University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Market orientation in the relationship between emphasize of high management and performance of governmental banks Market orientation in the relationship between emphasize of high management and performance of governmental banks 1 24 17706 FA Hamidreza Rezvani Hamidreza Rezvani Alireza Khorakian Yaghoub Maharati Journal Article 2016 06 14 In the last few decades, change in the pattern of competition and instability of environmental conditions has led to the large firms which have little changes in their structure, not being able to compete with small firms which are open to change and innovation. Studies indicate that improvement of organizational performance is highly dependent on market orientation. On the other hand, the main core of these studies is based on the belief, perception and commitment of managers to market orientation. But, it seems that there not enough organized and experimental research to investigate such a relationship based on the experts&#39 opinion in Iranian organization and in particular the governmental banks. Based on this evidence, the goal of this research is to investigate the mediating role of market orientation in the relationship between emphasize of high management and the performance of governmental banks. Data analysis was done by using SEM approaches and SmartPLS software. The findings of this research indicates that there is no direct and meaningful relation between emphasize of high management and performance of governmental banks, but there is a positive and meaningful relation through mediating role of market orientation. In the last few decades, change in the pattern of competition and instability of environmental conditions has led to the large firms which have little changes in their structure, not being able to compete with small firms which are open to change and innovation. Studies indicate that improvement of organizational performance is highly dependent on market orientation. On the other hand, the main core of these studies is based on the belief, perception and commitment of managers to market orientation. But, it seems that there not enough organized and experimental research to investigate such a relationship based on the experts&#39 opinion in Iranian organization and in particular the governmental banks. Based on this evidence, the goal of this research is to investigate the mediating role of market orientation in the relationship between emphasize of high management and the performance of governmental banks. Data analysis was done by using SEM approaches and SmartPLS software. The findings of this research indicates that there is no direct and meaningful relation between emphasize of high management and performance of governmental banks, but there is a positive and meaningful relation through mediating role of market orientation. https://nmrj.ui.ac.ir/article_17706_83322e5414f96ce01f47108265c064b7.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Service Quality Roles in Create Brand Preference and Purchase Intention in Banking Services Industry Service Quality Roles in Create Brand Preference and Purchase Intention in Banking Services Industry 1 20 17752 FA Sajad Khani allameh tabatabaei university Mehri Nasiri allameh tabatabaei university Amin Ajalli allameh tabatabaei university Mehdi Jafarzadeh Kenari shahid beheshti university Abdolhamid Ebrahimi allameh tabatabaei university Journal Article 2016 06 14 Nowadays the importance of investing in service quality as a strategic advantage for many businesses, especially service companies is highlighted and identifying how service quality leads to stronger brand equity for the company will be increasingly valuable. However, so far, little research examine the relationship between company service quality and brand equity, hence the importance of attention to the role of service quality to improve brand equity and ultimately improve the customer preference toward the company's brand in comparison with competing brands and increase purchase intention from the company is important factors in attracting and retaining customers to service companies and should be considered as a major factor in service marketing. This research is of survey type and in order to collect data for the study a questionnaire was developed from various sources in the literature, is used. In order to achieve the objectives of the study, a sample of 384 customers of five selected Bank in Tehran city was chosen. Also, structure equation modeling (SEM), confirmatory factor analysis (CFA) and two software package "SPSS and LISREL" is used for analyzing the data. Findings suggest a significant impact of service quality on perceived value and also service quality and perceived value have a significant impact on brand equity and brand equity has also significant impact on brand preference and customers purchase intention and finally, the impact of brand preference on customer purchase intention was significant Nowadays the importance of investing in service quality as a strategic advantage for many businesses, especially service companies is highlighted and identifying how service quality leads to stronger brand equity for the company will be increasingly valuable. However, so far, little research examine the relationship between company service quality and brand equity, hence the importance of attention to the role of service quality to improve brand equity and ultimately improve the customer preference toward the company's brand in comparison with competing brands and increase purchase intention from the company is important factors in attracting and retaining customers to service companies and should be considered as a major factor in service marketing. This research is of survey type and in order to collect data for the study a questionnaire was developed from various sources in the literature, is used. In order to achieve the objectives of the study, a sample of 384 customers of five selected Bank in Tehran city was chosen. Also, structure equation modeling (SEM), confirmatory factor analysis (CFA) and two software package "SPSS and LISREL" is used for analyzing the data. Findings suggest a significant impact of service quality on perceived value and also service quality and perceived value have a significant impact on brand equity and brand equity has also significant impact on brand preference and customers purchase intention and finally, the impact of brand preference on customer purchase intention was significant https://nmrj.ui.ac.ir/article_17752_76eb1475aceedb0ebc3ed0a02ae8cc07.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The effect of the aspects of word of mouth advertising on students’ purchase preference with concentration on adjusting role of modernism of consumer (Case Study: Mobile phone productions of SONY firm) The effect of the aspects of word of mouth advertising on students’ purchase preference with concentration on adjusting role of modernism of consumer (Case Study: Mobile phone productions of SONY firm) 21 42 17753 FA Asma Soltaninezad Hossein Khanifar Mohammad Haghighi Nima Soltaninezad Journal Article 2016 06 14 Since this kind of advertising has been included interactive transfer of information between the consumers of commodity and it is more low-priced than advertising with other methods, the need to research to understand how it was created and about its function are felt more than past. This survey aims to study the effect of word to mouth advertising aspects including volume, valence and source quality on mobile phone SONY purchase intention. The research is of Applications - Solidarity type and its statistical population consists of students of management faculty of Tehran University. Selected sample of 326 students have been. Data were collected through questionnaires And structural equation modeling was used to analyze the data collected. The research results reveal that word to mouth advertising aspects are effective on mobile phone purchase intention and social, sensory and functional innovativeness can not be the moderator of word to mouth advertising aspects and mobile phone purchase intention. Since this kind of advertising has been included interactive transfer of information between the consumers of commodity and it is more low-priced than advertising with other methods, the need to research to understand how it was created and about its function are felt more than past. This survey aims to study the effect of word to mouth advertising aspects including volume, valence and source quality on mobile phone SONY purchase intention. The research is of Applications - Solidarity type and its statistical population consists of students of management faculty of Tehran University. Selected sample of 326 students have been. Data were collected through questionnaires And structural equation modeling was used to analyze the data collected. The research results reveal that word to mouth advertising aspects are effective on mobile phone purchase intention and social, sensory and functional innovativeness can not be the moderator of word to mouth advertising aspects and mobile phone purchase intention. https://nmrj.ui.ac.ir/article_17753_7e3588f94441df1d83674aea330300f3.