Customer

Open Access Article

1 - The relation between organizational learning culture and customer satisfaction: The mediating role of job satisfaction
مهدی حقیقی کفاش زهره دهدشتی شاهرخ حسن غریبی

The purpose of this research is an experimental study in servicing sector (Parsian bank) for investigating the relation between organizational learning culture and job satisfaction and their relation with customer satisfaction which is used from Pantuakiz and Borenta (2 More

The purpose of this research is an experimental study in servicing sector (Parsian bank) for investigating the relation between organizational learning culture and job satisfaction and their relation with customer satisfaction which is used from Pantuakiz and Borenta (2013) model. In this model the relation between organizational learning culture and customer satisfaction with considering job satisfaction mediating role is investigated. For research investigation a sample size containing 234 people, working in Parsian bank branches in Tehran is taken in cluster random of sampling type. Collecting data of standard questionnaire with 21 questions which its validity and reliability is confirmed is done by distributing it among statistical population. Analyzing of data is done by descriptive statistics and statistical inference. In descriptive statistics section indexes including frequency index and percentage of frequency index and in statistical inference section, indexes including correlation methods and structural equation model are used respectively for path analysis. In this regard SPSS and LISREL software are used. The results of analysis shows the relation among organizational learning culture and customer satisfaction and job satisfaction. Generally, Parsian bank ability directly or indirectly to satisfy its customers is linked through its employees' effective and continuous effort and their job satisfaction. (p<0.05) Manuscript profile

Open Access Article

2 - Investigating the influential factors in the creation of brand equity in higher education (A study of Payame Noor University)
میرزا حسن حسینی رومينا فرهادي نهاد

The purpose of this study is examining the influential factors in the creation of brand equity in higher education. The population of the present research is students at the under graduate level at the university of Payame Noor at Tehran campus. Self-administered questi More

The purpose of this study is examining the influential factors in the creation of brand equity in higher education. The population of the present research is students at the under graduate level at the university of Payame Noor at Tehran campus. Self-administered questionnaire was utilized for data collection from 423 students and ultimately the data gained from 304 students by applying Spss18 and Amos18 software was analyzed. The research findings indicate that among the elements of brand awareness dimension in research model, publicity has a direct and significant effect on university brand equity. Further, among brand image dimensions, perceived value and after sale services belonging to service attributes, brand personality belonging to symbolic attributes and finally international reputation element from provider attributes have the positive effects on Payame Noor University brand image. Thus, with regard to the results, service attributes and provider attributes have the most as along with the least influence on brand equity respectively. Moreover, some practical implications in order for promoting the brand equity of Payame Noor University are presented. Manuscript profile

Open Access Article

3 - Identify factors affecting Internet Banking Service Quality Case Study: Mellat Bank customers
maryam akhavan مجید باقری

Today, service quality, sustainable competitive advantage for the bank to bring it helps to create value and customer satisfaction. Therefore, improving the quality of customer service is vital for them. This study examined the factors affecting customers' perception of More

Today, service quality, sustainable competitive advantage for the bank to bring it helps to create value and customer satisfaction. Therefore, improving the quality of customer service is vital for them. This study examined the factors affecting customers' perception of Internet banking through careful investigation of the main studies as well as different models provided for quality assessment of electronic services. Based on the findings, an optimal model for the quality assessment of Internet banking services provided by Mellat Bank was designed. The statistical population included customers of the Internet banking services provided by Mellat Bank in Isfahan. Data collection was done using a questionnaire whose validity was confirmed according to experts' opinions and the reliability of the test was assessed using Cronbach's alpha for the initial sample and for the main test performed on all subjects in the statistical population, showing a high reliability. The second-order factor analysis was used to test the research hypotheses and prioritize the factors affecting the quality of electronic banking services. The findings showed that website design, responsiveness, empathy, guarantee, efficiency, security/trust, and compensation for damage were the most effective factors (in the order of significance) in the quality of Mellat Bank on-line Internet banking services. Manuscript profile

