NEW MARKETING RESEARCH JOURNAL
Year:2021 | Volume:11 | Issue:2 (41)|Papers Count:10

In the digital age, customer experience management (CEM) has become an important strategy in e-banking services, and customer experience has focused on achieving customer loyalty and long-term growth. In this regard, the main purpose of the present study was to provide a customer experience management multilevel model for e-banking services in the retail-banking industry. To this end, using the qualitative research method, first, the customer experience management literature was analyzed and then an in-depth interview was conducted with 15 experts in the banking industry. The data were analyzed using the theme analysis method. In this study, 8 main dimensions, 21 categories, and 58 sub-categories for the final model were identified. Of the 8 recognized dimensions of this model, the six dimensions of banking devices and portals, marketing, technical infrastructure, organization, industry, and macro environment of e-banking services were determined as levels affecting the dimension of customer experience. One dimension was defined as the customer experience management strategy. This study provides a broad conceptualization of customer experience management by presenting a new contribution to customer experience management and offering a framework for creating positive experiences for the e-banking service agents.

Studies have shown that a positive perception of service quality led to spectator satisfaction, which in turn led to positive behavioral intentions, such as repetition of purchase or consumption, loyalty, dedication, or even more payments. The purpose of the present study was to investigate the relationship between service quality (quality of outcome and functional quality) on the behavioral intention and the dedication of cinema spectators due to their satisfaction. The research method was descriptive and survey type. The research samples were selected from 598 spectators of Simorgh Cinema in Mashhad through available sampling. The data collection tool was a questionnaire that was configured in a 5-point Likert scale. The hypotheses were examined using structural equation modeling at the confidence interval level of 0. 95. The results indicated that the quality of outcome and the functional quality had a positive effect on the satisfaction of the spectators. Also, the spectators’,satisfaction affected their behavioral intention and dedication. The findings confirmed the mediating role of satisfaction in the relationship between quality dimensions and behavioral intention, and the dimensions of quality and spectators’,dedication. This relationship was also significant in terms of quality of outcome and behavioral intention, as well as the quality of outcome and spectators’,dedication. But the spectators’,satisfaction did not mediate the effect of functional quality on dedication as well as their behavioral intention.

Competitiveness is one of the basic components of tourism development in cities that can also lead to the general development of tourism in the country. The purpose of the present study was to explain a model for tourism competitiveness in Iranian touristic cities. For this purpose, the initial conceptual model of the research was developed by reviewing the literature. Then, a questionnaire approved by experts was used and the conceptual model of the research was tested with the opinions of experienced tour guides in 184 cities. The conceptual model of the research was tested by the PLS-based path analysis method using Smart-PLS software. In order to analyze the research findings, the validation of the measurement model, structural model, and general research model was performed and the model of localized structural relationships of Iranian touristic cities was developed. The findings of the study indicated that destination management has had the greatest impact on the tourism competitiveness of tourist cities in Iran. Other influencing factors were tourism services, supporting factors and conditions, demand conditions, main resources and attractions, and infrastructures, respectively.

Seeding is the introduction of a new product to a portion of consumers (seeds) before it is widely introduced to the market, and is one of the most important drivers in the design of marketing campaigns and effective word-of-mouth advertising. The present study aims to identify different dimensions of seeding through a meta-synthesis approach. For this purpose, 68 articles that had studied the subject of seeding were selected and coded on the concepts extracted from them. In the analysis of the selected studies, from 189 primary codes, 90 indicators (selective codes), 18 components (sub-dimensions), and 5 dimensions (main components) were identified. For the first time in this paper, different dimensions of seeding were investigated by the meta-synthesis method. According to the reviewed articles, the concepts extracted from the literature are: 1) Factors affecting seeding with 33 indicators and 7 components that are target community characteristics, target community homogeneity, message nature, environmental conditions, internal conditions, marketing tools, and implementation strategies,2) Characteristics of seeding target market with 21 indicators and three components that are consumer characteristics, customer nature, and characteristics of individuals,3) Communication and networking of seeding with 15 indicators and 3 components that are a big picture of seeding, position of seeding, and nature of social network,4) Seeding and growth and development with 12 indicators and 3 components that are value creation, market growth, and development and product growth and development,and 5) Seeding and marketing with 9 indicators and 2 components that are marketing tools strengthen and customer experience strengthen.

Brand equity is one of the top priorities in marketing research that creates value for both the customer and the company. In this way, first by making a suitable product and creating satisfaction in the customer, it creates value for him. Then, with the value that it creates for the customer, it creates value for the company and a kind of lasting competitive advantage for that company. The aim of the present study was to deduce the conceptual model of the factors affecting brand equity and the consequences of brand equity using a meta-synthesis technique. The authors of this study, using a systematic review approach and qualitative meta-composition, analyzed the results and findings of previous studies and followed seven steps of the Sandlowski and Barroso method. The analysis led to the categorization of the conceptual model by identifying 4 factors affecting brand equity and 2 consequences of brand equity. In order to measure the reliability and quality control, the kappa method was used. The kappa index value was calculated for the components of brand equity and its consequences, which was at the level of excellent agreement. The results of this study indicated that 4 factors in authentic studies related to the last ten years constituted the dimensions of brand equity. Perceptual, attitudinal, cognitive, and communication dimensions were the main dimensions of brand equity. Also, two consequences related to the customer and the company constituted the consequences of brand equity.