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Investigating the impact of marketing intelligence on competitive advantage in SMEs Investigating the impact of marketing intelligence on competitive advantage in SMEs 25 46 17707 FA Elham Zafarianpour Mohammad Faryabi Mohammad Faryabi Journal Article 2016 06 14 The aim of this paper is to demonstrate empirically the relationship between marketing intelligence on competitive advantage within a small and medium sized enterprises (SME) context. With marketing information it is intended all data usable within for a marketing purpose. First، the constitutive factors of marketing intelligence amongst SMEs were identified in the literature. After that، a quantitative study was performed analyzing the data through multivariate data analysis techniques، specifically using the Lisrel software. The results of the analysis are discussed and the paper ends with the conclusions، implications for practitioners and policy makers، limitations of the study and indications for future research. The results of this study show the importance of the marketing intelligence amongst SMEs. The type of information، resources of information and frequency of using information in SMEs have positive relation with competitive advantage. The aim of this paper is to demonstrate empirically the relationship between marketing intelligence on competitive advantage within a small and medium sized enterprises (SME) context. With marketing information it is intended all data usable within for a marketing purpose. First، the constitutive factors of marketing intelligence amongst SMEs were identified in the literature. After that، a quantitative study was performed analyzing the data through multivariate data analysis techniques، specifically using the Lisrel software. The results of the analysis are discussed and the paper ends with the conclusions، implications for practitioners and policy makers، limitations of the study and indications for future research. The results of this study show the importance of the marketing intelligence amongst SMEs. The type of information، resources of information and frequency of using information in SMEs have positive relation with competitive advantage. https://nmrj.ui.ac.ir/article_17707_0fca57f852249626f80e67f1d4593bd1.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Effect of Selling Skills on Bank Teller Sales Performance Effect of Selling Skills on Bank Teller Sales Performance 43 56 17760 FA Vida Khorasani shahid beheshti university-faculty of management Shahriar Azizi shahid beheshti university-faculty of management Journal Article 2016 06 14 Performance is one of the main structures and the most important measure of enterprise success discussed in the management literature. Banking industry is an important part of service industry and services are inseparable from their provider. So sales performance of the bank teller who are on the front lines of communication with customers is of great importance. In this article one of the most important factors that influence sales performance, sales skills have been studied. Direct and moderating effects of internal and external competition as other important individual and environmental characteristics on sales performance are measured in terms of bank teller. The statistical population of this study is bank teller of Tehran city branches of the Keshavarzi Bank. Data were collected from 488 people through Census method and a questionnaire of 34 questions. To test the model, path analysis was performed using LISREL. Results indicated that technical and sales skills, competitive atmosphere and trait competitiveness have positive and significant effect on sales performance. Moderating effects of competitive atmosphere and trait competitiveness on the relation of sales skills and sales performance were also confirmed. Moreover, it was found that interpersonal skill have no significant effect on sales performance. Also competitive atmosphere and trait competitiveness do not moderate the relationship of interpersonal and technical skills with sales performance. Performance is one of the main structures and the most important measure of enterprise success discussed in the management literature. Banking industry is an important part of service industry and services are inseparable from their provider. So sales performance of the bank teller who are on the front lines of communication with customers is of great importance. In this article one of the most important factors that influence sales performance, sales skills have been studied. Direct and moderating effects of internal and external competition as other important individual and environmental characteristics on sales performance are measured in terms of bank teller. The statistical population of this study is bank teller of Tehran city branches of the Keshavarzi Bank. Data were collected from 488 people through Census method and a questionnaire of 34 questions. To test the model, path analysis was performed using LISREL. Results indicated that technical and sales skills, competitive atmosphere and trait competitiveness have positive and significant effect on sales performance. Moderating effects of competitive atmosphere and trait competitiveness on the relation of sales skills and sales performance were also confirmed. Moreover, it was found that interpersonal skill have no significant effect on sales performance. Also competitive atmosphere and trait competitiveness do not moderate the relationship of interpersonal and technical skills with sales performance. https://nmrj.ui.ac.ir/article_17760_93fa10c2f4d4f79f7eb9f6579ed34657.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 SMS advertisements\' adoption among Tehran mobile users SMS advertisements\' adoption among Tehran mobile users 47 64 17708 FA Mina Saadati Manizheh Haghighinasab Ayda Khalili Manizheh Haghighinasab Journal Article 2016 06 14 Mobile marketing and SMS (short message services) advertising in particular, have been recently used. Even though SMS-based advertising is inexpensive, interactive, and able to yield a high response rate, middle or big size companies do not use it in Iran. For as much as its adoption was unclear, this study was organized to find it out. Since the most populated city in our country, Tehran, is a good multicultural instance to study in many fields, this research has aimed at its citizens&#39 intention to use SMS advertisement. The statistical populations included are mobile users, who came to Mobile Customer Service located in north, south, west, east and centre of Tehran. From which 384 were considered as samples. Technology Acceptance Model (TAM) was used for making hypothesizes. Survey&#39s data was collected by questionnaire with cluster and random sampling. Collected data was analyzed regarding to the method: Structural Equation Modeling (SEM) in order to do which, the technique Partial List Squares (PLS) were used. The results revealed that: despite the lack of adoption for the SMS advertising among mobile users in Tehran, there could be chances to improve it by better perceived usefulness as well as its ease of use. Innovativeness of the people and their trust has indirect impact on their intention to use. Moreover, getting prior permission, making a profile, and individualizing the context with richness of information and entertainers are recommended. Using the new generation 3G and shortcuts will be able to improve SMS advertisement&#39s adoption as well. Mobile marketing and SMS (short message services) advertising in particular, have been recently used. Even though SMS-based advertising is inexpensive, interactive, and able to yield a high response rate, middle or big size companies do not use it in Iran. For as much as its adoption was unclear, this study was organized to find it out. Since the most populated city in our country, Tehran, is a good multicultural instance to study in many fields, this research has aimed at its citizens&#39 intention to use SMS advertisement. The statistical populations included are mobile users, who came to Mobile Customer Service located in north, south, west, east and centre of Tehran. From which 384 were considered as samples. Technology Acceptance Model (TAM) was used for making hypothesizes. Survey&#39s data was collected by questionnaire with cluster and random sampling. Collected data was analyzed regarding to the method: Structural Equation Modeling (SEM) in order to do which, the technique Partial List Squares (PLS) were used. The results revealed that: despite the lack of adoption for the SMS advertising among mobile users in Tehran, there could be chances to improve it by better perceived usefulness as well as its ease of use. Innovativeness of the people and their trust has indirect impact on their intention to use. Moreover, getting prior permission, making a profile, and individualizing the context with richness of information and entertainers are recommended. Using the new generation 3G and shortcuts will be able to improve SMS advertisement&#39s adoption as well. https://nmrj.ui.ac.ir/article_17708_c75e20c4ab6d4693ed80d921601b6dd3.