University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 The Multilevel Model of Customer Experience Management in E-Banking Services The Multilevel Model of Customer Experience Management in E-Banking Services 1 26 25450 10.22108/nmrj.2021.123556.2158 FA Vahid Nasehi Far Associate Professor of Business Administration, Faculty of Management & Accounting, Allame Tabataba’i University, Tehran, Iran Zohreh Dehdashti Shahrokh Associate Professor of Business Administration, Faculty of Management & Accounting, Allame Tabataba’i University, Tehran, Iran Mahmoud Mohammadian Associate Professor of Business Administration, Faculty of Management & Accounting, Allame Tabataba’i University, Tehran, Iran Mostafa Allahverdi PhD Candidate, Business Management, Marketing Management, Faculty of Management & Accounting, Allame Tabataba’i University, Tehran, Iran Journal Article 2020 06 16 In the digital age, customer experience management (CEM) has become an important strategy in e-banking services, and customer experience is clearly focused on achieving customer loyalty and long-term growth. Therefore, the main purpose of this research is to provide a customer experience management multilevel model for e-banking services in the retial-banking industry. In this regard, 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 and the data was 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, 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 type and one dimension including customer experience management strategy. This study provides a broad conceptualization on customer experience management, provides a new contribution on customer experience management, and provides a framework for creating positive experiences for e-banking service business. In the digital age, customer experience management (CEM) has become an important strategy in e-banking services, and customer experience is clearly focused on achieving customer loyalty and long-term growth. Therefore, the main purpose of this research is to provide a customer experience management multilevel model for e-banking services in the retial-banking industry. In this regard, 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 and the data was 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, 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 type and one dimension including customer experience management strategy. This study provides a broad conceptualization on customer experience management, provides a new contribution on customer experience management, and provides a framework for creating positive experiences for e-banking service business. "customer experience management (CEM)" "customer experience" " e-banking services" " e-banking service devices". "multilevel model " https://nmrj.ui.ac.ir/article_25450_3aa32418195b62f3b0ab1f3d8acfcf92.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Cinema Marketing: Fitting a Perceived Quality Model Affecting Satisfaction, Behavioral Intention, and Dedication of Cinema Spectators Cinema Marketing: Fitting a Perceived Quality Model Affecting Satisfaction, Behavioral Intention, and Dedication of Cinema Spectators 27 44 25585 10.22108/nmrj.2021.124898.2232 FA Alireza Amini Assistant Professor, Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran Maryam Nekooeezadeh Assistant Professor, Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran Journal Article 2020 09 14 The purpose of this study was to investigate the relationship between service quality (quality of outcome and functional quality) on behavioral intention and the dedication of cinema spectators by their satisfaction. Research shows that a positive perception of service quality leads to spectator satisfaction, which in turn leads to positive behavioral intentions, such as repetition of purchase or consumption, loyalty, dedication, or even more payments. The research method is descriptive and survey type. The research samples were selected from 598 spectators of Simorgh Cinema in Mashhad through available sampling. The data gathering tool is a questionnaire. The hypotheses were examined using structural equation modeling at the confidence interval level 0.95. The results indicate that the quality of the outcome and the functional quality have a positive effect on the satisfaction of the spectators. Also, the spectators’ satisfaction affects their behavioral intention and dedication. Moreover, the role of mediation 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 the outcome and spectators’ dedication. But the spectators’ satisfaction does not mediate the effect of functional quality on dedication as well as their behavioral intention. Therefore, it is essential that managers make their best efforts to improve services quality of outcome that provided to their spectators as the main sources of cinema capital and, by satisfying them. The purpose of this study was to investigate the relationship between service quality (quality of outcome and functional quality) on behavioral intention and the dedication of cinema spectators by their satisfaction. Research shows that a positive perception of service quality leads to spectator satisfaction, which in turn leads to positive behavioral intentions, such as repetition of purchase or consumption, loyalty, dedication, or