The role of marketing capabilities in e-commerce and its ability to improve the performance of industrial organizations has received serious attention from business researchers. In this regard, the aim of the present study was to investigate the effects of e-commerce marketing capabilities and export experience on export performance with the mediating role of distribution efficiency. This study was applied in terms of purpose and library-field in terms of data collection. The method of the study was descriptive-survey. The statistical population of the study was the managers of the Fars Industry, Mining, and Trade Organization, which included a total of 318 people. In this regard, using the Morgan table, 175 people were selected based on the simple random sampling method and questionnaires were distributed among them in-person by visiting the Fars Industry, Mining, and Trade Organization. The data collection tool was a questionnaire that the content validity of the questionnaires was confirmed based on the opinions of professors and experts. Also, after distributing the questionnaires and collecting the data, the values of AVE and CR coefficients for all variables above 0. 5 indicated convergent validity and the output of the Fornell Larker table showed divergent validity. The results of the study showed that e-commerce marketing capabilities, export experience, and distribution efficiency had a positive effect on export performance. E-commerce marketing capabilities had a positive effect on the efficiency of distribution. But, the export experience did not have a significant effect on the efficiency of distribution. Distribution efficiency also played a mediating role in the relationship between e-commerce marketing capabilities and export performance. But the efficiency of distribution did not play a mediating role in the relationship between export experience and export performance.

Clothing as one of the non-verbal communication tools defines underlying aspects of communication such as purpose, formality, personal characteristics, and the context of communication. So, in service-based organizations that the nature of communication between the organization and customers is human communication, clothing is considered a more important indicator in forming customers’,perceptions. In this regard, the present study aimed to investigate the impact of clothing on service quality expectations and purchase intention by considering the moderating effect of mental involvement and gender. The study was descriptive-survey and applied in terms of method and purpose, respectively. Data collection was done using a standard questionnaire and photos of service contact personnel clothing in appropriate and inappropriate modes through using mental involvement scenarios. The statistical population consisted of Melat bank customers in Tehran who were selected by the available random sampling method based on the Cochran formula. From 200 distributed questionnaires, 138 analyzable questionnaires were obtained which were reliable based on Cronbach’, s alpha coefficient and had acceptable validity based on experts’,opinions. The partial least squares (PLS) test on the data showed a positive and significant effect of clothing fit on the service quality expectation and purchase intention,this effect was more in low mental conditions and among female customers. However, the effect of expectation from service quality on the intention to purchase services (for staff with disproportionate clothing) was not confirmed.

Most of the time, people make generalizations and judgments to make it easier to understand the world around them and to make decisions. So, people are influenced by stereotypes in their decisions. In fact, stereotypes form the basis of people’, s perceptions and predict their emotional reactions. The aim of this study was to investigate the effect of brand benefits on brand stereotypes and also the effect of brand stereotypes on emotional reactions of home appliance consumers based on two dimensions of warmth and competence. The BIAF model was developed for the home appliance industry. This research was applied in terms of purpose and descriptive in nature. The statistical population of the study includes consumers of home appliances in the city of Yazd, 414 of whom were selected and studied using the available sampling method. In order to collect the data, a questionnaire was used which had content validity and construct validity and 94% reliability. Structural equation modeling based on partial least squares was used to analyze the data. The results showed that brand benefits had a significant effect on brand stereotypes (brand warmth and brand competence). Also, the findings showed that stereotypes had an impact on consumers’,emotional reactions.

By considering the rapid changes in technologies, rising customers’,expectations, and growing technical complexities, the speed of the process of new product development (NPD) has become an extremely critical factor in the company's success. The firms are challenging to find ways such as customers’,participation especially in B2B marketing to shorten the time between idea generation and product launch. The literature review revealed that the effectiveness of customers’,participation is a matter of contingency. Thus, in this research, the moderating role of time style congruity, as a novel concept in the B2B domain, on the relationship between customers’,participation and new product development time was analyzed. The creative combination of the constructs in the proposed framework is rooted in the open system organization perspective, the contingency theory, and redefinition of time style as a broad concept applicable in the individual, organizational, and cultural levels, which is referred to the way by which time is perceived and used. The statistical population of this study consists of the NPD projects done between 1390-1398 (2011-2019) in the Iranian industries. The judgmental sampling method was applied and 200 samples were selected. The data analysis was done by using structural equation modeling in SmartPLS software. The results of the study confirmed the moderating role of time style congruity on the relationship between customers’,participation and NPD time in the industrial marketing context.

Businesses began using social networks as a way to help customers and staff communication to obtain more information in the field of their interests and properties and also to provide customers with services in an attractive environment of technology. The main purpose of the present study was to explain the structural relations model between social network marketing and customers’,behavior towards brand promotion in the dairy industry. The present research is practical and descriptive survey in terms of purpose and method, respectively. The statistical population included Kalleh company’, s operators and active members in the social networks at Mazandaran province that their exact number was not announced. In this research, the sample size was calculated based on the Cochran formula, because of the uncertainty of the statistical community. The sampling method was the available method, and to collect the data, a questionnaire, library and field methods were used. Data analysis was performed using an analytical predictive software (SPSS 24) and a route modeling software application (smart PLS3). The results of the study showed that customer brand engagement and their attitude towards brand position promote the brand. The results confirmed all the hypotheses of the research.