دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Investigating the Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (A Study of Pasargad Bank Customers in Tehran) بررسی تأثیر نوآوری برند بر طنین برند با نقش میانجی تجربۀ برند (مورد مطالعه: مشتریان بانک پاسارگاد تهران) 1 24 29480 10.22108/nmrj.2025.143214.3114 FA زهرا روشن آزاده کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد،دانشگاه تربیت مدرس، تهران، ایران اسدالله کردناییج استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران فرشته منصوری مؤید دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران Journal Article 2024 11 08 In today's technologically advanced landscape, brands across various industries, particularly in the banking sector, face intense competition. To differentiate themselves, these brands are focusing on innovation in their products and services, aiming to enhance customer relationships not only to retain existing clients, but also to surpass competitors by fostering brand resonance and cultivating a loyal customer base. However, the success of these innovations hinges on customer acceptance. When customers perceive a brand as innovative and have positive experiences with its offerings, it generates favorable emotions that can lead to increased brand resonance. This research aimed to examine the impact of brand innovation on brand resonance, with brand experience serving as a mediating factor. The study was descriptive and correlational, utilizing a survey method for data collection. A convenience sampling approach was employed and data were gathered through library research and questionnaires. Descriptive analysis was conducted using SPSS, while the research model was tested through Structural Equation Modeling (SEM) with SmartPLS software. The results confirmed the direct effects of brand innovation on both brand experience and brand resonance. Furthermore, the findings supported the direct impact of brand experience on brand resonance, as well as the mediating role of brand experience in the relationship between brand innovation and brand resonance. Introduction Brand innovation refers to the ability to provide new and creative solutions that serve as a source of differentiation for brands (Shahin & Pourhamdi, 2020). This is particularly important in the highly competitive banking industry, where meeting customer needs and expectations is essential. However, research indicates that innovation alone does not guarantee success. Challenges like customer reluctance to embrace innovation (Yusheng & Ibrahim, 2019) can arise due to privacy concerns, inadequate interactive experiences during the introduction of innovations, and uncertainty about how these innovations can foster deeper emotional connections with customers and lead to brand resonance. Brand resonance represents the ultimate goal of effective brand management characterized by high levels of customer loyalty, attachment, and advocacy for the brand (Keller & Brexendorf, 2019). Achieving this requires customers to have positive and engaging experiences, especially when interacting with brand innovations. While previous studies have explored the impact of brand innovation on brand equity, customer loyalty, purchase intention, and customer satisfaction (Ayinaddis, 2023; Wu & Ho, 2014; Yusheng & Ibrahim, 2018; Kim et al., 2021; Gay, 2022), the effect of brand innovation on brand resonance through brand experience has received less attention. Accordingly, the following hypotheses were proposed: H1: Brand innovation has a positive and significant effect on brand resonance. H2: Brand innovation has a positive and significant effect on brand experience. H3: Brand experience has a positive and significant effect on brand resonance. H4: Brand innovation positively and significantly affects brand resonance through brand experience. Materials & Methods The methodology of this study was rooted in the positivist paradigm and employed a deductive approach. It was applied in purpose and descriptive-correlational in nature and conducted through a survey method. The statistical population comprised customers of Pasargad Bank branches in Tehran. Participants were selected using convenience sampling. Due to the large population size, Cochran’s formula was utilized to determine the sample size, indicating a minimum requirement of 384 respondents. Consequently, 395 questionnaires were distributed to ensure an adequate sample size. The data collection instrument consisted of a questionnaire divided into two sections: the first section addressed demographic variables, while the second included 22 items designed to measure the research variables. As the questionnaire incorporated several standard instruments, its validity and reliability were tested and confirmed prior to the main study. Descriptive statistics were analyzed using SPSS software, while the research model was assessed through Structural Equation Modeling (SEM) using SmartPLS software. Research Findings The data obtained from the research questionnaires revealed that 65.3% of participants were male, while 34.7% were female. The majority of respondents (56.7%) were aged between 25 and 35 years. The largest segment regarding the duration of using Pasargad Bank’s services consisted of customers, who had been with the bank for 1 to 3 years, accounting for 35.9% of the sample. Among the respondents, the most common educational attainment was a bachelor’s degree, which represented 59.5%. The research model was analyzed using SEM with SmartPLS software. The results are illustrated in Figures 2 and 3, as well as Table 13. To evaluate the model, several indices were employed, including collinearity diagnostics (variance inflation factor), coefficient of determination (R²), effect size (f²), and predictive relevance (Q²), all of which confirmed the quality of the structural model. The findings indicated that brand innovation had a positive and significant direct effect on brand resonance. Additionally, the direct effect of brand innovation on brand experience was confirmed. Brand experience also demonstrated a positive and significant direct effect on brand resonance. Furthermore, the results indicated that brand innovation positively and significantly influenced brand resonance through the mediating role of brand experience, confirming the mediating effect of brand experience in the relationship between brand innovation and brand resonance. Discussion of Results & Conclusion The results of this study indicated that brand innovation had a direct impact on both brand resonance and brand experience among Pasargad Bank customers. Specifically, innovations that were accepted by customers could lead to the development of a favorable brand experience and enhance brand resonance. These findings underscored the critical role of brand innovation in creating differentiation (Phan & Ting-Yueh, 2022), building trust, fostering loyalty (Pappu & Querster, 2016), and improving customer experience (Kim et al., 2021) as demonstrated in previous research. Based on these insights, it is recommended that managers introduce innovative services, such as advanced digital platforms, personalized banking solutions, and new customer support mechanisms, to enhance the ease and satisfaction of customer interactions. This, in turn, will improve the overall experience and strengthen brand resonance. The findings confirmed the direct effect of brand experience on brand resonance and its mediating role. This suggested that the more positive experiences customers had during their interactions—especially those stemming from innovative offerings—the greater the positive impact on their loyalty, emotional connection, and brand equity could be (Varjonen, 2018; Dandis et al., 2023). These outcomes were essential for reinforcing brand resonance. The results highlighted that a positive customer experience with delivered innovations was crucial for achieving brand resonance. Therefore, strategies, such as fostering friendly and customer-oriented interactions, offering personalized services, providing transparent information, and promoting financial education should be implemented to enhance the customer experience. در محیط رقابتی امروزی طنین برند برای سازمان‌ها اهمیت بسیاری دارد. نوآوری‌های برند که بر‌اساس ادراکات مشتریان شکل می‌گیرد، احساسات مثبتی در آنها ایجاد و به تقویت طنین برند کمک می‌کند. تجربۀ این نوآوری‌ها نیز عامل کلیدی در ایجاد این طنین است. در پژوهش‌ حاضر تأثیر نوآوری برند بر طنین برند با نقش میانجی تجربۀ برند بررسی شد. این پژوهش از‌نوع توصیفی و از شاخۀ همبستگی و به‌صورت پیمایشی انجام شده است. جامعۀ آماری پژوهش مشتریان بانک پاسارگاد در تهران است. با توجه به نامحدود‌بودن جامعه برای نمونه از روش نمونه‌گیری در‌دسترس استفاده و برای گردآوری اطلاعات از مطالعات کتابخانه‌ای و پرسشنامه بهره گرفته شد. پرسشنامه شامل بخش اطلاعات جمعیت‌شناختی و بخش مربوط به سؤال‌های پژوهش است. برای هر بُعد تعدادی گویه در‌نظر گرفته و روایی و پایایی کل پرسشنامه نیز برای هرکدام از متغیرها بررسی شد. داده‌های حاصل از پرسشنامه با استفاده از آمار توصیفی و استنباطی تجزیه‌وتحلیل شد. در بخش استنباطی با بهره‌گیری از روش حداقل مربعات جزئی فرضیه‌های پژوهش و کل مدل پژوهش آزمون شد. نتایج پژوهش حاکی از آن است که نوآوری برند بر طنین برند تأثیری مثبت و معنادار دارد. همچنین، تجربۀ برند عامل دیگری است که در این ارتباط تأثیرگذار است. نوآوری برند بر ابعاد مختلف تجربۀ برند و ادراکات مصرف‌کنندگان از سابقۀ تلاش‌های یک برند در نوآوری بر تجربۀ برند و طنین برند تأثیرگذار است. همچنین، تجربۀ مطلوب و مثبت برند بر طنین برند تأثیر چشمگیری دارد.