even more payments. The research method is descriptive and survey type. The research samples were selected from 598 spectators of Simorgh Cinema in Mashhad through available sampling. The data gathering tool is a questionnaire. The hypotheses were examined using structural equation modeling at the confidence interval level 0.95. The results indicate that the quality of the outcome and the functional quality have a positive effect on the satisfaction of the spectators. Also, the spectators’ satisfaction affects their behavioral intention and dedication. Moreover, the role of mediation 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 the outcome and spectators’ dedication. But the spectators’ satisfaction does not mediate the effect of functional quality on dedication as well as their behavioral intention. Therefore, it is essential that managers make their best efforts to improve services quality of outcome that provided to their spectators as the main sources of cinema capital and, by satisfying them. Quality of Outcome Functional Quality Spectator Satisfaction Behavioral Intention Dedication https://nmrj.ui.ac.ir/article_25585_0e6b1320dd0f95242ba5e50c0ab85c05.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Explanation Model of Tourism Competitiveness in Iran Touristic Cities Explanation Model of Tourism Competitiveness in Iran Touristic Cities 45 68 25733 10.22108/nmrj.2021.126677.2339 FA Hamed Khanzadeh PhD Candidate in Public Administration, Department of Management, Institute for Management and Planning Studies, Tehran, Iran Farajollah Rahnavard Associate Professor, Department of Management, Institute for Management and Planning Studies, Tehran, Iran Naser Bamdad Academic Researcher, Department of Management, Institute for Management and Planning Studies, Tehran, Iran Seyed Mojtaba Mahmoudzadeh Assistant Professor, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran Journal Article 2020 12 27 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 this study is 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 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. Findings indicated that destination management has had the greatest impact on 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. 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 this study is 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 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. Findings indicated that destination management has had the greatest impact on 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. https://nmrj.ui.ac.ir/article_25733_97bd1b3160e76ff75d3530ffe0548847.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Providing a Framework for Using Seeding in Marketing: A Meta-Synthesis Approach Providing a Framework for Using Seeding in Marketing: A Meta-Synthesis Approach 69 90 25583 10.22108/nmrj.2021.127048.2362 FA Seyed Mohammadbagher Jafari Assistant Professor, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran 0000-0003-2042-2756 Seyed Mohammad Mahmoudi Associate Professor, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran Morteza Soltanee Assistant Professor, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran Mahdi Ashkani PhD Candidate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran Journal Article 2021 01 17 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. This research aims to identify different dimensions of seeding through meta-synthesis. 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 chosen researches, from 189 primary codes, 90 indicators (selective code), 18 components (sub-dimension), and five dimensions (main component) 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 seven 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 three 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 three components that are value creation, market growth and development and product growth and development; And finally 5) Seeding and marketing with nine indicators and two components that are marketing tools strengthen and customer experience strengthen. 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. This research aims to identify different dimensions of seeding through meta-synthesis. 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 chosen researches, from 189 primary codes, 90 indicators (selective code), 18 components (sub-dimension), and five dimensions (main component) 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 seven 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 three 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 three components that are value creation, market growth and development and product growth and development; And finally 5) Seeding and marketing with nine indicators and two components that are marketing tools strengthen and customer experience strengthen. Seeding Word of Mouth Target market Communications and networking Marketing https://nmrj.ui.ac.ir/article_25583_10a172faadf22f1800b911e8834b66f5.