فهرست مطالب

مجله پژوهش های مدیریت عمومی
پیاپی 41 (پاییز 1397)

  • تاریخ انتشار: 1397/09/13
  • تعداد عناوین: 13
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  • بابک زنده دل نوبری، عادل آذر* ، محمدحسین رحمتی، مهرداد کازرونی، احمدرضا قاسمی صفحات 5-28
    با توجه به رشد روزافزون استقرار ERP در سازمان های ایرانی و با در نظر داشتن شرایط ویژه ای که در خصوص نصب، راه اندازی و بهره برداری از سامانه های اطلاعاتی سازمانی در کشور وجود دارد، این پژوهش بر آن است تا نخست با مطالعه ی ادبیات تحقیق و سپس با بهره گیری از نظرات خبرگان، پارامترهای ملی اثرگذار بر عوامل ریسک استقرار ERP در ایران را شناسایی و مورد بررسی قرار دهد. در واقع مهم ترین نوآوری این پژوهش، معرفی و بررسی مفهومی تحت عنوان پارامترهای اثرگذار بر عوامل ریسک است که تاکنون در ادبیات تحقیق استقرار ERP مورد توجه واقع نشده است. از این رو در این پژوهش در گام نخست، ادبیات تحقیق در حوزه ی ریسک استقرار ERP با رویکرد فراترکیب مورد بررسی دقیق قرار گرفت و پس از شناسایی چهارچوب اولیه ، 9 نفر از خبرگان استقرار ERP در کشور شناسایی و با روش های نظریه داده بنیاد و چندزمینه ای نسبت به کشف و شناسایی پارامترهای ملی اثرگذار بر عوامل ریسک استقرار اقدام شد. نتایج این پژوهش نشان از این امر دارد که ویژگی های فرهنگی کشور با فراوانی 64، سطح توسعه یافتگی کشور با فراوانی 38 و سطح روابط سیاسی بین المللی کشور با فراوانی 29 به ترتیب مهم ترین پارامترهای اثرگذار بر عوامل ریسک استقرار ERP در کشور هستند. همچنین نتایج این پژوهش نشان می دهد که مدیران و تصمیم گیران سازمان های ایرانی می بایست در انتخاب سیستم های ERP بین المللی دقت نظر بیشتری داشته باشند تا اثرات منفی تحریم های سیاسی به حداقل برسند.
    کلیدواژگان: استقرار برنامه ریزی منابع سازمان (ERP)، فراترکیب، عوامل ریسک استقرار، نظریه ی چندزمینه ای و نظریه ی داده بنیاد
  • فریدون همتی*، محمدرضا حمیدی زاده، بهمن حاجی پور، شهریار عزیزی صفحات 29-56
    هدف این مقاله، طراحی و تبیین مدل توانمندی بین المللی شدن شرکت های صادرکننده محصولات صنعت کشاورزی است؛ لذا تحقیق ابتدا با رویکرد کیفی، براساس نظریه داده بنیاد هدایت شده است، البته پژوهش از نظر نوع، مبتنی بر روش آمیخته است. این تحقیق بر اساس نحوه گردآوری و ماهیت داده ها، تحقیق اکتشافی- توصیفی قلمداد می شود اما از نظر هدف توسعه ای- کاربردی می باشد. مدل تحقیق با گردآوری داده‏ها از طریق مصاحبه عمیق با 20 تن از خبرگان دانشگاهی، مدیران ارشد و کارشناسان شرکت های جامعه پژ‍‍وهش، با تکیه بر مبانی نظری، پیشینه مرتبط و سه مرحله کدگذاری: کدگذاری باز، کدگذاری محوری و کدگذاری مطابق نظریه داده‏بنیاد، نهایی گردید. اعتبار داده های روش کیفی به روش نیومن لیکن پایایی و روایی روش کمی مطابق ضریب آلفای کرونباخ و تحلیل عاملی تاییدی است. برای ارزیابی مدل، از خبرگان نظرسنجی به عمل آمد، سپس با نرم‏افزارهای SPSS و LISREL، داده‏ها، بررسی و تحلیل گردیدند. در نهایت، مدل پیشنهادی توانمندی بین المللی جهت ورود به بازارهای بین المللی با 6 مولفه، 15 بعد، 119 شاخص و 6 راهبرد طراحی و ارائه شد.
    کلیدواژگان: مدل توانمندی بین المللی، آمادگی ورود، بازارهای جهانی، محصولات کشاورزی
  • محسن عسگری، محمدرضا تقوا *، محمدتقی تقوی فرد صفحات 57-82
    پس از ظهور بانک های خصوصی در ایران به دلیل جذابیت صنعت شاهد رشد سریع تعداد این نوع بانک ها و فشار رقابتی بالای این صنعت در کشور هستیم. ریزش مشتریان از یک بانک به معنی کاهش منابع بانک بوده و با توجه به هزینه های بالاتر جذب مشتریان نسبت به نگهداری آن ها، بانک ها به شدت تلاش می کنند که مشتریان خود را حفظ کنند. لذا محاسبه احتمال رویگردانی مشتریان با بررسی رفتار مالی آن ها و در صورت امکان جلوگیری از ریزش آن ها بسیار کلیدی است. در این مقاله با استفاده از تکنیک داده کاوی خوشه بندی سلسه مراتبی برای تشخیص مشتریان از منظر رویگردانی و همچنین زنجیره احتمالات مارکوف برای تعیین احتمال رویگردانی در آینده، مدلی ساخته شده است که از طریق یادگیری داده های رفتار مالی مشتریان بتواند احتمال ریزش مشتری را پیش بینی کند. این مدل روی یک سال داده های واقعی تراکنش های سپرده های کوتاه مدت روزشمار و قرض الحسنه جاری در یک بانک خصوصی ایرانی پیاده شد. نتایج نشان داد در صورتی که بانک مشتری را از دست بدهد احتمال بازگرداندن مشتری بسیار پایین است. همچنین مشتریان فعال که معمولا با هزینه های بالا جذب بانک می شوند، بسیار ناپایدار هستند و به سرعت تغییر وضعیت می دهند. البته در صورتی که مشتری فعال از دست نرود فرصت محدودی از نظر زمانی برای بانک ها جهت فعال سازی دوباره مشتریان وجود دارد.
    کلیدواژگان: پیش بینی روی گردانی، مشتریان بانک، زنجیره مارکوف، خوشه بندی سلسله مراتبی، دادهکاوی
  • مهدی ابراهیمی نژاد *، مهدی دهقانی سلطانی صفحات 83-109
    هدف از پژوهش حاضر مطالعه و بررسی تاثیر قابلیت های نوآوری فناورانه بر عملکرد نوآوری در شرکت های دانش بنیان می باشد. ابزار گرد آوری اطلاعات پرسشنامه استاندارد بوده که برای سنجش پایایی آن از ضریب آلفای کرونباخ استفاده شده است. تحقیق حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری داده ها، از نوع توصیفی- پیمایشی می باشد و بر حسب روش نیز جزء تحقیقات کمی است. جامعه آماری این تحقیق شرکت های دانش بنیان مستقر در پارک علم و فناوری داشگاه تهران بوده و حجم نمونه 126 شرکت می باشد که برای به دست آوردن حجم نمونه از روش نمونه گیری تصادفی طبقه ای استفاده شده است. از آزمون مدل سازی معادلات ساختاری برای بررسی تاثیر قابلیت های نوآوری فناورانه بر عملکرد نوآوری بهره گرفته شد. یافته ها نشان می دهند که قابلیت های برنامه‎ریزی استراتژی، تحقیق و توسعه، تخصیص منابع، بازاریابی و یادگیری می توانند به طور قابل توجهی عملکرد نوآوری را بهبود بخشند. همچنین قابلیت های تخصیص منابع و تحقیق و توسعه نیز به طور قابل توجهی می توانند به بهبود معرفی محصول جدید منجر شوند. این در حالی است که قابلیت تولید و قابلیت سازماندهی تاثیر معناداری بر عملکرد نوآوری در شرکت های دانش بنیان در پارک علم و فناوری دانشگاه تهران ندارد.
    کلیدواژگان: عملکرد نوآوری، قابلیت های نوآوری فناورانه، قابلیت تحقیق و توسعه، قابلیت تخصیص منابع
  • عباس صمدی، روح الله سهرابی *، فاطمه عرفانی صفحات 111-137
    پژوهش حاضر به بررسی رابطه بین هوشمندی فناوری و نوآوری استراتژیک در شرکت های مستقر در پارک فناوری پردیس انجام می پردازد. این پژوهش از نوع توصیفی بوده و از نظر روش از نوع همبستگی است. جامعه آماری این پژوهش مدیران ارشد شرکت های توسعه یافته مستقر در پارک فناوری پردیس هستند که تعدادشان 65 شرکت برآورد شد. برای همه شرکت های جامعه پرسشنامه ارسال شد ولی در نهایت 50 شرکت پاسخ دادند. لذا این تعداد به عنوان حجم نمونه درنظر گرفته شده و از فنون آمار استنباطی برای آزمون فرضیات استفاده شد. برای گردآوری داده ها از پرسشنامه هوشمندی فناوری مطابق با ابعاد ساویز و پرسشنامه نوآوری استراتژیک مطابق با ابعاد سرعتی آشتیانی استفاده شد. روایی محتوای هر دو ابزار با استفاده از نظرسنجی از اساتید و خبرگان حوزه فناوری و نوآوری به تایید رسید. پایایی هر دو پرسشنامه با استفاده از روش آلفای کرونباخ به ترتیب 960/0 و 941/0 محاسبه گردید. به منظور تجزیه و تحلیل داده ها، نرم افزارهای SPSS و SmartPLS مورد استفاده قرار گرفت. در تجزیه و تحلیل داده ها نتایج شاخص های آمار توصیفی و آزمون های آمار استنباطی و همچنین مدل یابی معادلات ساختاری ارائه شده است. نتایج به دست آمده از آزمون پیرسون حاکی از وجود رابطه مثبت و معنی دار بین هوشمندی فناوری و نوآوری استراتژیک است. همچنین، بررسی شاخص های برازش مدل، بیانگر این است که مدل مورد استفاده در پژوهش از برازندگی قابل قبولی برخوردار است.
    کلیدواژگان: هوشمندی فناوری، نوآوری استراتژیک، مزیت رقابتی، پارک فناوری پردیس
  • نسیمه بامری، عبدالعلی کشته گر* ، نجمه مهدی بیگی صفحات 139-164
    پژوهش حاضر با هدف بررسی نقش میانجی قابلیت های مدیریت دانش در رابطه بین کارکردهای مدیریت منابع انسانی الکترونیک و نوآوری سازمانی انجام شده است. نوع پژوهش کاربردی بوده و به روش پیمایشی انجام گرفته است. جامعه آماری پژوهش، کارکنان علوم پزشکی شهرستان ایرانشهر بودند که به روش تصادفی، تعداد 210 نفر به عنوان گروه نمونه انتخاب شدند. ابزار مورداستفاده پرسشنامه های استاندارد نوآوری سازمانی اسماعیل و همکاران، قابلیت های مدیریت دانش گاریدو و پادیلا و پرسشنامه محقق ساخته کارکردهای مدیریت منابع انسانی الکترونیک بود که روایی آن ها توسط صاحب نظران و خبرگان و پایایی آن ها با استفاده از ضریب آلفای کرونباخ تایید گردید. تجزیه وتحلیل داده ها توسط الگویابی معادلات ساختاری و آزمون رگرسیون، در محیط نرم افزاری SmatPls3 و SPSS21، نشان داد که کارکردهای مدیریت منابع انسانی الکترونیک و قابلیت های مدیریت دانش بر نوآوری سازمانی تاثیر مثبت دارند؛ نقش میانجی قابلیت های مدیریت دانش در رابطه بین کارکردهای مدیریت منابع انسانی الکترونیک و نوآوری سازمانی تایید شد؛ بعلاوه، مشخص شد که جذب و تامین، آموزش و توسعه، ارزیابی عملکرد، ساختار پرداخت و مشارکت بر نوآوری سازمانی تاثیر مثبت دارند.
    کلیدواژگان: مدیریت منابع انسانی الکترونیک، نوآوری سازمانی، مدیریت دانش، کارکرد
  • فرشته اسدزاده، محمود اکرامی* ، سید فرهاد افتخارزاده، عباس خورشیدی صفحات 165-189
    پژوهش حاضر که در صدد پیش بینی رهبری دانشگاهی بر پایه کارافرینی مدیر است، از نظر هدف، کاربردی؛ از لحاظ داده ها جز مطالعات کمی است و محقق در صدد زمینه یابی، توصیف، تبین و کشف اطلاعات در یک مقطع زمانی خاص است. برای انجام این پژوهش 446 پرسشنامه (پرسشنامه رهبری دانشگاهی و پرسشنامه کارافرینی مدیر) با متغیرهای مورد مطالعه؛ رهبری آموزشی، کارآفرینی مدیر و مشخصات فردی (تجربه کاری، سن) به کمک نرم افزارSAS مورد تجزیه و تحلیل آماری قرار گرفته است و برای پاسخ به پرسش اصلی"آیا رهبری آموزشی دانشگاه را می توان برپایه کارآفرینی مدیران پیش بینی نمود؟" ازمدل همبستگی بنیادی استفاده شده است. یافته ها حاکی از آن هستندکه؛ نیاز به پیشرفت و اعتماد به نفس بسیار بالا مولد ترغیب مداری و مهارت های بین فردی بسیاربالاست، مخاطره پذیری و تحمل ابهام بسیار بالا تولید کننده تفاهم مداری و توسعه مداری بسیاربالاست، ودرنهایت رهبران دانشگاهی باکمک سه متغیر بسیار بالای موضع کنترل درونی و منفعت طلبی و انعطاف پذیری قادرند به هدف مداری و توسعه مداری بسیار بالا از رهبری آموزشی دردانشگاه دست یابند. به طورکلی می توان نتیجه گرفت ترکیب های خطی متفاوت از مولفه های کارآفرینی مدیران، ترکیب های خطی متفاوتی از رهبری آموزشی در دانشگاه را به وجود می آورد و همین اقتضایی بودن مدل، پژوهش حاضر را از سایر پژوهش ها متمایز می نماید.
    کلیدواژگان: رهبری دانشگاهی - کارآفرینی مدیر مدل همبستگی بنیادی
  • محسن یعقوبی *، عبدالباسط پیری یوسف آبادی صفحات 191-215
    جذب، نگهداری و حفظ سرمایه های انسانی، مهم ترین دغدغه ی مدیران در سازمان های کنونی است. از طرفی وجود سرمایه اجتماعی در هر مجموعه ای منجر به ایجاد فضای آرام، حمایتی و ارتقاء احساس تعلق افراد به یکدیگر خواهد شد. این پژوهش، باهدف بررسی نقش حمایتی سرمایه اجتماعی در بهبود و موفقیت فرایندهای مدیریت استعداد در بین کارکنان کارخانه ی سیمان خاش اجرا گردید. روش تحقیق از حیث هدف، کاربردی و از حیث شیوه ی جمع آوری داده ها توصیفی – همبستگی می باشد. جامعه ی آماری این پژوهش شامل کلیه کارکنان کارخانه سیمان خاش به تعداد 274 نفر بود که بر طبق جدول مورگان 160 نفر با روش نمونه گیری تصادفی ساده انتخاب شدند. داده های جمع آوری شده با روش حداقل مربعات جزئی و نرم افزار پی ال اس (PLS) تحلیل شد. نتایج تحقیق بیانگر این بود که سرمایه اجتماعی نقش مثبت و موثری بر فرایندهای مدیریت استعداد دارد و با بهبود سرمایه اجتماعی، اجرای نظام مدیریت استعداد با موفقیت بیشتری همراه خواهد بود.
    کلیدواژگان: سرمایه اجتماعی، مدیریت استعداد، کارکنان، کارخانه سیمان
  • سمیه صائب نیا *، محمد فیضی صفحات 217-240
    استفاده از بازاریابی رابطه مند برای کسب سود در سازمان ها/ شرکت ها رو به افزایش است. در دنیای امروز استفاده از این نوع بازاریابی برای بازاریابان، در کنار درک صحیح رفتار مصرف کننده و رفع به موقع و بهینه خواسته و نیاز آنان میسر می باشد. این بازاریابی یکی از راهکارهای شناخته شده در بازاریابی است که مشتریان ناراضی را با تقویت قدردانی در بین آنان، محدود کرده و بدین وسیله باعث فزونی مشتریان وفادار گردیده است. در این پژوهش قصد بر این است تا تاثیر بازاریابی رابطه مند و ابعاد آن از قبیل اعتماد، تعهد، ارتباطات، مدیریت تعارض، شایستگی، رضایت مشتریان بر رفتار مصرف کننده و قدردانی از مشتریان بررسی شود. پژوهش حاضر ازلحاظ هدف، کاربردی و ازلحاظ روش گردآوری داده توصیفی، از نوع همبستگی است. بر اساس فرمول کوکران حجم نمونه 384 نفر به دست آمد؛ ولیکن جهت اعتبار بخشیدن به نتایج تحقیق تعداد 400 پرسشنامه به روش نمونه گیری تصادفی ساده در بین مشتریان نمایندگی های سایپا در استان اردبیل توزیع و به صورت تکمیل شده جمع آوری گردید. گردآوری داده های موردنیاز با پرسشنامه استاندارد انجام گرفت. به منظور اندازه گیری مولفه های بازاریابی رابطه مند از پرسشنامه اندوبیسی (2013) ، (2005) استفاده شد. همچنین سنجش شاخص های رفتار مصرف کننده بر اساس پرسشنامه آجزن (1977) انجام گردید. نهایتا پرسشنامه مک کالوکو همکاران (2002) برای اندازه گیری قدردانی از مشتریان مورداستفاده قرار گرفت. آزمون مدل پژوهش بر اساس روش معادلات ساختاری و نرم افزار LISREL انجام گرفت. نتایج نشان داد که بازاریابی رابطه مند و ابعاد آن بر قدردانی از مشتری و همچنین بازاریابی رابطه مند و ابعاد آن به جز مدیریت تعارض بر رفتار مصرف کننده تاثیر مثبت و معناداری دارد. بر اساس نتایج تحقیق پیشنهادهایی برای ارتقای وضعیت رفتار مصرف کننده ارائه گردید.
    کلیدواژگان: بازاریابی رابطه مند، قدردانی از مشتری، رفتار مصرف کننده، نمایندگی های گروه خودروسازی سایپا
  • محمد منتظری *، محمد قاسمی صفحات 241-264
    انگیزه خدمت رسانی عمومی مفهومی نسبتا جدید است که برای تبیین تفاوت انگیزه افراد برای پیوستن به بخش دولتی در مقایسه با بخش خصوصی وارد ادبیات مدیریت دولتی شده و مورد توجه پژوهشگران قرار گرفته است. هدف این تحقیق تبیین نقش انگیزه خدمت رسانی عمومی در رفتار شهروندی سازمانی با نقش میانجی تعهد سازمانی بوده است. این تحقیق از لحاظ هدف، کاربردی و از نظر روش، توصیفی از نوع همبستگی است. جامعه آماری این تحقیق کلیه کارکنان سازمان جهاد کشاورزی استان هرمزگان بودند که نمونه ای به حجم 213 نفر از آنها به شیوه طبقه ای تصادفی انتخاب شد. ابزار جمع آوری داده ها، سه پرسشنامه استاندارد انگیزه خدمت رسانی عمومی پری، رفتار شهروندی سازمانی اورگان و تعهد سازمانی آلن و می یر بود. پایایی پرسشنامه ها از طریق ضریب آلفای کرونباخ و ضریب پایایی ترکیبی تایید شد و برای تعیین روایی نیز از تحلیل عاملی تاییدی استفاده گردید. داده ها به کمک نرم افزار لیزرل و مدل سازی معادلات ساختاری تجزیه و تحلیل شد و یافته ها نشان داد که انگیزه خدمت رسانی عمومی بر رفتار شهروندی سازمانی تاثیر معناداری دارد. انگیزه خدمت رسانی عمومی بر تعهد سازمانی تاثیر معناداری دارد. همچنین تعهد سازمانی بر رفتار شهروندی سازمانی اثر معناداری داشته و نیز تعهد سازمانی در رابطه میان انگیزه خدمت رسانی عمومی و رفتار شهروندی سازمانی در نقش میانجی ظاهر می شود.
    کلیدواژگان: انگیزه خدمت رسانی عمومی، رفتار شهروندی سازمانی، تعهد سازمانی
  • ملیحه رحمانی، عیسی ابراهیم زاده* صفحات 265-286
    پذیرش فناوری توسط گروه های هدف یکی از محورهای مهم در حوزه مطالعات فناوری اطلاعات است. در عین حال خدمات شهرالکترونیک، نقش فراوانی در ارتقاء کمی و کیفی و تسریع و تسهیل خدمات شهری بر عهده دارد. هدف تحقیق حاضر شناسایی و رتبه بندی عوامل موثر بر پذیرش خدمات الکترونیک شهرداری مشهد از سوی شهروندان است، این تحقیق از لحاظ هدف کاربردی و به لحاظ ماهیت و روش توصیفی- تحلیلی بوده که بصورت پیمایش انجام شده است. ابزار مورد استفاده پرسشنامه است که روایی و پایایی آن تایید شد. جامعه آماری تحقیق را شهروندان مشهد تشکیل دادند که به روش تصادفی، 384 نفر از آن ها به عنوان گروه نمونه انتخاب شدند. داده های جمع آوری شده در محیط نرم افزاری Spss و توسط آزمون های میانگین یک جامعه و رتبه بندی فریدمن مورد تجزیه و تحلیل قرار گرفتند. یافته ها نشان داد که نگرش شهروندان، هنجارذهنی شهروندان، کنترل رفتاری درک شده و اعتماد شهروندان، عوامل اصلی موثر بر قصد استفاده از خدمات الکترونیک شهرداری هستند و متغیر نگرش شهروندان در مقایسه با هنجارذهنی، کنترل رفتاری درک شده و اعتماد از اولوویت بالاتری برخوردار است.
    کلیدواژگان: خدمات شهرالکترونیک، شهرداری الکترونیک، پذیرش فناوری، شهر مشهد
  • عبدالمجید ایمانی *، اعظم حسینی فر، فرح ناز آهنگ صفحات 287-312
    یکی از روندهای کسب وکار دیجیتالی استفاده از کسب وکارهای مبتنی بر شبکه است. شبکه های اجتماعی فرصتی را برای کارآفرینان بوجود می آورند تا بتوانند ایده های بهتری را برای ایجاد یک کسب وکار دیجیتالی پیدا کنند. هدف این پژوهش بررسی تاثیر شبکه های اجتماعی بر کارآفرینی دیجیتالی با توجه به نقش میانجی متغیر تشخیص فرصت است. پژوهش از جنبه هدف کاربردی و از نظر روش، توصیفی – پیمایشی از نوع همبستگی است. جامعه آماری پژوهش مدیران و کارشناسان 35 شرکت دانش بنیان مستقر در پارک علم و فناوری استان کرمان است که در هر شرکت بسته به تعداد مدیران، کارشناسان و خبرگان موضوع، به دو یا سه نفر از آنان به روش نمونه گیری قضاوتی پرسش نامه داده شد. سپس با ترکیب پرسش نامه های گردآوری شده از هر شرکت، 35 پرسش نامه تجمیع شده حاصل گردید. داده ها با استفاده از نرم افزار SPSS و SMART PLS مورد تحلیل قرار گرفت. پایایی پرسش نامه از طریق آلفای کرونباخ و پایایی ترکیبی و روایی آن به روش روایی همگرا و واگرا تایید شد. نتایج پژوهش نشان داد که شبکه های اجتماعی بر کارآفرینی دیجیتالی تاثیر مثبت و معناداری دارد. از میان ابعاد شبکه های اجتماعی، محتوای روابط اجتماعی (با ضریب شدت تاثیر 453/0) ، شیوه انتقال اطلاعات (با ضریب شدت تاثیر 214/0) و منابع اجتماعی اطلاعات (با ضریب شدت تاثیر 182/0) بیشترین تاثیر را بر کارآفرینی دیجیتالی داشتند. در مورد تاثیر شبکه های اجتماعی بر تشخیص فرصت نیز یافته های پژوهش نشان داد که از بین ابعاد شبکه های اجتماعی، محتوای روابط اجتماعی (با ضریب شدت تاثیر 339/0) بیشترین تاثیر را بر تشخیص فرصت داشته است.
    کلیدواژگان: شبکه های اجتماعی، تشخیص فرصت، کارآفرینی دیجیتالی، شرکت های دانش بنیان
  • فائزه هدایت نظری، زهره ده دشتی شاهرخ * صفحات 313-336
    پژوهش حاضر در پی طراحی مدل تجربه مشتریان در خرده فروشی های آنلاین ایرانی است و هدف اصلی این پژوهش تعیین مولفه های تاثیرگذار بر تجربه مشتریان در خرده فروشی های آنلاین کشور است. روش شناسی این پژوهش، ترکیبی است. در بخش کیفی، به منظور انجام مصاحبه های نیمه ساختاریافته 15 نفر از خبرگان آگاه حوزه خرده فروشی های آنلاین به روش هدفمند قضاوتی انتخاب شدند. سپس، براساس تحلیل محتوای داده های بخش کیفی، مدل اولیه پژوهش ارائه شد. در بخش کمی پژوهش، جامعه آماری کلیه افرادی هستند که طی یک سال گذشته در تهران از فروشگاه های اینترنتی خرید کرده اند که براساس جدول مورگان تعداد کل384 نمونه، قابل قبول است. بدین ترتیب، پرسشنامه ها در شبکه های اجتماعی 5 خرده فروشی آنلاین انتخاب شده طبق وب سایت الکسا توزیع شده و داده های 406 مورد پرسشنامه تکمیل شده تجزیه و تحلیل شدند. لازم به ذکر است که تجزیه و تحلیل بخش کمی از طریق الگوریتم تحلیل داده ها در نرم افزار پی. ال. اس انجام شده و در انتها، مدل نهایی ارائه شد. نتایج این پژوهش حاکی از وجود 5 دسته عوامل اصلی پیش زمینه است که عبارتند از: عوامل مرتبط با سازمان، عوامل مرتبط با مشتری، عوامل مرتبط با وب سایت و همچنین عوامل خرد و کلان. وفاداری به خرده فروشی آنلاین و اعتماد به خرده فروشی آنلاین نیز به عنوان پیامدهای تجربه مشتری در خرده فروشی آنلاین احصاء گردید.
    کلیدواژگان: تجربه مشتری، خرده فروشی آنلاین، تجربه مشتری در خرده فروشی آنلاین، تحلیل محتوا، مدلسازی معادلات ساختاری
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  • Babak Zendehdel Nobari, Adel Azar*, Mohammad Hossein Rahmati, Mehrdad Kazerooni, Ahmad Reza Ghasemi Pages 5-28
    Considering the increasing growth of ERP implementation in Iranian organizations and considering the specific conditions for installing, commissioning and exploiting organizational information systems in the country, this study seeks to first investigate the literature of research and then, by taking advantage of experts' views will identify and analyze the national parameters affecting the risk factors of ERP implementation in Iran. In fact the most important contribution of this research is the introduction of a novel concept called “ERP Risk Factors Affecting Parameters”, which has never been addressed in the ERP research literature. Therefore, in the first step, research literature in the area of ERP implementation risks has been carefully considered and after identifying the initial framework, nine experts from ERP implementation in different industries in Iran were identified and national parameters affecting the risk factors of Implementation were discovered by grounded and multi grounded theories. The results of this study show that “the cultural conditions of the country” with abundance of 64, “the level of development of the country” with the frequency of 38, and “The level of international political relations of the country” with the frequency of 29 are the most important parameters affecting the risk factors of ERP implementation in the country. Also, the results of this study indicate that managers and decision makers of Iranian organizations should be more careful in choosing international ERP systems in order to minimize the negative effects of political sanctions.
    Introduction
    Approximately two decades have passed since the emerge of a concept called Enterprise Resource Planning (ERP) to the business world, and so far, many articles have been published on how successful implementation or failure factors in the research literature. However, one of the cases has been neglected so far is the study of the grounding factors affecting the risk factors of the implementation of this system. The research seeks to fill this gap with a new concept called “parameters affecting risk factors”. From the researcher's point of view, these parameters are divided into organizational and national divisions. The main goal of the paper is to identify the national parameters affecting risk factors in Iranian organizations, taking into account the concepts contained in the research literature.
    Case Study
    According to the exploratory nature of the research objectives, the meta-synthesis approach was selected. The sample of literature and studies on the subject of conditions affecting ERP implementation risk factors was chosen since 2000 to 2016.
    Materials and Methods
    The methodology of this research is exploratory, considering that so far no work has been done on the risk factors affecting parameters of ERP implementation. The research strategy is also qualitative. At the first step, the study achieves a basic framework by using Meta-Synthesis Method, which is further developed and, in the second step, research findings are improved by utilizing the Grounded and Multi Grounded Theories.