Open Access Article

4 - The Impact of Customer’s Emotion upon Product Features with Kansei Engineering Approach
gholamreza hashemzade khorasegani Mohammad Reza Bahrami

Abstract Despite the intense competitions to increase the quality, live up to the expectations of the customers, and decrease the costs, nowadays manufacturers need to design and make products in which customer’s real emotions and feelings should be taken into account. More

Abstract Despite the intense competitions to increase the quality, live up to the expectations of the customers, and decrease the costs, nowadays manufacturers need to design and make products in which customer’s real emotions and feelings should be taken into account. Paying due attention to customer’s feelings about the product, Kansei engineering is one of the most appropriate methods to improve the quality of product and customer’s satisfaction. In addition to introducing Kansei engineering and its relevant techniques, this paper was aimed at translating feelings and emotional impacts on the design parameters. Reviewing the literature through interviewing Merident Toothpaste customers, 83 Kansei words representing customer’s feelings about the product were identified. After screening, 23 words influencing customer’s feelings were divided into three parts including natural features, apparel ones, and controllable factors in order to obtain more rational coefficients of importance in ANP method. Using ANP and DIMATEL methods, then the Kansei words were graded by the experts of organization; consequently, natural features were considered more important. Employing ANP method in the next step, Merident Toothpaste was compared with the similar products manufactured by 3 main competitors to investigate the advantages and disadvantages with respect to the opinions of customers. Eventually, the final weight and importance of criteria were determined. Manuscript profile

Open Access Article

5 - Modeling of the Factors affecting customer loyalty on internet brand using Fuzzy DEMATEL technique Mobin Net company
شادی پارسایی منش Ali Bonyadi Naeini

Regard to the wide growth of world wide web and their settlement in Figurative space and web meaning (web 2.0) and the development of internet job and business the Electronic Commerce has made a new way for job and business and the Internet Commerce has special importan More

Regard to the wide growth of world wide web and their settlement in Figurative space and web meaning (web 2.0) and the development of internet job and business the Electronic Commerce has made a new way for job and business and the Internet Commerce has special importance because of having high competition in this age. The Internet has caused many changes in companies and costumers' behavior for buying. On the other hand, the brand is also important for companies. For this reason, it is important to study and create an online brand. In this thesis using an evaluation method to find out Factors affecting customer loyalty on internet brand by DEMATEL technique in Mobin Net company for modeling internet brand. In this study, we use DEMATEL technique for evaluating Factors affecting customer loyalty, regard to the wide growth of world wide web this method propones a new vision to increase internet brand loyalty. In this study, two series of questionnaires were distributed, and after identifying the primary factors, matrix questionnaires were designed, and sent those for 14 loyal expert Individuals who familiar with the marketing and branding in this company. In this thesis, after identifying and evaluation of the primary factors, the most effective factors on Internet brand loyalty are including trust, satisfaction, brand credibility, Brand evaluation, Brand Personality, customer care, responsiveness, brand loyalty ,that they have the most strong relationship with loyalty, finally we modeling of the factors affecting customer loyalty on internet brand Manuscript profile

Open Access Article

6 - The effect of service brand dimensions on brand loyalty with the mediating role of customer satisfaction and brand attitude: A case study of Keshavarzi Bank branches in Torbat-e Heydarieh
وجیهه هوشیار Mohammad rostampour

Today, research on brand has acquired a special position in business, because the issue, through its impact on customer satisfaction and loyalty, can be very influential in the survival and life of a service entity. Accordingly, the purpose of this research is to invest More

