JOURNAL OF MARKETING MANAGEMENT
Year:2013 | Volume:8 | Issue:18|Papers Count:7

Purpose: Because of undeniable importance of word of mouth in marketing especially in the part of services, studying the underlying factors is necessary. Because of intangible services and regarding the point that satisfied customers are the missionaries of the company, companies are encouraged to establish a positive relationship with their customer.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 425 questionnaires was distributed among costumers of private banks in Arak and at last 386 questionnaires were returned and analyzed.Findings: Result of the research show that a significant relationship exists between dimension of relationship quality, namely trust, satisfaction and commitment and word of mouth. Also existence of significant relationship between shared values on trust and commitment was accepted, but existence of significant relationship between rapport on the word of mouth and trust was not accepted.Research Limitations: This research will only survey the impact of relationship quality and rapport, and ignores other variables that impact word of mouth, 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, by creating positive relationships and good quality, providing the best services to their customers so that customers will understand the quality in the way of offering services and become missionaries of the company.Originality/value: The model used in this research is a combination of a number of different models and reviews simultaneously the impact of relationship quality and rapport on word of mouth that is original in its type.

This study is designed to provide some insights into factors affecting the adoption of mobile banking in (MB) Iran. Encouraging clients to use the cell phone for banking affairs, and negative trends in the adoption of this technology makes it imperative to study the factors affecting the adoption of mobile banking. This study builds a comprehensive theoretical model explaining mobile banking adoption. A survey was adminstered to validate critical factors in Iran. 361 students participated in this study. The SEM techniques used to incorporate the construct validity and testing the hypotheses. The AMOS software was used to analyze the statistics. We examined eight latent variables of perceived usefulness, perceived ease of use, need for interaction, perceived risk, perceived cost, compatibility with life style, perceived credibility and trust. We found that these constructs successfully explain adoption of mobile banking among Iranian clients. Adaptation with life style and trust are found to be the most significant antecedents explaining the adoption of mobile banking. The present research is the first study using Structural Equation Modeling in order to test MB in Iran. Moreover, we examined eight variables which in comparison to previous study that used four or five variables, show more variance.

Being able to sell automotive batteries is one of the biggest problems that CEOs and sale managers are facing in the competitive situation in Iranian market. Nowadays Iranian manufacturer are having a decrease in battery sale. In this paper we focus on identifying and prioritizing the factors influencing the sale enhancement i.e. marketing mix variables.In the literature review, we have discussed several models on marketing mix and some practical researches on the effect of marketing mix variables on sales enhancement has been considered.In the end the marketing mix has been selected and variables for each element has been developed which actually depict the research model. To achieve this model an exploratory research was conducted with the help of automotive battery experts.Accordingly, based on research model and the analytical method i.e. AHP, a questionnaire was developed and the survey was conducted using stratified sampling method.Clearly, variables with the highest priority should be considers first. So the first seven priorities are identified as:1. Product technology, 2. Sale by credit, 3. Discount, 4. Garantee, 5. Extra services to sale rep, 6. Quality, 7. Sale giftsIn the second step, an improvement plan has been developed for each priority, by the help of industry experts. Obviously these plans are completely different because the selected priorities are in different areas of the organization.

One of the most effective measures in the process of purchase behavior is country of origin of brand. Many people generalize mentality of the country to product that made by this country. This is something that can be used by owners of top brand in their business strategy. In this paper, the effect of country origin of brand on brand strength and awareness and brand equity has been studied. The statistical population of paper is the student of Shahid Chamran University that a sample of 230 people of theirs has been studied. However, for analysis the data, SPSS and LISREL have been applied. The finding indicates that the effect of origin country of brand on brand strength and awareness and brand equity is positive and significant, while the effect of brand strength on brand equity is rejected.

Purpose-Nowadays, managers have noticed that brand and brand management is essential and necessary for their business life to be continued. In fact, brands have become an inseparable component of the company’s value and also an important strategic asset; as for some of the companies, brand is their own entire asset. Therefore, the purpose of this research is to recognize the effects of brand attitude on the brand performance (brand knowledge, brand image, brand loyalty) and the financial performance of the company.Design/methodology/approach -To complete this research, 162 questionnaires was distributed between the managers of active companies located in Ahvaz industrial towns; of which 141 questionnaires were collected and the hypothesis test was accomplished through correlation research method by SPSS software.Findings -The research results showed that the brand attitude has direct and positive effect on the brand distinction and performance and also financial performance of the company is affected directly and positively by the brand performance.Limitations-Because of the limitation of the Financial and time resources, the researcher could not study and calculate the brand market share of the companies under study on the province. Also, because the financial information was not represented by the companies’ managers, evaluation of the financial performance of the company only completed through collecting information from questionnaires.Practical implications-The research results may be used by the managers of the production companies. Due to the results acquired, establishment of the company strategy based on the brand strategy (brand attitude) will result in financial and brand performance improvement.

Purpose: The purpose of this paper is to examine the effect of internal marketing, organizational commitment, organizational citizenship behaviors on Services organizations' performance and market orientation.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 the employees working at Refah Bank in city of Arak and the citizens (customers) using the services provided by this bank. In order to conduct the research, two sample sizes (personnel and customers) of 150 questionnaires 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 and marketing tutors. In order to process data, Lisrel software was used.Findings: The research results indicate that the internal marketing is featured to have positive effects on organizational commitment, organizational citizenship behavior, market-orientation and organizational performance. Also, the organizational commitment has positive effect on the organizational citizenship behavior.

Nowadays, customer satisfaction can be considered as the most important of new performance indicators for organizations to achieve competitive advantage. Also, in the banking system, customers are the main axis and in fact everything is done to attract their attention. So, the technology acceptance model (TAM) is particularly useful for explaining and analyzing Technology-usage behavior. Hence in this paper a technology acceptance model is introduced and analyzed for exploring mobile bank adoption. In terms of purpose, this investigation is typically practical and in terms of methodology/approach is survey based. This study is done in 6 month (1390). Statistical population of this study includes all branches of Yazd Saderat for population is selected. A sample of 296 people has been selected randomly. Moreover Path analysis is used for evaluates and analyzes the model fitting. The results show that all factors in model have direct or indirect effect on actual use of m-banking. Also, Perceive usefulness has the most effect.