customer Citizenship Behavior
Reza Pourmohammad morad rezaei dizgahIn these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strat MoreIn these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strategies is relationship marketing. This research accomplished in order to investigate the effect of relationship marketing on customer retention through customer engagement considering customer citizenship behavior within broiler manufacturers in province of guilan (north of Iran) . This is descriptive survey research based on data collecting. Statistical population were selected among consumers of broiler industry’s products by non-probability sampling method. Data collecting tool were questionnaire and sample size were 150. For testing reliability cronbach’s alpha test was used. For analyzing dates used Amos Graphic and SPSS. Results showed that trust and conflict handling as relation marketing elements have positive and significant effect on customer retention through customer engagement , and also results showed that customer citizenship behavior has no significant effect on relationship of customer engagement and customer retention. Manuscript profile -
Open Access Article
2 - Designing and Validating an Effective Social Media Marketing Model in the Tehran Dairy Industry
maryam abdoli Hosein Bodaghi Khajenobar Reza Rostamzadeh Farzin Modares Khiyabani Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media More Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media marketing in the Tehran dairy industry with a mixed approach. The present study was conducted with a mixed (qualitative-quantitative) approach. The statistical population of this research in the qualitative part includes experts of Tehran milk industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical population in a small part also includes customers of Tehran milk industry. Using the Cochran's formula for uncertain communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. In order to analyze the data in the qualitative part by the data analysis method of the foundation, the indicators of the social media marketing model were identified using MAXQDA. Then, using structural-interpretive modeling and using MICMAC, a basic model was designed. Structural equation modeling and LISREL software were used to validate and present the final model. Findings showed that the components of knowledge management, customer needs assessment and customer engagement are among the basic components of the model that affect the strategic marketing and competitive advantage of the company and lead to media effectiveness and customer loyalty. Manuscript profile -
Open Access Article
3 - Content Strategies in Social Media: Health-Oriented Brand Communities in Iran
kianoush nazari ameleh pejman jafari farhad ghaffariIntroduction: The rapid growth of social media has created many opportunities for health professionals to undertake a large part of their marketing activities in this area. The main objective of the current study is to fully understand the main factors of the content st MoreIntroduction: The rapid growth of social media has created many opportunities for health professionals to undertake a large part of their marketing activities in this area. The main objective of the current study is to fully understand the main factors of the content strategy in Instagram social media health clinics to increase the engagement of brand community members. Methods: The present study was done in two stages. In the first stage, through the investigation of previous studies and deep interview with 8 native experts the model has been designed. Second stage, relations between the variables of the model were investigated. In the method, a multiple case study, 1572 posts of Instagram, 8 health clinics, were coded and analyzed using a netnography method during a year. Results: At 95% confidence level there was a significant relationship between the content type (p<0.001( and hashtag (p<0.000( with the customer engagement variables and between the content agility (p<0.001( with the customer engagement (except of save post and discovery percentage), and between the content day (p<0.001( with the customer engagement variables (except of discovery percentage and impression), and relationship between content context (p<0.001( with customer engagement (except of profile visit and discovery percentage) and tone of voice (p<0.002( with customer engagement (with the exception of likes, discovery percentage and new folowers). Conclusion: The resulting factors help the health clinics to optimize the content of their brand community, which can increase the number of members of a brand community and engage them with content. Manuscript profile -
Open Access Article
4 - 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 FarazandehCreating 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 MoreCreating 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 -
Open Access Article
5 - The Effect of Applying Customer Knowledge on Innovation and New Product Efficiency (Case Study: Samasamaneh Software Company)
faranak khodayari بهزاد khIn this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Thr MoreIn this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Three types of customer engagement are identified (customer as the information source, customer as the innovative colleague, and customer as innovative) and their correlation with other variables are proposed as the main hypotheses. Ninety Sama Samaneh holding employees and managers were randomly chosen for the descriptive survey method. A questionnaire consisting of seven-level Likert scale closed questions was designed to measure the main variables. Validity and reliability of the questionnaire was measured as very good, and the data was analyzed using SPSS and PLS software. The results show that the proposed model can predict the performance of new products in 80% of the cases. They also show that the nature of customer’s knowledge impacts their type of engagement in developing new products, and the performance of new product development relies on customer’s engagement type. Manuscript profile -
Open Access Article
6 - Studying the Effect of the High Level of Mental Involvement of the Customer in the Marketing Process of Influential People on the Desire to Travel to the Destination, the Attitude Towards the Brand and the Desire to Buy
