Jounal of Marketing Management: 63 (2)

Open Access Article

1 - Presenting the Customer Experience Management Model in Real Estate Marketing with a Mixed Approach
Reza kochakpour nesfi H. R. Saeednia Hamid Saeedi rahim mohtaram

The role of customer experience management as a strategic tool in the development of service organizations, including real estate marketing, is undeniable. Considering the high financial turnover and the employment of a large number of people in this field, the importan More

The role of customer experience management as a strategic tool in the development of service organizations, including real estate marketing, is undeniable. Considering the high financial turnover and the employment of a large number of people in this field, the importance of this in real estate marketing is twofold. Therefore, the objective of the present study is designing a model for customer experience management in real estate marketing. The present study can be objectively categorized as a Developmental one and is conducted through mixed methodology (qualitative-quantitative). Having reviewed the related literature and research background, semi-structured interviews protocol was prepared in order to gather data and the 15 participants were selected among scientific (marketing professors) and executive professionals (managers of Real Estate Union) involved in the real estate Marketing in Tehran using "snowball" sampling method. Also, the statistical sample of research in the quantitative part was consisted of 386 clients of real estate in Tehran. To analyze the data in the qualitative section, Grounded Theory was applied while in the quantitative part, Partial Least Squares (PLS) was used. The results of the research indicate that the causal factors (related to the supply and demand side) have significant impacts on the customer experience management. This research also introduces strategies at the government and company level which, themselves, are affected by intervening conditions (human and technical factors) and contextual (macro and micro factors). Moreover, implementing these strategies may have some consequences related to customers and the consequences related to the company and society. Data analysis of quantitative section findings after applying Grounded Theory, led to making a final model based on the factor analysis method. Also, the findings of the quantitative part of the research confirm the investigation of the main hypotheses. Manuscript profile

Open Access Article

2 - Presenting the model of smart tourism development strategies in Iran
neda aslani leila Andervazh kiumars Arya

Today, tourism is known as the largest and most diverse industry in the world. The current research was conducted with the aim of presenting a model of smart tourism development strategies in Iran. In the first part of the qualitative method with an inductive approach, More

Today, tourism is known as the largest and most diverse industry in the world. The current research was conducted with the aim of presenting a model of smart tourism development strategies in Iran. In the first part of the qualitative method with an inductive approach, it is exploratory in nature and basic research in terms of direction. In the second part, a quantitative method was used to confirm the dimensions and model. Therefore, in terms of practical purpose, in terms of research strategy, it is considered a survey. The statistical population in the qualitative section is experts in the field of tourism, whose sample size is 15 people based on theoretical saturation. In this section, the method of sampling is purposeful. The statistical population is a small part of the tourists in Iran (unlimited), based on this, the sample size was determined to be 384 people. The main tool of data collection was semi-structured in-depth interview in the qualitative part and the questionnaire was used in the quantitative part. Qualitative data analysis was done using the data-based theory method and quantitative data analysis was done using structural equation method (Amos). Based on the obtained paradigm model, the components related to smart tourism in six categories of causal factors (economic factors, technological factors, infrastructural factors and legal factors), background conditions (environment, social factors and cultural factors), intervention conditions (Government support and political and security factors), core category (smart tourism goals, smart tourism experiences and smart tourism business ecosystem), including strategies (support industries, technical measures and electronic marketing) and finally consequences (consequences economic, social, stability and political) were identified. In the quantitative section, the case model was examined and confirmed. Manuscript profile

Open Access Article

3 - Providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing
mohammad hossein roshanzamir mohammadali keramati Azadeh Mehrani

The current research was conducted with the aim of providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing. The participants of this research were supply chain managers with at least 15 years of teaching expe More