    Findings
    One of the most significant results of the present study is the integration of Iranian ERP implementation experts’ tacit knowledge with the results of research literature meta-synthesis approach on the national parameters affecting the risk factors of ERP implementation, which includes The level of development of the country, Economic conditions of the country, The level of international political relations of the country, The range of changes in the laws and regulations of the country And the cultural conditions of the country. In fact, these are five main ERP implementation risk factors national affecting parameters, derived from the research.
    Discussion and
    Results
    The main objective of this research is to identify the national parameters affecting the risk factors of ERP implementation. Using the Meta-Synthesis approach, in the first step the primary framework was obtained by examining 15 documents. After analyzing qualitative content and coding with meta-synthesis techniques in Maxqda Software, a semi-structured questionnaire was developed by the researcher. Then by identifying experts in consulting and implementing ERP in different industries of Iran, using the Grounded and Multi Grounded Theories, the model derived from the meta-synthesis phase was improved. As
    noted in the research findings, five main themes were identified as the most important national parameters affecting the risk factors of implementation.
    In the following three codes, the experts' interviews were identified as the most important research codes that could be considered as a guide for evaluating the risks of ERP implementation in Iran:- Cultural conditions of Iran
    - Issues related to consulting and implementation of ERP in Iran
    - Challenges of selecting international ERPs in Iran
    Also, the accuracy of the counted codes in the process of Multi Grounded theory can highlight important points for implementers, managers and consultants, especially in Iran. For example, the code “the high rate of turnover for migration on developing countries” on the theme of “The level of development of the country” was not addressed before in the research literature on ERP implementation. However, countries such as Iran, which have high rates of immigration of educated workers, should pay attention to this point on the early stages of project planning; this point is intended for implementers and consultants. Because, many failures of implementations in Iran were due to the migration of one or more key work forces during the implementation and post-implementation phase. Another important result of the present research is the direct and indirect effects of international sanctions on costs, processes and quality of consultancy and implementation. Some managers in Iran think that the most important negative effect of sanctions in the ERP area is the complication of the licensing process from the company and the software selection phase, while in the opinion of the experts in this study, the effects of the sanctions can be extended to implementation and post- implementation phases. Because some modules require the presence of international advisers, for the reason of implementation complexity and the lack of similar domestic experiences, consultants are not willing to travel to Iran owing to fears of further deprivation by the US government and to be prevented traveling to other countries after a trip to Iran. On the other hand, even in the form of telecommunication, due to the identification of Internet IPs of Iran, the possibility of connection is not provided. Additionally granting remote access permissions to external advisers is contrary to the basic principles of information security standards. One of the other restrictions imposed by sanctions is the impossibility of direct costs payments to foreign partners, which will lead to secondary problems, such as delayed payments and increase of costs.
    Conclusion
    According to the results of the research, it is clear that the implementation of ERP system depends on the country's conditions in which the organization is located. These conditions (national parameters), while affecting the ERP implementation risk factors , are often not under the control of the organization, and therefore decisions on the selection, implementation, and maintenance of ERP systems will be directly or indirectly affected by them. Given that international consultants and implementers generally are not familiar with the fluctuations of these national parameters (especially the political and cultural conditions of the country), it is the responsibility of Iranian advisers and decision makers to mitigate their effects by identifying and taking into account these parameters. In fact, the results of this study, on the one hand, can make the way flat for decision making and oversight in all stages of implementation (selection, implementation, and post-implementation) of ERP for internal organizational managers, and on the other hand, can help consultants and implementers manage ERP implementation's risks with respect to Iran's environmental conditions.  
    Keywords: Enterprise Resource Planning (ERP) Implementation, Implementation Risk Factors, Meta-Synthesis, Multi Grounded Theory, Grounded Theory
  • Fereydon Hemmati*, Mohammad Reza Hamidizadeh, Bahman Hajipour, Shahriar Azizi Pages 29-56
    Importance and necessity of exports by entering the international and global markets emphasis that exporting companies need to have the enabling model for entering those markets. The aim's paper is to design and explain the internationalization capability model of ag
    ricultural export companies. Therefore, the research has first been guided by a qualitative approach based on the grounded theory; of course, the research type is based on the mixed method. This research based on the collection and the nature of the data is exploratory-descriptive one; meanwhile, it is applied-development type based on its objectives. The international capability model of exporting companies by collecting data through in-depth interviews with 20 university experts, senior executives and experts from agricultural export companies in Qazvin province, based on the scientific background, the related literature review and three stages of coding: open coding, axial coding and selected coding in the grounded theory process were finalized. The qualitative data validly is based on Newman's method, but the reliability and validity of the quantitative method are consistent with the Cronbach's alpha coefficient and the confirmatory factor analysis. A sample of experts was used to assess the capability model; then, the data was analyzed by using SPSS and LISREL software. Finally, the proposed international capability model of entering the international markets was developed with 6 concepts, 15 components, 119 indicators and 6 strategies.
    Introduction
    Considering the importance of exports and entry into international and global markets, significant evidence suggests the growth and tendency of export companies to create empowerment patterns for entry into international markets. But despite the attractiveness of this concept, it was not easy to achieve this goal in practice and has brought challenges.
    Case study
    The research has first been guided by a qualitative approach based on the grounded theory; of course, the research type is based on the mixed method. The international capability model of exporting companies by collecting data through in-depth interviews with 20 university experts, senior executives and experts from agricultural export companies in Qazvin province, based on the scientific background, the related literature review and three stages of coding: open coding, axial coding and selected coding in the grounded theory process were finalized. The data was analyzed by using SPSS and LISREL software.
    Materials and Methods
    The present study was designed and implemented with the aim of developing an international capability model for agricultural export companies to enter world markets in two qualitative and quantitative parts. In qualitative method, the method of grounded theory was used in three stages to extract dimensions, indexes and elaboration of international capability model: a: Encoding open and extracting indicators of international capability model; b: Axial coding and extraction of dimensions of international capability model; c: Selective coding and extraction of components of the international empowerment model. After designing the international capability model, in the quantitative section, the capability indicators of the international model, a researcher-made questionnaire (companies exporting agricultural products in Qazvin province) was distributed. After analyzing the demographic data, the normality of the research data through Kolmogorov-Smirnov test and calculating the reliability of the instrument was calculated using SPSS software. Using SPSS software to calculate confirmatory factor analysis, path analysis (model relations) and fitting the conceptual model of the research, modeling the equations Structural (LISREL) has been used.
    Discussion and
    Results
    Determining international capability model indicators: In order to be aware of the experts' opinion about the determining indicators, researcher must to develop the international capability model of agricultural exporters to enter world markets. Thus, he conducted 20 interviews with university experts, senior managers and experts from agricultural export companies in Qazvin province. Model Indices after the interview, in the first stage and open source coding, the data was categorized by the method’s grounded theory and after the stage, the needed data extracted. This eventually led to the extraction of 119 indicators Determination of dimensions of the international capability model: Dimensions of the model in the second phase based on the axial coding was categorized by the method’s grounded theory and after this stage, the needed data extracted. This ultimately led to the extraction of 15 dimensions as follow: Confronting export risks; Tax breaks / tax breaks; Training; Improving the ability, skills and competencies of management; Improving international marketing capabilities; Improving the capabilities of technology; Developing specialized infrastructure; Establishing specialized entities; Supporting customers; Improving environmental conditions for economic activists; Public infrastructure; support in acquiring financial resources; social responsibility; creating value; developing and improving relations with international markets.
    Determining the main components of the research model: based on the third stage of selective coding, components were categorized by the method’s grounded theory. After this stage, the needed data extracted. This ultimately led to the extraction of six components: Encouraging, stimulating and motivating exports; Empowering and enhancing international capabilities; Facilitating export development; establishing a framework for export development; Advantageous approaches; Leaders in entering the international market.
    The main research question: What is the international capability model for agricultural export companies to enter the global market? The answer of this question is: The international capability model for agricultural exporters to enter the global markets after the interview was designed based on three stages of coding (open, axial, selective). The proposed model has six main components (encouragement, stimulation and motivation for exports; empowerment and enhancement of international capabilities; facilitating export development; establishing a framework for export development; advocacy approaches; international market entry strategies); 15 indicators; 119 indicators; and 6 Strategy is.
    Conclusion
    The model presented in this research can provide the ground for expanding exports and entry into global markets for export companies and enables them to extract comprehensive plans and measures for improvement along with a comprehensive pathology of their export system. Assess them in the model of empowerment process. The research capability model by possessing a comprehensive system structure with a new orientation in the developed models for entering the global markets has a strong theoretical background and has been refined by university and industry experts. The results of the research show that the development of exports and entering the world markets, in the first stage, requires the existence of a suitable hospital and companies capable of having the resources and capabilities needed for export. This finding is based on a resource-based approach that recognizes the competitive advantage of firms based on the firm's resources and capabilities; that is, what directly affects the firm's export performance, capabilities and capabilities within the organization, and many policies and the master plan, ultimately, have an impact on export development by increasing their capabilities and capabilities. Hence, the empowerment component and its dimensions are considered as the main axis in the model of the international capability of agricultural export companies to enter the global markets. In this regard, it is possible to facilitate the acquisition of companies by improving the capabilities, skills and competencies of management; improving international marketing capabilities; enhancing the capabilities of technology and training to enhance the ability and capabilities of companies. The implications of empowering and enhancing the organizational capabilities of export companies, improving the quality and desirability of exported goods, reducing the cost of production and supply of exported goods, facilitating entry into the global and international markets, increasing the access of customers to export goods, creating an optimal image of export goods, increasing penetration and sustainable period in export markets and as a result of expanding exports and entering world markets. Therefore, the entry of export companies into world markets and export development is only possible if it is provided with suitable infrastructure for export, infrastructure is facilitated, diversified capabilities and a suitable environment for stimulation and ultimately taking into account the advantages of the benefits. And finally, taking the creative advantages, optimize strategies are being developed and implemented.
    Keywords: Globalization, International capability model, Readiness for entry, Global markets, Agricltural products
  • Mohsen Asgari, Mohammadreza Taghva*, Mohammadtaghi Taghavifard Pages 57-82
    After the emergence of private banks in Iran, due to its attractiveness, this industry has witnessed a rapid growth such banks. The abundance of private banks led to a very high pressure competitive environment and gave dissatisfied customers a chance to easily switch banks. On the other hand, the most important advantage of the competitive environment among the banks is to have more resources at a low risk. Losing customers to another bank is equivalent to a decrease in a bank's resources. Since the acquisition of new customers, costs much more in comparison to maintaining the existing ones, the banks try hard to keep their customers. Thus, customers churn predictions via analyzing their financial behavior and finding possible methods for preventing customer defection is crucial. This research utilizes the hierarchical K-means clustering technique for detection of customers’ churn and also applies Markov Chain model for calculating the probability of customer churning in the future. Using these techniques and financial data of an Iranian private bank, we build an example of this model that can predict the possibility of losing customers.
    Introduction
    Tough competition in the Iranian banking industry, especially among private banks, has forced them to pay more attention to customer relationship management. Because of the higher cost of customer acquisition compared to customer retention, banks try hard to preserve their customers. Customer churn prediction can help a bank to predict its customers’ intention to stop using bank’s services. This can be done by using the customers’ transaction data with the help of data mining techniques. Also, this prediction can help banks reduce the risk of deposit resource loss which is very important in banking business. Therefore, the main purpose of this study is to build a churn prediction model suitable for the Iranian banking industry.
    Research
    Methodology
    In this study a data set consisting of financial transactions of 385,912 customers of an Iranian private bank in a one-year period is used. For the purposes of churn detection, we first used a hierarchical K-means clustering on some churn-related parameters. Then, with the help of 11 experts we ranked the clusters by degree of churn. This ranking is done by comparing every two clusters from a churn perspective with the help of the experts. After that we group the clusters in 4 states of churn: Active, Steady, Churning and Churned. If a customer belongs to the Active state, it means that his/her behavior is just opposite of churning. When customers move to the next states from Steady to Churning and Churned, their behavior is more like churning. Then, we calculate the transition of customers between states through time. Finally, using a Markov chain technique we build a model that can predict the customers churn state change.
    Findings
    We calculate the three parameters of Recency, Frequency and Monetary for each customer. Based on these parameters the customers are clustered into ten clusters. The clusters are then grouped in four states of churn: Active, Steady, Churning, Churned. By determining the transitions of customers between these four states we build a Markov chain model. In order to determine the transitions, we use the states of customers in the first seven months of data compared to their states in the next five months.
    Discussion
    Most of the customers who belong to cluster number 18 and are in the Steady state of churn are not much active in the bank. The probabilities of state transitions indicate that 79 percent of customers who are in the Churned state will not change their state. This means that if a bank loses its customers, then there is very little opportunity to win them back. Therefore, the decision makers in the bank should try hard to prevent a customer, particularly one in Churning state, to go to the Churned state.
    About 74 percent of customers in Active state will go to Steady state. If nothing happens, most of the customers who are active will be steady after sometime. The probability that a customer in Active state keeps his/her state is a little more than 12 percent. So the active customers are very unstable. However, the probability of a customer going from the Steady state to the Active state is around 39 percent. Hence, there is an opportunity for the banks to focus on customers in Steady state and give them incentives to persuade them to be more active. The probability that a customer changes his/her state from Steady to Churning is around 20 percent. This means that in normal conditions 20 percent of customers that are in Steady state will go to Churning state. So it is very crucial for the banks to be more focused on customers in the Steady. In another words, the key state to focus on is the Steady state and if the banks give incentives to these customers they will not change their state to Churning.
    The probability of getting a customer in the Churned state back to the Steady state is around one percent. So, it is very hard for a bank to win back a customer who has churned. The decision makers are well advised to have customer relationship plans to prevent customers from going to the Churned state. If this happens, however, there will be very little they can do to have them go back.
    The model can help bank decision makers select some customers to pay more attention to. With the help of giving some incentives in the form of customer loyalty programs, banks can survive the loss of customers.
    Keywords: Churn Prediction, Banking, Markov Model, Hierarchical K-Means, Data Mining
  • Mehdi Ebrahiminejad*, Mahdi Dehghani Soltani Pages 83-109