samin zahabi abas asadi khodayari behnazThe main purpose of this study was to determine the effect of high levels of customer mental involvement in the marketing process of influencers on the desire to travel to the destination, attitude towards the brand and the desire to buy. In addition, in this study, the MoreThe main purpose of this study was to determine the effect of high levels of customer mental involvement in the marketing process of influencers on the desire to travel to the destination, attitude towards the brand and the desire to buy. In addition, in this study, the level of consumer engagement with influencers, pessimism about advertising, unreal followers, intention to travel to the advertised destination and willingness to buy have been examined. In terms of purpose, this study was an applied research. In addition, it was descriptive- correlational in terms of data collection method. Library method was used to collect information about the background of research literature. Also, the field method was used to collect the required data and the data collection tool was a questionnaire. The statistical population of the present study consisted of undergraduate, graduate and doctoral students of Islamic Azad University, West Tehran Branch who had experience of interacting with influencers in the field of tourism on Instagram. In this study, in order to analyze the data two approaches of descriptive statistics and inferential analysis were used and the software used for data analysis was SPSS and one of the software was Amos or Smart-PLS. findings indicate that the level of customer engagement with influencers on social media affects the desire to travel to a tourist destination, attitude towards the brand and the desire to buy the advertised product. On the other hand, perceptions about the existence of unreal followers have a moderating effect on the effect level of customer engagement on the desire to travel to a tourist destination and the desire to buy the advertised product. However, the mediating role of advertising pessimism in influencing the level of customer engagement on the desire to travel to a tourist destination and the desire to buy the advertised product was not confirmed. Manuscript profile -
Open Access Article
7 - Social media marketing and brand social identity focusing on customer engagement in the investment process
peiman alidostzoghi Ebrahim Chirani Mohammad Reza AzadehdelThe purpose of this research is social media marketing and brand social identity with a focus on customer interaction in the investment process. This research is qualitative and the method of data theory or grounded theory has been used. Data were semi-structured by in- MoreThe purpose of this research is social media marketing and brand social identity with a focus on customer interaction in the investment process. This research is qualitative and the method of data theory or grounded theory has been used. Data were semi-structured by in-depth interview technique. Twenty specialists and experts of university faculty members and administrators who have at least 15 years of experience in management were selected by purposive sampling method using snowball technique. In order to analyze the data, continuous comparison method was used during the three stages of open, axial and selective coding. Qualitative findings are analyzed by MAXQDA software and finally the paradigm model of social media marketing is explained. Findings show that social media, through active and aggressive participation, has a greater impact on consumer behavior. Manuscript profile -
Open Access Article
8 - Providing a model of value creation with customers in the banking industry from a phenomenological perspective
Amirali koushki Fataneh ALIZADEHMESHGANI Nasser Fegh-hi FarahmandCreating value with customers is the current and future model of the banking industry that combines environmental, social and governance factors in the public interest. It seems that in the context of the country's banking industry, achieving value creation with custome MoreCreating value with customers is the current and future model of the banking industry that combines environmental, social and governance factors in the public interest. It seems that in the context of the country's banking industry, achieving value creation with customers is achievable. The present study aimed to provide a model of value creation with customers in the banking industry (Case study: Bank Mellat). This research is an exploratory research from the perspective of the purpose, which has been mixed with research method and based on deductive-inductive reasoning. The statistical population of this study includes theoretical experts (marketing professors) and experimental experts (banking industry managers). Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are semi-structured interviews and questionnaires. Qualitative phenomenological analysis has been used to analyze specialized interviews. Also, the identified indicators have been validated by fuzzy Delphi method. Finally, the final research model is presented by fuzzy dimtel method. Research data analysis was performed in the qualitative phase with MaxQDA software and in the quantitative phase with Matlab software. Based on the results of this study, based on the designed initial model, it was found that value creation strategy has an effect on organizational knowledge management and human resource management. Manuscript profile -
Open Access Article
9 - Investigating Factors Affecting Brand Equity with Respect to Mediating Role of Productivity in Major Steel Companies
ali shafiei Vahid Reza MirabiThis applied descriptive and correlational survey sought to examine the factors affecting the brand equity in big steel companies. The research sample comprised 384 experts in iron and steel industries who were randomly selected based on the Morgan Table from the popula MoreThis applied descriptive and correlational survey sought to examine the factors affecting the brand equity in big steel companies. The research sample comprised 384 experts in iron and steel industries who were randomly selected based on the Morgan Table from the population of all experts in the field. The research data were collected via 384 questionnaires and were analyzed through Structural Equation Modeling. The findings revealed that internal marketing and social responsibility of the company had positive impacts on customer engagement, that internal marketing had a positive effect on the productivity of iron and steel companies and that productivity and supply chain management had an impact on the price. Also, supply chain management and customer engagement were found to have a positive impact on the products of iron and steel companies. The impacts of price and product on brand performance, and thereby, on brand equity were also verified. However, the effect of customer engagement on brand performance and brand equity, that of corporate social responsibility on brand performance, and that of prices on the brand equity of iron and steel companies were not confirmed. Manuscript profile -
Open Access Article
10 - Presenting a Model for Determining the Prerequisites of Customer Participation in the Hospitality Industry: a Dual Value Perspective