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The impact of aspects of organizational learning on competitive intelligence in knowledge-based enterprises The impact of aspects of organizational learning on competitive intelligence in knowledge-based enterprises 57 70 17756 FA Javad Dokuhaki Persian Gulf University Abdolmajid Mosleh Persian Gulf University Manijeh Bahrainizadeh Persian Gulf University Manijeh Bahrainizadeh بوشهر- دانشگاه خلیج فارس- دانشکده ادبیات و علوم انسانی- گروه مدیریت بازرگانی- Abdolmajid Mosleh Journal Article 2016 06 14 Organizations with environmental data collection identify potential opportunities and threats and will use this information to make strategic decisions. Since the organization can identify its own strengths and weaknesses with this information, and make necessary changes, this organizational need led to the emergence of a phenomenon called competitive intelligence. The organization acquire and develop new knowledge and data under specific processes and with vision and insight ,leads the general information and experience into the organization Which has caused potential effects on behavior and improvement of organizational capabilities that is called a process of organizational learning. The aim of doing this survey is to investigate the effect of different aspects of organizational learning on aspects of organizational intelligence. The sample population of the present survey are all knowledge-based institutions in the science and technology park which are totally 50. Morgan was used to estimate sample size tables and The sample size required is 44. Given the likely lack of cooperation by some institutions, finally 42 institutions, a total of 99 questionnaires have been collected. Structural equation modeling was used to analyze the data. With respect to the result of the survey , except the effect of the interpretation of the data on the intelligence of the market and organizational memory on the Competitor intelligence which was not confirmed, other hypotheses based on the positive and meaningful effect of aspects of organizational learning on the aspects of Competitive intelligence has been approved. Organizations with environmental data collection identify potential opportunities and threats and will use this information to make strategic decisions. Since the organization can identify its own strengths and weaknesses with this information, and make necessary changes, this organizational need led to the emergence of a phenomenon called competitive intelligence. The organization acquire and develop new knowledge and data under specific processes and with vision and insight ,leads the general information and experience into the organization Which has caused potential effects on behavior and improvement of organizational capabilities that is called a process of organizational learning. The aim of doing this survey is to investigate the effect of different aspects of organizational learning on aspects of organizational intelligence. The sample population of the present survey are all knowledge-based institutions in the science and technology park which are totally 50. Morgan was used to estimate sample size tables and The sample size required is 44. Given the likely lack of cooperation by some institutions, finally 42 institutions, a total of 99 questionnaires have been collected. Structural equation modeling was used to analyze the data. With respect to the result of the survey , except the effect of the interpretation of the data on the intelligence of the market and organizational memory on the Competitor intelligence which was not confirmed, other hypotheses based on the positive and meaningful effect of aspects of organizational learning on the aspects of Competitive intelligence has been approved. https://nmrj.ui.ac.ir/article_17756_8d79546d650259a0663a5533ac0db7a8.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 INVESTIGATION THE ROLE OF MOBILE USER’S GENDER ON ACCEPTANCE OF PERMISSION BASE MOBILE MARKETING ON IRANIAN MOBILE USERS AND CONSUMER RIGHTS PROTECTION GUIDELINES INVESTIGATION THE ROLE OF MOBILE USER’S GENDER ON ACCEPTANCE OF PERMISSION BASE MOBILE MARKETING ON IRANIAN MOBILE USERS AND CONSUMER RIGHTS PROTECTION GUIDELINES 65 100 17709 FA Farhad Ghaffari Pejman Jafari Amir Bigdeli Journal Article 2016 06 14 Recent progression on Internet, mobile phones and also the other communication tools allow companies to gain benefit from new applications such as SMS advertisement. Despite of these commercial opportunities, development of SMS advertisements are limited by some barriers such as invasion of mobile user’s consumer rights with unsolicited sms advertising. On one hand in developed countries, there are regulations for mobile user’s privacy protection, but on the other hand, these rules do not apply in Iran. According to the previous researches in this field, mobile user’s gender has a moderator role on acceptance of permission base mobile marketing. In this paper, the literature of mobile user’s consumer rights and effective factors on permission base mobile marketing such as Institutional Trust, Personal Trust, Mobile User’s Experience, Percieved Behavioral Control and Mobile User’s Gender are investigated through a trust base research model. Then, the hypothesized model is empirically tested using data collected from a standard questionary base survey in Tehran theater-e-shahr audiences. Structural Equation Modeling (SEM) was used by the Lisrel 8.8 to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is concluded that Iranian mobile users due to the lack of appropriate regulations on mobile user’s consumer rights and also, receiving a lot of unsolicited sms advertising, have persecutor and negative experience about sms advertising. Because of the mentioned situation in Iran, on the both male and female research model, mobile marketing experience extremely affects the process of gaining mobile users’ permission. Thus, it is absolutely necessary to correct implementation of permission base mobile marketing and making positive and useful experience about the sms advertising for Iranian male and female mobile users. Recent progression on Internet, mobile phones and also the other communication tools allow companies to gain benefit from new applications such as SMS advertisement. Despite of these commercial opportunities, development of SMS advertisements are limited by some barriers such as invasion of mobile user’s consumer rights with unsolicited sms advertising. On one hand in developed countries, there are regulations for mobile user’s privacy protection, but on the other hand, these rules do not apply in Iran. According to the previous researches in this field, mobile user’s gender has a moderator role on acceptance of permission base mobile marketing. In this paper, the literature of mobile user’s consumer rights and effective factors on permission base mobile marketing such as Institutional Trust, Personal Trust, Mobile User’s Experience, Percieved Behavioral Control and Mobile User’s Gender are investigated through a trust base research model. Then, the hypothesized model is empirically tested using data collected from a standard questionary base survey in Tehran theater-e-shahr audiences. Structural Equation Modeling (SEM) was used by the Lisrel 8.8 to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is concluded that Iranian mobile users due to the lack of appropriate regulations on mobile user’s consumer rights and also, receiving a lot of unsolicited sms advertising, have persecutor and negative experience about sms advertising. Because of the mentioned situation in Iran, on the both male and female research model, mobile marketing experience extremely affects the process of gaining mobile users’ permission. Thus, it is absolutely necessary to correct implementation of permission base mobile marketing and making positive and useful experience about the sms advertising for Iranian male and female mobile users. https://nmrj.ui.ac.ir/article_17709_98f4c09d033baebbab367f3d5a1499a8.