Today, research on brand has acquired a special position in business, because the issue, through its impact on customer satisfaction and loyalty, can be very influential in the survival and life of a service entity. Accordingly, the purpose of this research is to investigate the effect of service brand dimensions on customer loyalty to a brand. The study was conducted in the population of customers of Keshavarzi Bank branches in Torbat-e Heydarieh. We tested the effect of brand dimensions (brand evidence, brand hearsay) on customer satisfaction and brand attitude as well as the effect of brand attitude on customer loyalty through seven hypotheses. For this purpose, we used structural equation modeling and LISREL software. Hypothesis testing was conducted on a sample of 322 subjects that were selected by random sampling method. Confirmatory factor analysis was used to assess the validity of research instrument (questionnaire), and the results showed an acceptable validity for each variable in the questionnaire (test statistic for all variables was higher than 4%). The reliability of the questionnaire was measured using Cronbach’s alpha test and the test statistic for all variable was higher than 7%, which indicates that the questionnaire has a good reliability. Moreover, all the seven hypotheses of the study were confirmed. Manuscript profile

Open Access Article

7 - Using Meta-Synthesis Method to Proposing a Comprehensive Model of Effective Factors in Persuasive Advertising
sahar mashhadi Tahmours Hasangholi Pouryasouri Soheila Bourghani Farahani abdolhossein karam pour

Persuasive advertising is one of the effective ways of advertising, especially in the competitive business environment. Persuasive advertising is a technique that attracts customers by building trust and incentive to buy a product. Considering the necessity of attractin More

Persuasive advertising is one of the effective ways of advertising, especially in the competitive business environment. Persuasive advertising is a technique that attracts customers by building trust and incentive to buy a product. Considering the necessity of attracting and increasing demand from the customer in the competitive business environment, it is necessary to identify the factors affecting convincing advertising. For this purpose, in this research, we try to define the phenomenon by explaining the dimensions and components of each dimension of effective factors on persuasive ads. In this research, using the meta-synthesis approach, we have analyzed the results and findings of previous researchers. By doing this, the factors influencing persuasive advertising in the business world were classified in six dimensions, twenty below. Finally, based on the abundance of number of codes related to the following dimensions, the conceptual framework of the research was presented. Manuscript profile

Open Access Article

8 - Provide a Model for Customer Advocacy (Detergents Customers in Tehran
mirza hasan hosseini Mohammad MahmoodiMeymand علی اکبر جوکار Farzane sadat hosseiny

Because social media is becoming more and more interactive, consumers can also affect other consumers more than past and make them aware of their views and experiences. By influencing this broad spectrum, customers can stop, control, and manage marketing efforts; this m More

Because social media is becoming more and more interactive, consumers can also affect other consumers more than past and make them aware of their views and experiences. By influencing this broad spectrum, customers can stop, control, and manage marketing efforts; this means that customers are getting power on the market. One of a variety of powerful customers that can help the organization and support the organization without any expectations is customer advocacy. The goal of this research is to study the antecedents of customer advocacy. A descriptive survey design was used in this research. Based on its goal this research was an applied one. The target population of this research was the customers of detergents product in Tehran. To collect data 336 questionnaires were distributed among customers by using simple random sampling method. For data analysis and testing research hypotheses, structural equation modeling (SEM) method was applied by using LISREL software. The results revealed that both Customer assessment and self-motivators dimentions and their factors have a strong positive effect on Customer Advocacy Manuscript profile

Open Access Article

9 - Investigating the relationship between customer satisfaction and customer complaints and trust in the municipality of Tehran
hamidreza fouladgar abbas saghaee

In all new models of quality, customer satisfaction is a prerequisite for achieving financial goals. A reliable indicator to measure customer satisfaction and analysis of its results can provide a comprehensive picture of the company's performance and timely planning fo More