https://nmrj.ui.ac.ir/article_29480_15d48b53e2b61040fefba68d7979129b.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Analyzing Consumer Preferences for Clothing Products and Services among Z and Y Generations: A Fuzzy Cognitive Mapping (FCM) Approach Emphasizing Intergenerational Differences شناسایی و تحلیل ترجیحات مصرف‌کنندگان با ویژگی غالب نسل زِد و نسل وای در‌خصوص خدمات و محصولات صنعت پوشاک با تأکید بر تفاوت‌های بین نسلی با رویکرد FCM 25 54 29416 10.22108/nmrj.2025.143360.3116 FA علی شریعت نژاد استادیار گروه مدیریت، دانشکدۀ مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران لیلا یاراحمدی دانشجوی دکتری مدیریت منابع انسانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران Journal Article 2024 11 11 Exploration of intergenerational differences exemplifies the societal shift from traditional to modern forms. Generational analysis can provide valuable insights into the perspectives, behaviors, and preferences of consumers. Producers encounter a diverse array of consumers, each with distinct desires and interests, particularly evident in the realms of purchasing and consumption. This study aimed to identify and analyze the preferences of Generation Z and Generation Y within the clothing industry, focusing on intergenerational differences through the Fuzzy Cognitive Mapping (FCM) approach. The research was applied in purpose and exploratory in terms of data collection. The qualitative segment included a statistical population of experts, such as sales and marketing managers in the clothing industry and university professors in business management. A total of 30 individuals were selected as samples using purposive (snowball) sampling, adhering to the principle of theoretical saturation. Data collection methods included interviews for the qualitative part and questionnaires for the quantitative aspect. To assess the validity and reliability of the data collection tools, the qualitative segment employed content validity and theoretical reliability, while the quantitative segment utilized content validity and test-retest reliability. For data analysis, content analysis and coding methods were applied in the qualitative section and the FCM method was used in the quantitative section. The findings revealed that Generation Z consumers prioritized empathy, trust in electronic recommendations, influence from testimonials and live demonstrations, and heightened sensitivity to price across various channels. Conversely, Generation Y consumers tended to follow prominent brands, exhibit sensitivity to pedestrian rage syndrome, respond more effectively to non-traditional advertising channels, and prefer exploring physical stores. This research offers valuable insights for managers and marketers, enhancing their understanding of consumer perspectives within their target demographics. By recognizing the diverse preferences and inclinations of consumers, businesses can better navigate generational differences and cultivate loyalty through high-quality service offerings. Introduction The scientific, technological, economic, and cultural landscapes surrounding generations are undergoing dramatic changes, significantly influencing how new generations socialize. As a result, today's consumers exhibit distinct behavioral patterns that differ from those of previous generations. Research indicates that values play a crucial role in shaping consumer behaviors and preferences, while intergenerational differences in purchasing and consumption have been extensively studied. Understanding these generational distinctions is vital for comprehending consumer perspectives and behaviors. Producers face a diverse array of consumers, each with unique desires and interests, particularly evident in the realms of purchasing and consumption. Therefore, analyzing consumer preferences through the lens of generational differences is essential. In our complex and rapidly changing world, different age groups emerge as distinct consumer segments, each with their own characteristics and preferences. Generation Y (born between 1975 and 1987) and Generation Z (born between 1995 and 2010) are two key groups in the consumer market that exhibit significant differences in purchasing preferences, consumption behaviors, and interactions with brands. These variations stem from the unique social, economic, and technological experiences each generation has encountered during their formative years. As markets evolve unpredictably, brands are increasingly seeking effective ways to communicate with both generations. Accurately identifying and analyzing these differences enables brands and marketers to develop more effective strategies for attracting and retaining customers. This research underscored the importance of gaining a deeper understanding of intergenerational preferences, as neglecting these differences can hinder brands' ability to attract new customers and retain existing ones. The insights gained from this study not only have the potential to enhance marketing strategies, but also contribute to a more comprehensive understanding of consumer behavior in the modern world. Therefore, this research aimed to identify and analyze the intergenerational differences in preferences between Generation Z and Generation Y consumers using the Fuzzy Cognitive Mapping (FCM) approach. Its objective was to provide optimal strategies for brands to capture the attention and loyalty of both generations. Materials & Methods This research was practical in its purpose and employed a sequential exploratory design in terms of its nature and methodology. It utilized a mixed-methods approach, incorporating both qualitative and quantitative elements. To provide clarity, we examined each component separately. The statistical population for the qualitative segment comprised experts, including sales and marketing managers in the clothing industry and university professors. From this group, 30 individuals were selected using purposive (snowball) sampling guided by the principle of theoretical saturation. Given that the focus of the research was on the preferences of Generation Z and Generation Y consumers, it was essential to engage individuals, who were knowledgeable about the differences and preferences of these generational cohorts and possessed the requisite skills to respond to interview and questionnaire inquiries. The selection criteria for sales and marketing managers in the clothing industry included a minimum of 10 years of experience and a demonstrated understanding of the characteristics and interests of both consumers of Generation Z (aged 14 to 25 years) and Generation Y (aged 26 to 40 years) (Soleimani et al., 2019). For academic professors, the criteria required a specialized doctorate in business management with ranks of assistant professor, associate professor, or full professor, along with at least 5 years of experience in education and scholarly contributions, including articles and research projects. Their familiarity with the interests of both generations was also considered given their interactions with students. Data collection for the qualitative segment was conducted through interviews, while the quantitative segment utilized questionnaires. To assess the validity and reliability of the data collection instruments, the qualitative part employed content validity and theoretical reliability with input from an intermediate coder. In the quantitative segment, content validity and test-retest reliability were used for evaluation. For data analysis, the qualitative segment utilized content analysis and coding methods facilitated by Atlas TI software. In the quantitative portion, the FCM method was employed to analyze the data effectively. Research Findings The research findings were divided into two sections: qualitative and quantitative. The qualitative analysis identified the preferences of Generation Z and Generation Y consumers, while the quantitative analysis prioritized these factors. Qualitative Findings: The qualitative results indicated that the most significant preferences for Generation Z consumers included: Influence from influencer marketing Impact of testimonials and live demonstrations Preference for optimized loading speeds and displays across various media Desire to foster a sense of community Trust in electronic recommendations Disinterest and lack of brand loyalty due to negative advertising Cognitive dissonance during online purchases High sensitivity to price fluctuations A tendency to search for products across multiple channels An inclination towards electronic shopping Focus on dynamic website design For Generation Y consumers, the qualitative findings revealed their key preferences, which included: Traditional influence and greater reliance on traditional advertising channels Trust in positive word-of-mouth advertising Following popular brands Sensitivity to "showrooming" syndrome Loyalty to brands and reliance on word-of-mouth Enjoyment and trust in in-person shopping experiences Preference for brands