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Evaluating Effective Factors on Impulse Buying at Chain Store in Mashhad:(Case Study: Poruma Chain Store) Evaluating Effective Factors on Impulse Buying at Chain Store in Mashhad:(Case Study: Poruma Chain Store) 71 84 17755 FA Mir Ebrahim Esfahani Alireza Hadadian Ferdowsi university of Mashhad Hosna Rahimizadeh Islamic Azad niversity of Neyshabour Journal Article 2016 06 14 Impulse buying is significant part of sale, therefore, they are very important to retail sellers and marketers. This research is applied research as survey-descriptive due to the method of data gathering. Research statistical population include of Proma shop costomers. Because of lack of total statistical population, infinit population sampiling and accessible statistical population have been used. Sample size had been calculated using Kokran formula as 267 person. To gather information, questionnaire had been used. To validitate questionnaire reliability, the method of structural and superficial had been used. To assess validity Cronbakh method had been applied and coefficient had been calculated as 0.94, that is significant.In this research, sudden purchase process model had been used. Therefore, there hypo thesises had been provided that are analayzed using structural equation intrapolation. The results of the analysis of the data showed that: store environment include of positive effect on impulse buying (light, color, music, aroma). arrangement and physical appearance(goods accessibility, stall guides, goods arrangement, store appearance and staff cloths), facilities and additional services(restaurant, coffee shop, park and children maintenance center) have no effect on impulse buying. Impulse buying is significant part of sale, therefore, they are very important to retail sellers and marketers. This research is applied research as survey-descriptive due to the method of data gathering. Research statistical population include of Proma shop costomers. Because of lack of total statistical population, infinit population sampiling and accessible statistical population have been used. Sample size had been calculated using Kokran formula as 267 person. To gather information, questionnaire had been used. To validitate questionnaire reliability, the method of structural and superficial had been used. To assess validity Cronbakh method had been applied and coefficient had been calculated as 0.94, that is significant.In this research, sudden purchase process model had been used. Therefore, there hypo thesises had been provided that are analayzed using structural equation intrapolation. The results of the analysis of the data showed that: store environment include of positive effect on impulse buying (light, color, music, aroma). arrangement and physical appearance(goods accessibility, stall guides, goods arrangement, store appearance and staff cloths), facilities and additional services(restaurant, coffee shop, park and children maintenance center) have no effect on impulse buying. https://nmrj.ui.ac.ir/article_17755_2f1c534220c582e6f2d42cb37f545141.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Importance- Performance Analysis of Irans Historical Sites' Features from Foreign Tourists View Point ( Case Study Ali Qapu And Jame Mosque of Isfahan) Importance- Performance Analysis of Irans Historical Sites' Features from Foreign Tourists View Point ( Case Study Ali Qapu And Jame Mosque of Isfahan) 85 104 17759 FA Zeinab Zamani Persian Gulf University Khodakeram Salimifard Persian Gulf University Manijeh Bahrainizadeh Persian Gulf University Journal Article 2016 06 14 The tourism industry has expanded rapidly in recent years, despite the unique capabilities such as historical and natural attractions abound in Iran information and statistics indicate lack of success this industry in Iran. It seems that one of the reasons for this is lack of attention to the needs and preferences of the tourists. This study aimed to investigate the importance – Importance features of Ali Qapu, and Jame Mosque of Isfahan from tourists' point of view. For this purpose, a questionnaire consisting of 21features of historic sites, designed to measure the importance and performance of each features and then among foreign tourists and visitors to the sites were distributed. Data byusingsoftwareSPSS19 by important –performance Analysis (IPA) and t-test were analyzed. In terms of objective, the research is an applied research, and in terms of the data collection it can be classified as a descriptive survey. The results show that cleanness, suitability of bathrooms, multilingual /direction signs, quality of written information, provision of maps related to site had high importance but the sites had low performance of its, while the ease of buying tickets, ticket price, historical sites uniqueness and architecture, security and individuals’ attitudes towards tourists, scenery or view around the historical sites had high importance and high satisfaction for the tourists The tourism industry has expanded rapidly in recent years, despite the unique capabilities such as historical and natural attractions abound in Iran information and statistics indicate lack of success this industry in Iran. It seems that one of the reasons for this is lack of attention to the needs and preferences of the tourists. This study aimed to investigate the importance – Importance features of Ali Qapu, and Jame Mosque of Isfahan from tourists' point of view. For this purpose, a questionnaire consisting of 21features of historic sites, designed to measure the importance and performance of each features and then among foreign tourists and visitors to the sites were distributed. Data byusingsoftwareSPSS19 by important –performance Analysis (IPA) and t-test were analyzed. In terms of objective, the research is an applied research, and in terms of the data collection it can be classified as a descriptive survey. The results show that cleanness, suitability of bathrooms, multilingual /direction signs, quality of written information, provision of maps related to site had high importance but the sites had low performance of its, while the ease of buying tickets, ticket price, historical sites uniqueness and architecture, security and individuals’ attitudes towards tourists, scenery or view around the historical sites had high importance and high satisfaction for the tourists https://nmrj.ui.ac.ir/article_17759_4be8f54c901cd9a67ac33d534247a8eb.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Evaluating the effect factors of planning behavior on online shopping behaviour Evaluating the effect factors of planning behavior on online shopping behaviour 101 112 17710 FA Maryam Akhavan Kharazian Negar Sadat Mesbahi JAhromi Journal Article 2016 06 14 In today&#39s competitive environment, the development of e-commerce and information technology, the scope of vendors has changed, this factors led to coordinate organizations with the revolution in electronic communications and they choose the business of Internet new way to earn and compete competitors. However, the business of internet industry not yet reached the stage of maturity and more customers prefer the traditional purchasing channels,. Hence, this paper examines the effect of planning behavior factors on the Internet purchasing behavior . Knowing the impact of these factors can lead to further encourage customers to adopt Internet shopping and to prosper internet business in iran .The population of the study,student 4 State University of Tehran,Tarbiat Modarres University,Allameh Tabatabai University and Shahid Beheshti university.Required data were selected and collected through a standard questionnaire of 25 questions,from 386 students by cluster sampling method.Testing hypotheses have done through structural equation modeling using Lisrel. The results of the analysis showed that the conceptual model have a good fit. Moreover, it was found that had significant effect positive attitude towards online shopping and subjective norms on Internet shopping intentions and Internet shopping intentions on perceived behavioral control but was not confirmed significant influence of perceived behavioral control on the Internet shopping intention. In today&#39s competitive environment, the development of e-commerce and information technology, the scope of vendors has changed, this factors led to coordinate organizations with the revolution in electronic communications and they choose the business of Internet new way to earn and compete competitors. However, the business of internet industry not yet reached the stage of maturity and more customers prefer the traditional purchasing channels,. Hence, this paper examines the effect of planning behavior factors on the Internet purchasing behavior . Knowing the impact of these factors can lead to further encourage customers to adopt Internet shopping and to prosper internet business in iran .The population of the study,student 4 State University of Tehran,Tarbiat Modarres University,Allameh Tabatabai University and Shahid Beheshti university.Required data were selected and collected through a standard questionnaire of 25 questions,from 386 students by cluster sampling method.Testing hypotheses have done through structural equation modeling using Lisrel. The results of the analysis showed that the conceptual model have a good fit. Moreover, it was found that had significant effect positive attitude towards online shopping and subjective norms on Internet shopping intentions and Internet shopping intentions on perceived behavioral control but was not confirmed significant influence of perceived behavioral control on the Internet shopping intention. https://nmrj.ui.ac.ir/article_17710_f247c3e969c6c362d9a35415f29fc571.