Customer value

Open Access Article

1 - 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

2 - The use of organizational capabilities to increase customer value (case study: marketing managers and experts of Sepah bank)
Hosein Vazifehdoust Maryam Abdoli

The importance of the customer's role in the management of a firm has been increasing for the last twenty years. A firm's organizational capabilities, both internally and externally oriented, are essential for increasing customer value creation   .Accordingly, the More

The importance of the customer's role in the management of a firm has been increasing for the last twenty years. A firm's organizational capabilities, both internally and externally oriented, are essential for increasing customer value creation   .Accordingly, the aim of this study is to investigate the effect of organizational capabilities (knowledge management, market orientation and customer relationship management) to create value for customers in the banking industry. This study used a descriptive-survey research design based on the correlation method. The selected populations were managers and marketing experts of Sepah Bank branches in Tabriz city and customer information was collected by using researcher-made questionnaire. The reliability of all variables are accepted. To test the model, the least squares method and PLS-Graph software were used. The results showed that knowledge management has positive impact on marketing; customer relationship management as well as market orientation, customer relationship management and knowledge management have positive impact on customer value creation. Based on research results it can be concluded that addressing this era of knowledge-based marketing is a necessity and using it is considered as one of the main competitive advantages of businesses. Manuscript profile

Open Access Article

3 - Patient Value: A Qualitative Study in Qazvin Social Security Organaization’s Hospitals
ZAHRA KHAMDA Pejman Jafari Seyed Jamaledin Tabibi Majid Rostami

Introduction: Creating customer value is a prerequisite for the survival and success of organizations. The purpose of this study is to determine the factors and structure of patient value in Qazvin Social Security Organaization’s hospitals. Methods: This is a fund More

Introduction: Creating customer value is a prerequisite for the survival and success of organizations. The purpose of this study is to determine the factors and structure of patient value in Qazvin Social Security Organaization’s hospitals. Methods: This is a fundamental research with applied implications which has been implemented in the tradition of pragmatism. The reseach method is sequential exploration type of qualitative method to develop value scale.The grounded theory was used considering the newly introduced concept of patient value. Interviews were conducted with 13 experts and 19 hospitalized patients in under studied Hospitals. Of the 533 phrase identified by MAXQDA software, 963 primary concept were extracted Results: Findings show that the patient value focuses on his or her benefits and losses. Benefits include the effectiveness of treatment and care; and losses include money, time, resources, and efforts patients spend on services’ cost, accessibility, and error and risk management. The structural relations between the factors of quality of treatment and care, patient value, patient trust, luxury services, patient satisfaction and patient behavioral intentions are proposed as the research paradigmatic model. Conclusion: The quality of treatment and care affects patient value mediated by the patient's trust and moderated by the luxurious services. The balance of interests and expenses as perceived value, has an effect on patient satisfaction that subsequently affects patient behavioral intentions. Manuscript profile

Open Access Article

4 - 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

Open Access Article

5 - Investigating the Effect of Gender on Parsian Bank Customer’s Loyalty Base on Relationship Marketing Approach
K. Heidarzadeh H. R. Saeeidniya M. Baniasdi

This paper aims to investigate the role of gender in the marketing underpinning (trust–commitment communication–conflict handling). Indeed, gender has a significant role in customer loyalty. Data were collected through a survey of Parsian Bank More

This paper aims to investigate the role of gender in the marketing underpinning (trust–commitment communication–conflict handling). Indeed, gender has a significant role in customer loyalty. Data were collected through a survey of Parsian Bank customers. Hierarchical multiple regression analysis was used to estimate the moderation effect of gender in the R.M. customer loyalty relationship. The result showed that the four underpinnings of relationship marketing are directly associated with customer loyalty. For example in “trust/loyalty” and “commitment/loyalty” factors, women are significantly more loyal than men, and in “conflict handling/loyalty,” males are more loyal than females. In the “communication/loyalty” factor, there were no differences between the two groups, so gender has no effect on this factor. Manuscript profile

Open Access Article

6 - Evaluating the Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavorial Intentions
K. Heidarzadeh H. Zandehesami S. S. Ghafelehbashi

Recently, the concept of customer value has drawn increasing attention as a measure of business performance. Customer value focuses on consumer purchase decision making. Markets and companies need to understand consumer behavior becomes more than ever bef More