In all new models of quality, customer satisfaction is a prerequisite for achieving financial goals. A reliable indicator to measure customer satisfaction and analysis of its results can provide a comprehensive picture of the company's performance and timely planning for managers. In different models of customer satisfaction measurement, there are different evaluations between complaints; customer trust and customer satisfaction. Municipalities are the important organizations in municipal services and management of each city. In this study, the relationship between customer satisfaction and customer complaints and trust in the municipality of Tehran has been investigated. The statistical pool of the current research is divided in two groups; first, are deep interview with 38 managers and connoisseurs to assessing and measuring customer satisfaction level in municipality's activities. Second, are 450 questionnaires that distributed in customers. 420 questionnaires were returned with usable data. The method of data analysis is using Structural Equations and their evaluation by confirmatory Factor Analysis method using Lisrel software and also, comparative studies were performed using SPSS software. The results showed that customers' expectations, perceived quality of services and their mental image had a positive and significant effect on customer satisfaction in Tehran municipality. Also, customer satisfaction has a positive and significant effect on trust and negative relation with complaints. Manuscript profile

Open Access Article

10 - Explaining a model for sacrifice based on customer experience in the hotel industry (four and five stars in Shiraz)
jahanbakhsh rahimi baghmalek seyed abolghasem mira Mohammad Haghighi

The purpose of this study was to explain the loyalty model based on customer experience in the tourism industry, especially in the hotel industry, in order to conceptualize loyalty, to examine how the factors of the loyalty model based on customer experience on each oth More

The purpose of this study was to explain the loyalty model based on customer experience in the tourism industry, especially in the hotel industry, in order to conceptualize loyalty, to examine how the factors of the loyalty model based on customer experience on each other and practical solutions to improve the customer loyalty process in the service sector Especially hospitality. In this research, using the exploratory hybrid design, the concept of loyalty of conceptualization and in the form of a model, the process is explained and extracted. In the first research, the foundation data strategy was used in the form of open, axial and selective coding in the first stage of the design of the model.For this purpose, raw data of deep interviews was gathered with 25 managers, experienced clients and university professors..The results of this research phase, the explanation of 21 categories in 8 categories, describe the quality of hotel staff, the quality of the environment and physical space of the hotel, the quality of hotel service functions, empirical marketing, internal marketing, relationship marketing, customer development, customer empowerment , Tourism industry capabilities, customer perceptions and expectations of the services and provider, multiple value creation for customers, customer reset, customer support from the hotel brand, profit making, improved communication capabilities with customers, increased forecasting power in Future, upgrading service quality, reducing competitors' threats, improving brand credibility, improving quality of service Life, economic and social capital that model paradigm is presented. Manuscript profile

Open Access Article

11 - Math Modeling Customer Satisfaction with Dynamic Planning Approach (Case Study: Saipa Automobile Companies, Iran Khodro and Pars Khodro(
kamran jalilian kameleh nasiri

Companies must be able to preserve their customers and change them to the faithful ones. The automotive industry is one of the leading industries in the field of customer satisfaction. In this paper, based on a hierarchical analysis approach, customer satisfaction is fo More

Companies must be able to preserve their customers and change them to the faithful ones. The automotive industry is one of the leading industries in the field of customer satisfaction. In this paper, based on a hierarchical analysis approach, customer satisfaction is formulated based on indicators after sale services, sale process, initial quality study, initial quality study, automotive performance execution and layout of the automobile industry. Also, by presenting an optimization model, the optimum customer satisfaction path from 1395 to 1404 is presented as a perspective for Iran Khodro, Saipa and Pars Khodro companies using an optimized control methodology, which is used to solve the MATLAB software. Finally, the cost of upgrading the customer satisfaction of the products of these companies for two consecutive years is 1396-1395. The results of the research show that the number of initial quality study has the most impact on customer satisfaction, which should be given more importance in the future planning of automobile companies as the most important control variable in order to improve the optimum route of customer satisfaction over the years to come. Manuscript profile

Open Access Article

12 - Investigating the behavior of bank customers after the merger of branches with the development of a cluster analysis model; Case Study: Mellat Bank
رضا قسمتی

The emergence and expansion of new service channels in banks, the large number of branches in the service network of banks, and the high cost of the branch, on the one hand, led the banks to reduce the number of branches and the integration of smaller branches in other More