mitra mobini Samad Awli Alireza Bafandeh Zendeh hoshang taghizadehThe hotel industry is one of the business areas in which the customer is considered to be the main factor of success due to the relatively intense competitive environment that prevails in it. Considering the nature of hotel services that can lead to creating emotional r MoreThe hotel industry is one of the business areas in which the customer is considered to be the main factor of success due to the relatively intense competitive environment that prevails in it. Considering the nature of hotel services that can lead to creating emotional relationships with customers, the importance of customer engagement is twofold. Therefore, the purpose of this research is to identify the antecedents of customer engagement by focusing on the dual value perspective for both the customer and the company. This research has an experimental and quantitative approach, and in terms of its purpose, it is applied and in terms of its method, it is descriptive of the correlation type. The statistical population of this research consists of customers with active participation in 5-star hotels in Mashhad. The data was collected through a questionnaire and analyzed by the method of partial least squares (path analysis). The research findings indicated the significant impact of 12 variables as antecedents of customer engagement (6 items related to company resources and 6 items related to customer resources). It was concluded that the obtained conceptual framework can be used as a tool for strategic planning in the field of marketing and the development of customer engagement in various businesses. Manuscript profile -
Open Access Article
11 - Construction and Validation of a Tool for Measuring the Antecedents of Customer Engagement Based on Dual Value Perspective
mitra mobini Samad Awli Alireza Bafandeh Zendeh hoshang taghizadehThis research adopts a mixed-methods approach to develop and validate a tool for measuring the antecedents of customer engagement, focusing on a dual-value perspective. To achieve this, the researchers initially conducted a Meta-Synthesis analysis of studies conducted o MoreThis research adopts a mixed-methods approach to develop and validate a tool for measuring the antecedents of customer engagement, focusing on a dual-value perspective. To achieve this, the researchers initially conducted a Meta-Synthesis analysis of studies conducted on this topic from 2000 to 2020, extracting the antecedents of customer engagement. Based on these findings, a questionnaire was formulated, and its validity and reliability were confirmed. The questionnaire was subsequently administered to customers of 5-star hotels in Mashhad and Tabriz. To validate the indicators, the researchers employed the structural equation method (SEM) and utilized PLS software. The research findings revealed the identification of two key components, namely customer resources and company resources, along with 26 specific indicators, comprising the foundational elements of the tool for measuring the antecedents of customer engagement in the hotel industry. Manuscript profile -
Open Access Article
12 - Explaining customer engagement to createing value in the banking industry of Iran based on perceived value
سید محمد کامل حسینی صمد عالیAbstract For many of today’s financial institutions, focusing on advantage-creating elements is undoubtedly a lever to extend Customer engagement value. In this complicated environment, the customer is seen as an external asset for the organization and considerin MoreAbstract For many of today’s financial institutions, focusing on advantage-creating elements is undoubtedly a lever to extend Customer engagement value. In this complicated environment, the customer is seen as an external asset for the organization and considering the value-creating mechanisms for the customer can have positive ramifications for companies and institutions working in the field of financial businesses. Accordingly, the purpose of this paper is to answer this question: How can we develop customer engagement in creating value for the banking industry by creating value for the customer. For this purpose, Customers of Kowsar Financial and Credit Institute in Tehran province were selected as the statistical population and 976 customers participated in the research by completing the questionnaire. Sampling method was used to select statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS 23 software. The results of the research showed that Perceived functional and social value have a direct effect on all three dimensions of customer engagement value (Customer Lifetime, Customer Influence Value, Customer Knowledge Value), but the effect of perceived emotional value on any aspect of the value of customer engagement was not approved. The results of this study confirm the impact of perceived value (Perceived functional and social value) on customer engagement value Manuscript profile -
Open Access Article
13 - The impact of social media with the help of artificial intelligence on customer engagement in the automotive industry
Nastaran Ghahremanzadeh سید عبدالله حیدریه Younos Vakil AlroaiaIn recent years, the use of artificial intelligence in social media has increased, and managers are trying to use this potential opportunity for greater customer engagement. The purpose of this study is the impact of social media with the help of artificial intelligence MoreIn recent years, the use of artificial intelligence in social media has increased, and managers are trying to use this potential opportunity for greater customer engagement. The purpose of this study is the impact of social media with the help of artificial intelligence on customer engagement in the automotive industry. The research has been done in a descriptive-survey way. The research community is qualitative and quantitative. The participants in the qualitative part include marketing managers of the automotive industry and university professors of marketing in the number of 23 people who were selected by non-probability and purposeful sampling. The statistical population in the quantitative part includes customers of the automotive industry, who were randomly selected and 412 people. In the qualitative part, the components and indicators of the model were identified and extracted by the content analysis method and finally confirmed by the Lawshe coefficient method. The findings of this section showed that the social media variable has four components including strategy, communication, trust and information, and customer engagement has three components: information engagement, growth engagement and innovation engagement. Therefore, four hypotheses were proposed and the data collected through the questionnaire were tested with structural equation modeling technique and Smart PLS software. The result of the model test showed that there is no relationship between the strategy, communication and trust of artificial intelligence of social media and customer engagement. However, there is a positive and significant relationship between social media artificial intelligence information and customer engagement. Therefore, the marketing managers of the automotive industry should use strategies, communication, trust and artificial intelligence information in social media to encourage customers to participate in the sharing of information and ideas. Manuscript profile
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