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Systematic review of meta-synthesis technique based brand equity: Analysis of constituents and its consequences from a combined perspective (financial-customer) Systematic review of meta-synthesis technique based brand equity: Analysis of constituents and its consequences from a combined perspective (financial-customer) 91 112 25764 10.22108/nmrj.2021.125110.2245 FA Zeinat Ghomi Aveili PhD Candidate, Department of Management, Islamic Azad University, Chalous Branch, Chalous, Iran 0009-0007-1393-5744 Mohammad Javad Taghipourian Assistant Professor, Department of Management, Islamic Azad University, Chalous Branch, Chalous, Iran Mehdi Maranjori Assistant Professor, Department of Accounting, Islamic Azad University, Chalous Branch, Chalous, Iran Maryam Rahmati Assistant Professor, Department of Management, Islamic Azad University, Chalous Branch, Chalous, Iran Journal Article 2020 09 26 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 creating a suitable product and creating satisfaction in the customer, it creates value for him and then with the value that it creates for the customer, it creates value for the company and creates a kind of lasting competitive advantage for that company. The aim of this study is to deduce the conceptual model of the factors that make up brand equity and the consequences of brand equity with the meta-combination technique of various meta-study methods. In the present study, the researcher, using a systematic review approach and qualitative meta-composition, analyzed the results and findings of previous researchers and performed seven steps of Sandlowski and Barroso method, identifying 4 factors that make up brand equity and 2 consequences. Brand equity has categorized its conceptual model. In order to measure the reliability and quality control, the kappa method has been used. The kappa index value was calculated for the components of brand equity and its consequences, which is at the level of excellent agreement. The results of this study indicate that 4 factors in valid studies related to the last ten years constitute the dimensions of brand equity. Perceptual dimensions, attitudinal dimensions, cognitive dimensions and communication dimensions are the main dimensions of brand equity. Also, two consequences related to the customer and the consequences related to the company constitute the consequences of brand equity. 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 creating a suitable product and creating satisfaction in the customer, it creates value for him and then with the value that it creates for the customer, it creates value for the company and creates a kind of lasting competitive advantage for that company. The aim of this study is to deduce the conceptual model of the factors that make up brand equity and the consequences of brand equity with the meta-combination technique of various meta-study methods. In the present study, the researcher, using a systematic review approach and qualitative meta-composition, analyzed the results and findings of previous researchers and performed seven steps of Sandlowski and Barroso method, identifying 4 factors that make up brand equity and 2 consequences. Brand equity has categorized its conceptual model. In order to measure the reliability and quality control, the kappa method has been used. The kappa index value was calculated for the components of brand equity and its consequences, which is at the level of excellent agreement. The results of this study indicate that 4 factors in valid studies related to the last ten years constitute the dimensions of brand equity. Perceptual dimensions, attitudinal dimensions, cognitive dimensions and communication dimensions are the main dimensions of brand equity. Also, two consequences related to the customer and the consequences related to the company constitute the consequences of brand equity. Brand Equity attitudinal dimension customer-based approach meta-synthesis technique https://nmrj.ui.ac.ir/article_25764_e95f89babb409a6cbdc11ad3629426b3.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 The Effect of E-Commerce Marketing Capabilities and Export Experience on Export Performance: The Mediating Role of Distribution Efficiency (Case Study: All Companies Active in Domestic Industries) The Effect of E-Commerce Marketing Capabilities and Export Experience on Export Performance: The Mediating Role of Distribution Efficiency (Case Study: All Companies Active in Domestic Industries) 113 132 25414 10.22108/nmrj.2021.124782.2224 FA Mohammad Bashokouh Ajirlo Associate prof, Department of Business Administration, Faculty of Social Sciences, university of Mohaghegh Ardabili, Ardabil, Iran Naser Seifollahi Associate prof, Department of Business Administration, Faculty of Social Sciences, university of Mohaghegh Ardabili, Ardabil, Iran Allahyar Beigi Firoozi PhD candidate of Business Management-Marketing Management, Department of Business Administration, Faculty of Social Sciences, university of Mohaghegh Ardabili, Ardabil, Iran Journal Article 2020 09 12 In this regard, the aim of this study was to investigate the effect of e-commerce marketing capabilities and export experience on export performance with the mediating role of distribution efficiency. This study is applied in terms of purpose, descriptive-survey method in terms of descriptive method, and library-field in terms of data collection. The statistical population of the study is the managers of Fars Industry, Mining and Trade Organization, which has a total of 318 people. The sample