The emergence and expansion of new service channels in banks, the large number of branches in the service network of banks, and the high cost of the branch, on the one hand, led the banks to reduce the number of branches and the integration of smaller branches in other branches, but factors such as the loss of customers , Brand coverage, social security deprivation, etc., have created considerations for banks in integrating branches. In this paper, a comprehensive overview of the literature on mergers of bank branches and similar issues was first discussed and influential variables were identified in the problem. Then, the behavior of customers influenced by the merger of branches as one of the key variables affecting the problem has been investigated. For this purpose, a five-step model has been developed in this paper, with its main core of cluster analysis techniques. Finally, in order to demonstrate the effectiveness and applicability of the developed model, a case study of Mellat branches has been used in the country. Manuscript profile

Open Access Article

13 - Assessing the impact of passion on social media on intention of revisit tourists with a mediating role of customer interaction with customer (Case study: Tourists of Isfahan city)
Yazdan Shirmohammadi Ramadan Gholami Awati Maryam Mohammadi Moghaddam

Today, social media has become an opportunity for organizations and tourism destinations and regarding to the importance of Customer Loyalty, Organizations are always looking for ways to reach this kind of customers. Including; Customer-to-customer interactions are very More

Today, social media has become an opportunity for organizations and tourism destinations and regarding to the importance of Customer Loyalty, Organizations are always looking for ways to reach this kind of customers. Including; Customer-to-customer interactions are very important to marketers. To the extent that some researchers believe that positive interactions between customers with each other is one of the most effective and efficient ways to create loyalty to the organization. The present study seeks to evaluate the impact of passion on social media on the intention to revisit tourists with the mediating role of customer interaction with customer. The present research is practical in terms of purpose and descriptive survey in terms of method. The statistical population of the study is the tourists of Isfahan City in the first six months of 1398, whose number was estimated to be 210 by simple sampling method and through Cochran's formula. A researcher-made questionnaire was used in order to gathering information. Statistical analyzes were performed using SPSS and Amos software and the regression method was used in the hypothesis path analysis test. The findings show that, in general, the desire to work on the Facebook social media affects the intention of visiting tourists. And when the mediating role of the interaction of the tourist with each other is also considered, this effect still exists and in some cases this effect will be even greater. Among the research components; Customer satisfaction, perceived enjoyment, sense of usefulness and extraversion has a greater impact on the tourist's revisitability. Manuscript profile

Open Access Article

14 - The effect of services provided by employees on customers' behavioral goals with the mediating role of their satisfaction (Case study: Razi Insurance customers)
hamid reza masoudi

The purpose of this study is to investigate the effect of services provided by employees on customers' behavioral goals with the mediating role of their satisfaction among Razi Insurance customers in Qazvin. A questionnaire with a five-point Likert scale was used to col More

The purpose of this study is to investigate the effect of services provided by employees on customers' behavioral goals with the mediating role of their satisfaction among Razi Insurance customers in Qazvin. A questionnaire with a five-point Likert scale was used to collect data, Cronbach's alpha coefficient and combined reliability were used to measure its reliability, and the extracted mean variance (AVE) was used to measure its validity. The statistical population of the study is Razi Insurance customers in Qazvin. The available sampling method and statistical sample size using Cochran's formula is 384 people. In order to describe the findings, the frequency distribution table as well as bar graphs and central indicators such as mean as well as dispersion indices such as standard deviation and variance have been used. To answer the research questions and conclude from statistical methods and different tests using SPSS22 and LISREL8.54 software, to check the normality of the data from Kolmogorov-Smirnov test, confirmatory factor analysis test to confirm Validity of the questions and structural equation modeling technique were used to evaluate the fit of the research model with the collected data. The results showed that the main services provided by employees at a rate of 0.23 on customer satisfaction, communication services provided by employees at a rate of 0.42 on customer satisfaction and also 0.36 customer on the behavioral intention of customers (behavioral intentions). . Also, 14.5% of the total effect of the main services provided by employees on customer behavioral goals and 28.5% of the total effect of communication services provided by employees on customer behavioral goals are indirectly explained by the mediating variable of customer satisfaction. Manuscript profile

