JOURNAL OF MARKETING MANAGEMENT
Year:2015 | Volume:10 | Issue:28|Papers Count:7

Today, retaining and fostering customers are the important factor at success in the corporate competitive space. Customers have several benefits. They consume goods and services more, In case goods and services are tailored to their tastes and opinion and they recommend entourage to use services of organization as a word of mouth.The purpose of this research is to examine the impact of the influence of relationship marketing on purchase intention with intermediary word of mouth. Customers, who used the product on behalf of the cosmetic in Bushehr of city, were surveyed using a questionnaire. Classic random convenience sampling was used in administering the instrument. A total of 284 customers provided the data for the study. So, as for the literature of this research, one model had selected to show the effect of variables that by using the Lisrel and SPSS software had tested. First of all the stage of variables favorability and their indicators had tested by using T.Tac Test, and also The positive relation between the indicators had confirmed by the correlation modulus and the way modulus in the T.Test had confirmed too. By using the Lisrel software also, they attended to the test of this model by using the operation analysis and equation structure and at the end the deals of propriety indicators showed as that this model has a proper suitability and ultimately the Lisrel software gave a corrected and completed model.

Purpose: The purpose of this paper is to examine the effect of Satisfaction and Trust on Customers Loyalty. Service quality as the key antecedent of customer satisfaction.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 gather information a field research method and a standardized questionnaire were used. The statistical population is customers Melli Bank in city of Arak that using the services provided by this bank. In order to conduct the research, sample size of 220 questionnaires were used. The reliability of the questionnaire was proved through Cronbach Alpha and the Validity of the questionnaire was proved by some of the experts of the statistical population. In order to process data, Lisrel software was used.Findings: The research results indicate that Satisfaction and trust have a positive effect on customer loyalty. Complaint handling also have a positive impact on satisfaction, trust and customers loyalty.

Mobile banking is a new technology in banking industry which has many benefits both for banking industry and its customers. Considering special features of this technology and risks customers may perceive when using this technology, acceptance and use of this technology is an important issue for bank management. The present research aims to investigate factors which affect innovation and knowledge-based trust in acceptance of mobile banking. In terms of objective, this is an applied research and in terms of data collection, it is considered as a descriptive correlation study.Questionnaire was used for data collection. Research sample was selected out of customers who referred to different branches of Mellat Bank in Ardebil City, Iran. Structural equations modeling method was used for data analysis. Results showed that perceived relative advantage, perceived convenience, perceived compatibility, perceived competency and perceived integrity have positive influences on attitude towards acceptance of mobile banking. On the other hand, impact of perceived good-will on attitude towards mobile banking was not supported. Further, attitude towards acceptance of use of mobile banking has a positive and significant impact on behavioral intention to use mobile banking.

Buyers in Tran often communicate positive and negative purchasing experiences through word- ofmouth (WOM), which creates special problems and opportunities for marketers. Price mavenism, which is associated with price- information searching and price- sharing behavior, is often considered a negative dimension of price. The purpose of this paper, however, is to propose price mavenism as an outcome variable arising from both positive perceptions of price (prestige sensitivity) and negative perceptions (price and value consciousness) and examine that the price mavenism will positively impact on the shopping hedonism among the Iranians. Data were collected through a questionnaire of Islamic Azad university students of Arak. The conceptual model was tested using structural equation modeling. This study found that prestige sensitivity, Price consciousness and value consciousness shaped price mavenism among the Iranians, supporting the idea that price mavenism arises from both positive and negative perceptions of price. While value consciousness was positively associated with shopping hedonism, price consciousness per se was not.

The method of customer satisfaction performance evaluation based on the fuzzy comprehensive evaluation to provide the customer satisfaction performance evaluation of the enterprise with theoretical. In order to increase the customer satisfaction system implementation success rate in enterprise، enhance competitiveness and management level of the enterprise, enable the enterprise to better adapt to fierce market competition, an in depth study on effect evaluation of the customer satisfaction system is conducted. For improve the customer satisfaction performance needs to do a scientific and comprehensive evaluation. The evaluation on customer satisfaction performance is a complex systemic project. In order to do a scientific evaluation fuzzy comprehensive algorithm is used by this paper. In this study, a new methodology of generating customer satisfaction models using a fuzzy approach is proposed. The results show that our proposal can effectively manage logistics customer service, enabling managers to identify targets and formulate competitive strategies to enhance customer satisfaction.

Co- brand can be a special symptom for customers that current studies pay less attention to it, especially in strategic industry same as automobile. This study was conducted to studying the Customers' attitudes and expectations about co-brand in some important aspect such as pricing, responsibility, reputation and brand choice. In this study, the descriptive- analytical method and questionnaire was used. The study population was 370 numbers of management and industrial engineering students of Tehran's universities. The special innovation of the research has been examining the brand naming for co-brand products. The validity of questionnaire was formal validity and reliability was examined by Cranach's alpha which was 0.822. As a result, using the products with co-brand is a good way for strengthening the brand among customers for brands partners and also for showing the functional and quality power of main brand's products. Partnership in cell phone is convenient in some aspects such as fitness, completeness and rationalities now. Moreover, more reputation is the most important factor for selecting the main brand. On the other hand, in branding is strongly emphasized to focus on identifying the partner companies in the naming of co-brand's product.

Nowadays, advertising has become an inseparable part of human life. Considering the principal that says ‘as long as there is a need the advertising exists’, an industrial and civilized, or in other words, today’s society, cannot sustain without advertising goods and services. In order to recognize the affecting variables In the area of internet advertising on industrial market, and to understand its relating dynamisms, Delphi method and literature of the subject is used, and Fuzzy Dematel Techniques were used to determine the effect of variables. According to results, there was a strong bilateral relationship between internet advertising and the development of the industrial market that this process can be strengthened over time as a dynamic cycle. Also industrial market development, development of online website advertising, and participation of users, has the greatest influence. Finally, a dynamic model was provided using systems dynamics modeling approach and drawings of Casual Loop Diagram (CLD) to better understand this dynamics relationship.