Recently, the concept of customer value has drawn increasing attention as a measure of business performance. Customer value focuses on consumer purchase decision making. Markets and companies need to understand consumer behavior becomes more than ever before.The present study tests a modified customer value theory in mobile cell companies. Some factors effectively stimulate the behavioral intentions. A survey was distributed to students at Islamic Azad University.The results show that three is a significant relationship between brand class and perceived quality. Perceived quality and customer value plus purchase intention has an indirect significant relationship between price and price fairness, and customer value and price, customer value and search intention. Manuscript profile

Open Access Article

7 - Consideration of Price Perception and Quality Perception on Behavioral Intention in Private and State Banks in Iran
K. Hamdi S. S. Al Hosseini

This research for first time in Iran tried to work on investigation about price perception and Quality perception on Behavioral Intention in private and state banks. In this research by explaining about 8 hypothesis we investigate about relationship More

This research for first time in Iran tried to work on investigation about price perception and Quality perception on Behavioral Intention in private and state banks. In this research by explaining about 8 hypothesis we investigate about relationship among price, quality, customer satisfaction, customer value and Behavioral Intention and by working exploratory research project, surveying research approach & accidental sampling, the necessary information of 196 customers of state and private banks was collected by the support of a valid & reliable questionnaire. This information has also been analyzed by the use of comparison tests and correlation tests. The conclusion shows that there is a direct relationship between Quality perception and Customer value, between Quality perception and Customer satisfaction, between Customer value and Customer satisfaction, between Customer satisfaction and Behavioral Intentions and the most important of all between Price perception and Behavioral Intentions in banks and still quality perception rather than price perception play less important role in Behavioral Intentions. On the other hand, other result shows no direct relationship between price perception and customer value and also Quality perception and customer value. Manuscript profile

Open Access Article

8 - Providing a customer portfolio management (CPM) model to improve customer relationship management (CRM)
ali akbar jafri Kambiz Shahroodi Seyed Mahmoud Shabgoo Monsef Narges Del Afrooz

The purpose of this descriptive-correlational applied study was to provide a customer portfolio management (CPM) model to improve customer relationship management (CRM). The statistical population in the qualitative section included 22 insurance executives and professor More

The purpose of this descriptive-correlational applied study was to provide a customer portfolio management (CPM) model to improve customer relationship management (CRM). The statistical population in the qualitative section included 22 insurance executives and professors who were selected by saturation and purposive sampling and in the quantitative section included all insurance customers in Tehran province from which 384 people were randomly selected by Cochran's formula. Data were collected in the qualitative section using interviews and in the quantitative section using questionnaires. The validity of the questionnaires was confirmed by expert opinions and their reliability was confirmed by Cronbach's alpha. Qualitative content analysis and structural equations with PLS2 software were used to analyze the data. The results showed that the dimensions of the model included customer motivation, customer value, organizational factors, customer experience, customer loyalty, and customer mental image and the model had a good fit. Manuscript profile

Open Access Article

9 - Providing a model of value creation with customers in the banking industry from a phenomenological perspective
Amirali koushki Fataneh ALIZADEHMESHGANI Nasser Fegh-hi Farahmand

Creating 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 More

Creating 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

10 - Investigating the role of Internet of Things technology as an environmentally friendly technology in expanding and improving businesses based on customer value
Leila Rahiminasab Hosein Vazifehdoost karim Hamdi

Background and Objective: Today, with the increasing use of the Internet and network communications, experts have decided to add objects to the wide circle of intelligence so that apart from humans, objects themselves have the ability to communicate with each other in c More

Background and Objective: Today, with the increasing use of the Internet and network communications, experts have decided to add objects to the wide circle of intelligence so that apart from humans, objects themselves have the ability to communicate with each other in crisis situations. Therefore, they have created Internet of Things technology as an environmentally friendly technology. Therefore, this study was conducted with the aim of investigating the role of Internet of Things technology as an environmentally friendly technology in the expanding and improving businesses based on customer value. Material and Methodology: This research was descriptive-analytical and was conducted in 2021. The method of collecting information in this study is the method of library studies, scientific resources, internet, interviews with experts, professors and the means of collecting information through questionnaires. The sample size investigated in this research was 385 people, most of whom were between 30-39 years old. Findings: The results showed that there was a significant relationship between the analysis of the Internet of Things network model as an environmentally friendly technology and the participation of ecosystems (P<0.05). Also, there was a significant relationship between the interactions of e-commerce ecosystems and Internet of Things architecture (P<0.05). Internet of things has a positive and meaningful effect directly on business components. The estimated coefficient was equal to 0.137, which was significant at the 95% level. Discussion and conclusion: In general, the results showed that reducing environmental pollution, protecting the soil, forests and water resources and preventing the wastage of energy resources are measures that can be taken by applying advanced Internet of Things technology as an environmentally friendly technology. It was achieved. Manuscript profile