with the lowest prices Emphasis on browsing physical stores Importance of design and visual appeal Quantitative Findings: The quantitative analysis further prioritized the preferences of both generations. Among Generation Z, the desire to create a sense of community emerged as the most critical factor with an influence score of 6.4, an impact score of 65.5, and a central index of 10.25. Other key preferences included trust in electronic recommendations, influence from testimonials and live demonstrations, extreme price sensitivity, and searching for products across various channels, as well as the impact of influencer marketing. For Generation Y, the preference for following popular brands was identified as the most significant factor with an influence score of 7.5, an impact score of 12.6, and a central index of 11.82. This was followed by sensitivity to "showrooming" syndrome, greater influence from traditional advertising channels, a preference for browsing physical stores, and reliance on traditional methods of influence. Discussion of Results & Conclusion This research provided valuable insights for managers and marketers, enhancing their understanding of consumer perspectives within their target communities. By recognizing the preferences and inclinations of consumers, businesses can identify the diversity among consumer groups and establish a necessary balance across different generations. This understanding enables companies to engage consumers more effectively by offering quality services that foster brand loyalty. Each generation exhibits distinct shopping and consumption behaviors shaped by varying cultural, social, and economic experiences. Identifying these differences allows businesses to tailor their marketing strategies more effectively. By understanding the specific preferences of each generation, companies can design products and services that align closely with the needs and interests of their target audience. Analyzing intergenerational differences also facilitates the prediction of future consumption patterns and market trends, helping brands adapt to evolving business environments. To effectively address the diverse preferences of different generations, brands should first define their target audience. Subsequently, they can conduct thorough research to understand the factors influencing consumer choices and create products that resonate with the majority of their target market. بحث تفاوت‌های بین نسلی یکی از مصداق‌های عبور جامعه از شکل سنتی به شکل مدرن است. تحلیل نسل‌ها می‌تواند برای درک دیدگاه‌ها، رفتار و ترجیحات مصرف‌کنندگان سودمند باشد. از آنجایی که تولیدکنندگان با مصرف‌کنندگان فراوانی که تمایلات و علایق مختلفی دارند، مواجه‌اند و با توجه به اینکه این گوناگونی علاقه در‌میان مصرف‌کنندگان در‌زمینۀ خرید و مصرف بروز می‌‌یابد، شناسایی و تحلیل ترجیحات مصرف‌کنندگان با ویژگی غالب نسل زِد و نسل وای دربارۀ خدمات و محصولات صنعت پوشاک با تأکید بر تفاوت‌های بین ‌نسلی با رویکرد FCM انجام پذیرفت. این پژوهش از‌لحاظ هدف، کاربردی و از‌نظر نحوۀ گردآوری اطلاعات، اکتشافی-متوالی است. جامعۀ آماری پژوهش حاضر خبرگانِ مدیران فروش و بازاریابی در صنعت پوشاک و استادان دانشگاه در رشتۀ مدیریت بازرگانی است که با استفاده از روش نمونه‌گیری هدفمند (گلوله‌برفی) و برپایۀ اصل اشباع نظری 30 نفر از آنان به‌عنوان اعضای نمونه انتخاب شد. ابزار گردآوری در بخش کیفی، مصاحبه و در بخش کمّی پرسشنامه است. در این مطالعه برای سنجش روایی و پایایی ابزار گردآوری اطلاعات در بخش کیفی از روش محتوایی، روایی نظری و پایایی درون‌کدگذار، میان‌گذار استفاده شد. همچنین، روایی و پایایی ابزار گردآوری داده‌ها در بخش کمّی با استفاده از روش روایی اعتبار محتوا و پایایی بازآزمون سنجیده شد. در این پژوهش برای تحلیل داده‌ها در بخش کیفی از رویکرد تحلیل محتوا و روش کدگذاری و در بخش کمّی از روش نقشۀ شناخت فازی بهره گرفته شد. یافته‌های پژوهش نشان می‌‌دهد که مهم‌ترین ترجیحات مصرف‌کنندگان نسل زِد تمایل به ایجاد اثر هم‌خلقی، اعتماد به تبلیغات توصیه‌ای الکترونیک، تأثیرپذیری از تستیمونیال و لایوکاری، به‌شدت حساس به قیمت، جست‌وجوی محصول از کانال‌های مختلف و مهم‌ترین ترجیحات مصرف‌کنندگان نسل وای دنبال‌کردن مشهورترین برندها، حساسیت به سندروم خشم پیاده‌رو، تأثیرپذیری بیشتر از کانال‌های تبلیغی سنتی، تأکید بر پرسه‌زنی در فروشگاه‌های فیزیکی است. شناخت ترجیحات و روحیه‌های مصرف‌کنندگان به کسب‌وکارها کمک می‌کند که تنوع گروهی مصرف‌کنندگان شناسایی و توازن لازم بین نسل‌های گوناگون برقرار شود. همچنین، کسب‌و‌کارها می‌توانند با عرضۀ خدمات با‌کیفیت ترجیح و علاقۀ مصرف‌کنندگان را برانگیزنند و وفاداری آنها به برندشان را افزایش دهند.

https://nmrj.ui.ac.ir/article_29416_5b11d1a501aef8f5eb35831b35a6d44d.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Identifying and Ranking the Components of Benevolent Marketing with a Focus on Ethical Principles and Social Responsibility شناسایی و رتبه‌بندی مؤلفه‌های بازاریابی خیرخواهانه با تمرکز بر اصول اخلاقی و مسئولیت‌پذیری اجتماعی 55 86 29521 10.22108/nmrj.2025.143940.3136 FA بهار براخاصی دانشجوی دکتری گروه مدیریت بازرگانی، واحد بین‌المللی کیش، دانشگاه آزاد اسلامی، جزیرۀ کیش، ایران محمدمهدی پرهیزگار استاد گروه مدیریت بازرگانی، دانشگاه پیام‌نور، تهران، ایران 0009-0003-0726-0315 محمد نصراله نیا استادیار گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران Journal Article 2025 01 20 This study aimed to identify and rank the components of a benevolent marketing model grounded in ethical and responsible practices, drawing on insights from experts in ethics and social responsibility. The research employed a qualitative approach through interpretive phenomenology. The target population for component identification consisted of managers engaged in benevolent marketing. Following the principle of data saturation, 15 individuals were selected using a purposive, criterion-based sampling method. Data collection was conducted via semi-structured interviews. To validate the research, a homogeneity matching method was applied, while reliability was assessed through test-retest methods and dual coding. The data were analyzed using thematic analysis by following the framework established by Braun and Clarke (2006) and processed with MaxQDA 2024 software. The findings revealed 46 initial themes, which were distilled into 12 basic themes, 4 organizing themes, and 1 overarching theme. The key areas identified included collaborations and benevolent partnerships, corporate social responsibility, marketing strategies, and cultural-ethical factors. In the second phase of the study, Interpretive Structural Modeling (ISM) was employed to rank these components. The statistical population for this phase comprised academic experts selected through snowball sampling. After reaching data saturation, semi-structured interviews were conducted with 12 participants. An ISM questionnaire was designed to analyze the relationships among the model's elements using an n×n matrix. The ISM findings highlighted reciprocal influences among the identified components, underscoring the importance of collaboration with charitable organizations and environmental sustainability. At the first level, honesty, justice, and organizational culture emerged as foundational elements of transparency, crucial for building trust and fostering effective stakeholder relationships. At the second level, transparency, media and social networks, technology, and advertising were recognized as influential tools for enhancing collaborations and creating participatory networks. Lastly, at the third level, these elements were identified as critical factors in decision-making related to charitable activities and environmental sustainability. Introduction In today’s competitive business landscape, companies are increasingly seeking innovative strategies to differentiate themselves by creating unique value, fostering deep connections with audiences, and addressing evolving customer needs. Philanthropic marketing has emerged as a modern approach that integrates business objectives with social responsibilities, transcending traditional marketing focused solely on sales. This strategy allows businesses to contribute to societal welfare through charitable initiatives, thereby enhancing brand reputation and customer loyalty. However, achieving success in philanthropic marketing requires a comprehensive model that incorporates ethical principles, such as transparency, honesty, and respect for stakeholder rights, alongside cultural and strategic dimensions. This model must strike a balance between commercial goals and sustainable social contributions, especially in industries like automotive, where economic development and social impact intersect. This research aimed to explore the key components of a philanthropic marketing model, prioritizing and contextualizing them within ethical and cultural frameworks to align business and societal goals. By addressing these challenges, the study sought to develop a robust framework for ethical and socially responsible marketing practices. Materials & Methods This study utilized a qualitative phenomenological approach to identify and rank the components of cause-related marketing, emphasizing ethical principles and social responsibility. Semi-structured