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Experimental assessing of synergy in marketing Experimental assessing of synergy in marketing 105 124 17762 FA Mohsen Alizadehsani University of Mazandaran Meisam Shirkhodaie University of Mazandaran Neda Tahmasbiroshan University of Mazandaran Journal Article 2016 06 14  Nowadays in competitive world, organizations need more effective and efficient communications with their customers in order to protect their existence, on the other hand considering the mixture of marketing methods, concentrating on creating synergy in communicational tools in order to communicate effectively with customers is increasing. Integrated marketing communication is one of the newest viewpoints and patterns in choosing targets for advertising and commercial communications. This systematic model is seeking for increasing effectiveness and synergy in communicational and advertising activities of firms in order to achieve their goals, that one of the most important of them is creating positive attitude toward brand and purchase intention. However, considering the importance of creating synergy through integrated marketing communication on attiude toward brand and purchase intention, very few studies have been done. Thus, this research is assessing that whether integrated marketing communication appoarch affect creating synergy on attitude toward brand and purchase intention. This research is an experimental study in the type of posttest with 2 control and 4 experimental groups. Furthermore, its validitiy is  randomly with the use of statistical tests. The number of sample participants is 206 active people of 10 marketing sites that did on-line shopping and entered groups randomly. The  results of their responses to the questionnaire were analyzed through Mancova. Thus, at the  Significance level of 0.05, results demonstrated that purchase intention and attitude toward brand is different between experimental and control groups, also the results of Tukey test at p-value  Nowadays in competitive world, organizations need more effective and efficient communications with their customers in order to protect their existence, on the other hand considering the mixture of marketing methods, concentrating on creating synergy in communicational tools in order to communicate effectively with customers is increasing. Integrated marketing communication is one of the newest viewpoints and patterns in choosing targets for advertising and commercial communications. This systematic model is seeking for increasing effectiveness and synergy in communicational and advertising activities of firms in order to achieve their goals, that one of the most important of them is creating positive attitude toward brand and purchase intention. However, considering the importance of creating synergy through integrated marketing communication on attiude toward brand and purchase intention, very few studies have been done. Thus, this research is assessing that whether integrated marketing communication appoarch affect creating synergy on attitude toward brand and purchase intention. This research is an experimental study in the type of posttest with 2 control and 4 experimental groups. Furthermore, its validitiy is  randomly with the use of statistical tests. The number of sample participants is 206 active people of 10 marketing sites that did on-line shopping and entered groups randomly. The  results of their responses to the questionnaire were analyzed through Mancova. Thus, at the  Significance level of 0.05, results demonstrated that purchase intention and attitude toward brand is different between experimental and control groups, also the results of Tukey test at p-value https://nmrj.ui.ac.ir/article_17762_004de3b6fdf141a4337fe73490a8561d.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Segmenting Notebook PC market based on life style (The case of Ferdowsi University students) Segmenting Notebook PC market based on life style (The case of Ferdowsi University students) 113 140 17711 FA Monireh Ahmadimanesh Ghasem Eslami Mostafa Kazemi Journal Article 2016 06 14 This study is aimed to segment the Notebook PC market using VALS life style and to find out the differences between these segments. Vals specifically defines the consumer segments based on personality traits influencing the market behaviors.According to Vals, consumers are divided to eight categories not only based on psychological variables, but also income, education level, buying demands, and some other factors.Life style and values are determinant factors of consumer&#39s decision-making. This study seeks to identify different segments of Notebook PC market and specify the requirements of each segment.To do this, we designed a written questionnaire, distributed 400 questionnaires between the students of Ferdowsi University of Mashhad, and collected 308 ones. The final response rate after eliminating five non-eligible questionnaires was 77%. For data analyzingand answering the research questions, descriptive and inferential statistics were used. The results indicated that each market segment requires different features and requirements as for its psychological attributes. At the end, research limitations were enumeratedand some suggestions for future studies were made. This study is aimed to segment the Notebook PC market using VALS life style and to find out the differences between these segments. Vals specifically defines the consumer segments based on personality traits influencing the market behaviors.According to Vals, consumers are divided to eight categories not only based on psychological variables, but also income, education level, buying demands, and some other factors.Life style and values are determinant factors of consumer&#39s decision-making. This study seeks to identify different segments of Notebook PC market and specify the requirements of each segment.To do this, we designed a written questionnaire, distributed 400 questionnaires between the students of Ferdowsi University of Mashhad, and collected 308 ones. The final response rate after eliminating five non-eligible questionnaires was 77%. For data analyzingand answering the research questions, descriptive and inferential statistics were used. The results indicated that each market segment requires different features and requirements as for its psychological attributes. At the end, research limitations were enumeratedand some suggestions for future studies were made. https://nmrj.ui.ac.ir/article_17711_8e65bc1b4026910e6002cd9d5a93a681.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Market Segmentation from the consumer's perspective using ANN and identification of their key characteristics based on the Taguchi technique (A case study in a shampoo industry) Market Segmentation from the consumer's perspective using ANN and identification of their key characteristics based on the Taguchi technique (A case study in a shampoo industry) 125 142 17757 FA Mahdi Goharpad Shahed University Mahdi Bashiri Shahed University Somayeh Karimi Shahed University Mahdi Bashiri شهرک ولی عصر انتهای خیابان آزادگان سمت راست پلاک 48 Mostafa Ghazizadeh Shahed University Journal Article 2016 06 14 The critical success factor for companies in competitive markets is focusing on the customers. Market segmentation into different categories and providing goods and services to each segment according to their unique characteristics is the most important activity that can lead to a greater focus on customers. In this study, using artificial neural market techniques, shampoo market in the 8th region of Tehran was classified. Therefore, after reviewing the research literature, 26 indicators have been identified and using the self- organizing neural networks, the segmentation was performed and among the various models of clustering, this model in which, the members within each market segment has the maximum similarity, and the significant differences were between different market segments, was selected. The results showed that the best model is classification with 9 clusters. This approach was compared with K-means and the superiority of artificial neural network approach was demonstrated. Finally key characteristics of each segment were identified by a proposed approach base on the Taguchi technique. The critical success factor for companies in competitive markets is focusing on the customers. Market segmentation into different categories and providing goods and services to each segment according to their unique characteristics is the most important activity that can lead to a greater focus on customers. In this study, using artificial neural market techniques, shampoo market in the 8th region of Tehran was classified. Therefore, after reviewing the research literature, 26 indicators have been identified and using the self- organizing neural networks, the segmentation was performed and among the various models of clustering, this model in which, the members within each market segment has the maximum similarity, and the significant differences were between different market segments, was selected. The results showed that the best model is classification with 9 clusters. This approach was compared with K-means and the superiority of artificial neural network approach was demonstrated. Finally key characteristics of each segment were identified by a proposed approach base on the Taguchi technique. https://nmrj.ui.ac.ir/article_17757_5c0252449ec1a6dde99411f32d878c33.