Open Access Article

11 - Studying the Effective Factors in Brand Value Creation from the Perspective of Customers, Organizations and Stakeholders (Case study: Iranian Textile Industry)
Parviz Alilou Hamid Reza Saeednia Ali Badi Zadeh

10.30495/jsm.2021.1943070.1548

Manuscript profile

Open Access Article

12 - Saderat Bank customer classification using decision tree Based on customer value
Hosein Beyorani Mahram Azimi

Customer satisfaction in today's business environment has gained importance. Many companies to increase profits and customer satisfaction are focused on customer value. Customer relationship Management (CRM) is tools to enhance customer relationships has emerged as the More

Customer satisfaction in today's business environment has gained importance. Many companies to increase profits and customer satisfaction are focused on customer value. Customer relationship Management (CRM) is tools to enhance customer relationships has emerged as the principal competing companies. Successful customer relationship management in companies start from identifying customer value beacuse Customer value provides important information for the development and management. Techniques such as data mining has led to the development of customer relationship management in new competition areas so that companies can be profitable in business competition. Through data mining -the discovery of hidden knowledge database- organizations can identify valuable customer and predict their future behavior and take useful and knowledge-based decisions. The purpose of this research is to gain the effective features to select valuable customer that can classify customers based on population characteristics and other variables relating to transactions in classes very low profit, low profit, high profit and very high profit. In this study the influence of demographic characteristics including age, education and job level also affect the degree of branch, bank branch location and number of transactions on customer value will be checked. Dependent variable in this research is customer value that is classified into four categories. Statistical population is the all customers have an active checking account with Bank Saderat Iran in Tabriz city. To review the case, the CHAID decision tree data mining algorithms were used.Results showed that the variables age, education level of customer and bank branches have no significant effect on customer value and the number of customer transactions with bank has most effective in identifying the class of customer. Manuscript profile

Open Access Article

13 - Factors Affecting Customer Loyalty: Study on the Role of Customer Relationship Management Quality as mediation and Brand image as moderator
Ehsan Safaei Seyed Morteza Ghayour Baghbani Morteza Rojui Toktam Pishfang

Insurance companies are running numerous programs to increase their customer loyalty. One of the factors affecting customer loyalty is the quality of service, customer satisfaction and customer value; Therefore, the purpose of investigating the role of customer relation More

Insurance companies are running numerous programs to increase their customer loyalty. One of the factors affecting customer loyalty is the quality of service, customer satisfaction and customer value; Therefore, the purpose of investigating the role of customer relationship management quality and brand image moderator is to investigate customer loyalty. This research is applied in terms of purpose and in terms of descriptive-correlational method, the statistical population of which is the customers of commercial insurance in the holy city of Mashhad. 436 questionnaires were collected electronically and simply randomly through insurance agencies. Data collection is a standard questionnaire that was validated by content validity and structural validity through the approval of the factor loading method and its reliability from the Cronbach Alfa method.. The hypotheses were reviewed by the modeling method of structural equations and PLS software. The results showed that the quality of service quality and customer value has a positive impact on customer loyalty. Customer quality, customer value and customer satisfaction have a positive impact on customer relationship management quality. The impact of customer relationship management quality on loyalty was also confirmed. In this study, the intermediary role of customer relationship management quality confirmed but the variable role modification of the brand was not confirmed. In this research, the direct impact of satisfaction on loyalty was not confirmed. Manuscript profile

Open Access Article

14 - تاثیر بازارگرایی و نوآوری بر کارآفرینی و ایجاد ارزش برای مشتری در بنگاه‌های کوچک و متوسط صنایع غذایی
طوبی انصاری حامد دهقانان

پژوهش حاضر به بررسی رابطه بازارگرایی و نوآوری و تاثیر آنها بر کارآفرینی و ایجاد ارزش برای مشتری میپردازد.بدین منظوربا توجه به نامحدود بودن جامعه آماری، تعداد 241 شرکت فعال در زمینه تولید محصولات کشاورزی و صنایع غذایی، با استفاده از روش تصادفی به عنوان نمونه ان More

