List of Articles Loyalty Program

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  1 - 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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  2 - Assessing the Relationship between Loyalty Program Attributes, Store Satisfaction and Store Loyalty
  P. Ghafari Ashtiani A. R. Eskandary Mehrabady
  Chain stores as  one of distribution  system  rings, play  a  significant  role in controlling the prices  and  the  reduction of distribution  costs  at final  price;  therefore,   proper supply More

  Chain stores as  one of distribution  system  rings, play  a  significant  role in controlling the prices  and  the  reduction of distribution  costs  at final  price;  therefore,   proper supply of  products  requires planning a number of  programs  which can persuade customers to do repeated purchases as  this  purchasing  is  advantageous to  both the chain store and  customers. The main purpose of   present study was  to investigate the relationship between loyalty program attributes and store loyalty; it also aimed  at examining mediating role of   store satisfaction in the chain stores. The study population consisted of the customers of Refah chain store. This research has taken six month at summer and autumn of 2009.   Methodology of this research is descriptive, and the simple regression was used to test hypothesis. In this research hard attributes are generally tangible elements such as discounts and gifts; whereas, soft attribute are such things as special communication and preferential treatment. Typically Soft attributes are more emotionally oriented. The findings of the study indicated that loyalty programs have a significant relationship with store loyalty and the mediating role of store satisfaction. Soft attributes in relation to hard attributes proved to be stronger predictors to store satisfaction through the application of the merchandize trading format and customer services. Therefore, soft attributes were of greater impact as compared to hard attributes.  Manuscript profile
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  3 - 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