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The effect of market orientation on performance efficiency of the hotel industry The effect of market orientation on performance efficiency of the hotel industry 141 166 17712 FA Shima Pezeshki Bahram Kheiri Shirin Khosrozadeh Bahram Kheiri Journal Article 2016 06 14 This research assesses how the value of the customer perspective, market orientation and competitive advantages will affect organizational efficiency in hotel industry. All the two to five stars hotel of Tehran, Hamedan, Mashhad and Mazandaran province were selected as the population of this research via census method, which is a total of 206 hotels. Structural equation modeling was used to test eleven hypotheses. Research findings show that if hoteliers to understand the value of their customer&#39s perspective properly, they will take both customer-oriented and competitor-oriented policies due to their situation. When customers are price sensitive, hotel managers tend to develop competitor- orientation. In addition the higher level of customer orientation and competitor orientation of a hotel can develop competitive advantages based on differentiation and innovation in the market and finally the advantages of market differentiation and innovation in the market, leading to greater market efficiency (Greater customer satisfaction and market share) this would lead to financial returns (profits) of the hotels. This research assesses how the value of the customer perspective, market orientation and competitive advantages will affect organizational efficiency in hotel industry. All the two to five stars hotel of Tehran, Hamedan, Mashhad and Mazandaran province were selected as the population of this research via census method, which is a total of 206 hotels. Structural equation modeling was used to test eleven hypotheses. Research findings show that if hoteliers to understand the value of their customer&#39s perspective properly, they will take both customer-oriented and competitor-oriented policies due to their situation. When customers are price sensitive, hotel managers tend to develop competitor- orientation. In addition the higher level of customer orientation and competitor orientation of a hotel can develop competitive advantages based on differentiation and innovation in the market and finally the advantages of market differentiation and innovation in the market, leading to greater market efficiency (Greater customer satisfaction and market share) this would lead to financial returns (profits) of the hotels. https://nmrj.ui.ac.ir/article_17712_daf990852b077c527615abc3391e32da.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Investigating the Effect of Technological, Organization, Process and Business Factors on Successful Implementing Business Intelligence System in Internet Serves Provider Companies ( Case Study:Shatel Co. ) Investigating the Effect of Technological, Organization, Process and Business Factors on Successful Implementing Business Intelligence System in Internet Serves Provider Companies ( Case Study:Shatel Co. ) 143 166 17751 FA Nazanin Khojasteh Ali Akbar Abedi Sharabiani Reza Ansari Journal Article 2016 06 14 In today's world, the growth of competitive markets and the increasing demand to attract the customers need to pay attention to the factors affecting business intelligence to learn more. The Purpose of this study also investigated the effect of technological, organization, process and business factors on successful implementing business intelligence system. In terms of purpose the research is applicable and in terms of method of data collection is descriptive – survey. Research population, managers and Experts in Shatel company. In order to research model test were used the questionnaire contains 57 questions. That the questions extracted from the research literature and after review and approval by the respective experts were used and for assess the reliability of the questionnaire Cronbach's Alpha is used. The results showed that the each of the Technological factors, organization, process and business factors(Except for effective change management)on the successful implementation of business intelligence system has been effective. In today's world, the growth of competitive markets and the increasing demand to attract the customers need to pay attention to the factors affecting business intelligence to learn more. The Purpose of this study also investigated the effect of technological, organization, process and business factors on successful implementing business intelligence system. In terms of purpose the research is applicable and in terms of method of data collection is descriptive – survey. Research population, managers and Experts in Shatel company. In order to research model test were used the questionnaire contains 57 questions. That the questions extracted from the research literature and after review and approval by the respective experts were used and for assess the reliability of the questionnaire Cronbach's Alpha is used. The results showed that the each of the Technological factors, organization, process and business factors(Except for effective change management)on the successful implementation of business intelligence system has been effective. https://nmrj.ui.ac.ir/article_17751_da17ffee893103dd21d6072da688b5b4.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Analysis of impact Cognitive and affective trust between Interactions buyers and sellers (a case study Companies in Iranian Industry Food Ingredients) Analysis of impact Cognitive and affective trust between Interactions buyers and sellers (a case study Companies in Iranian Industry Food Ingredients) 167 182 17713 FA Seyed Hamid Khodadad Hossaini Abbasali Haji Karimi Mona Sadat Mortazavi Journal Article 2016 06 14 This study examines the impact of trust on relational exchanges between buyers and sellers in an international context. Trust is considered as two separate dimensions: cognitive trust and affective trust. Data from Australian exporters are tested with regards to their overseas buyers. The empirical results show that cognitive trust and affective trust are distinct dimensions. Shared goals is a common antecedent to both dimensions of trust. Perceived cultural distance and reputation are the unique antecedents to cognitive trust. The results indicate that international relational outcomes benefit from the presence of both cognitive and affective trust. In other words, when exporters exhibit both dimensions of trust, they are more willing to be flexible and report higher levels of satisfaction with export performance. This study examines the impact of trust on relational exchanges between buyers and sellers in an international context. Trust is considered as two separate dimensions: cognitive trust and affective trust. Data from Australian exporters are tested with regards to their overseas buyers. The empirical results show that cognitive trust and affective trust are distinct dimensions. Shared goals is a common antecedent to both dimensions of trust. Perceived cultural distance and reputation are the unique antecedents to cognitive trust. The results indicate that international relational outcomes benefit from the presence of both cognitive and affective trust. In other words, when exporters exhibit both dimensions of trust, they are more willing to be flexible and report higher levels of satisfaction with export performance. https://nmrj.ui.ac.ir/article_17713_96cd2aaaa6f554d449e4fc1b95af3f38.