interviews were conducted with 15 purposefully selected marketing managers, who had experience in cause-related marketing, social responsibility, and professional ethics, adhering to the principle of data saturation. Data collection involved interviews and Interpretive Structural Modeling (ISM) for ranking the components. Thematic analysis following Braun and Clarke's (2006) framework was employed to analyze the interview data in three stages: "description and decomposition", "interpretation", and "text integration", using MaxQDA 2024 software. To ensure validity, homogeneity checks were implemented and reliability was assessed through re-tests and dual coding. The ISM method was used to create a structural model of the relationships among the components, employing a matrix-based n×n questionnaire. Additionally, snowball sampling was utilized to interview 12 academic experts with a focus on reaching saturation to finalize data collection. Research Findings The findings of this study indicated that the philanthropic marketing model grounded in ethical principles and social responsibility comprised 4 main organizing themes: Philanthropic Collaborations and Partnerships: This included collaboration with charitable organizations, creation of participatory networks, and selection of business partners within the automotive industry. Corporate Social Responsibility: This theme encompassed environmental sustainability and charitable activities specific to the automotive sector. Marketing Strategies: This included the use of technology, advertising, and social media platforms. Cultural-Ethical Factors: This theme covered justice, organizational culture, transparency, and honesty. These themes were categorized into 4 levels based on thematic analysis and structural-interpretive modeling. At the first level, honesty, justice, and organizational culture were identified as foundational elements. The second level featured transparency, social media platforms, technology, and advertising. The third level included the creation of participatory networks, collaboration with charitable organizations, and selection of business partners. Finally, environmental sustainability and charitable activities were positioned at the fourth level. This categorization enhanced our understanding of the interrelationships and mutual impacts among the components, providing a comprehensive and systematic model for philanthropic marketing. Discussion of Results & Conclusion The study concluded that the mutual interaction among elements—particularly collaboration with charitable organizations and environmental sustainability—was essential. Honesty, justice, and organizational culture served as the foundation for transparency, which fostered trust and promoted effective stakeholder relationships. Transparency, along with media, technology, and advertising, functioned as a tool to enhance partnerships, select ethical business partners, and create collaborative networks. These factors, in turn, drove decision-making related to charitable activities and sustainability initiatives. To foster a sustainable ecosystem, companies should partner with charities to support underprivileged communities, establish stakeholder networks for resource sharing, and prioritize ethical business practices. Investments in clean technologies, socially responsible advertising campaigns, and internal ethical training programs are crucial. Additionally, encouraging suppliers to align with these principles will further strengthen the commitment to social responsibility and sustainability. پژوهش حاضر با هدف شناسایی و سطح‌بندی مؤلفه‌های مدل بازاریابی خیرخواهانه با رویکرد اخلاقی و مسئولیت‌پذیری و بر‌اساس نظر‌های متخصصان حوزۀ اخلاق و مسئولیت اجتماعی انجام شده است. روش پژوهش برحسب نوع داده‌، کیفی از‌نوع پدیدارشناسی تفسیری است. جامعۀ آماری برای شناسایی مؤلفه‌ها شامل مدیران فعّال در‌حوزۀ بازاریابی خیرخواهانه بود. بر‌اساس اصل اشباع داده‌ها ۱۵ نفر از این افراد با استفاده از روش نمونه‌گیری غیر‌احتمالی هدفمند و ملاک‌محور انتخاب شدند. ابزار گردآوری داده‌ها مصاحبۀ نیمه‌ساختاریافته بود. برای اطمینان از روایی پژوهش از روش تطابق همگونی و برای بررسی پایایی از دو روش باز آزمون و دو کدگذار بهره گرفته شد. داده‌های گردآوری‌شده با روش تحلیل مضمون مبتنی بر رویکرد Braun & Clarke (2006) و به کمک‌نرم‌افزار MaxQDA 2024 تحلیل شد. یافته‌ها شامل 46 مضمون اولیه، 12 مضمون پایه، 4 مضمون سازمان‌دهنده و 1 مضمون فراگیر بود که محورهای اصلی مانند همکاری‌ها و مشارکت‌های خیرخواهانه، مسئولیت اجتماعی شرکت، استراتژی بازاریابی و عوامل فرهنگی-اخلاقی را شناسایی کرد. در بخش دیگر پژوهش برای سطح‌بندی مؤلفه‌ها از روش مدل‌سازی ساختاری‌تفسیری استفاده شد. جامعۀ آماری پژوهش شامل خبرگان دانشگاهی بود. این افراد با روش نمونه‌گیری هدفمند از‌نوع گلوله‌برفی انتخاب شدند و مصاحبه‌های نیمه‌ساختاریافته بر‌اساس اصل اشباع داده‌ها با 12 نفر از این افراد انجام گرفت. در این مطالعه از پرسشنامۀ ساختاری-تفسیری (ISM) به‌منظور تحلیل روابط عناصر مدل به‌صورت ماتریس n×n استفاده شد. بر‌اساس یافته‌های این روش مؤلفه‌های شناسایی‌شده تأثیر متقابلی بر یکدیگر دارد که همکاری با سازمان‌های خیریه و پایداری محیط زیستی را به ضرورتی اجتناب‌ناپذیر تبدیل می‌کند. در‌سطح اول، صداقت، عدالت و فرهنگ سازمانی به‌عنوان پایه‌های اصلی شفافیت شناخته می‌شوند و نقشی کلیدی در ایجاد اعتماد و ارتباط مؤثر با ذی‌نفعان دارند. در‌سطح دوم، شفافیت، رسانه‌ها و شبکه‌های اجتماعی، تکنولوژی و تبلیغات به‌عنوان ابزارهایی مؤثر در تقویت همکاری‌ها و ایجاد شبکه‌های مشارکتی عمل می‌کنند. درنهایت، در‌سطح سوم، این عناصر به‌عنوان عوامل کلیدی در تصمیم‌گیری‌های مرتبط با فعالیت‌های خیریه و پایداری محیط زیستی مطرح می‌شوند.

https://nmrj.ui.ac.ir/article_29521_42e1fe194e24c8e92d2be55450700e75.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Examining the Impact of Artificial Intelligence on Customer Satisfaction in Consumer Goods Purchases بررسی تأثیر هوش مصنوعی بر رضایت مشتریان در خرید کالاهای مصرفی 87 120 29460 10.22108/nmrj.2025.143880.3134 FA غزل نصرآبادی دانشجوی کارشناسی ارشد مدیریت بازرگانی، گرایش بازاریابی، دانشکدۀ علوم اجتماعی، اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران صبا امیری استادیار گروه مدیریت و کارآفرینی، دانشکدۀ علوم اجتماعی، اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران یوسف محمدی فر دانشیار گروه مدیریت و کارآفرینی، دانشکدۀ علوم اجتماعی، اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران Journal Article 2025 01 03 In today's digital economy, new technologies have transformed the concepts and implementation of market management strategies. Among these technologies, Artificial Intelligence (AI) has significantly influenced consumer purchasing behavior and, consequently, levels of customer satisfaction. This research was applied in nature, employed a descriptive survey method for data collection, and adopted a quantitative approach. Data were gathered through an online questionnaire developed by the researchers, which included standardized instruments on AI and customer satisfaction, along with relevant literature. The validity of the questionnaire was confirmed by a panel of experts and its reliability was established with a Cronbach’s alpha coefficient of 0.89. For data analysis, both descriptive and inferential statistics were used, including Kolmogorov-Smirnov tests, correlation tests, and Structural Equation Modeling (SEM), utilizing SPSS and LISREL software. The hypothesis tests revealed that AI had a significant impact on customer satisfaction when purchasing consumer goods. This finding suggested that AI could greatly enhance the customer purchasing experience by providing personalized recommendations and analyzing customer data. Furthermore, AI tools facilitated quicker and more efficient responses to customer inquiries and issues, reducing waiting times and contributing to a more positive shopping experience. Introduction Contemporary marketing increasingly relies on intelligent data, with technological advancements driving significant changes in its evolution. Simultaneously, the online shopping market is expanding rapidly, leading to heightened competition in this space. As a result, online shopping platforms play a crucial role in facilitating effective interactions between brands and consumers. New technologies aim to bridge these gaps and Artificial Intelligence (AI) stands out as a key innovation. AI enhances the online shopping experience by removing barriers and providing customers with access to product information, thereby increasing interaction and enabling more personalized services. However, there is a notable scarcity of reputable domestic research that addresses AI as a valuable marketing tool. Furthermore, findings from international studies may not be directly applicable to the Iranian market and business environment, necessitating localization. Given this context, it is essential for online retailers to gain a deeper understanding of how consumers perceive and utilize AI, as well as their levels of trust and satisfaction. Addressing the relationship between AI and customer satisfaction as a new marketing strategy has become an urgent necessity. Additionally, businesses must learn how to effectively