    The aim of this study is to evaluate the impact of technological innovation capabilities on innovation performance in Knowledge-Based Firms. Present study is an applied research in terms of purpose and in terms of data collecting way it is considered as a descriptive survey. The population in this study was Knowledge-Based Firms in Science and Technology Park of Tehran University and the sample size was 126 companies that to obtain this sample size random sampling method is used. The data collection tool in this study was a standard questionnaire and for reliability Cronbach's alpha coefficient was used. Structural equations modeling was used for examining of considered model. Finding in this paper show strategy planning, R&D, resource allocation, Marketing and learning capabilities can significantly improve the innovation. R&D and resource allocation capabilities can also significantly improve new product introduction. While Manufacturing and organizing capability is not affect significantly on innovation performance in Knowledge-Based Firms in Science and Technology Park of Tehran University.
    Introduction
    This study investigates the impact of technological innovation capabilities on innovative performance in knowledge-based companies.
    Recently, attention has been paid to the concept of innovation system as an approach to performance analysis and policy making in the field of science, technology and innovation. The concept of innovation system and the presentation of policy strategies for the development of technology and innovation has been widely used in Iran (Mohammadi et al, 2015). Innovation is one of the main motivators for economic growth and value creation, especially by the advent of knowledge-based economy; innovation is a key factor in the success or failure of organizations in the field of competition as well as the main source of competitive advantage. For this reason, the number of studies on innovation is increasing every year (Rezvani & Toghrayee, 2011).
    Meanwhile, knowledge-based companies must be given special attention because of their role in economic dynamism, employment and technological advancement. However, knowledge-based companies need to improve their innovative performance in order to survive in today's turbulent and competitive environment. Naturally, considering their field and type of activities, innovation is the best and most efficient means of staying in such an environment. For Iranian knowledge-based companies, improving innovative performance is essential for maintaining competitiveness, considering the importance of knowledge based companies in the scientific and technical advancement and the complexities and changing conditions governing their business environment.
    The present study aims to show the impact of technological innovational capabilities on the innovative performance of knowledge-based companies. To answer this question, the impact of each of the factors representing the capabilities of technological innovation on innovative performance is studied to show which of the technological innovation capabilities affect the innovative performance of the companies located in Science and Technology Park of Tehran University.
    Case study
    Research population includes knowledge-based firms located in the Science and Technology Park of Tehran University. 155 companies are located in this park, among which 90 companies are developmental, 40 companies are growing and 25 are technologic-core companies.
    Materials and Methods
    In this study, a standard questionnaire was used that included 57 questions to estimate the impact of technological innovation capabilities on innovative performance. For validity purpose, face validity and for reliability purpose Cronbach's alpha coefficient were used. For strategy planning, R&D, resource allocation, marketing, manufacturing, organizing and learning capabilities scales, Camison & Villar-Lopez (2014) and Yam et al. (2004) measurements were performed. The definition of innovative performance by Lau et al (2010) and Shahzad et al. (2017) with 8 questions were used. Structural equation modeling and LISREL software were used to test the hypothesis.
    Discussion and
    Results
    Findings showed that R & D capabilities, resource allocation, learning and strategic planning directly contribute to improved innovative performance. Findings also showed that knowledge-based companies have operated with robust marketing capabilities. Many of them have established good relationships with their major customers, and have had a good performance in the after-sales services and well-known sectors in the product market. On the other hand, resource allocation was the weakest feature among the capabilities of technological innovation. Findings also indicate that knowledge-based companies have been weak in utilizing resources, such as human resources, capital, and technology and techniques for innovation. It was found that the companies have acknowledged that they are not investing sufficiently to innovate. Findings also showed that knowledge-based companies in the Science and Technology Park of Tehran University have been weak in research and development capabilities, and the companies under study did not have sufficient personnel for research and development, in the traditional sense.
    Conclusion
    Finding show that strategic planning, R&D, resource allocation, marketing and learning capabilities can significantly improve the innovative performance. R&D and resource allocation capabilities can also significantly improve new product introduction, while manufacturing and organizing capability does not significantly affect innovative performance in knowledge-based firms in the Science and Technology Park of Tehran University
    Keywords: Innovative performance, Technological Innovation Capabilities, R&D Capabilities, Resource Allocation Capabilities
  • Abbas Samadi, Rouhollah Sohrabi*, Ftemeh Erfani Pages 111-137
    Abstract
    The purpose of this study is to investigation the relation between technology intelligence and strategic innovation in companies located in the pardis technology park. The study is a descriptive one; and it is based on a correlational method. The population of the study includes Senior Managers all the peweful companies located in the pardis technology park that are 65 company. At last 50 coompanies answerd the questionnaires as sample size. To collect the data, in accordance with the dimensions of technology intelligence Savioz (2004) and strategic innovation questionnaire based on the dimensions Ashtiani (2008) has been used. Both content validity was confirmed by a survey of teachers and experts in field technology and innovation. The reliability of both questionnaires calculated using cronbachs alpha and values are respectively 0.960 and 0.941. In order to analyze the data, software SPSS and SmartPls were used. In analyzing the data, descriptive and inferential statistical tests results indicators and structural equation modeling is presented. The result of Pearson test indicates a positive and meaningful relationship between technology intelligence and strategic innovation. Furthermore, Investigation of fitting indicators show that the model used in the study is acceptable fitness.
    Introduction
    The purpose of this study is investigation of relation between technology intelligence and strategic innovation in companies located in the pardis technology park.
    Case study: companies in pardis Technology Park
    Materials and Methods
    The study is a descriptive one; and it is based on a correlational method. The population of the study includes Senior Managers all the companies located in the pardis technology park that are 65 companies. At last 50 coompanies answerd the questionnaires as sample size. To collect the data, in accordance with the dimensions of technology intelligence Savioz (2004) and strategic innovation questionnaire based on the dimensions Ashtiani (2008) has been used. Both content validity was confirmed by a survey of teachers and experts in field technology and innovation. The reliability of both questionnaires calculated using cronbachs alpha and values are respectively 0.960 and 0.941. In order to analyze the data, software SPSS and SmartPls were used.
    Discussion and
    Results
    In analyzing the data, descriptive and inferential statistical tests results indicators and structural equation modeling is presented. The result of Pearson test indicates a positive and meaningful relationship between technology intelligence and strategic innovation. Furthermore, Investigation of fitting indicators show that the model used in the study has acceptable fitness.
    Keywords: Technology Intelligence, Strategic Innovation, Competitive Advantage, Pardis Technology Park
  • Nasime Bameri, Abdolali Keshtegar*, Najme Mehdibeigi Pages 139-164