The current research was conducted with the aim of providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing. The participants of this research were supply chain managers with at least 15 years of teaching experience and a master's degree or higher. The selection of people was done by purposive sampling with the criterion of teaching experience in the elementary education period. Sampling was done with the participation of 18 experts. The data collection tool included two parts, 1- examination and exploration of upstream documents, documents related to the supply chain, logistics and Internet of Things in the library part, 2- semi-structured interview in the field part, where the semi-structured interview with the participants continued until the theoretical saturation stage. Found. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to measure reliability, Holstein's coefficient, P-Scott's coefficient, Cohen's kappa index and Kruppendorf's alpha were used, which were confirmed. ATLASTI software was used in the theme analysis section. According to the results, four quantitative criteria were used to check the validity, transferability, verifiability and reliability: Holstein coefficient, Scott P coefficient, Cohen's kappa index and Krepinderoff's alpha. The degree of correlation of the experts' opinion was obtained by calculating the Holstein coefficient (PAO) or "observed agreement percentage" of 0.810, which is a significant value. According to the flaws in the Holstein method, the P-Scott index was also calculated, and its value was 0.799. The fourth indicator of validity of qualitative research is Cohen's Kappa index. Cohen's kappa index is 0.746 in this study. Finally, Kerpinderoff's alpha was used and its value was estimated at 0.834 in this study. Manuscript profile

Open Access Article

4 - A Model of Electronic Entrepreneurship in Small and Medium Businesses with Grounded Theory Approach
seyed shahin hoseini Majid Fattahi Saeid Safarian Hamedani

10.30495/jomm.2023.76180.2099

Background and purpose: According to the increasing process of change and environmental developments, companies need e-entrepreneurship to respond effectively to their environmental needs. Therefore, the general purpose of the research is the model of e-entrepreneurship More

Background and purpose: According to the increasing process of change and environmental developments, companies need e-entrepreneurship to respond effectively to their environmental needs. Therefore, the general purpose of the research is the model of e-entrepreneurship in small and medium businesses in the qualitative paradigm. Method: The nature of the current research is exploratory and qualitative data is used in it. The statistical population of the research is the elites and experts of the universities of Mazandaran province. In this field, the researcher used the snowball method, which achieved theoretical saturation after interviewing 10 elites and experts. The data was collected using semi-structured interviews and data analysis was done with the qualitative method of Grounded Theory. Findings: Causal conditions including personality traits, organizational policy, digital plans and policies, organizational culture and structure, mental and social norms and expertise in digital entrepreneurship were identified. And the background conditions including correct and timely use of communication and information technology, research contracts, e-entrepreneurship training, relative advantage of the organization and e-entrepreneurship skills and intervening factors including small and medium business environment, political environment, economic environment and They are a cultural environment. The strategies were categorized in the form of two concepts of e-entrepreneurship development strategies and e-entrepreneurship dynamic capability. And the consequences of four concepts of e-entrepreneurship attitude, business growth of small and medium enterprises, sustainable development of small and medium enterprises and development of market share of small and medium enterprises were identified. Result: The model of e-entrepreneurship can be suggested to managers of small and medium businesses in Mazandaran province as a practical and comprehensive package for all managers. Manuscript profile

Open Access Article

5 - Identifying the Affecting Indicators, Components and Dimensions on Self-Discrepancy and Consumers Behavior of Luxury Goods
sepideh najafi mehdi zakipour مجتبی امیری مجد

Introduction: Self-discrepancy and consumer behavior are factors that can affect the consumption of luxury goods. As a result, the aim of this study was to identifying affecting indicators, components and dimensions on self-discrepancy and consumers behavior of luxury g More

Introduction: Self-discrepancy and consumer behavior are factors that can affect the consumption of luxury goods. As a result, the aim of this study was to identifying affecting indicators, components and dimensions on self-discrepancy and consumers behavior of luxury goods. Methods: This study in terms of purpose was applied and in terms of execution method was qualitative. The present study population was university and industry experts related to the research field, which according to the principle of theoretical saturation, 14 people of them were selected as a sample by purposive sampling method. The tool of the current research was a semi-structured interview with experts (16 questions), which whose content validity was confirmed by the opinion of experts, and its reliability was obtained by the method of the coefficient of agreement between two coders 0.82. In this study, to analyze the data was used from thematic analysis method in MAXQDA software. Results: The findings showed that the self-discrepancy and consumers behavior of luxury goods had an 81 index, 29 components and 7 dimensions. In this study, the dimensions were included psychological factors (with 2 components), demographic factors (with 4 components), social factors (with 6 components), individual factors (with 6 components), interpersonal factors (with 2 components), cultural factors (with 3 component) and customer behavioral consequences (with 6 components). Finally, the pattern of affecting components and dimensions on self-discrepancy and consumers behavior of luxury goods was drawn. Conclusion: Based on the results of this study, managers and planners of luxury goods can provide the basis for improving consumerd behavior according to the identified indicators, components and dimensions. Manuscript profile

