The Impacts of Business Intelligence, Customer and Loyalty Satisfaction and Brand Value in Iran Hygienic and Cellulose Industry
Subject Areas : Development of business models in small and medium enterprisesReza Aghaei 1 , Milad Aghaee 2
1 -
2 - Allameh Tabataba’I University
Abstract :
Today organizations are working in an environment in which has uncertainty because of competition in the market. So, the organizations will get success which make their customers loyal by business intelligence and customer satisfaction and finally help to increase their brand value. The aim of this research is considering the relationships between business intelligence, customer relationships and loyalty and brand value in hygienic and cellulose industry of Iran. Evaluation of each variable is a kind of decision making problem in which has internal systematic interactions between variables. So, we can use DEMATEL technique in FUZZY conditions for cause and effect relationships between variables. We benefit the ideas of 10 experts in cellulose and hygienic industry for considering the relationships between variables. The results show that there are systemic and network relation between research variables. Also, the results show that there is a two tailed relation between business intelligence and brand special value and customer satisfaction. Also, based on research results, customer satisfaction effects on loyalty, business intelligent and brand special value.
References:
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1- سيدجوادين، سيدرضا و شمس، راحيل. "عوامل تعيين‌كننده ارزش ويژه برند كفش ورزشي در ميان گروه سني جوانان"، پژوهشنامه علوم انساني و اجتماعي، شماره 25 (تابستان)، 95-74، 1386.
2- گیلانی‌نیا، شهرام و موسویان، سیدجواد. تأثیر برند بر ارزش ویژه برند بانک از دیدگاه مشتریان کارت الکترونیکی، فصلنامه مدیریت صنعتی دانشگاه آزاد اسلامی، 5(14)، ص 119-103، 1389.
3- دهشتی شاهرخ، زهره؛ سیدمطهری، سیدمهدی و کجوری، حمیدرضا. عوامل تأثیرگذار بر ارزش ویژه برند شرکت‌های بیمه از نگاه مشتریان، پژوهشنامه صنعت بیمه، (27)1، ص 99-75، 1391.
4- قندهاری، مهسا؛ خزائی پول، جواد؛ بهارستان، امید؛ بالوئی، هادی و کیالاشکی، جعفر. سنجش کارایی ارزش ویژه‌ی برند با استفاده مدل ترکیبی SEM-DEA: مطالعه موردی: برند خودرو در شهر اصفهان)، (4)3، ص 154-137، 1391.
5- حمیدی‌زاده، محمدرضا؛ کریمی، محمدرضا و رضایی، مرتضی. بررسی روابط ابعاد شخصیت و ارزش ویژه برند و نقش تعدیل‌گری صفات اخلاقی، فصلنامه تحقیقات بازاریابی نوین، 3(2)، ص50-35، 1391.
6- محقر، علی؛ کارولوکس؛ حسینی، فرید و علی منشی، آصف. کاربرد هوش تجاری به‌عنوان یک تکنولوژی اطلاعات استراتژیک در بانکداری: بازرسی و کشف تقلب، نشریه مدیریت فناوری اطلاعات، 1(1)، ص120-105، 1387.
7- حافظ‌نيا، محمدرضا. مقدمه‌اي بر روش تحقيق در علوم انساني، تهران: سمت، (1380).
8- سرمد، زهره، بازرگان، عباس و حجازی، الهه. روش‌های تحقيق در علوم رفتاری، چاپ هشتم، تهران: انتشارات آگاه، 1383.
9- آقائی، میلاد. رویکرد تصمیم‌گیری چند معیاره به ارزیابی استراتژی بهینه نگهداری و تعمیرات، پایان‌نامه کارشناسی‌ارشد مدیریت صنعتی، دانشکده علوم اجتماعی، دانشگاه بین‌المللی امام خمینی (ره)، 1390.
10- Santos-Vijande, María Leticia, del Río-Lanza, Ana Belén, Suárez-Álvarez, Leticia, & Díaz-Martín, Ana María. The brand management system and service firm competitiveness. Journal of Business Research, 66(2). pp. 148-157, 2013.
11- Keller, K. L. Strategic brand management: Building, measuring, and managing brand equity: Pearson Education, 2008.
12- Atilgan, E., Aksoy, S., and Akinci, S. “Determinants of the brand equity”, Marketing Intelligence and Planning, 23(3). pp. 237-248, (2008).