    HRM functions are all tasks that apply to human resources management. Human resource management can affect the ability, motivation, and employee sharing opportunities to share, maintain, and create knowledge. The key to achieving more performance is the ability to change the organization, respond to environmental demands and adapt the organization's market to the needs of its customers. In fact, the innovative approach of the organization makes it more capable of responding to customer needs. Therefore, this study aims to answer this question: "Do knowledge management capabilities have a mediating role in the relationship between the functions of electronic human resource management and organizational innovatio "?
    Introduction
    In recent decades, moving towards different communities has led many organizations to adopt innovation as a strategy and through its creation they review their organization and services and finally self – inclusion. Increasingly, Innovation is accepted as one of the major factors of organization’s success in the long term, as organizations with innovation will be able to cope with greater speed and in better shape on environmental challenges. In this regard, knowledge as a major source of organizational innovation and productivity has a importance. Indeed, the impact of knowledge management on the advantage of organizational competitiveness is the core approach of an organization that links the competitive advantages of organizations with resources and capabilities that are unique and difficult to imitate and follow. Therefore, today, organizations are trying to manage knowledge more effectively and efficiently until their performance is improved (Ziaei et al., 2011). Meanwhile, one of the key factors in the successful implementation of knowledge management is the application of HRM functions. Studies have shown that HRM functions can improve employee’s motivation and commitment and provide the necessary ground for increasing organizational revenues (Ishak et al., 2010). On the one hand, the rapid and ever-increasing advances in information and communication technology and its applications in various areas of the organization have created a new approach to human resource management, which is called electronic human resources management (Buller, 2012). Information technology and e-HRM and its functions have effective role on professional development, the establishment of change and innovation, increasing commitment, increasing competence and capabilities, cost effectiveness, increasing consensus and coherence and can lead to human development (Imanipour et al., 2012). Regarding the goals of Iranshahr University of Medical Sciences and Health Services, it seems that one of the main soloutions of improving this center is the growth and development of creativity and innovation, linking appropriate policies for Electronic human resources management with knowledge management capabilities as facilitator variable, is one of policies that make this growth in the organization.
    Case Study