size is estimated at 158 with Morgan's table. However, considering approximately 10% drop in the questionnaire, 175 people were selected based on simple random sampling method and the questionnaires were distributed among them by referring to Fars Industry, Mining and Trade Organization in person. The data collection tool is a questionnaire. The validity of the questionnaires was evaluated based on the validity of the structure, diagnostic, divergent and convergent and its reliability with Cronbach's alpha coefficient with Smart PLS software. The results showed that e-commerce marketing capabilities, export experience and distribution efficiency have a positive effect on export performance. E-commerce marketing capabilities have a positive effect on the efficiency of distribution. But export experience does not have a significant effect on the efficiency of distribution. Distribution efficiency also plays a mediating role in the relationship between e-commerce marketing capabilities and export performance. But the efficiency of distribution does not play a mediating role in the relationship between export experience and export performance. In this regard, the aim of this study was to investigate the effect of e-commerce marketing capabilities and export experience on export performance with the mediating role of distribution efficiency. This study is applied in terms of purpose, descriptive-survey method in terms of descriptive method, and library-field in terms of data collection. The statistical population of the study is the managers of Fars Industry, Mining and Trade Organization, which has a total of 318 people. The sample size is estimated at 158 with Morgan's table. However, considering approximately 10% drop in the questionnaire, 175 people were selected based on simple random sampling method and the questionnaires were distributed among them by referring to Fars Industry, Mining and Trade Organization in person. The data collection tool is a questionnaire. The validity of the questionnaires was evaluated based on the validity of the structure, diagnostic, divergent and convergent and its reliability with Cronbach's alpha coefficient with Smart PLS software. The results showed that e-commerce marketing capabilities, export experience and distribution efficiency have a positive effect on export performance. E-commerce marketing capabilities have a positive effect on the efficiency of distribution. But export experience does not have a significant effect on the efficiency of distribution. Distribution efficiency also plays a mediating role in the relationship between e-commerce marketing capabilities and export performance. But the efficiency of distribution does not play a mediating role in the relationship between export experience and export performance. e-commerce marketing capabilities export experience distribution efficiency Export performance https://nmrj.ui.ac.ir/article_25414_88dc4134bb2b65d39ac605e89232a467.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Effects of Personnel Clothing on Customers’ Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank) Effects of Personnel Clothing on Customers’ Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank) 133 150 25805 10.22108/nmrj.2021.125741.2279 FA Davod Feiz Professor, Faculty of Economics, Management, and Administrative Sciences, Semnan University, Semnan, Iran Moein Koloushani PhD Candidate of International Marketing, Faculty of Economics, Management, and Administrative Sciences, Semnan University, Semnan, Iran Salar Daneshfar MA, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran Sara Ahadi MA, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran Journal Article 2020 11 02 Dress as one of 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 nature of communication between organization and customer is human communication, dress is considered more important indicator in forming customers perceptions so this study aims to investigate the impact of service contact personnel dress on service quality expectations and purchase intention considering the moderating role of involvement and customer gender. Form methodology point of view, this study is considerd a descriptive survey and form objective point of view is a founctional study in the context of banking industry. Data collection was done by using standard questionnaire and photos of service contact personnel dress in appropriate and inappropriate arrangements and by involvement scenarios. The statistic population consists of Melat bank customers in Tehran.138 valid questionnaires were collected out of 200 questionnaireswhich were selected based on KOKRAN Formula and had acceptable validity based on experts opinion. Findings indicate meaningful and positive impact of appropriate dress on service quality expectations and purchase intention which is more intensive in low involvement and among women. Dress as one of 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 nature of communication between organization and customer is human communication, dress is considered more important indicator in forming customers perceptions so this study aims to investigate the impact of service contact personnel dress on service quality expectations and purchase intention considering the moderating role