13- Azoff, M., Charlesworth, I. the New Business Intelligence. A European Perspective, Butler Group, White Paper, 2004.
14- Wang. Business intelligence. Taiwan: Dr. Master Culture Limited Company, 2005.
15- Kimpakorn, Narumon, & Tocquer, Gerard. Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), pp. 378-388, 2010.
16- Burmann, Christoph, & Zeplin, Sabrina. Building brand commitment: a behavioral approach to internal brand management. Brand Management, 12(4), pp. 279-299, 2005.
17- Burmann, Christoph, Zeplin, Sabrina, & Riley, Nicola. Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4). pp. 264-284, 2009.
18- King, Ceridwyn, & Grace, Debra. Employee Based Brand Equity: A Third Perspective. Services Marketing Quarterly, 30(2), pp. 122-147, 2009.
19- King, Ceridwyn, & Grace, Debra. Building and measuring employee-based brand equity. European Journal of Marketing, 44(7/8). pp. 938-971, 2010.
20- Baumgarth, Carsten, & Schmidt, Marco. How strong is the business-to-business brand in the workforce? An empirically-tested model of internal brand equity in a business-to-business setting. Industrial Marketing Management, 39(3).pp. 1250-1260, 2010.
21- Kotler, P. and Keller, K. Marketing management, New Jersey: Pear-Son Prentic Hall, pp. 273-5, 2007.
22- Yadin, P. International Dictionary of Marketing. New York, pp. 52-3, 2002.
23- Passikoff, R.. Brand Equity Valuation, The Journal of Product and Brand Management, 12, pp. 29-30. 2006.
24- Roglaski, S. “Business Intelligence: 360° insight: The intelligence challenge”, DM Review Magazine, Jan, 2003.
25- Gupta, S.D. “A strategy for intelligence”, Network magazine, http://www.networkmagazineindia.com/archives.shtml, 2003.
26- Stephens, D. “Business Intelligence-The business case”. http://www.bi solutions.co.uk. 2002.
27- Hu, T-L., Chang, C.Y., Hsieh, W-C., & Chen, K-H. An Integrated relationship on brand strategy, brand equity, customer trust and brand performance- an empirical investigation of the health food industry. The International Journal of Organizational Innovation, 2(3), pp. 89-106, 2010.
28- Lee, Y.K., Park, K.H., Park, D.H., Lee, K.A., Kwon, Y.J. The relative impact of service quality on service value, customer satisfaction, and customer loyalty in Korean family restaurant context, Journal of Hospitality and Tourism Administration, 6(1), 27- 51, 2005.
29- Tam, J.L.M. Customer satisfaction, service quality and perceived value: an integrative model. Journal of Marketing Management, 20(7/8), 897-917, 2004.
30- Wong, Y.H., Chan, R., Ngai, E.W.T., Oswald, P. Is customer loyalty vulnerability-based? An empirical study of a Chinese capital intensive manufacturing industry. Industrial Marketing Management, 38(1), 83-93, 2009.
31- Bove, L., Johnson, L.W. Customer loyalty to one service worker: Should it be discouraged?, International Journal of Research in Marketing, 23 (1), 79 – 91, 2006.
32- Bell, S.J., Eisingerich, A.B. The paradox of customer education: customer expertise and loyalty in the financial services industry. European Journal of Marketing, 41(5/6), 466-486, 2007.
33- Zadrozny. W. Leveraging the power of intangible assets, MIT Sloan Manage Rev, 48(1), pp.85–9, 2006.
34- Tse. D.K., Wilton, P.C. Model of consumer satisfaction formation: an extension, Journal of Marketing Research, no. 25, pp. 204–212, 1988.
35- Rokeach. M. The nature of human values, London: Free Pres, 1973.
36- Ying. J., Chang. L.W.The impact of effect on service/quality and satisfaction, J Serv Mark, 20(4), pp. 211–8, 2006.
37- Fontela, E., & Gabus, A. The DEMATEL observer, DEMATEL 1976 Report, Switzerland, Geneva: Battelle Geneva Research Center, 1976.
38- Chiu. Y. J, Chen. H. C, Tzeng. G. H and Shyu. J. Z. Marketing strategy based on customer behavior for the LCD-TV, International Journal of Management and Decision Making, 7(2), pp.143–165, 2006.