    The statistical population of this research included employees of Iranshahr University of Medical Sciences and Health Services. The sample size was estimated 210 people and simple random sampling method was used.
    Materials and Methods
    In terms of purpose, this is an “applied” research and conducted in a “survey” method. Data collection tool were organizational innovation questionnaire of Ismail (2002), KM Capabilities questionnaire of Garrido and Padilla (2011) and e-HRM functions Researcher made questionnaire which their validity were confirmed by experts. Cronbach's alpha was used to determine the reliability. Structural equation modeling using SmartPLS3 software and Regression analyses using SPSS21 were used to confirm or reject hypotheses.
    The main Hypothesis

    - E-HRM functions have effect on organizational innovation through KM capabilities.
    Sub-hypotheses
    - E-HRM functions have effect on KM capabilities.
    - KM capabilities have effect on organizational innovation.
    - E-HRM functions have effect on organizational innovation.
    - Employee recruitment has effect on organizational innovation.
    - Training and development has effect on organizational innovation
    - Performance evaluation has effect on organizational innovation.
    - Payment structure has effect on organizational innovation.
    - Participation has effect on organizational innovation.
    Discussion and Results

    According to results, it can be said that e-HRM functions have direct effect on KM capabilities (coefficient: .656) and KM capabilities have direct effect on organizational innovation (coefficient: .806). Also, In addition, e-HRM functions have a direct and significant effect on organizational innovation (coefficient: .213). Also, the effect of e-HRM functions on organizational innovation through the intermediate role of KM capabilities is .528 which is more intense than its direct effect. Also, it was found that the Employee recruitment Training and development, performance evaluation, Payment structure and Participation predict organizational innovation changes.
    Conclusion
    The results of structural equation modeling indicated that e-HRM functions directly and also through the intermediary variable of KM capabilities have effect on organizational innovation, with the emphasis on the fact that the effect intensity was greater through intermediary variable which shows the effective role of KM capabilities in the relationship between independent and dependent variables. In addition, e-HRM functions have effect on KM capabilities and KM capabilities have effect on organizational innovation. The regression test results indicated a positive effect of Employee recruitment, Training and development, performance evaluation, payment structure and Participation on organizational innovation, and thus all main and sub hypotheses were confirmed.
    Keywords: e-HRM, Organizational Innovation, Knowledge Management, function
  • Fereshteh Asadzadeh, Mahmood Ekrami*, Seed Farhad Eftekharzadeh, Abbas khorshidi Pages 165-189