leverage AI to enhance customer satisfaction. Therefore, this study aimed to investigate the impact of AI on customer satisfaction. Materials & Methods This research was descriptive in nature with an applied purpose and a quantitative approach for data collection. A quantitative method based on hypothesis formulation was selected given the availability of variables to be measured as AI tools. The statistical population comprised undergraduate and graduate students from the Computer Engineering Department at Lorestan University, who had at least one shopping experience and had utilized AI components provided by the store (such as chatbots and personalized recommendations). The selection of this group was based on their familiarity with the concepts and fundamental components of AI, ensuring that they could provide accurate and relevant responses to the questionnaires. This approach aimed to enhance the reliability of the data by excluding uninformed or unrelated individuals. The statistical population included 240 computer engineering students at Lorestan University, from which a sample of 150 was determined through stratified random sampling with proportional allocation. An online questionnaire developed by the researchers was used to collect data. The validity of the questionnaire was confirmed by a panel of experts and its reliability was established through a pilot test, yielding a Cronbach's alpha coefficient of 0.89. Finally, SPSS and LISREL software were employed to analyze and interpret the data. Research Findings Sub-hypothesis 1: The results of the regression analysis indicated that the chatbot variable in AI significantly impacted customer satisfaction, confirming the 1st sub-hypothesis of the study. Chatbots enabled 24/7 customer service, allowing customers to resolve issues and access necessary information at any time. This enhanced accessibility and responsiveness could lead to increased customer satisfaction. Furthermore, chatbots provided quick and accurate responses to customer inquiries, improving the shopping experience and fostering a greater sense of satisfaction. Sub-hypothesis 2: The regression analysis results also confirmed the 2nd sub-hypothesis regarding the effect of personalized recommendations in AI on customer satisfaction. Personalized recommendations created the impression that customers' needs and preferences were accurately understood and taken into account. By analyzing customer data and purchasing patterns, these recommendations aligned with each customer's specific needs, thereby increasing both satisfaction and loyalty. Sub-hypothesis 3: The findings from the regression analysis supported the 3rd sub-hypothesis, which focused on the impact of an advanced shopping experience in AI on customer satisfaction. An advanced shopping experience encompassed user-friendly interfaces, personalized recommendations, real-time support via chatbots, and streamlined purchasing processes. These elements collectively enhanced convenience and enjoyment for customers during their shopping journey. Sub-hypothesis 4: The regression analysis results confirmed the 4th sub-hypothesis related to the effect of Search Engine Optimization (SEO) enhanced by AI on customer satisfaction. AI-driven SEO optimally delivered content and products to customers, thereby improving the user experience. By employing AI algorithms, search engines could present search results that were more accurate and relevant to customer needs, which enhanced satisfaction during the search and purchasing process. Sub-hypothesis 5: Finally, the regression analysis indicated that voice and image recognition tools in AI significantly influenced customer satisfaction in purchasing consumer goods, confirming the 5th sub-hypothesis. These tools enhanced the user experience by simplifying and personalizing the purchasing process, making it more intuitive and enjoyable for customers. Discussion of Results and Conclusion Main Hypothesis: With the confirmation of all sub-hypotheses, the main hypothesis was validated: AI significantly impacted customer satisfaction in the purchase of consumer goods. This assertion could be explained by the way AI enhanced the shopping experience through personalized recommendations and data analysis, which reduced waiting times and increased overall satisfaction. AI technology could identify customer purchasing patterns and provided product suggestions tailored to individual preferences and needs, thereby boosting customer satisfaction. Additionally, AI tools facilitated faster and more efficient responses to customer inquiries and issues. For instance, chatbots were readily available to answer common questions and resolve typical problems. These features not only minimized customer wait times, but also contributed to a more positive shopping experience. The following practical suggestions emerged from the research: Implementing gamification elements in the AI-driven shopping experience Creating personalized offers based on the analysis of shopping data Utilizing interactive audio and video tools to enhance customer support Acknowledgments This article is the outcome of a master's thesis in Business Management, specifically focusing on Marketing. We would like to extend our heartfelt gratitude for the material and moral support provided by Razi University, as well as the contributions of all participants involved in this research. در عصر حاضر که دورۀ اقتصاد دیجیتال است، فناوری‌های نوین موجب تغییرات بسیاری در مفاهیم و اجرای گام‌های مدیریت بازار شده است. هوش مصنوعی به‌عنوان یکی از این فناوری‌ها با کمک ابزارهای خود رفتار خرید مصرف‌کنندگان و در‌پی آن، میزان رضایت آنها را تحت‌تأثیر قرار داده است؛ از این ‌رو هدف از پژوهش حاضر بررسی تأثیر هوش مصنوعی بر رضایت مشتریان در خرید کالاهای مصرفی است. پژوهش حاضر از‌نظر هدف، کاربردی و از‌نظر نحوۀ گردآوری داده‌ها توصیفی- پیمایشی است و رویکرد کمّی دارد. در این مطالعه برای گردآوری داده‌ها از پرسشنامۀ محقق‌ساختۀ آنلاین با بهره‌گیری از پرسشنامه‌های استاندارد و بهره‌گیری از پیشینۀ مرتبط استفاده شد. روایی پرسشنامه با پنل متخصصان و پایایی آن با محاسبۀ آلفای کرونباخ برای پرسشنامه (89/0) تأیید شد. همچنین، برای تجزیه‌و‌تحلیل داده‌ها از آزمون کولموگروف اسمیرنوف، آزمون همبستگی و مدل‌سازی معادله‌های ساختاری به کمک نرم‌افزارهای SPSS و LISER استفاده شد. آزمون فرضیه‌ها با استفاده از SEM تأیید کرد که هوش مصنوعی رضایت مشتری را به‌طور معنادار افزایش می‌دهد (β = 0.912) که این یافته‌ها ارتباط نظری میان هوش مصنوعی و رضایت مشتری را تأیید کرده است و پیامدهای عملی را برای بهینه‌سازی استراتژی‌های خرده‌فروشی آنلاین ارائه می‌دهد. در تبیین این فرضیه می‌توان گفت هوش مصنوعی قادر است فرآیند خرید را با ارائۀ توصیه‌های شخصی‌سازی‌شده و تحلیل داده‌های مشتریان بهبود دهد. ابزارهای هوش مصنوعی می‌توانند پاسخگویی به سؤال‌ها و مشکلات مشتریان را سریع‌تر و کارآمدتر کنند. این ویژگی‌ها نه‌تنها باعث کاهش زمان انتظار مشتریان می‌شود، به افزایش تجربۀ مثبت خرید کمک می‌کند.

https://nmrj.ui.ac.ir/article_29460_78be1ebe02ddd5e360159605d73a4d41.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Impacts of Rebranding and Customer Experience on Service Quality and Customer Loyalty بازآفرینی برند، تجربه مشتری و تأثیر آن‌ها بر کیفیت خدمات و وفاداری مشتری 121 144 29554 10.22108/nmrj.2025.140614.3023 FA رقیه پورحسن آنپار دانشجوی کارشناسی ارشد گروه مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران معصومه حسین زاده شهری دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران Journal Article 2024 02 04 Rapid and continuous changes in the business environment make rebranding a strategic tool in brand management aimed at fostering a more favorable consumer attitude and establishing a new identity and image for the brand. This study investigated the effect of rebranding and customer experience management on customer loyalty with service quality as a mediating variable. This research was applied and employed a quantitative approach. Methodologically, it was descriptive survey research and temporally cross-sectional. The statistical population comprised all customers of Saman Bank in Tehran, who had experienced brand identity rebranding in recent years. Data were collected from 384 customers using a field questionnaire. The hypotheses were tested using Partial Least Squares (PLS) and Smart PLS software. The results indicated that both rebranding and customer experience management significantly and directly impacted service quality and customer loyalty. Additionally, service quality significantly influenced customer loyalty at Saman Bank. The mediation of service quality in the relationship between rebranding, customer experience management, and customer loyalty was also confirmed. Creating a distinctive brand identity, building core values, differentiating from competitors, and enhancing communication and customer experience are crucial for a brand survival in a competitive landscape and in shaping customer perceptions during the rebranding process. Introduction Rebranding is a strategic approach whereby companies alter their identity, logos, and slogans to convey a new image that resonates more