Open Access Article

15 - Investigating the Factors Affecting the Performance Evaluation of Social Security Brokers in Isfahan Province
seyedhamid Ghoreishi seyedalireza ebrahimi

Abstract Background: Any organization needs to be evaluated for awareness of the desirability and quality of its activities, especially in complex and dynamic environments. On the other hand, the lack of a system of evaluation and control in a system means that it isn' More

Abstract Background: Any organization needs to be evaluated for awareness of the desirability and quality of its activities, especially in complex and dynamic environments. On the other hand, the lack of a system of evaluation and control in a system means that it isn't communicating with the inner and outer environment, which implies that is aged and ultimately the death of the organization. In this regard, the present study was conducted with the aim of designing a performance evaluation model for social security agencies in Isfahan province. The purpose of this research is application and developmental type. Methodology: The population of the present study consisted of all experts and experts in the field of social security, managers, staff and clients of social security agencies of Isfahan province, which reported about 10,300 people in 1398. The research sample was determined using the Morgan table of 373 individuals. Data were gathered by field method and a researcher-made questionnaire was used for data collection. SmartPLS software was used for data analysis and analysis. Results:The findings showed that customers'viewpoint had a significant effect on the evaluation of the overall performance of the brokerage (t=2.291,p<0.01). Also, the effect of headline managers'view on evaluating the overall performance of the brokerage firm (t=1.988,p<0.05) is significant. However, the effect of employee's view on performance evaluation (t=0.242) wasn't significant. Conclusion: According to the results of the research, it can be said that in evaluating the performance of the organization, in addition to employees and management, customers have a significant role. Manuscript profile

Open Access Article

16 - Investigating the Factors Affecting the Performance Evaluation of Social Security Brokers in Isfahan Province
seyedalireza ebrahimi seyedhamid Ghoreishi

20.1001.1.22286047.1400.20.67.12.4

Background: Any organization needs to be evaluated for awareness of the desirability and quality of its activities, especially in complex and dynamic environments. On the other hand, the lack of a system of evaluation and control in a system means that it isn't communic More

Background: Any organization needs to be evaluated for awareness of the desirability and quality of its activities, especially in complex and dynamic environments. On the other hand, the lack of a system of evaluation and control in a system means that it isn't communicating with the inner and outer environment, which implies that is aged and ultimately the death of the organization. In this regard, the present study was conducted with the aim of designing a performance evaluation model for social security agencies in Isfahan province. The purpose of this research is application and developmental type. Methodology: The population of the present study consisted of all experts and experts in the field of social security, managers, staff and clients of social security agencies of Isfahan province, which reported about 10,300 people in 1398. The research sample was determined using the Morgan table of 373 individuals. Data were gathered by field method and a researcher-made questionnaire was used for data collection. SmartPLS software was used for data analysis and analysis. Results:The findings showed that customers'viewpoint had a significant effect on the evaluation of the overall performance of the brokerage (t=2.291,p<0.01). Also, the effect of headline managers'view on evaluating the overall performance of the brokerage firm (t=1.988,p<0.05) is significant. However, the effect of employee's view on performance evaluation (t=0.242) wasn't significant. Conclusion: According to the results of the research, it can be said that in evaluating the performance of the organization, in addition to employees and management, customers have a significant role. Manuscript profile

Open Access Article

17 - Modeling of Electronic Word of Mouth Marketing Based on text mining User comments, A new approach On social commerce
Elham Ramezani Ali Rajabzadeh Ghatary Vahid Baradaran Maryam Shoar

20.1001.1.22286047.1400.20.68.1.5

The purpose of this article is to present an Electronic Word of Mouth marketing model in social commerce Based on text mining User comments in sale sites. Due to the new research in this field and using the text mining method of user comments to express the variables of More