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Investigating The Impact of Brand Extension Success Drivers on Consumers’ Behaviour Investigating The Impact of Brand Extension Success Drivers on Consumers’ Behaviour 167 180 17754 FA Zohreh Mohammad Nabi Seyed Mohammad Tababaei Nasab Seyed Mohammad Tababaei Nasab یزد، دانشگاه یزد، دانشکده مدیریت Journal Article 2016 06 14 The increasing cost of establishing new brand names in today's competitive market caused companies to use existing brands to offer new products to market. Therefore, the importance of brand extension strategy has increased. On the other hand, the mentality and perceptions of consumers from brand, make their purchase decision. This study was analyzed the impact of brand extension success drivers on consumers' attitudes toward brand extension, which lead to the consumer behavior in the market such as intentions, selection and repurchasing. The statistical population of this study were the consumers of food industry products (Tabarok products) in the Isfahan and the sample size of research was estimated 166. The instrument of data gathering was questionnaire and correlation coefficient and regression analysis were used to analyze the hypotheses and to identify the extent and intensity of the relationships between variables. At last, fuzzy TOPSIS technique was applied to rank the affecting drivers on the success of the brand. The results revealed that among the potential brand extension success drivers, parent brand quality and consumer’s experience have had a positive influence on consumer’s attitude and behavior, while, perceived advertising support, perceived fit and the availability of extension products have had negative influence. The ranking results also displayed that the fit between parent brand and extension product has the highest impact on consumers' attitude and behavior. The increasing cost of establishing new brand names in today's competitive market caused companies to use existing brands to offer new products to market. Therefore, the importance of brand extension strategy has increased. On the other hand, the mentality and perceptions of consumers from brand, make their purchase decision. This study was analyzed the impact of brand extension success drivers on consumers' attitudes toward brand extension, which lead to the consumer behavior in the market such as intentions, selection and repurchasing. The statistical population of this study were the consumers of food industry products (Tabarok products) in the Isfahan and the sample size of research was estimated 166. The instrument of data gathering was questionnaire and correlation coefficient and regression analysis were used to analyze the hypotheses and to identify the extent and intensity of the relationships between variables. At last, fuzzy TOPSIS technique was applied to rank the affecting drivers on the success of the brand. The results revealed that among the potential brand extension success drivers, parent brand quality and consumer’s experience have had a positive influence on consumer’s attitude and behavior, while, perceived advertising support, perceived fit and the availability of extension products have had negative influence. The ranking results also displayed that the fit between parent brand and extension product has the highest impact on consumers' attitude and behavior. https://nmrj.ui.ac.ir/article_17754_3ede4c63a07c2d9303fabe505cffef65.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Empirical Investigating of Creative Advertising Effects on Purchase Intention: Mediating Role of Attitude toward Ad and Attitude Toward Brand Empirical Investigating of Creative Advertising Effects on Purchase Intention: Mediating Role of Attitude toward Ad and Attitude Toward Brand 181 194 17761 FA Roghayeh Hoshivar University of Guilan Arezoo Khoorsand Nezhad University of Guilan Mohsen Akbari University of Guilan Mahmoud Moradi University of Guilan Journal Article 2016 06 14 Advertising creativity is usually defined as a function of two traits: divergence and relevance. Divergence refers to extent to which an ad contains elements that are novel, different, or unusual. Relevance is refers to elements that are meaningful, appropriate and worthy for the audiences. In this paper the structural model of the relationship between dimensions of advertising creativity, attitude toward brand, attitude toward advertising and purchase intention is investigated. In order to data gathering 4 advertising video related to 4 wellknown brands were shown to 300 students during a twenty minute animated movie in order to perform the study in a real environment. Results achieved by path analysis using Lisrel program indicate that there is a significant relationship between advertising creativity and purchase intention through mediating role of attitude toward brand but the result does not support the mediating role of attitude toward advertising in making relationship between advertising creativity and purchase intention. Advertising creativity is usually defined as a function of two traits: divergence and relevance. Divergence refers to extent to which an ad contains elements that are novel, different, or unusual. Relevance is refers to elements that are meaningful, appropriate and worthy for the audiences. In this paper the structural model of the relationship between dimensions of advertising creativity, attitude toward brand, attitude toward advertising and purchase intention is investigated. In order to data gathering 4 advertising video related to 4 wellknown brands were shown to 300 students during a twenty minute animated movie in order to perform the study in a real environment. Results achieved by path analysis using Lisrel program indicate that there is a significant relationship between advertising creativity and purchase intention through mediating role of attitude toward brand but the result does not support the mediating role of attitude toward advertising in making relationship between advertising creativity and purchase intention. https://nmrj.ui.ac.ir/article_17761_c1f14ffd6149f2cacba7cd11c7225bd6.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The comparison of organization's performance on Customer Relationship Management (CRM) implementation using an integrative approach of Fuzzy ANP and DEMATEL The comparison of organization's performance on Customer Relationship Management (CRM) implementation using an integrative approach of Fuzzy ANP and DEMATEL 195 212 17758 FA S. Mahmood Zanjirchi Ali Morovati Shariabadi Shima Shahhosseini Bideh Journal Article 2016 06 14 The customer relationship management (CRM) means create and maintenance of a long term relationships with profitable customers, which is achieved through the proper use of information and communication technology. In this paper, performance of three factories in the ceramic and tile industry in Yazd has been compared according to CRM criteria in four dimensions, which include CRM output, customer, CRM process and technology alignment. The goal of this study is applied and data collection is survey-analytic. Also, three questionnaire were used for data collection. First, according to research literature, CRM criteria were identified and rated with use of Fuzzy TOPSIS technique. Then using Pareto law, most important criteria was determined based on the weight obtained through Fuzzy TOPSIS technique. In the next step, the weight of each criterion were determined using an integrative approach of Fuzzy ANP and DEMATEL, in this way, it was include that integrative technology was the most important dimension, then respectively other dimension, which are CRM process, customer and output CRM. Finally, the performance of three companies were compared based on weigh criteria. The customer relationship management (CRM) means create and maintenance of a long term relationships with profitable customers, which is achieved through the proper use of information and communication technology. In this paper, performance of three factories in the ceramic and tile industry in Yazd has been compared according to CRM criteria in four dimensions, which include CRM output, customer, CRM process and technology alignment. The goal of this study is applied and data collection is survey-analytic. Also, three questionnaire were used for data collection. First, according to research literature, CRM criteria were identified and rated with use of Fuzzy TOPSIS technique. Then using Pareto law, most important criteria was determined based on the weight obtained through Fuzzy TOPSIS technique. In the next step, the weight of each criterion were determined using an integrative approach of Fuzzy ANP and DEMATEL, in this way, it was include that integrative technology was the most important dimension, then respectively other dimension, which are CRM process, customer and output CRM. Finally, the performance of three companies were compared based on weigh criteria. https://nmrj.ui.ac.ir/article_17758_9e355ccbd16c1aa7839398cca232a36a.