Open Access Article

6 - Designing a neural marketing model with a consumer behavior approach in the banking industry
Maryam Khezri yazdan shirmohammadi Mirarab Beigi Alireza

Purpose By combining psychology and marketing, researchers invented a new method called neuromarketing, in which indirect and sustainable influence on the customer's mind is emphasized. The aim of the current research is to design a suitable neuromarketing model with a More

Purpose By combining psychology and marketing, researchers invented a new method called neuromarketing, in which indirect and sustainable influence on the customer's mind is emphasized. The aim of the current research is to design a suitable neuromarketing model with a consumer behavior approach in the banking industry. Method: The current research is practical in terms of the nature of the research; The manner and method of research, qualitative; research approach, inductive; The ruling paradigm of research is interpretive; The research strategy, foundational data theory and source of data collection include the study of theoretical foundations and interviews. The statistical population of the research consists of 2 groups, managers of public and private banks, academic faculty professors in the field of management and marketing of public and independent universities, who, using the non-probability purposeful snowball sampling method, the opinions of 20 of them during semi-structured interviews until reaching The theoretical saturation limit was collected. Acceptability, transferability and verifiability were used to estimate validity and internal consistency method (Cronbach's alpha coefficient = 0.91) was used to measure reliability. The method of data analysis was done by performing three stages of coding including open, central and selective coding. Findings: The research findings showed that 245 final codes were extracted from the open coding stage. In the central coding stage, there are 6 sub-categories and 62 codes in causal conditions, 5 sub-categories and 41 codes in contextual conditions; Intervening factors number of 6 subcategories and 35 codes; Strategies, 9 subcategories and 58 codes, and outcomes, 10 subcategories and 63 codes were identified. Conclusion: In this research, the neuromarketing model has been designed with the approach of consumer behavior in the banking industry, which is expected to be used by bank managers. Manuscript profile

Open Access Article

7 - Examining the moderating role of managers' and company's risk-taking in the relationship between economic policy uncertainty and innovation in companies
Fariba Ahmadi Amir Abadi Malihe Alifarri Zahra Honarmandi

The purpose of the current research is to investigate the effect of uncertainty in economic policies on innovation, and according to the theoretical foundations in this regard, the role of risk taking by managers and the company will also be investigated. The statisti More

The purpose of the current research is to investigate the effect of uncertainty in economic policies on innovation, and according to the theoretical foundations in this regard, the role of risk taking by managers and the company will also be investigated. The statistical population considered by the researchers in this research was the companies accepted in the Iranian capital market during the period of 1393 to 1400, after the implementation of the systematic elimination sampling method, 1000 companies entered the final sample of the research. The research method used is correlational and causal, and the data collection method is post-event, and the data collection method used in this research is using library methods and databases of the Tehran Stock Exchange Organization. . The type of data used in this research is a panel type and the regression method to implement the research hypotheses is a multivariable type. Five sub-hypotheses in this research have been investigated at the confidence level of 0.95 with stata software. The results of the implementation of the hypotheses show that the uncertainty in economic policies caused by changes such as exchange rates, inflation and bank interest has had destructive effects on the level of innovation in different companies in Iran's capital market, and companies that focus on creativity and Innovations in their products will be more affected by this issue, and further, the results showed that the higher the level of risk-taking of managers in companies, the lower the destructive effects of uncertainty in these issues. Furthermore, it was found that state-owned companies have a moderating role in the mentioned relationship as the company's risk tolerance. Manuscript profile

XML

List of Articles