effectively with their target audience. This process often reflects changes in the market environment, consumer preferences, or a company’s strategic direction. In parallel, customer experience management involves continuously monitoring and adapting customer interactions to evoke positive emotional responses and foster loyalty. The interplay between these two elements is crucial for the long-term success of any brand. Service quality stands as a cornerstone in shaping customers' perceptions of a product and plays a significant role in influencing their loyalty. A positive customer experience not only enhances satisfaction, but also encourages repeat purchases as companies can manage the factors that shape these interactions. In competitive markets where choices abound, creating a unique customer experience is essential for differentiation. This study investigated the impact of rebranding and customer experience management on customer loyalty within service organizations, specifically focusing on Saman Bank, which had recently underwent a rebranding effort. While extensive literature exists on rebranding, there are few studies that explore its impact on customer loyalty through the lens of service quality. Understanding these dynamics is vital for service-oriented organizations aiming to cultivate lasting customer loyalty. Materials & Methods In this study, the researchers employed a non-probability sampling method to collect data from customers across various branches of Saman Bank in Tehran, resulting in a total of 384 participants. This quantitative approach was designed to yield statistically valid insights into the relationships between the studied variables. Data analysis began with an examination of its distribution followed by an assessment of the validity and reliability of the questions of the research variables. The analysis utilized the Partial Least Squares (PLS) method, which involved a three-stage evaluation of the structural model's fit: first, assessing the measurement models for reliability and validity; second, fitting the structural model by determining the coefficients; and third, testing the hypotheses using standardized coefficients and their significance. Structural Equation Modeling (SEM) with the PLS approach encompassed both the structural component, which identified relationships among latent variables, and the measurement component, which connected these variables to their indicators. This method offered several advantages, including estimation of multiple relationships, measurement of latent variables, evaluation of measurement errors, investigation of collinearity, and testing of complex relationships. Consequently, Smart PLS software was utilized for these analyses. Research Findings The study demonstrated that service quality mediated the relationship between brand rebranding, customer experience management, and customer loyalty. It confirmed both direct and indirect effects of these factors. Specifically, brand rebranding had a positive impact on both service quality and customer loyalty, while customer experience management also influenced these areas. For Saman Bank, integrating brand rebranding with customer experience management was essential for achieving high levels of customer loyalty. The findings suggested that bank managers had to develop marketing and communication strategies that leveraged various tools—such as social media and online advertising—to enhance brand performance and adapt strategies based on customer feedback. Additionally, the results indicated that enhancing service quality could significantly strengthen customer loyalty, highlighting the importance of continuous improvement in service delivery. This could involve training staff, refining operational processes, and soliciting customer feedback to create a more responsive and customer-centric environment. Discussion of Results & Conclusion The results highlighted the strategic approach of Saman Bank in the banking sector, emphasizing the effective development of a new brand. To enhance effectiveness, the bank had invested substantial resources in research and development, implemented advanced information systems, and modernized its financial operations. Prioritizing customer feedback and improving employee competencies were essential for building trust in customer service. In light of these findings, managers were encouraged to establish formal brand recovery policies that enhanced brand recognition by adding value through design and service quality. This differentiation strategy was crucial for setting Saman Bank apart from its competitors. Targeted research, including SWOT analysis and studies on customer behavior, had to inform marketing strategies aimed at brand promotion and customer retention. A customer loyalty program that rewarded frequent interactions could stimulate repeat visits, while treating customers with respect would bolster the reputation and overall image of the bank. Furthermore, fostering a culture of continuous improvement, where employees were encouraged to innovate and provide input on customer service practices, could lead to enhanced service quality. The study also underscored the role of digital transformation in enhancing customer experience. As banking increasingly shifted online, maintaining high service quality across digital platforms was vital. This included ensuring that online services were user-friendly, secure, and responsive to customer needs. In conclusion, the interplay between rebranding, customers experience management, and service quality was pivotal for enhancing customer loyalty. The recent rebranding initiative of Saman Bank coupled with a strong focus on customer experience positioned it favorably in the competitive banking landscape. Future research should explore longitudinal studies to assess the long-term impacts of rebranding and customer experience on loyalty, as well as the specific elements of service quality that resonate most with customers. By focusing on these areas, Saman Bank can not only retain its existing customer base, but also attract new clients, thereby solidifying its position as a leader in the banking sector. As the market continues to evolve, ongoing adaptation and innovation will be key to sustaining competitive advantage and ensuring customer loyalty. تغییرات سریع و مداوم در محیط کسب‌وکار، بازآفرینی برند را به‌عنوان ابزاری استراتژیک در حوزۀ مدیریت برند با هدف ایجاد نگرش مطلوب‌تر در ذهن مصرف‌کننده،کسب هویت و تصویر جدید از برند تبدیل کرده است؛ براین‌اساس، پژوهش حاضر با هدف مطالعۀ تأثیر بازآفرینی برند و مدیریت تجربۀ مشتری بر وفاداری مشتری با در نظر گرفتن متغیر میانجی کیفیت خدمات انجام شده است. تحقیق حاضر به‌لحاظ هدف، در زمرۀ تحقیقات کاربردی با رویکرد کمّی و به‌لحاظ شیوۀ اجرای تحقیق، در زمرۀ تحقیقات توصیفی_پیمایشی و از حیث زمانی از نوع تحقیقات مقطعی به شمار می‌آید. جامعۀ آماری پژوهش حاضر، کلیۀ مشتریان بانک سامان مستقر در شهر تهران هستند که در سال‌های اخیر از بازآفرینی هویت برند استفاده کرده‌اند. داده‌ها با استفاده از روش میدانی پرسش‌نامه از ۳۸۴ مشتری جمع‌آوری شده است. برای آزمون فرضیات از حداقل مجذورات جزئی و نرم‌افزار Smart PLS استفاده شد. یافته‌ها حاکی ازآن است که بازآفرینی برند و مدیریت تجربۀ مشتری بر کیفیت خدمات و وفاداری مشتری تأثیر مستقیم و معنادار دارد و تأثیر کیفیت خدمات بر وفاداری مشتری در بانک سامان نیز معنادار است. همچنین میانجی‌گری کیفیت خدمات در رابطۀ بین بازآفرینی برند و مدیریت تجربۀ مشتری و وفاداری مشتری به شکل معناداری تأیید شد. ایجاد هویتی مشخص برای برند، ساختن ارزش، تفاوت قابل‌تشخیص با رقبا و افزایش ارتباطات و بهبود تجربۀ مشتری اهمیت ویژه‌ای در ماندگاری یک برند در چرخۀ رقابت و اذهان مشتریان در فرایند بازآفرینی برند خواهد داشت.

https://nmrj.ui.ac.ir/article_29554_99961c3b43ea17b4817a5e034b4c7bb3.