of involvement and customer gender. Form methodology point of view, this study is considerd a descriptive survey and form objective point of view is a founctional study in the context of banking industry. Data collection was done by using standard questionnaire and photos of service contact personnel dress in appropriate and inappropriate arrangements and by involvement scenarios. The statistic population consists of Melat bank customers in Tehran.138 valid questionnaires were collected out of 200 questionnaireswhich were selected based on KOKRAN Formula and had acceptable validity based on experts opinion. Findings indicate meaningful and positive impact of appropriate dress on service quality expectations and purchase intention which is more intensive in low involvement and among women. service personnel dress Involvement service quality expectation Purchase Intention https://nmrj.ui.ac.ir/article_25805_f9cf8b9a1f1e4af1c463ab02a063c3fe.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 The Antecedents and Consequences of Brand Stereotypes in the Home Appliance Industry The Antecedents and Consequences of Brand Stereotypes in the Home Appliance Industry 151 168 25797 10.22108/nmrj.2021.126835.2352 FA Fahime Forghani Elahabadi MA Student of Business Administration, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran Amirreza Konjkav Monfared Assistant Professor of Business Administration, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran Alireza Rajabipoor Meybodi Assistant Professor of Business Administration, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran Journal Article 2021 01 06 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 is to investigate the effect of brand benefits on brand stereotypes and also the effect of brand stereotypes on emotional reactions of home appliance consumers and based on two dimensions of warmth and competence, the BIAF model was developed for the home appliance industry. This research is applied in terms of purpose and descriptive in nature. In this survey study, the target population of the study, including home appliance users in Yazd, and 414 people were studied by available sampling method. In order to collect information, a questionnaire was used which has 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 have a significant effect on brand stereotypes (Brand Warmth and Brand Competence). Also, the findings showed that stereotypes have an impact on consumers' emotional reactions. 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 is to investigate the effect of brand benefits on brand stereotypes and also the effect of brand stereotypes on emotional reactions of home appliance consumers and based on two dimensions of warmth and competence, the BIAF model was developed for the home appliance industry. This research is applied in terms of purpose and descriptive in nature. In this survey study, the target population of the study, including home appliance users in Yazd, and 414 people were studied by available sampling method. In order to collect information, a questionnaire was used which has 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 have a significant effect on brand stereotypes (Brand Warmth and Brand Competence). Also, the findings showed that stereotypes have an impact on consumers' emotional reactions. Brand Warmth Brand Competence Brand Benefits Home Appliances https://nmrj.ui.ac.ir/article_25797_382130969b986dd25436fff8b5e99a5a.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Analysis of the Moderating Role of Time Style Congruity on the Relationship between Customers Participation and New Product Development (NPD) Time in the Industrial Marketing Context Analysis of the Moderating Role of Time Style Congruity on the Relationship between Customers Participation and New Product Development (NPD) Time in the Industrial Marketing Context 198 169 25629 10.22108/nmrj.2021.126157.2311 FA Mehdi Etebari PhD Candidate in Business Management-Marketing, Yazd University, Yazd, Iran Mahmood Naderibeni Assistant Professor of Business Management–Marketing, Yazd University, Yazd, Iran Seyed Mahdi Alhosseini Almodarresi Assistant Professor of Business Management–Marketing, Yazd University, Yazd, Iran Hojjatollah Sadeqi Assistant Professor of Business Management–Marketing, Yazd University, Yazd, Yazd, Iran Journal Article 2020 12 20 By considering the rapid changes in technologies, rising the 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 customer participation especially in B2B marketing to shorten the time between an idea generation to product launch. Literature review has revealed that the effectiveness of customer participation is a matter of contingency thus in this research, the moderating role of time style congruity, as a novel concept in B2B domain, on the relationship between customer participation and new product development time will be 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. <br />The statistical population of this survey consists of the NPD projects done between 1390-1398 in the Iranian industries. The Judgmental Sampling method has been applied and 200 samples are selected. The data analysis has been done by using structural equation modeling in SmartPLS and the results show the moderating role of time style