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The Investigation of Mediating Role of Market Orientation and Intrapreneurship Behavior in Relationship between Business Strategy and Organizational Performance The Investigation of Mediating Role of Market Orientation and Intrapreneurship Behavior in Relationship between Business Strategy and Organizational Performance 207 234 17714 FA Yaghoub Maharati Mostafa Kazemi Mostafa Kazemi Seyed Mohammadreza Hossaini Moghadam Journal Article 2016 06 14 Today, all companies must change their business strategies in order to grow faster than competitors and create more value for the customer. In this competition area, Factors that can act as a competitive advantage for companies, distinguish them and improve their performance are emphasizing on Trading Strategies, Market trends and Entrepreneurial behavior. So this study sought to evaluate the impact of competitive strategies - Costs leadership and differentiation - on medium and large manufacturing companies Performance with the intermediary role of market trends and Entrepreneurial Behavior. This is an applied research that is done by a descriptive and Survey method. A questionnaire was used for data collection. Content and construct validity and reliability was confirmed by using Cronbach alpha. The population of medium and large manufacturing firms in the industrial town of Mashhad city are surveyed. Sampling in this study is simple random and probable. PLS software is used to analyze the data. Data relating to 89 companies that responded to the survey questions, Confirms the Mediator role of " Intrapreneurship behavior" between "business strategy" and "organizational performance" confirms.In addition, Cost leadership strategy has Significant relationship to performance , Market Orientation and Intrapreneurship behavior .Differentiation Strategies are directly in relation with Market Orientation and Intrapreneurship behavior and finally Intrapreneurship behavior has directed relation with performance. Also the mediating role of market orientation in the relationship between business strategy and organizational performance was not approved. Today, all companies must change their business strategies in order to grow faster than competitors and create more value for the customer. In this competition area, Factors that can act as a competitive advantage for companies, distinguish them and improve their performance are emphasizing on Trading Strategies, Market trends and Entrepreneurial behavior. So this study sought to evaluate the impact of competitive strategies - Costs leadership and differentiation - on medium and large manufacturing companies Performance with the intermediary role of market trends and Entrepreneurial Behavior. This is an applied research that is done by a descriptive and Survey method. A questionnaire was used for data collection. Content and construct validity and reliability was confirmed by using Cronbach alpha. The population of medium and large manufacturing firms in the industrial town of Mashhad city are surveyed. Sampling in this study is simple random and probable. PLS software is used to analyze the data. Data relating to 89 companies that responded to the survey questions, Confirms the Mediator role of " Intrapreneurship behavior" between "business strategy" and "organizational performance" confirms.In addition, Cost leadership strategy has Significant relationship to performance , Market Orientation and Intrapreneurship behavior .Differentiation Strategies are directly in relation with Market Orientation and Intrapreneurship behavior and finally Intrapreneurship behavior has directed relation with performance. Also the mediating role of market orientation in the relationship between business strategy and organizational performance was not approved. https://nmrj.ui.ac.ir/article_17714_383832cff40dcc4416a015546533ad70.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The impact of employees\' emotional conditions on customer satisfaction and loyalty with the mediating role of rapport (Case study: travelers of Hashemi Nezhad airport of Mashhad who use customs The impact of employees\' emotional conditions on customer satisfaction and loyalty with the mediating role of rapport (Case study: travelers of Hashemi Nezhad airport of Mashhad who use customs 235 258 17715 FA Atena Ghasemi Mojtaba Poursalimi Mojtaba Poursalimi Hassan Esmaeilian Seyed Mohammadreza Hossaini Moghadam Mojtaba Poursalimi Journal Article 2016 06 14 Since each customer has its own expectations and opinions, we need to consider customer needs and expectations in order to recognize the main characteristics of customer satisfaction. Undoubtedly, the company who is faster and better in recognizing customer needs and demands and represent services beyond the customer expectation will be the winner. The aim of this study is to investigate the impact of emotional conditions of employees on customer satisfaction and loyalty with the mediating role of rapport. Employees&#39 emotional conditions consist of two dimensions: evaluation of n and emotion control. This is a descriptive - survey and practical study. A questionnaire was used to collect data. Validity and reliability have been approved using content and construct validity and Cronbach alpha respectively. The population consists of passengers who use the customs service at Hashemi Nezhad airport of Mashhad. Data analysis has been done using SPSS and LISREL software. The data analysis of 384 respondents approved the mediating role of rapport in the relationship between emotional condition of employees and customer satisfaction and the relationship between emotional condition of employees and customer loyalty. Moreover, the emotional condition of employees has direct relationship with rapport, customer satisfaction, and loyalty. In addition, there are significant relationship between customer satisfaction and loyalty, as well as satisfaction and customer loyalty. Since each customer has its own expectations and opinions, we need to consider customer needs and expectations in order to recognize the main characteristics of customer satisfaction. Undoubtedly, the company who is faster and better in recognizing customer needs and demands and represent services beyond the customer expectation will be the winner. The aim of this study is to investigate the impact of emotional conditions of employees on customer satisfaction and loyalty with the mediating role of rapport. Employees&#39 emotional conditions consist of two dimensions: evaluation of n and emotion control. This is a descriptive - survey and practical study. A questionnaire was used to collect data. Validity and reliability have been approved using content and construct validity and Cronbach alpha respectively. The population consists of passengers who use the customs service at Hashemi Nezhad airport of Mashhad. Data analysis has been done using SPSS and LISREL software. The data analysis of 384 respondents approved the mediating role of rapport in the relationship between emotional condition of employees and customer satisfaction and the relationship between emotional condition of employees and customer loyalty. Moreover, the emotional condition of employees has direct relationship with rapport, customer satisfaction, and loyalty. In addition, there are significant relationship between customer satisfaction and loyalty, as well as satisfaction and customer loyalty. https://nmrj.ui.ac.ir/article_17715_8bee63c4cf6c1c115057d196bf98dce9.pdf

University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 Identification and prioritization of the effective factors on the choice of optimal marketing strategy in recession situations using fuzzy and Group Analytic Hierarchy Process Identification and prioritization of the effective factors on the choice of optimal marketing strategy in recession situations using fuzzy and Group Analytic Hierarchy Process 259 274 17716 FA Ali Kaab Amir Sakineh Arab Kouhsar Vahideh Sotoudeh Molashahi Amir Kariznoee Journal Article 2016 06 14 It is obvious that recession situation leads to demands reduction. Therefore, companies encounter challenges and weak businesses are disappeared and resistant and strength companies remain. In this situation considering the marketing department especially marketing strategy play a significant role. There are many marketing strategies. Companies use these strategies based on their needs or formulate new strategy with regard to their internal and external circumstances. This paper identify and prioritize the important factors in determination and selection appropriate marketing strategy through reviewing previous studies related to strategies used in recession condition and interviewing with experts. Thus, fuzzy and group analytic hierarchy process, which is a common and widely used decision making method, have been used in this study also the excel software was used in this study. The results of this study indicate that the major factors influencing the selection of appropriate marketing strategies, in order of preference, are price, product, distribution networks, and staff. It is obvious that recession situation leads to demands reduction. Therefore, companies encounter challenges and weak businesses are disappeared and resistant and strength companies remain. In this situation considering the marketing department especially marketing strategy play a significant role. There are many marketing strategies. Companies use these strategies based on their needs or formulate new strategy with regard to their internal and external circumstances. This paper identify and prioritize the important factors in determination and selection appropriate marketing strategy through reviewing previous studies related to strategies used in recession condition and interviewing with experts. Thus, fuzzy and group analytic hierarchy process, which is a common and widely used decision making method, have been used in this study also the excel software was used in this study. The results of this study indicate that the major factors influencing the selection of appropriate marketing strategies, in order of preference, are price, product, distribution networks, and staff. https://nmrj.ui.ac.ir/article_17716_cba00bf9d67a774076da93f246904922.pdf