پژوهش حاضر به بررسی رابطه بازارگرایی و نوآوری و تاثیر آنها بر کارآفرینی و ایجاد ارزش برای مشتری میپردازد.بدین منظوربا توجه به نامحدود بودن جامعه آماری، تعداد 241 شرکت فعال در زمینه تولید محصولات کشاورزی و صنایع غذایی، با استفاده از روش تصادفی به عنوان نمونه انتخاب گردید. با استفاده از پرسشنامه استاندارد، نظر مدیران و کارشناسان ارشد حوزه بازاریابی و فروش هر بنگاه بررسی و از طریق معادلات ساختاری به کمک نرمافزارهای اس پی اس اس و لیزرل تجزیه و تحلیل شد. نتایج حاصل از پردازش داده ها نشان داد که بازارگرایی بر کارآفرینی و ایجاد ارزش برای مشتری و همچنین نوآوری بر کارآفرینی و ایجاد ارزش برای مشتری تاثیر معناداری دارد، همچنین تعدیلکنندگی نوآوری بر روابط بین بازارگرایی و کارآفرینی و بازارگرایی و خلق ارزش برای مشتری تأیید شد. طبق یافتههای این پژوهش مشخص شد که کارآفرینی تاثیر معناداری بر ایجاد ارزش ندارد و همچنین عامل نوآوری نیز نمیتواند رابطه بین کارآفرینی و ایجاد ارزش برای مشتری را تعدیل کند. Manuscript profile

Open Access Article

15 - Validation of value creation pattern with customers in the banking industry-Case study: Bank Mellat
Amir Ali Koushki Fataneh Alizadeh meshgani Nasser Fegh-hi Farahmand

AbstractThe aim of the current research is to validate a model for using co-creation of value with customers in the banking industry. This study is cross-sectional in terms of research type. The statistical population includes Bank Mellat customers. The sample size was More

AbstractThe aim of the current research is to validate a model for using co-creation of value with customers in the banking industry. This study is cross-sectional in terms of research type. The statistical population includes Bank Mellat customers. The sample size was estimated to be 384 people and sampling was done by simple random method. Partial least squares technique and PLS software were used to validate the value co-creation model with customers. Finally, value co-creation indicators with customers were prioritized by Swara method. The research data collection tool is a questionnaire, which has been validated with convergent validity, construct validity and divergent validity methods. The reliability of the questionnaire was also evaluated using Cronbach's alpha and composite reliability. The results of the research showed that value co-creation strategy is considered as the underlying factor of the model, which affects organizational knowledge management and human resource management. Knowledge management and human resources also affect customer experience management. In the same way, customer experience management also affects strategic value co-creation and service development skills and ultimately lead to value co-creation with customers. Manuscript profile

Open Access Article

16 - Implementation of Marketing Strategies Based on Customer Lifetime and Referral Value (Case Study:broadband Internet Service Industry)
mohamad haghighi babak hazave hesar maskan mehdi ashkani amirhosein abasi

Nowadays, due to the sharp increase in competition and expansion of competitive markets, customer lifetime value has become one of the main topics in customer relationship management. The models which have been used so far for the estimation of customer lifetime value a More

Nowadays, due to the sharp increase in competition and expansion of competitive markets, customer lifetime value has become one of the main topics in customer relationship management. The models which have been used so far for the estimation of customer lifetime value and segmentation of customers do not include all aspects of customer value. The main purpose of this study is to assess the impact of customer’s value on other customers through estimation of customer referral value and then provide appropriate marketing strategies for each segment of customers based on their value in the broadband internet access services industry. Using the data obtained from a firm operating in the industry, it will be shown that the customers who have the largest transactions (i.e. those who have the highest lifetime value) are not necessarily the best marketers. The statistical population of this study included all customers of a telecommunication firm in Tehran and all members of the population were selected as the sample. The required data were obtained from reports of the customer database of the studied firm using MySQL, PHPMyAdmin, and Tableau. All data were statistically analyzed in IBM SPSS Statistics 22. Using the results of this study, it will be shown that a better understanding of customer value allows firms to target their marketing campaigns more properly and gain higher profits from their marketing investments. Manuscript profile

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