The purpose of this article is to present an Electronic Word of Mouth marketing model in social commerce Based on text mining User comments in sale sites. Due to the new research in this field and using the text mining method of user comments to express the variables of this type of marketing model, this research is a kind of Exploratory Developmental Research. The method used in this research Is combination of qualitative and quantitative. In this regard,by studying previous researches As well as receiving, preprocessing and analyzing 11thousand Customers Online Comments In the case of digital products, Repetitive words with a positive label were selected Then, using Word2vec algorithm The variables of the Electronic Word of Mouth marketing model Were extracted using text mining technique. Fitting the model extracted, based on the comments of experts and users of internet sales sites in Iran with the help of a Questionnaire and analysed with statistical tools of least squares. The statistical sample of the second phase Due to the unlimited statistical population it was estimated according to Cochran's formula 384. In order to review and present the final model from the structural equations approach with SmartPLS software was used. The results show that customer interaction, message quality and Customer mental image will have positive and significant impact on the Platform and channel attractiveness of Electronic word of mouth marketing channel, Finally, these two variables will have a positive and significant impact on the Customer behavior and business brand. This model emphasizes new dimensions of variables of the Electronic Word of Mouth marketing model that can be helpful for business owners and marketers. Manuscript profile

Open Access Article

18 - Designing an evaluation model of the effective factors on customers’ satisfaction with a system dynamics approach in the ceramic tile industry of Yazd province
amir ehsan Ishaqiyeh Firouzabadi

Abstract IntroductionTherefore, the purpose of this study is to present a simulated model of factors affecting customer satisfaction based on dynamic methodology in order to analyze the factors and also improve customer satisfaction. Method:This research is applied More

Abstract IntroductionTherefore, the purpose of this study is to present a simulated model of factors affecting customer satisfaction based on dynamic methodology in order to analyze the factors and also improve customer satisfaction. Method:This research is applied in terms of purpose and analytical-descriptive in terms of data collection from the survey branch. First, the initial and proposed model was drawn based on the research background and literature. The statistical population in the present study includes three groups of experts and specialists, information and data and personnel of the ceramic tile industry in Yazd province. At first, a panel of experts (15-20) people were selected and dynamic and key variables affecting the model were identified through semi-structured interviews.While collecting statistical data and financial information, a questionnaire was prepared using the opinion of experts and measured using factor analysis. Results: through simulation by Vensim, show that factors that increase customer satisfaction include quality, product diversity, and on-time delivery and factors that decrease customer satisfaction include ceramic tile import from other countries, low quality, high price, and lack of on-time delivery. Conclusion: Therefore, companies' attention to the model presented in this study can have a significant effect on increasing customer satisfaction. Managers can also play an effective role in increasing customer satisfaction by adopting strategic and creative policies. Manuscript profile

Open Access Article

19 - Investigating the effect of Servicescape on Customer Dysfunction Behaviors respect to the Moderating Role ‎ of Customer Vulnerability
Alireza Rajabipoor Roghaye Quchani Maryam Ahmadi Zahrani

20.1001.1.22286047.1401.21.73.1.2

The purpose of this study is to identify the effect of servicescape on dysfunctional customer behavior‎ with respect to the moderating role was customer vulnerability in restaurants in Yazd. The statistical population in the present study is the customers of a collectio More

