List of Articles وفاداری

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  1 - Studying the Impact of Brand Equity, Brand Experience, Brand Satisfaction and Brand Trust on Brand Loyalty (Case: ECCO Customers)
  ابوالقاسم  حکیمی‌پور حامد  بزرگ‌خو
  In today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maint More

  In today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maintaining and developing business functions. According to competition level in market, a powerful brand helps companies to distinguish themselves. In addition it can be said that brand is the main capital of many businesses and in this today’s world if we can take of the credible brand, loyalty of customers whom are determinants of long term profitability will be guaranteed. It is clear that brand loyalty influence by different factors. In this research the impact of previous experiences, satisfaction, trust (Sahin & et.al, 2012) and brand equity (Louis and Lombart, 2011) on brand loyalty were examined. Conceptual model were analyzed using Structural Equation Modeling (SEM) technique. Sample size was set to 244 using Cocran’s formula with %95 confidence level and sampling process done in ECCO branches (5 branch in Tehran). Finding of research indicate that among effecting factors of brand loyalty, path coefficient of previous experiences were highest and all hypothesizes were supported. Manuscript profile
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  2 - 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
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  3 - 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
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  4 - 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
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  5 - 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