congruity on the relationship between customer participation and NPD time in the industrial marketing context. By considering the rapid changes in technologies, rising the 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 customer participation especially in B2B marketing to shorten the time between an idea generation to product launch. Literature review has revealed that the effectiveness of customer participation is a matter of contingency thus in this research, the moderating role of time style congruity, as a novel concept in B2B domain, on the relationship between customer participation and new product development time will be 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. <br />The statistical population of this survey consists of the NPD projects done between 1390-1398 in the Iranian industries. The Judgmental Sampling method has been applied and 200 samples are selected. The data analysis has been done by using structural equation modeling in SmartPLS and the results show the moderating role of time style congruity on the relationship between customer participation and NPD time in the industrial marketing context. Customer' s Participation Time-style New Product Development Time new product development process B2B Marketing https://nmrj.ui.ac.ir/article_25629_027511483c18d1b9aea41d5b6a53f33e.pdf
University of Isfahan New Marketing Research Journal 2228-7744 11 2 2021 06 22 Explaining the Structural Relationship Model between Social Network Marketing and Customers’ Behavior towards Brand Promotion in the Dairy Industry (Case Study: Kalleh Company at Social Networks) Explaining the Structural Relationship Model between Social Network Marketing and Customers’ Behavior towards Brand Promotion in the Dairy Industry (Case Study: Kalleh Company at Social Networks) 224 199 25824 10.22108/nmrj.2021.126614.2358 FA Meghdad Aminiyan PhD Candidate, Department of Business Management, Islamic Azad University, Babol Branch, Babol, Iran aminiyanmeghdad@yahoo.com Seyed Mohamad Baqery Assistant Professor, Department of Accounting and Management, Payame Noor University, Tehran, Iran Mehdi Rouholamini Assistant Professor, Department of Business Management, Islamic Azad University, Babol Branch, Babol, Iran Journal Article 2021 01 10 Objective: Businesses began using social network as a way to help customers and staff communication and in order 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.<br />Methosd: The main purpose of the present research is explain the structural relations model between social networks marketing and customer behavior toward brand promotion in the dairy industry. The present research is practical – developmental in term of purpose and it is descriptive survey in term of method. The statistical community includes 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 cochran formula, because of uncertainity of statistical community. Sampling method is of kind of available method, and in order to data collecting, the questionnaire, library and field method were used. Data analysis performed using an analytical predictive software spss 24 and a route modeling software application smart PLS 3.<br />Results: Finding of this study showed that social media marketing antecedents include social business incentives, brand experience and perceived values of branded web which has a positive and significant effect on customer – business relationships and brand health through the mediating factors of customer brand engagement and attitude toward position. Results of study showed that customer brand engagement and their attitude toward brand position promotes the brand. The results confirm all the hypotheses of the research. Objective: Businesses began using social network as a way to help customers and staff communication and in order 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.<br />Methosd: The main purpose of the present research is explain the structural relations model between social networks marketing and customer behavior toward brand promotion in the dairy industry. The present research is practical – developmental in term of purpose and it is descriptive survey in term of method. The statistical community includes 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 cochran formula, because of uncertainity of statistical community. Sampling method is of kind of available method, and in order to data collecting, the questionnaire, library and field method were used. Data analysis performed using an analytical predictive software spss 24 and a route modeling software application smart PLS 3.<br />Results: Finding of this study showed that social media marketing antecedents include social business incentives, brand experience and perceived values of branded web which has a positive and significant effect on customer – business relationships and brand health through the mediating factors of customer brand engagement and attitude toward position. Results of study showed that customer brand engagement and their attitude toward brand position promotes the brand. The results confirm all the hypotheses of the research. Social Commerce Stimuli Customer Brand Engagement Attitude Toward Brand Position Brand Health Kalleh Company https://nmrj.ui.ac.ir/article_25824_d2060fbf38501cd66f5efe5019cf1c8c.pdf