During the past few years, there has been growing competition between two primary sources of mobile service providers including Hamrah Aval and Irancell in Iran. The competition is so tight that both service providers have spent significant amount of money on marketing planning. Therefore, it is necessary to find important factors influencing on better marketing planning. This paper presents an investigation to analyze the effects of marketing communications on market share adjustment. The proposed study of this paper has used principle component analysis and it has detected four factors environment issues, marketing organization, market development and relationship oriented.
Information technology plays essential role on the success of organizations; it eases the access on information, reduces time on reaching the necessary information and builds a better communication among different groups of an organization. This paper performed an empirical investigation to find the effects of information technology on strategic management in one of Iranian automakers in after sales services in Iranian auto industry. The proposed study designed questionnaire and distributed among some experts and using t-student test examined the effect of information technology on various factors. The study design a questionnaire in Likert scale and distributes it among some experts and using some statistical observation measures the effects of information technology on various factors. The results have confirmed that information technology influenced on strategy execution and control policy.
This paper presents an investigation to find out important factors influencing electronic customer relationship management on reducing customer complaints. The proposed study designs a questionnaire in Likert scale consists of 19 questions, distributes it among some Iranian experts in banking industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 16 because of skewness of three questions. Cronbach alpha is calculated as 0.82 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.746 and 1993, respectively. Based on the results of our survey, we have derived four factors including knowledge management, customer retention, customer oriented strategy and structure oriented.
This paper presents an investigation on the role of brand image on customer loyalty on rubber industry. The proposed study designs a questionnaire in Likert scale consists of 27 questions, distributes it among some Iranian experts in rubber industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 23. Cronbach alpha is calculated as 0.812 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.671 and 2375, respectively. Based on the results of our survey, we have derived six factors including penetration strategy, infrastructure characteristics, competitive pricing, target marketing strategy, communication strategy and market characteristics.
Customers are the primary sources of making appropriate decisions and their feedbacks normally help us improve the quality of systems. In this paper, we present an empirical study to detect important factors influencing managers of banking industry make better decisions. The proposed study designs a questionnaire in Likert scale consists of 32 questions, distributes it among some bank managers. Cronbach alpha is calculated as 0.805. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.701 and 1675, respectively. Based on the results of our survey, we have derived nine factors including customers’ welfare strategy, systems integration, organizational culture assessment, corporate strategies, organizational development, intelligence data strategies, supporting strategies, resource planning as well as research and development.
During the past few years, e-business has revolutionized insurance industry and it has become as one of the most important techniques to reach global market. This paper presents an empirical investigation to find important factors influencing on time delivery to customers. The proposed study of this paper designs a questionnaire consists of 28 items in Likert scale, which was reduced to 24 and using principle component analysis, the study finds different important factors. Cronbach alpha is calculated as 0.94. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.882 and 2462, respectively. The study determines four important factors including dynamic organization, environment opportunities, flexible structure and customer relationship management.
Social marketing plays essential role on accessing better market share. It normally costs less than other marketing techniques and provides better way for market exposure. In this paper, we present an empirical study to detect important factors influencing social marketing in one of well-known providers of university entrance pre-test. The proposed study designs a questionnaire in Likert scale consists of 16 questions, distributes it among some students who use this kind of services. Cronbach alpha is calculated as 0.926. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.882 and 2219.3, respectively. Based on the results of our survey, we have derived two factors including marketing drivers and feasibility study.
Developing a national brand is one of the most important issues for development of a brand. In this study, we present factor analysis to detect the most important factors in building a national brand. The proposed study uses factor analysis to extract the most influencing factors and the sample size has been chosen from two major auto makers in Iran called Iran Khodro and Saipa. The questionnaire was designed in Likert scale and distributed among 235 experts. Cronbach alpha is calculated as 84%, which is well above the minimum desirable limit of 0.70. The implementation of factor analysis provides six factors including “cultural image of customers”, “exciting characteristics”, “competitive pricing strategies”, “perception image” and “previous perceptions”.
The present exploratory study aims to find critical components of retail brand among some retail stores. The study seeks to build a brand name in retail level and looks to find important factors affecting it. Customer behavior is largely influenced when the first retail customer experience is formed. These factors have direct impacts on customer experience and satisfaction in retail industry. The proposed study performs an empirical investigation on two well-known retain stores located in city of Tehran, Iran. Using a sample of 265 people from regular customers, the study uses factor analysis and extracts four main factors including related brand, product benefits, customer welfare strategy and corporate profits using the existing 31 factors in the literature.
Selecting a product development strategy that is associated with the company & apos; s current service or product innovation, based on customers’ needs and changing environment, plays an important role in increasing demand, increasing market share, increasing sales and profits. Therefore, it is important to extract effective variables associated with product development to improve performance measurement of firms. This paper investigates important factors influencing product development strategies using factor analysis. The proposed model of this paper investigates 36 factors and, using factor analysis, we extract six most influential factors including information sharing, intelligence information, exposure strategy, differentiation, research and development strategy and market survey. The first strategy, partnership, includes five sub-factor including product development partnership, partnership with foreign firms, customers’ perception from competitors’ products, Customer involvement in product development, inter-agency coordination, customer-oriented approach to innovation and transmission of product development change where inter-agency coordination has been considered the most important factor. Internal strengths are the most influential factors impacting the second strategy, intelligence information. The third factor, introducing strategy, introducing strategy, includes four sub criteria and consumer buying behavior is the most influencing factor. Differentiation is the next important factor with five components where knowledge and expertise in product innovation is the most important one. Research and development strategy with four sub-criteria where reducing product development cycle plays the most influential factor and finally, market survey strategy is the last important factor with three factors and finding new market plays the most important role.