The purpose of this study is to identify the effect of servicescape on dysfunctional customer behavior‎ with respect to the moderating role was customer vulnerability in restaurants in Yazd. The statistical population in the present study is the customers of a collection of selected restaurants in Yazd in 1399. The sample size of 250 participants was considered and selected by the available sampling method. Measurement tools were standard questionnaires. The results related to the direct effects of the components of the servicescape with the customer vulnerability showed the direct paths of the layout and design component to the vulnerability and the direct path of the restaurant's interior component to be significant. The results related to indirect effects showed that the indirect path of the layout and design component to the customer dysfunction behaviors ‎ is significant due to the mediating role of vulnerability, but the indirect path of the exterior environment component to the customer dysfunction behaviors is not significant due to the mediating role of vulnerability. The results related to the moderating effects of customer vulnerability in predicting customer dysfunction behaviors‎ concerning environmental components with customer dysfunction behaviors ‎are not significant. it can be said that the servicescape leads to customer satisfaction with the services received and at the same time can reduce the vulnerability that is caused by the loss of well-being in receiving services and the satisfaction that reduces the sense of loss of well-being can lead to a reduction in customer dysfunction behaviors. Manuscript profile

Open Access Article

20 - Investigating the effect of salespeople’s personal interaction on customers word- of - mouth with mediating role affective customer experience and moderating role of customer ethnocentrism and foreign product affinity (Case study of: customers of Janbo chain stores in Tabriz)
Ramin Bashirkhodaparasti Nasrin Nemati

20.1001.1.22286047.1401.21.73.2.3

The purpose of this study was to investigate the effect of personal interaction of sellers on the tendency of customers to word-of-mouth marketing by considering the mediation of effective customer experience and moderation of customer ethnicity and the desire for forei More

The purpose of this study was to investigate the effect of personal interaction of sellers on the tendency of customers to word-of-mouth marketing by considering the mediation of effective customer experience and moderation of customer ethnicity and the desire for foreign product among customers of Janbo chain stores in Tabriz. The statistical population is the customers of Janbo chain stores in Tabriz. To determine the sample size, considering that the target population is unlimited, the Cochran sample size determination formula was used and the sample size was 382 people. Sampling method is available in the present study. Data were collected through a questionnaire and to calculate the reliability of the questionnaire we used Cronbach's alpha coefficient, the value of which was calculated for the whole questionnaire 0.874. Also, SPSS software version 25 was used for data analysis and Smart PLS software was used for inferential statistics and hypothesis testing. The results of the study indicate a positive and significant effect of personal interaction of sellers on the desire to market word of mouth to customers and in this regard the effective customer experience has a mediating role and also the moderating effect of customer's ethnicity and desire for foreign product on effective customer experience. Took. Therefore, the main question of this research is whether the personal interaction of sellers affects the desire for word-of-mouth marketing through the mediation of effective customer experience and moderation of customer ethnicity and desire for foreign products among customers of Janbo chain stores in Tabriz? Manuscript profile

Open Access Article

21 - Investigating the effect of employees' perceptions of corporate social responsibilities on organizational pride and customer service commitment
elahe Maneshdavi seyed mehdi mirmehdi فتانه یاراحمدی

In organizations today, lack of sense of responsibility towards customers prevents effective service to them.The purpose of this study was to investigate the effect of employees' perceptions of corporate social responsibilities on organizational pride and customer servi More

In organizations today, lack of sense of responsibility towards customers prevents effective service to them.The purpose of this study was to investigate the effect of employees' perceptions of corporate social responsibilities on organizational pride and customer service commitment in Ahvaz Social Security Organization. This research is applied and descriptive. The statistical population of this research is 210 employees of the Social Security Organization of Khuzestan province. Cochran's formula was used to determine the sample size and the number of samples was estimated to be 126. Sampling in this study was simple random. The data collection tool in this study is a questionnaire. The validity of the questionnaires was confirmed by using the content validity method and their reliability was confirmed by calculating Cronbach's alpha. In this study, to investigate and test the hypotheses and conceptual model, the structural equation approach and Smart Pls2 and Spss 19 software were used. The results of examining the hypotheses showed that social responsibility has a positive and significant effect on organizational pride. It also showed that among the dimensions of social responsibility, legal responsibility and humanitarian responsibility are of the highest importance. The results also show that social responsibility and customer service commitment have a positive and significant effect and finally organizational pride has a positive and significant effect on customer service commitment. Manuscript profile

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