    The present study, titled "Educational Leadership University" based on manager’s entrepreneurship is objectively fundamental; part of the quantitative studies in terms of data, and based on research questions, the type of study conducted is of a field-based nature and also of a single-variable type. The statistical population of this research included faculty members of universities of the country who had management experience at the university or had a managerial position during the implementation of the research, and 446 of them were randomly selected. The research instruments were two questionnaires of Ramsden academic leadership with 57 items and manager’s entrepreneurship with 75 items which performed and validated. To answer the main question of this study, SPSS, SAS software has been used with the fundamental correlation statistical method. The fundamental correlation analysis of the production of linear combinations from the main variables is not intended to explain the variance in a set of variables, but rather to explain the maximum value of the relationship between two sets of variables (Hooman, 2015; 278). Generally, it can be concluded that different linear combinations of the entrepreneurial components of managers create different linear combinations of educational leadership in the university, and this contingency of the model distinguishes the research.
    Introduction
    Higher education systems should be responsive to the current and future needs of the community, and must be transformed into responsibility for accountability. One of the evolutionary developments is the phenomenon of information and communication technology, which is called technological changes, and the other is to adapt to the global marketplace and move towards entrepreneurship. Nowadays, the age of the University of Static has been passed which trains and recruits the traditional method of training a manpower, and a new college campus is that educates entrepreneurial, creative and efficient staff. Changing structure, physical space, and most importantly updating the way universities are managed, and moving from management to leadership, from university leadership to entrepreneur leadership, will be an effective step in today's successful universities. According to Bennett (1998), academic leaders are not meant to be heads of departments or deputies, although they are often the ones who are responsible for the leadership line. Indeed, his viewpoint refers to the practical and everyday practice of supporting, managing, developing, and stimulating academic colleagues. Ramsden (2008) believes that leadership should emphasis and focus on change and innovation, and also closely monitor the traditional academic values ​​for responding the new and sometimes weird needs . Academic leadership is in fact a change, and Bush (2012), in view of the complexities of humanity in the present era, and the need for human capital ready to operate in changing environments, academic leaders should be familiar with the theory and practice of educational management to achieve such a philosophy and Thinking. With the increasing complexity and environmental dynamism, leaders find it necessary to adopt a new approach to leadership, entrepreneurial leadership. According to Fernald, Salomon, George and Tarabishi (2009), entrepreneurial leadership is identifying the beneficial opportunities in the dynamic market and the process of penetrating others in order to identify and exploit the entrepreneurial opportunities and the internal benefits of the organization.
    Materials and Methods
    The research instruments were two questionnaires of academic leadership with 57 items and manager’s entrepreneurship with 75 items which performed and validated. α = 0.9267 credit score for manager's entrepreneurship questionnaire and α = 0/9692 credit score for educational leadership questionnaire at university, resulted in internal consistency of questionnaires questions. The Bartlett test showed that the correlation matrix for manager's entrepreneurship questionnaire with a value of 15330/552 is significant at the level less than 0.001. Therefore, the value of KMO = 0.83 and also the Bartlet test in the university leadership questionnaire with a value of 19004.969, is significant at the level less than 0.001. Therefore, KMO = 0.95 was calculated, which indicates that sample size is sufficient for sampling.
    Findings and
    Conclusions
    The findings of the data analysis showed that in the manager’s entrepreneurship variable, the internal control position component has the highest mean and the lowest standard deviation, and the lowest mean to the self confidence component and the highest standard deviation to the risk factor component. Also, in the academic leadership variable, the highest mean and minimum standard deviation belongs to the component of the developmen( evolutionary) and the lowest mean of the quasi-component of interpersonal relations and the highest standard deviation to the component of the induction. In general, for the manager’s entrepreneurship,it also has got an average of 3.093 and a standard deviation of 0.314 and for academic leadership an average of 2.887 and a standard deviation of 0.636. Also, the results of the data analysis indicate that the entrepreneurial component of the manager was generally reported with a mean of 3.093 and a standard deviation of 0.314. With a statistic of t =39.80. The zero hypothesis was rejected and the level of this variable is very high in a society where the group and sample are extracted, such as its constituent components, and the academic leadership component was generally reported with a mean of 2.887 and a standard deviation of 0.363, and with a statistical of t =12.85.
    Overall, the research findings show: the need for progress ( F3) and the high self-esteem generate stimulation ( R2) and very high interpersonal skills ( R5), the risk ( F5), and tolerating the high degree of ambiguity ( F6) manufacture understanding ( R3) and very high development (R4), and at the end, managers with internal control ( F2) and interest ( F8) and high flexibility ( F9) are very capable of achieving the objective ( R1) and high development( R4) of the educational leadership at the university.
    Finally, with the help of the correlation model, in the final output, three contingency models are introduced; in the first model, the understanding and development, and in the third model, the induction is independent of entrepreneurship of managers. Also, age and service experience are not a good predictor of educational leadership at the university. Generally, it can be concluded that different linear combinations of the entrepreneurial components of managers create different linear combinations of educational leadership in the university, and this contingency of the model distinguishes the research
    Keywords: Leadership University, manager’s entrepreneurship, Correlation Fundamental
  • Mohsen Yaghoubi*, Abdolbaset Piri YousefAbadi Pages 191-215
     
    Introduction

    Talent management can be described as the process through which organizations anticipate their talents needs and is the critical factor in the success of organizations, as well as one of the most important and challenging challenges of human capital in the 21st century which has a growing trend. Despite many studies of talent management in recent years, existing knowledge about this concept is limited in countries with developing economies. On the other hand, most articles in this field are conceptual and few empirical studies have been done. As a result, investigating talent management using an empirical approach, in a private context (Khash Cement Company), is important that the present study addresses.
    One of the ways organizations use to maintain talents is the creation of cohesion and communication between the workforce in the organization, which in the field of management and social science is called social capital. In the absence of social capital, other assets of the organization, including human capital, loses its effectiveness and rushes through the paths of cultural and economic development, ruggedness and difficulty.
    In this research, the role of social capital in improving talent management is experimentally investigated.
    Theoretical framework
    Social capital values people's relationships and often this logical relationship is lost in HR management. It is expected that social relationships will enhance identity and cognition, and network structures will facilitate the talent management process in the organization. Considering the existing models related to talent management, in this research, the following dimensions are considered as components of talent management (Ahmadi et al., 2012): Recruitment, The system of evaluation and discovery of talents, Development and improvement, Retention. Moreover, social capital consisted three dimensions named: relational, cognitive, and structural (Nahapiet & Ghoshal, 1998)
    Methodology
    The research method is applied and the technique of data analysis is descriptive-correlational. The statistical population of this research included all employees of Khash Cement Factory, which was 274 people. According to Morgan table, 160 people were selected by simple random sampling.
    Data Analysis and
    Findings
    In this research, the second-generation method of structural equation modeling (e.g. partial least squares method (PLS)) is used.
    Fittness of measurement model
    Fit the model is examining the difference between the proposed model and the actual model. In order to measure the fittness of the model, factor loadings of the measurement model were first calculated and all were more than 0.5 that are suitable.
    1) Cronbach's alpha and Combined Reliability
    The PLS method uses a more modern benchmark than alpha, known as Combined Reliability (CR). The values for both criteria in this study was higher than 0.7, which indicates that the model is reliable.
    2) Convergent Validity
    The second criterion is fitness of measurement model. This criterion (AVE) represents the average of the variance shared between each structure with its own indices, and the greater the correlation, the greater is the fitness. The mean value of the extracted variance (AVE) is always greater than 0.5 and the combined value of the combined reliability (CR) is greater than AVE, so convergent validity is also confirmed.
    3) Divergent Validity
    The third measurement criterion of fitting of the measurement model is discriminant validity. It uses correlation matrix (Fornell-Larcker). This matrix is the ratio of a structure to its indexes in comparison of its structure with other structures. This matrix has acceptable divergent validity if the numbers in the original diameter are greater than the values below its original diameter. The results of this matrix confirmed the suitable divergent validity.
    Fittness of the structural model
    1)Z significant coefficients (t-values)
    The first criterion for measuring the relationship between structures is in the significant t-values. Significant coefficients indicate whether the research hypotheses are meaningful or not? Path coefficients of the variables are outside the absolute magnitude range of 1.96, so at the level of 95% confidence, the relationships between the variables is significant and research hypotheses are confirmed.
    2)R2 criterion
    A measure used to connect the measurement part and the structural part of the structural equation modeling and indicates the effect that an exogenous variable has on an intrinsic variable. Except two dimensions (evaluation and absorption), R2 values were above 0.67 that are considered strong.
    3)Q2 criterion
    This criterion, determines the predictive power of the model in the model's intrinsic structures. The values of this criterion for most variables are higher than 0.35 and represent the strong predictive power of the model.
    Overall Model fit (The goodness of Fit (GOF))
    In Partial Least Squares, this criterion is the most important index of model fit, and by this criterion, the fit of the general model of structural equations is controlled.
    The results show that the value of this criterion is higher than 0.36 which indicates the overall and robust fit of the model (the success of the model tested in the prediction of latent variables).
    Testing research hypotheses
    After reviewing the fitting of the structural and overall measurement model, the researcher is allowed to test the hypotheses and report the research findings.
    Discussion and
    Conclusion
    The purpose of this study was to investigate the role of social capital in talent management systems in Khash Cement Company. The role of social capital as a influential factor for describing the relative success of the companies is confirmed by a large number of scientists. The results of this research also show that the improvement of social capital in the organization influences the development of talent management process. The existence of social capital in an organization and the effective interaction among individuals will improve talent management (attraction, assessment and discovery of talent, development, training, and retention).
    However, to generalize the results of talent management studies from one country or context to another, it is necessary to pay attention to conditions such as economical and social circumstances
    Keywords: Social Capital, Talent Management, Employees, Cement Factory
  • Somayeh Saebnia*, Mohammad Feizi Pages 217-240