39- Tamura. M, Nagata. H and Akazawa. K. Extraction and systems analysis of factors that prevent safety and security by structural models, In 41st SICE annual conference, Osaka, Japan, 2002.
40- Lee, Y. C., Lee, M. L., Yen, T. M., & Huang, T. H. Analysis of fuzzy Decision Making Trial and Evaluation Laboratory on technology acceptance model, Expert Systems with Applications, pp. 1-10, 2011.
41- Dalalah, D., Hayajneh, M and Batieha, F. A fuzzy multi-criteria decision making model for supplier selection. Expert Systems with Applications, No.38, pp. 8384-8391, 2011.
42- Tzeng. G. H, Chiang. C. H and Li, C. W. Evaluating intertwined effects in e-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL, Expert Systems with Applications, 32(4), pp. 1028–1044, 2007.
43- Wu. Wei-Wen. Choosing knowledge management strategies by using a combined ANP and DEMATEL approach, Expert Systems with Applications, No.35, pp. 828–835, 2008.
44- García & Pinzón (2017). Key success factors to business intelligence solution implementation, Journal of Intelligence Studies in Business, 7(1), pp. 48-69, 2017.
45- Gaardboe, Rikke and Svarre, Tanja. "Critical Factors for Business Intelligence Success". In Proceedings of the 25th European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10, pp. 470-486, 2017.
46- Khojasteh, N., R.Ansari, H. R. D.Abadi. “A study of the influencing technological and technical factors successful implementation of business intelligence system in internet service providers companies. ”International Journal of Academic Research in Accounting, Finance & Management Sciences 3, pp. 125–132, 2013.
47- Ravasan, A. Z. and S. R. Savoji. “An investigation of BI implementation critical success factors in Iranian context.” International Journal of Business Intelligence Research 5(3), pp. 41–57, 2014.
48- Nasab, S. S., H.Selamat, and M. Masrom. A Delphi study of the important factors for BI system implementation in the public sector organizations. Jurnal Teknologi 77 (19). Pp. 113-120, 2015.
49- Grublješič, T.and J. Jaklič. “Business intelligence acceptance: The prominence of organizational factors.” Information Systems Management32 (4), pp. 299–315, 2015.
50- Sparks, B. H. and J. T. McCann. “Factors influencing business intelligence system use in decision making and organizational performance.” International Journal of Sustainable Strategic Management 5(1), pp. 31–54, 2015.
51- Bischoff, S., S. Aier, M. Haki , and R. Winter. “Understanding continuous use of business intelligence systems: A mixed methods investigation.” JITTA: Journal of Information Technology Theory and Application16 (2), pp. 5–37, 2015.
52- Chi da. ‘An examination of the relationship between service quality perception and customer Satisfaction: A SEM approach towards Malaysian Islamic banking’, International Journal of Islamic and Middle Eastern Finance and Management, 1(3): pp. 191-209, 2012.
53- Ahmad A, Idris NA, Ibrahim YA. Critical Success Factors and Customer Satisfaction in Budget Hotels: A Case Study from Malaysia.J Tourism Hospit 7: 346, 2018.
54- Ha T.N & Hoang N. & Nhan D.N & Anh Ch.P. "Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting," Sustainability, MDPI, Open Access Journal, 10(4), pp. 1-16, April, 2018.
55- Picon, A.; Castro, I.; Jose, L. The relationship between satisfaction and loyaty: A mediator analysis. J. Bus. Res, 67, pp. 746–751, 2014.
56- Rai, K.A.; Medha, S.. The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context. J. Compet, 5, pp. 139–163, 2013.
57- Ribeiro, M.A.; Woosnam, K.M.; Pinto, P.; Silva, J.A. Tourists’ Destination Loyalty through Emotional. Solidarity with Residents: An Integrative Moderated Mediation Model. J. Travel Res., 57, pp. 279–295, 2017.
58- Sangpikul, A. The influences of destination quality on tourists’ destination loyalty: An investigation of an island destination. Tourism, 65, pp. 422–436, 2017.
59- Han, H.; Kiatkawsin, K.; Kim, W.; Lee, S. Investigating customer loyalty formation for wellness spa: Individualism vs. collectivism. Int. J. Hosp. Manag., 67, pp. 11–23, (2017)
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