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Increasing Shopping Intention in Chain Retail Stores Using Omnichannel Strategy افزایش قصد خرید در فروشگاه‌های خرده‎‌فروشی زنجیره‌ای با استفاده از استراتژی کانال‌های یکپارچه 145 180 29581 10.22108/nmrj.2025.143662.3127 FA یاسر ترکانلو دانشجوی کارشناسی ارشد گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران 0009-0006-2984-5375 سیدجعفر زنوزی استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران محمدرحیم اسفیدانی استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران Journal Article 2024 12 13 Objective: In the last two decades, the emergence of digital phenomena, such as the Internet, social networks, smartphones, and various communication tools, has posed significant challenges for brick-and-mortar retailers. Managers are now compelled to utilize these channels in parallel as each can attract customers, sometimes leading to conflicts and confusion. Effectively managing these complexities is a demanding task. However, by integrating these channels and creating synergies, retailers can enhance customer value, foster loyalty, and ultimately capture a larger market share. Recent developments in the 21st century, including the COVID-19 pandemic, have shifted consumer preferences toward brands that offer a comprehensive product portfolio to meet their needs. This demand for convenience in terms of time and location has heightened the appeal of the chain retail industry and intensified competition. In response, many retailers have adopted omnichannel strategies. This study aimed to investigate the factors influencing shopping intentions within omnichannel environments in chain retail stores. Introduction In recent years, the emergence of digital communication tools, such as the Internet, social networks, and smartphones, has transformed the retail landscape, presenting both opportunities and challenges for brick-and-mortar stores. Retail managers are now compelled to integrate these online channels alongside traditional ones to enhance customer engagement. Each channel has the potential to attract customers; yet, this can sometimes lead to conflicts and confusion, making effective management a complex task. The 21st century has seen significant shifts in consumer behavior, particularly influenced by phenomena, such as the COVID-19 pandemic, which has heightened customers' preference for brands that offer a comprehensive product portfolio. This shift emphasizes the need for convenience in terms of time and location, thereby increasing attractiveness of the chain retail industry and intensifying competition among retailers. Consumers are now more inclined to choose brands that provide a seamless shopping experience across various platforms, whether online or offline. In response to these evolving consumer expectations, many retailers have adopted omnichannel strategies designed to create seamless, integrated shopping experiences. These strategies allow customers to move fluidly between channels, whether they are browsing online, shopping in-store, or using mobile apps. This integration not only enhances customer satisfaction, but also fosters loyalty by providing a more personalized shopping experience. This study aimed to investigate the factors that influence shopping intentions in omnichannel environments within chain retail stores. By understanding these factors, retailers can better navigate the complexities of channel integration, ultimately enhancing customer loyalty and increasing market share. The research focused on key variables, such as perceived fluency, perceived compatibility, and perceived risk, exploring their roles in shaping consumer intentions in an omnichannel context. Materials & Methods This research was applied in nature and employed a descriptive survey and correlational approach. The statistical population consisted of customers of Refah, who engaged with all distribution channels of the store. Given the uncertainty regarding the exact population size, the research sample was determined to be 384 individuals using Cochran's sample size formula. This formula helped ensure that the sample was representative and statistically valid, providing a solid foundation for the research findings. Data collection was conducted through a standard questionnaire designed to assess various dimensions of omnichannel shopping experiences, including customer perceptions of channel integration quality, fluency, compatibility, and risk. The questionnaire was rigorously developed and pre-tested to ensure clarity and reliability. To analyze the research data, Structural Equation Modeling (SEM) was employed, which allowed for the examination of complex relationships between variables. All statistical analyses were performed using SPSS and PLS software, facilitating a comprehensive evaluation of the data. Research Findings The results of this research indicated that the quality of channel integration significantly influenced shopping intentions in omnichannel environments within chain retail stores, with perceived fluency acting as a mediating factor. Higher quality in channel integration led to a smoother shopping experience, enhancing perceived fluency and, consequently, increasing shopping intentions. Additionally, customer experience played a crucial role in shaping shopping intentions by mediating perceived innovation characteristics in these omnichannel settings. A positive customer experience was essential for fostering loyalty as it encouraged customers to engage with the brand across multiple channels. The findings suggested that customers, who perceived a high level of innovation in the shopping process, were more likely to develop a favorable intention to purchase. Moreover, the research highlighted that perceived fluency was the most significant factor impacting purchase intentions followed closely by perceived compatibility. This indicated that retailers had to focus on creating a seamless and coherent shopping experience that aligned with customer expectations. Conversely, perceived risk negatively correlated with purchase intention, suggesting that customers might hesitate to engage with brands if they perceived potential risks in the shopping process. Discussion of Results & Conclusion Among the variables influencing purchase intentions in omnichannel environments—namely perceived fluency, perceived compatibility, and perceived risk—perceived fluency had the most significant impact followed by perceived compatibility. Conversely, perceived risk was negatively associated with purchase intention. This underscored the importance of minimizing perceived risks through effective communication and providing customers with clear information about the shopping process. Additionally, the quality of channel integration positively affected perceived fluency. Retailers that successfully integrated their online and offline channels could create a more fluid shopping experience, ultimately enhancing customer satisfaction. Furthermore, within the realm of customer experience, connectivity and integration demonstrated a direct relationship with perceived innovation characteristics. Retailers needed to ensure that their omnichannel strategies emphasized innovation, which could lead to improved customer engagement and loyalty. However, the research did not find a validated relationship between consistency, perceived innovation characteristics, and the factors of stability, flexibility, and personalization in relation to perceived risk. This indicated a potential area for further investigation as understanding these relationships could enhance the effectiveness of omnichannel strategies. In summary, the findings suggested that effective channel integration and a focus on customer experience were crucial for retailers aiming to succeed in omnichannel environments. By addressing the key factors of perceived fluency, compatibility, and risk, retailers could better align their strategies with consumer expectations, ultimately driving loyalty and increasing market share. As the retail landscape continues to evolve, ongoing research in this area will be essential for adapting to changing consumer behaviors and preferences. هدف: در عصر حاضر پیشرفت سریع تکنولوژی به افزایش انواع کانال‌های دسترسی به مشتریان منجر شده و به دنبال آن ظهور خرده‌فروشی‌های آنلاین موفقی همچون آمازون در مقیاس جهانی و دیجی‎‌کالا را در سطح داخلی شاهد بوده‌ایم. از طرفی خرده‌فروشان سنتی نیز اقدام به راه‌اندازی فروشگاه اینترنتی و اپلیکیشن تلفن همراه کرده‌اند؛ بنابراین، باوجود کانال‌های توزیع در فروشگاه، رفتارهای مختلف در هر کانال باعث سردرگمی و نارضایتی مشتریان خواهد شد؛ بنابراین، اخیراً رویکرد کانال‌های یکپارچه رواج یافته است. در این مفهوم به‌جای تمرکز بر کانال، تمرکز بر ایجاد تجربه‌ای یکنواخت از ارتباط با برند است. هدف اصلی این پژوهش یافتن راهکارهایی برای ارائه به مدیران فروشگاه‌های خرده‌فروشی زنجیره‌ای برای جذب مشتریان بیشتر، ازطریق مدیریت یکپارچۀ کانال‌های توزیع است. روش: پژوهش حاضر از منظر هدف کاربردی و ازنظر ماهیت و روش از نوع پژوهش‌های توصیفی‎‌- پیمایشی و همبستگی است. جامعۀ آماری شامل آن دسته از مشتریان فروشگاه رفاه است که با تمامی کانال‌های توزیع فروشگاه مزبور تعامل دارند. به دلیل نامشخص‌بودن تعداد دقیق این افراد، نمونۀ آماری پژوهش براساس فرمول حجم نمونۀ کوکران، ۳۸۴ نفر محاسبه شد. از پرسش‌نامه به‌عنوان ابزار جمع‌آوری داده‌های میدانی استفاده شد. به‌منظور تجزیه‌وتحلیل داده‌های پژوهش از آزمون معادلات ساختاری استفاده شد. تمامی تحلیل‌های آماری آزمون‌های ذکرشده با استفاده از نرم‌افزارهای SPSS و PLS Smart صورت گرفت. یافته‌ها: نتایج پژوهش حاضر نشان داد که کیفیت ادغام کانال با میانجیگری روان بودن ادراک‌شده بر قصد خرید از کانال‌های یکپارچه در فروشگاه‌های زنجیره‌ای تأثیر دارد. همچنین تجربۀ مشتری با میانجیگری ویژگی‌های نوآوری ادراک‌شده بر قصد خرید از کانال‌های یکپارچه در فروشگاه‌های زنجیره‌ای تأثیر دارد. نتیجه‌گیری: براساس نتایج این پژوهش، از میان متغیرهای اثرگذار بر ایجاد قصد خرید از کانال‌های یکپارچه، روان بودن ادراک‌شده بیشترین تأثیر را دارد و سازگاری ادراک‌شده در رتبۀ بعدی قرار می‎‌گیرد؛ درنهایت متغیر ریسک ادراک‌شده رابطۀ منفی با قصد خرید دارد. همچنین کیفیت ادغام کانال بر روی روان بودن ادراک‌شده تأثیر دارد؛ به‌علاوه، از میان متغیرهای تجربۀ مشتری، پیوستگی و ادغام رابطۀ مستقیم با ویژگی‎‌های نوآوری ادراک‌شده دارند و وجود رابطۀ میان ثبات با ویژگی‎‌های نوآوری ادراک‌شده و همچنین ثبات، انعطاف‎‌پذیری و شخصی‎‌سازی با ریسک ادراک‌شده در این پژوهش تأیید نشد.