    Using relationship marketing is an increasing for earn profit in organizations / companies. In today's world the use of this kind of marketing is possible for mar keters along with conception of correct consumer's behavior and timely resolve and optimize their demand and need. This marketing is one of the known solutions in marketing that dissatisfied customers has restrected by strengthening appreciate among them and thereby has been caused to enhancing and thereby has been caused to enhancing loyal customers. In this study it's intended to consider effect of relationship marketing and its aspects such as the true commitment communications, conflict management competency customers' Satisfaction, on the behavior of consumer and anor management competency customer's Satisfaction on the behavior of consumer and appreciate of customers The present study in terms of is pracjcal and in terms of data collecting method is descriptive and correlation type, based on Cochran formula sample size earned 384 people, and but for authenticating to research results some too questionnairs based on: some 400 questionnairs based on: simple. random sampling method the at completed form among customers of SAIPA representations in Ardebil province was collected Requirement data collecting was done by standard questionnaire. In order to Measuring relationship marketing components was used Andobysys Inventory( 2005) ,(2013). Also measuring consumer's behavior indix , was done based on AJZens Inventory (1977). Finally, Mc calok etal's Inventory (2002) was used for measuring appreciate of customers, Research Model Test was done based on method of structural equations and Lisre software. The results showed that relationship marketing and it aspects on the appreciate of Customer and also relationship: marketing and its aspects except conflict management has effect possitive and significant on consumer's behavior Based on research results was provided purposes for improving consumer's behavior .
    Key words: relationship marketing, customer's appreciate, behavior of consumer, SAIPA automobile manufacturing group representations
    Introduction
    Using relationship marketing is an increasing for earn profit in organizations / companies. In today's world the use of this kind of marketing is possible for mar keters along with conception of correct consumer's behavior and timely resolve and optimize their demand and need. This marketing is one of the known solutions in marketing that dissatisfied customers has restrected by strengthening appreciate among them and thereby has been caused to enhancing and thereby has been caused to enhancing loyal customers. Relationship marketing is a strategy to overcome customer loss by recognizing consumer behavior that attracts customers' trust and satisfaction, and therefore increases customer profitability and consequently increases the profitability of the company.
    Case study
    The statistical population of this research includes customers of Saipa Automobile Dept. in Ardebil province. Saipa dealers with sales and after-sales services sell Saipa products on behalf of the company for profit, and pay for after-sales services by attending Saipa Yadak services. The reason for choosing these dealers as a statistical community is the growing importance of customers and the need to attract and retain customers' loyalty in order to achieve superior performance and increase market share and profitability in the automotive competition industry in Iran.
    Materials and Methods
    The present study in terms of is pracjcal and in terms of data collecting method is descriptive and correlation type, based on Cochran formula sample size earned 384 people, and but for authenticating to research results some too questionnairs based on: some 400 questionnairs based on: simple. random sampling method the at completed form among customers of SAIPA representations in Ardebil province was collected Requirement data collecting was done by standard questionnaire. In order to Measuring relationship marketing components was used Andobysys Inventory( 2005) ,(2013). Also measuring consumer's behavior indix , was done based on AJZens Inventory (1977). Finally, Mc calok etal's Inventory (2002) was used for measuring appreciate of customers, Research Model Test was done based on method of structural equations and Lisre software.
    Discussion andResults
    The results show that: Marketing affiliated with the first main variable, ie customer appreciation with path coefficient (0.96), and from subordinate variables related to appreciation, trust (0.446), commitment (0.848), communication (0.848 ), Conflict Management (0.624), Competency (0.786) and Customer Satisfaction (0.786) have a positive and significant effect. The findings of the study were related to the second main variable, consumer behavior with path coefficient (0.13), and the related related variables of trust (0.432), commitment (0.445), communication (0.285), competence (0.387) , Customer satisfaction (10/0) ​​confirms and has a significant effect on the measured variable in Saipa Agencies, but conflict management (0.031) has a significant negative effect on the measured variables.
    Conclusion
    The results showed that relationship marketing and it aspects on the appreciate of Customer and also relationship: marketing and its aspects except conflict management has effect possitive and significant on consumer's behavior Based on research results was provided purposes for improving consumer's behavior .
    Keywords: relationship marketing, customer's appreciate, behavior of consumer, SAIPA automobile manufacturing group representations
  • Mohammad Montazeri*, Mohammad Ghasemi Pages 241-264

    Public service motivation is a relatively new concept that has been entered into public administration literature to explain the difference between individuals' motivation to join the public sector in comparison with the private sector. The aim of this study was explaining the role of public service motivation in organizational citizenship behavior by mediating role of organizational commitment. This research was applied one in terms of purpose, and in terms of method was descriptive and correlative. The statistical population of this research were all employees of the Agricultural Jihad Organization of Hormozgan province, that 213 people were selected according to stratified random sampling method. Data collection tool were three standard questionnaires including Perry's public service motivation questionnaire (1996), organizational citizenship behavior of Oregon (2004) and Allen and Meyer's organizational commitment (1991). The reliability of the questionnaire was confirmed by Cronbach's alpha coefficient and the composite reliability, and to determine validity was used confirmatory factor analysis. The data were analyzed by Lisrel software and structural equation modeling. Findings showed that public services motivation has a significant impact on organizational citizenship behavior. Public service motivation has a significant impact on organizational commitment. Also organizational commitment has a significant effect on organizational citizenship behavior. Also organizational commitment appears as mediator in the relationship between public service motivation and organizational citizenship behavior.


    Introduction
    Studying of organizational citizenship behavior and factors affecting it, is necessary because of the importance of such behaviors to respond to changing demands in the dynamic and turbulent environment and markets (Podsakoff et al., 2009; Liu et al., 2012). Accordingly, many researches have focused on organizational citizenship behaviors (Afsar & Badir, 2016; et al., 2016; Bottomley et al., 2016; Chan et al., 2017). In other hand, a new concept has entered in public administration literature that some researches have indicated that has direct and indirect effects on organizational citizenship behavior. The concept of public service motivation that introduced by Perry and Wise (1990), is based on the assumption that public sector employees have different motivational dimensions than private sector employees (Older &, 2008; Kim et al., 2014; Kim & Kim, 2016). In response to the question of what factors motivates people to enter to public sector, this concept determines four factors including attraction to policy making, commitment to public interest, compassion, and self-sacrifice (Perry &, 1990). Public service motivation is often found in research as an independent variable (Simone et al., 2016) and this assumption exist that public service motivation is positively related to individual performance and outcomes such as organizational commitment (Crewson, 1997; Kim, 2012) and organizational citizenship behavior (Kim, 2006; Pandey et al., 2008). Accordingly, the aim of this study was to investigate the effect of public service motivation on organizational citizenship behavior through the mediating role of organizational commitment in the Agricultural Jihad organization of Hormozgan province.
    Case study
    The statistical population of this research was all employees of Hormozgan Agricultural Jihad Organization. Based on Krejcie and Morgan table, the statistical sample size of 213 people was determined. Since the statistical society was heterogeneous in terms of service, the sample was randomly selected and the research questionnaire was distributed among them and the same number was collected and analyzed.
    Materials and Methods
    In order to collect the required data, three standard questionnaires with a five-choice Likert option are completely disagree with the score of 1 to completely agree with the score of 5.
    To measure public service motivation, the standard 24-item questionnaire of Perry (1996) was used. In order to collect information about organizational citizenship behavior, the standard questionnaire of Organ (2004) with 15 items was used. To assess organizational commitment, Allen & Meyer (1991) standard questionnaire has been used.
    To test the reliability of the questionnaires, Cronbach's alpha test was used using SPSS software and composite reliability (CR) index using LISREL8.5 software. Cronbach's alpha was used to assess the inherent consistency of the scale. Both of them was higher than 0.8 and it is considered appropriate, although in many studies alpha and CR higher than 0.7 is also well-accepted (Harris & Harris, 2007).
    Discussion and
    Results
    This study aimed to investigate the effect of public services motivation on organizational citizenship behavior with regard to the mediating role of organizational commitment in Agricultural Jihad Organization of Hormozgan province. Findings showed that organizational commitment in relationship between public service motivation and organizational citizenship behavior appears as mediating variable. Employees with a higher public service motivation are committed to the organization and have more willingness to stay longer in organization (Bright, 2008; Homberg et al., 2014), and this commitment, in turn, causes them to go beyond their role and conduct citizenship behaviors ( Pooja et al., 2016).
    The positive effect of public service motivation on citizenship behavior was one of the other results of this study. This finding fits with the results of Ferdousipour (2016) and Caillier (2015) which found a positive relationship between public service motivation and organizational citizenship behavior. The results of this study also showed that public service motivation has a significant impact on organizational commitment. In this regard, Taylor (2007) also found in his study as "the effect of public service motivation on job outcomes in Australia" that employees with a higher public service motivation were satisfied, were committed to their organizations and were motivated to perform better. Finally, the results of the study showed that organizational commitment has a positive effect on organizational citizenship behavior. This finding is consistent with the results of many researches, such as Colquitt et al (2013), and Pooja et al (2016).
    Conclusion
    According to the results of this research, managers are proposed to increase their employee’s public service motivation and organizational commitment to encourage them to conduct organizational citizenship behaviors. Determining the range of stimulations and motives that are exclusively exist in public and governmental organizations and especially Jihad Organization, can help managers to improve public service motivation of employees and increase their willingness to conduct citizenship behaviors. In this regard, efforts to create and strengthen the feeling of compassion and sacrifice and commitment to public interest in employees have special importance. Managers need to use effective mechanisms such as employee’s participation in setting organizatioanl goals and plans related to public interest as well as providing the concepts of public service motivation in checklists of employees ' performance evaluation.
    Keywords: Public Service Motivation, Organizational Citizenship Behavior, Organizational Commitment
  • Malihe Rahmani, Issa Ibrahimzadeh* Pages 265-286

    Electronic city services, play a great role in the promotion of qualitative and quantitative, accelerate and also facilitate the civil services. The aim of this research is identifying and ranking the factors that affecting the adoption of electronic services in Mashhad Municipality by citizens. Data have been collected through library method and the questionnaires have been used too. The findings of the statistical analysis of this study indicated that attitude, subjective norm, perceived behavioral control and trust of key factors influencing the intend of using the municipal electronic services.
    Introduction
    Modern cities are the new manifestation of life in the age of communication, and are the focal points of various services, socio-cultural interactions and economic transactions, as the city's sustainable development requires the use of modern information and communication technologies. By the increasing development of information and communication technology and its widespread use in urban communities and everyday life of citizens, urban services have undergone tremendous changes in terms of dimensions, strategic importance, and geographic focus. Given the focus of services in cities, as well as the expansion use of ICT and its widespread impact on various aspects of citizen's lives, today the use of modern methods and technologies for the provision of urban electronic services, in interactions between citizens and public and private organizations Service is considered as an effective and efficient solution in the field of urban services. Utilizing the capabilities of ICT in the field of activities and service areas of urban management institutions has also brought great opportunities and benefits and Technology development in the form of e-municipality services and its development in the form of e-municipality services and its offering in the frame of Electronic City is a major step in the innovation and flourishing of the service activities of these organizations (Nezhad Javadipour, 2009:1). The necessity to avoid waste of resources in cities and perform the required services to citizens in the shortest possible time, It will only be possible by strengthening and empowering urban management based on ICT (Mardani, 2014:1). According to the many referrals of citizens to municipalities, it is clear that ICT has a significant role in the efficiency and creating of urban management. Therefore, in order to have all the aspects of health, architecture, green space, urbanism and ... based on appropriate model, we should use ICT in the true sense as a precise tool for urban management. Considering the importance of the acceptance of technology by citizens, this research has been conducted with the aim of identifying and ranking the affecting factors on the acceptance of municipal e-services from the perspective of the citizens.
    Case Study

