درخت حوزه‌های تخصصی

In contemporary marketing, maintaining and enhancing customer loyalty toward a company's products or services has become a primary focus. Among the factors influencing customer loyalty is ethical marketing, a field of applied ethics related to the principles governing behavior, advertising, and regulation in marketing. Over the past two decades, ethical consumerism has grown in importance due to increasing social and environmental concerns. This study examines the impact of ethical components on Customer Lifetime Value (CLV) for dairy product consumers in Tehran in 2023. A total of 710 questionnaires were completed, and the GWRFM method was employed to extract the necessary information for calculating CLV. The results revealed a high frequency of clusters with low lifetime value. In the subsequent phase, multinomial logit regression was utilized to analyze the effect of ethical components on CLV, highlighting the significant positive impact of adherence to industry regulations and acceptance of social responsibility. Therefore, it is recommended that stakeholders in the dairy industry assure customers of their compliance with regulations and social responsibility to elevate them to higher-value clusters and foster loyalty. By respecting ethical norms, a substantial portion of consumers of cheese, yogurt, and ayran products may transition toward becoming valuable customers in this sector.

Purpose: The purpose of this paper is to examine the relationships between word of mouth, corporate image and customer patronage intentions of financial services.Design/methodology/approach – The research analyses whether word of mouth and corporate image are predictors of patronage intentions. Specifically, the paper examines the moderating effects of corporate image in the relationship between word of mouth and patronage intentions using structural equation model. Data were collected from 848 customers selected from financial services firms. Exploratory and confirmatory factors analysis was performed on the study items after which the hypotheses were tested.Findings – The findings suggest that word-of-mouth has a significant impact on customer patronage intentions and corporate image also has significant influence on patronage intentions. Corporate image was found to moderate the relationship between word of mouth and patronage intentions. This indicates that word of mouth and corporate image are central to customer patronage intentions towards financial services.Research limitations/implications – There are limitations of the research. The first significant limitation is that the variables had various sub-dimensions. The second limitation is about sampling of the participants to represent all the customers of financial services in Ghana.Practical implications – This paper provides useful insights into financial service industry on the dimensions of word-of-mouth, corporate image, customer patronage intentions and how they are interrelated.Originality/value – the study of the interactive effects of word of mouth and corporate image on patronage intentions is unique and contributes to the explanation of customer behavior literature.

This paper addresses the absence of a suitable criterion for measuring information asymmetry between managers forecasting earnings and analysts forecasting earnings through statistical methods. Besides, this paper aims to provide a model of information asymmetry, emphasizing the role of financial and managerial criteria. This is applied qualitative and quantitative research (mixed method). The library method is used to prepare and formulate theoretical bases. In addition, the field method is used for collecting data to measure and identify indices and modeling. Factor analysis was used to analyze the data, following identifying the dimensions and variables of financial and managerial criteria of information symmetry to eliminate extraneous factors and classify. The following five main dimensions were determined, including corporate profit forecast, corporate governance, capital market, capital return, and management characteristics of the company. Then, the modeling was done using fuzzy mathematics through triangular numbers, Mamdani implication, and center of gravity methods. The final results of the study of the company listed on the Tehran Stock Exchange show that the level of information symmetry in the range of zero to 100 equals 55.1, to predict the company's profit is 48.54; corporate governance is 56.95; the capital market is 1/59; capital return is 61.07, and managerial characteristics of the company are 67.84. Finally, we examined the factors affecting the information asymmetry obtained from fuzzy neural networks. The findings show a higher prediction accuracy of fuzzy neural network methods than other related prediction methods.