The current study investigated the effect of green marketing on consumer's intention to purchase by considering the corporate image as an intermediator in retail-sale environment. Three variables of social responsibility, product image and corporate reputation were studied as factors of the corporate image. The statistical population included citizens who were beyond 20 year old in Isfahan province and the data collected from two-hundred eighty four respondents. Researcher self-made questionnaire was used to collect the required data. First, thirty questionnaires were distributed and reliability of the tool was estimated 93% by calculating the Cronbach's alpha. Simple random sampling method was utilized. Data analysis was conducted using Amos and SPSS 19 software. The study was conducted using descriptivefield method. For data analysis in descriptive statistics section, standards such as frequency, percentage, mean and standard deviation and diagrams to describe the variables and questions of the questionnaire were applied. In inferential statistics section analysis of structural equations models and t-test were used to test the hypotheses. The results indicated that green marketing has a significant effect on social responsibility and product image. The effect of green marketing on corporate reputation is not significant and three factors of corporate image have a direct effect on intention to purchase. Given to indirect effects among the variables, green marketing has a significant effect on intention to purchase.
Current study entitled "Investigating therelationship between corporate reputation and customer behavioral intentions through roles of customer trust, customer commitment and customer recognition" investigates the role of corporate reputation in purchase intention and tendency to pay premiums regarding variables such as trust, commitment and recognition of customers of Iran Insurance Company in Iran, Isfahan city. In this study regarding the proposed model there is a main hypothesis (which investigates the significance of the impact of corporate reputation on customer behavioral intentions) and there are eleven lateral hypotheses (which investigate the significance of the impact of corporate reputation on customer trust, customer recognition, the impact of customer trust on customer recognition, purchase intention and tendency to pay premiums, the impact of customer recognition on purchase intention and tendency to pay premiums, the impact of customer commitment as a mediator between customer recognition on purchase intention and tendency to pay premiums). This study, from the purpose point of view can be considered as an applicable study and survey in terms of method of execution with correlation approach. Study'sstatistical sample consists of 230car body insurers of Iran Insurance Company in Isfahan city. Collecting the required data in this study were carried out by questionnaire which its reliability was calculated by Cronbach'sAlpha index of 97%. The questions of questionnaire are divided into demographic and main questions for testing hypotheses. From the 274 distributed
The purpose of the present study is to examine the effects of customer relationship management on the marketing performance. The statistical population of this study includes branches of Isfahan Saderat bank. In order to collect the data, a self-administrated questionnaire has been used. Validity of this questionnaire has been examined through Kendal coefficient. This value is 0.75 for this questionnaire that confirms its validity. Also Crocbachs' Alpha Coefficient has been use to examine and confirm reliability of the questionnaire. This value is 0.82 for our questionnaire that confirm its reliability. In order to test the hypotheses and analyze the data, structural equation modeling has been used in Amos20. The results reveal that the customer relationship management influences marketing performance (path coefficient: 0.79, t-value: 3.83). Also the results show that concentration on the key accounts, technology-based customer relationship management, knowledge management, customer relationship management organization have significant positive effects on the marketing performance.
Over the past two decades, managers have seen a dramatic change in the world due to technology advances, markets globalization and new political and economic conditions. In such a competitive environment, companies which stay in the rolling competition and keep pace with changing and dynamics conditions of a competitive market are able to survive. Supply chain management is put forward as one of the fundamental principles of the implementation of " business process" in the world. "Supply chain management" associates with commercial process benefits. It also provides a new approach to commercial activities' management and relationship with the other members of the supply chain. In this study we attempt to explain and identify the impact of supply chain management techniques on gaining a competitive advantage in the organization. Thus, we try to provide a conceptual framework to examine the impact of five typical techniques of supply chain management included strategic partnerships with supplier, customer relationship management, informing quality, informing level and procrastination on achievement to a competitive advantage in organizations. The current study has a correlational nature and its executive method is survey. Statistical population includes 500 marketing managers of the industrial town of Nain. Using random sampling and Cochran formula, 167 people are considered as the sample estimation. Structural equation modeling by Liserel software is used for data analysis. Our model confirmed the relationship between supply chain management measures (strategic partnership with supplier, customer relationship management, informing level, informing quality and procrastination) and a competitive advantage's component.
Nowadays, the importance of experiences is uncovered to any businesses especially in service offering segments. Businesses can insure success by creating optimized experiences for their customer. This article seeks to enrich the understanding of critical success factors of customer experience by providing an overview of existing CFS literature and suggesting and prioritizing the specific elements of critical success factors of customer experience in order to improve bank's services. For this purpose we conduct a survey by participation of 384 bank's customers. Analytic hierarchical process has been applied in order to determine and prioritize the critical success factors. Results suggest that from the viewpoint of customers, behavioral aspect possesses the highest priority among all the other factors and cognitive element has the second priority. Also sub-criteria comparison result indicate that sub-factors of employee, service process, speed, physical evidence, marketing mix and convenience are ranked first to sixth between other sub-factors. In addition by calculating inconsistency rate of pair-wise comparison, consistency of these factors is also acceptable.
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