    The statistical population of this research included citizens of Mashhad. The sample size was estimated 384 people and simple random sampling method was used.
    Materials and Methods
    In terms of purpose, this is an “applied” research and conducted in a “survey” method. Data collection tool were questionnaire which its validity were confirmed by experts. Cronbach's alpha was used to determine the reliability. T-test and Friedman test using SPSS21 software were used to confirm or reject hypotheses.
    Questions
    - What are the affecting factors on adoption of Mashhad Municipality's electronic services?
    - How is the ranking of effective factors on adoption of Mashhad Municipality's electronic services?
    Discussion and Results
    According to result, it can be said that citizen's attitude, citizen's trust, subjective norma, Perceived behavioral controls are affecting factors on adoption Mashhad Municipality's electronic services. In addition to, Citizens' attitudes variable (with an average of 4.40), subjective norma of citizens (with an average of 3.84), perceived behavioral control (with an average of 3.55) and citizen's trust (with an average of 51.3) Ranked first to last. The value of the Chi-squared test by the significance level below 0.05 indicates the reliability of this test at 95% confidence level.



    Conclusion
    Based on the findings of this research, it can be concluded that attention to the internal control factors of behavior (individual characteristics such as skills, capabilities and individual abilities) and external control factors of behavior (the opportunities, resources and necessary facilities to do goal behavior), considering the effect of reference groups and individuals affecting users' mental norms, Has increased the predictive power of the behavioral intention variable. As a general result, it can be concluded that in examining the factors affecting the acceptance of electronic services, Based on the criteria of the study, the attitude variable has a better performance than Subjective norm, the perceived behavioral control and trust. According to the results of this study, IT and electronic Services custodians in the Mashhad municipality can do the necessary planning in the framework of the outcomes of this research and provide a platform for citizens to more active use of electronic Services of Mashhad municipality.
    Keywords: Electronic City Services, electronic municipal, Technology Acceptance, Mashhad City
  • Abdolmajid Imani*, Azam hosseinifar, Farahnaz Ahang Pages 287-312

    One of the digital business trends is the use of business-based networking. Social networks provide an opportunity for entrepreneurs to find better ideas for creating a digital business. The purpose of this study was investigating the impact of social networks on digital entrepreneurship with the role of mediating opportunity recognition. The study is applied research and data collection is a descriptive and survey method. The statistical population of the study was directors and experts of 35 knowledge-based companies based in Kerman Science and Technology Park, In each company, two or three depend on number (managers, experts and topic experts) were questioned. By combining questionnaires, 35 questionnaires were selected as samples. SPSS and SMART PlS have been used to analyze the data. The reliability of the questionnaire was confirmed by Cronbach's alpha and its combined reliability and its validity through congruent and divergent validity method.The results of the research showed that social networks have a positive and significant effect on the creation of digital entrepreneurship. Among the dimensions of social networks, the content of social relationships (with a coefficient of impact intensity of 0.445), information transfer (with a coefficient of impact intensity of 0.214) and social information resources (with a coefficient of impact intensity of 182.0), had the greatest impact on entrepreneurship Have digital. Regarding the variable of opportunity recognition, among the dimensions of social networks, the content of social relationships (with impact intensity coefficient of 0.339) had the greatest impact on opportunity recognition.
    Introduction
    With the arrival of the era known as the Information Society, the theme of entrepreneurship in the digital environment has become prominent among service activists and producers. Digital entrepreneurship is the use of opportunities created through the Internet, mobile technology and new media and facilitates the exchange, transfer and acquisition of knowledge. Nowaday discovery product production is a requirement in a society and requirement identification has a close relationship with chance discovery. So what is important in entrepreneurship is the recognition of opportunity. Opportunity detection. is the ability to identify an idea and turn it into a commercial-economic concept. Access to relevant information plays an essential role in recognizing the opportunity, and those who have more access to information discovery find more opportunities than those who are deprived of information. Social networks are all the people with whom the entrepreneur has a direct relationship, such as family members, partners, suppliers, customers, investors, and other creditors and distributors. One of the motivations for using these networks is the sharing of knowledge, new ideas and, ultimately, the dynamics of the economy.
    Case study

    The statistical population of the study was directors and experts of 35 knowledge-based companies based in Kerman Science and Technology Park, In each company, two or three depend on number (managers, experts and topic experts) were questioned. By combining questionnaires, 35 questionnaires were selected as samples.
    Research
    Methods
    The purpose of this study was with investigate the impact of social networks on digital entrepreneurship with the role of mediating opportunity recognition. The statistical population of the study was directors and experts of 35 knowledge-based companies based in Kerman Science and Technology Park, In each company, two or three By number (managers, experts and topic experts) were questioned. By combining questionnaires, 35 questionnaires were selected as samples. SPSS and SMART PlS have been used to analyze the data. The reliability of the questionnaire was confirmed by Cronbach's alpha and its combined reliability and its validity through congruent and divergent validity
    method
    Discussion and Results
    The results of the research showed that social networks have a positive and significant effect on the creation of digital entrepreneurship. Among the dimensions of social networks, the content of social relationships (with a coefficient of impact intensity of 0.445), information transfer (with a coefficient of impact intensity of 0.214) and social information resources (with a coefficient of impact intensity of 182.0), had the greatest impact on entrepreneurship Have digital. Regarding the variable of opportunity recognition, among the dimensions of social networks, the content of social relationships (with impact intensity coefficient of 0.339) had the greatest impact on opportunity recognition.
    Conclusion
    The overall results of the research showed that the four dimensions of social networks (Content of social relationships, social information resources, social relations structure, information transfer) In the development of digital entrepreneurship (Opportunity analysis, Website creation and development, E-marketing program, Performance, E-commerce development) By mediating variable opportunity recognition. The results of the research on the first hypothesis of research show that social networks have a direct and significant effect on digital entrepreneurship; So membership in these networks and the using the virtual social networks are effective in developing digital entrepreneurship. The results of the second hypothesis show that social networks have a significant effect on the recognition of entrepreneurial opportunities. Between dimensions of social networks, the content of social relationships (with a coefficient of effect intensity of 0.33) had the greatest impact on the recognition of the opportunity. The results of the third hypothesis showed that the recognition of entrepreneurship opportunities has a significant effect on digital entrepreneurship. The fourth hypothesis shows that social networks have a direct and significant impact on digital entrepreneurship. According to the findings of the research, suggestions are made to improve the performance of companies. 1. Using the capacities and capabilities of virtual social networks, the Internet and social media in identifying entrepreneurial opportunities.2. Using the information and knowledge of coaches, informal social networks and participation in specialized meetings to identify entrepreneurial opportunities. Using the virtual social networks and the Internet in electronic marketing
    Keywords: Social Networking, Opportunity Recognition, Digital Entrepreneurship, Knowledge Companies
  • Faezeh Hedayat Nazari, Zohreh Dehdashti Shahrokh* Pages 313-336

    In competitive world of online retailing and with respect to the importance of gaining competitive advantages, the experience and approach of experiential marketing has received significant attention to achieve competitive advantages for retailers. However, the study of factors which are antecedents and outcomes of experience in online retailing has remained incomplete and has not evolved enough to reflect the whole system of experience in online retailing. In present paper, we conducted the mixed method research, with ultimate goal of designing a model for antecedents and outcomes of customer experience in Iran online retailing. Therefore, the qualitative phase and semi-structured interviews were applied with 15 experts in e-retailing field and the content analysis was performed in three steps and the original model was presented accordingly. In the quantitative phase, the model was analyzed by Structural Equation Modeling in PLS software. Data of quantitative phase was gathered through the 406 distributed and fully filled questionnaires. Ultimately, the final model of research was presented.
    Introduction
    Internet shopping as an Internet penetration has been dramatically increasing and has been able to create new online shopping opportunities, which means that it is no longer a matter of when and when consumers are able to find the organizations and the stores have been interacting greatly. By applying the right techniques to shape customer purchasing and consumption behavior in the online environment many gains in improving the performance of online businesses would be gained. Due to the development of online shopping in the country, the experiences of customers has become more important than ever, and has expanded this experience from face to face in traditional ways to customer experiences in the online communities. Since the researches in the area of customer experience and customer experience in Iran online retailing are in limit supply; it doubles the importance of studying in this area and researches in the field of customer experience and in particular the online shopping experience in a new and evolving world are obviously essential. Hence, in this research, the study of customer experience in Iran online retailing and designing a comprehensive model for online retailing in Iran is considered.
    Case study

    In present research, a sample of 15 experts in the online retailing was selected for the semi-structured interviews and for measuring the original model, participants were selected from 5 online retailers in Tehran. The participants were 406 customers who had at least a purchase experience from online retailing based in Tehran during last year.
    Materials and Methods
    A mixed method research design was conducted. In the qualitative phase, the main components of original model were developed through in-depth interviews with the participants. The interviews were investigated by content analysis and the items were extracted. In the quantitative phase which was used for testing the developed model, the questionnaires were used for collecting data. It consisted of main components which were measured on five-point likert scale. The construct validity of the questionnaire was estimated through running Structural Equation Modeling using Smart PLS software. Furthermore, reliability of research instrument was also obtained larger than 0.07 using Cronbach’s Alpha Test, indicating high validity of the questionnaires. In the end, data was analyzed by Inferential Statistics through Structural Equation Modeling in PLS software.
    Discussion and Results
    The purpose of this study was to design a model for the antecedents and outcomes of experience in Iran online retailing. The final result showed that the antecedents includes: factors associated with the organization, factors associated with the customer, factors associated with the website as well as identified micro and macro factors .In addition, two factors of loyalty to the online retailer and trust to the online retailer are also the outcomes of customer experience in Iran e-retailing.
    Conclusion
    As we observed in this study, the role of antecedents of experience in Iran e-retailing is significant and should not be disregarded. Especially, it should be highlighted that still macro and micro factors are affecting the experience which are out of the hands of the organization. In addition, because they are playing a direct and also a mediating role in Iran e-retailing experience, they should be considered as well as other antecedents. Meanwhile, the loyalty and trust to the online retailing are the experience outcomes, which showed that the experience creation by e-retailing would be the key for achieving the competitive advantages and goals.
    Keywords: Customer experience, Customer experience in E-retailing, E-retailing, Mixed method approach, Content analysis