https://nmrj.ui.ac.ir/article_29581_a4dcd4609ef6db08f35e910eb5bd8b71.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 1 2025 05 22 Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) آینده‌پژوهی بازاریابی هوشمند بر مبنای اینترنت اشیا (مورد مطالعه: تأمین اجتماعی ایران) 181 214 29609 10.22108/nmrj.2025.144125.3149 FA هادی تقوی دکترای تخصصی گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران سیدرسول حسینی دکترای تخصصی گروه مدیریت، دانشکده علوم انسانی، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران سیدمحمدباقر جعفری دانشیار گروه مدیریت صنعتی و فناوری، دانشکده مدیریت و حسابداری دانشکدگان پردیس فارابی، دانشگاه تهران، قم، ایران 0000-0003-2042-2756 محمدشریف قاصری زهان کارشناسی ارشد گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران Journal Article 2025 01 27 In today's rapidly evolving technological landscape, advancements are occurring at an unprecedented pace. A notable example is the development of information and communication technology, which has facilitated significant changes in marketing and given rise to new branches, such as smart marketing based on the Internet of Things (IoT). This research aimed to explore smart marketing scenarios within the social security insurance industry. The study employed an exploratory, applied, and descriptive methodology for data collection, utilizing a mixed-methods approach that encompassed both qualitative and quantitative data. In the initial phase, a theoretical model was developed using a qualitative data-driven method inspired by Strauss and Corbin's theory (1998). Subsequently, interaction analysis and scenario-building techniques were applied to guide future research. The research population consisted of 16 experts in social security insurance, IoT, and smart marketing specific to the social security branches in Khorasan Razavi. The data gathered were analyzed using Scenario Wizard software, resulting in categorization into 4 distinct groups. The first group included "desirable" scenarios that emphasized the integration of approaches and training of skilled individuals. These scenarios were expected to unfold within the framework of technological standards and effective technology management in smart marketing. Among the key intervening factors, the support of senior management for the development and continuation of operations emerged as crucial. Consequently, desirable outcomes included improved decision-making in insurance services by experts, enhanced marketing agility, and advancement of smart insurance services. Introduction In today’s fast-evolving technological landscape, organizations must adopt modern strategies to ensure their success. This is particularly crucial for industries like insurance, which are facing shifting market dynamics and heightened competition. Insurance companies, including those offering social security services, encounter numerous challenges and opportunities driven by technological advancements, changing customer needs, and emerging risks. A significant opportunity exists in leveraging marketing innovations, particularly the Internet of Things (IoT). The IoT refers to a network of interconnected physical devices that communicate via the internet. Devices, such as smartphones, tablets, smart TVs, vehicles, and various other objects, utilize sensors to collect and exchange data. As the IoT expands rapidly, industries—including marketing—are experiencing substantial transformations. The IoT enables the collection and analysis of vast amounts of real-time data, allowing businesses to customize their marketing strategies to better meet individual customer needs. This research aimed to explore how the IoT could enhance smart marketing strategies within the Iranian social security insurance sector. Social security is vital for delivering essential public services and adopting IoT-driven marketing strategies can significantly enhance operational efficiency and responsiveness. Therefore, this study sought to develop a framework for smart marketing based on IoT and investigate future scenarios for its integration within Iran’s social security insurance system. Materials & Methods This research adopted an exploratory approach with an applied focus, investigating the future of IoT-driven smart marketing in the Iranian social security insurance sector. A mixed-methods approach was employed, integrating both qualitative and quantitative research methods. Data collection involved semi-structured interviews with 16 experts in social security insurance, IoT, and smart marketing selected for their extensive knowledge and professional experience. Initially, a theoretical model was developed using qualitative data-driven methods grounded in the framework proposed by Strauss and Corbin (1998). This model aimed to identify the key components, barriers, and facilitators of IoT adoption in marketing. In the second phase, future research methodologies, including interaction analysis and scenario-building techniques, were employed to explore potential future scenarios for IoT-based smart marketing. Data analysis utilized Scenario Wizard software to identify and categorize various scenarios that reflected different possible trajectories for IoT-driven marketing within the social security insurance sector. The insights gathered from expert perspectives formed the foundation for constructing multiple potential scenarios. Research Findings The study identified 4 distinct future scenarios for IoT-based smart marketing in the Iranian social security insurance sector categorized by desirability, likelihood, and potential impact. The "desirable scenarios" highlighted the integration of strategic approaches and the development of a skilled workforce contingent upon establishing appropriate technological standards and effective management practices in smart marketing. Key success factors included strong senior management support and cultivation of a technologically progressive organizational culture. The anticipated outcomes of these scenarios involved improved decision-making in insurance services, enhanced marketing agility, and smarter, customer-responsive insurance offerings. Additionally, senior management support emerged as a crucial factor influencing the success of IoT-based marketing initiatives. Involvement of senior leaders was essential for the smooth implementation and ongoing success of smart marketing efforts, which entailed not only the adoption of technology, but also ensuring that staff members received adequate training and resources. The first and third scenarios represented the most favorable conditions for the development of the Social Security Organization with all aspects of these scenarios deemed desirable. The fourth scenario depicted a static state, maintaining the current trend and involving gradual development focused on caution, internal capacities, and alignment with domestic cultural and social standards. Conversely, the second scenario illustrated a critical situation; if realized, it would lead to a significant decline in the factors influencing technological advancement and effective marketing within the Social Security Organization. In this scenario, nearly all conditions would trend toward crisis. Discussion of Results & Conclusion The study concluded that the successful implementation of IoT-driven smart marketing in the Iranian social security insurance sector relied on 3 core pillars: establishment of ICT infrastructure, effective managerial practices, and development of a skilled workforce. Together, these elements created an environment where IoT could significantly enhance marketing strategies, improve customer experiences, and streamline organizational operations. This research presented a conceptual framework for IoT-based smart marketing, utilizing both qualitative and quantitative methods. The proposed framework emphasized the importance of a holistic approach that integrated technology, management practices, and human resources to ensure the successful implementation of smart marketing. The findings contributed valuable insights to the academic literature on marketing intelligence and future research, offering practical implications for practitioners in the social security insurance sector and laying a foundation for future research on IoT marketing applications. Key influencers in the country's insurance industry included government and regulatory authorities, while insurance companies, particularly those providing social insurance, were the primary players. By minimizing direct intervention, adopting a primarily supervisory role, identifying resources, and directing them toward the development of insurance infrastructure, the government could significantly facilitate the growth of the Social Security Organization. A significant challenge facing the Social Security Organization was its inability to effectively envision a realistic and credible future. While technology had been introduced, the necessary infrastructure for its adoption and utilization remained inadequate. The organization faced weaknesses in knowledge, technological capabilities, developmental processes, and essential skills. Its primary strength lay in available resources though these were constrained by cumbersome laws and regulations. Consequently, reforms in financial policy, development of effective marketing strategies, and incorporation of systemic thinking into decision-making processes could substantially enhance the development of social insurance. A limitation of this study was its reliance on qualitative opinions and expert analyses within the Micmac and Scenario Wizard software frameworks, which might be influenced by individual biases related to impact assessment and acceptance of uncertainty. Additionally, the rapid pace of IoT technological advancements and ongoing changes in security and legal standards might necessitate periodic updates to the scenarios, rendering the results somewhat provisional. در عصر کنونی فناوری‌ها و تکنولوژی‌ها با سرعت باورنکردنی در حال تغییر هستند که یکی از مصداق‌های آن تحولات فناور اطلاعات و ارتباطات است و این تحولات زمینه‌ساز تغییرات بنیادین در بازاریابی و توسعۀ شاخه‌های نوین ازجمله بازاریابی هوشمند مبتنی‌بر اینترنت اشیا شده است. هدف پژوهش بررسی سناریوهای بازاریابی هوشمند بر پایۀ اینترنت اشیا در صنعت بیمۀ تأمین اجتماعی است. پژوهش حاضر ازلحاظ ماهیت از نوع اکتشافی، ازلحاظ هدف از نوع پژوهش‌های کاربردی، ازلحاظ شیوۀ گردآوری داده‌ها توصیفی از نوع پیمایشی و بر مبنای ماهیت داده‌ها پژوهشی آمیخته (کیفی-کمی) به شمار می‌آید. در مرحلۀ نخست با بهره‌گیری از روش کیفی داده‌بنیاد برگرفته از نظریۀ Strauss & Corbin (1998) مدل نظری ایجاد شد. سپس در راستای آینده‌پژوهی، از روش‌های تحلیل اثر متقابل و سناریوسازی بهره گرفته شد. جامعۀ آماری پژوهش 16 نفر از خبرگان بیمۀ تأمین اجتماعی و اینترنت اشیا و بازاریابی هوشمند در شعب تأمین اجتماعی خراسان رضوی هستند؛ در نهایت، داده‌های جمع‌آوری‌شده توسط نرم‌افزار سناریو ویزارد تحلیل شد. نتایج این پژوهش نشان داد که سناریوها در چهار گروه دسته‌بندی می‌شوند. در سناریوهای گروه اول (مطلوب)، اطمینان از یکپارچگی رویکردها و تربیت افراد ماهر به‌عنوان عوامل علّی نقش دارند. این سناریوها در شرایط زمینه‌ایِ وجود استانداردهای فناوری و مدیریت فناوری، به تحقق بازاریابی هوشمند منجر خواهند شد. در عوامل مداخله‌گر، حمایت مدیریت ارشد از توسعه و تداوم اجرای عملیات مورد توجه قرار دارد. در بُعد پیامدها نیز انتظار می‌رود تصمیم‌گیری صحیح در ارائه خدمات بیمه‌ای توسط کارشناسان بیمه انجام شود و چابک‌سازی بازاریابی و هوشمندسازی خدمات بیمه‌ای تحقق یابد.

https://nmrj.ui.ac.ir/article_29609_7cb4a606bf0ab7e430af2976d1c6e0d6.pdf