نشریه مدیریت عملیات خدمات
سال دوم شماره 1 (پیاپی 5، پاییز 1398)

The present study sought to investigate the effect of marketing strategies on online shopping evaluation and explain the role of perceived risk, trust, and customer purchase intention.

This study is an applied-developmental one in terms of its objective and of survey type concerning its data collection method. The statistical population of this study consisted of the customers of Digikala website in Rasht who had purchased through this site at least once. Out of this population, a sample of 399 people was selected by convenience sampling. For data collection, a standardized 44-item questionnaire was designed. The validity of the questionnaire was verified by the experts and advisors and its reliability was also confirmed by Cronbach's alpha coefficient, which was above 0.7. In addition, the analysis of the obtained data and research hypothesis tests were carried out through descriptive and inferential statistics using SPSS 22 and Amos 22 software.

Results showed that product marketing strategies have a significant impact on price and product quality risks. Online store marketing strategies have also a significant effect on quality risks but not on security risks. It was also found that product price risks and product quality risks have a significant impact on each other. It was also shown that product quality risks and quality risks have a significant impact on each other. In addition, price and product quality risks have a significant effect on customer trust in the product and quality and security risks have also a significant impact on customer trust in the store. However, customer trust in the product and store does not have a significant effect on online purchase intention. Finally, online purchase intention was found to have a significant effect on online shopping evaluation.

The current study aimed at investigating the possibility of correcting market orientation (MO) components in active industries of Rasht industrial town with a process approach.

This is a descriptive-survey study in terms of methodology and an applied one in terms of its objective. The population consisted of all active industries of Rasht industrial town which has more than 200 companies. Out of these, 130 companies were selected based on the Morgan table as the study sample. To analyze the obtained data, SPSS 22 and PLS 2 software were used. The study focused on the idea that market intelligence implementation is part of a process. This study disaggregated MO and emphasized the importance of investigating the interplay between different activities associated with market intelligence and market orientation.

Among the components, concentration with an average of 3.62 has the highest average and intelligence dissemination with an average of 3.45 has the lowest average. Concentration influences the direct and indirect relationships between dissemination and accountability. In an indirect way, high levels of focus reduce the impact of intelligence dissemination on accountability.

Wide dissemination of information in these situations was, at best, wasteful and could potentially distract the employees or cause lower-level employees to be away from true decision-making.

This study sought to investigate the effect of customer relation management factors on students' purchase intention based on the characteristics of social media advertising.

The statistical population of the present study includes all students who purchase online. This descriptive study employed a standard 5-point Likert scale questionnaire. To ensure the validity and reliability of the instrument, we used content validity and Cronbach's alpha coefficient, respectively. As for the sample size, 384 completed questionnaires were collected based on the availability non-random sampling method. The collected information was analyzed via structural equations using SPSS 22 and PLS 2 software.

Three factors, namely interaction, perceived communication, and satisfaction were found to be the components of customer relation management, and three other factors including pleasure motivation, performance expectation, and awareness-raising were considered as the components of social media advertising. This study showed that performance expectation, interaction on performance expectation, pleasure motivation interaction, awareness-raising, and perceived communication have a significant positive effect on customer purchase intention. In addition, regarding the satisfaction variable, it was found to have a positive significant effect on the customer’s purchase intention for buying the products that are offered in social media ads.

This study provides a number of theoretical and practical guidelines for marketers to effectively plan and implement their advertising methods on social media platforms.

Brand is one of the most important intangible assets of any organization; as such, the strategic analysis of the factors influencing brand development is vital in any organization including Iran’s Premier League. Accordingly, the present study aimed at investigating the factors affecting the development of the brand of the aforementioned football league based on the Matrix of Boston Group Consultants and the gray fuzzy approach.

The population of the study consisted of the faculty members in the field of sports marketing, and active football experts, as well as the executive managers of the football league and some other people who were aware of the subject (including football marketing and branding researchers). In the qualitative phase, 18 individuals were selected via the snowball sampling method and in the quantitative phase, 113 experts were selected as the statistical sample based on non-probability judgment (expert opinion). The qualitative data were analyzed using grounded theory and the quantitative data were analyzed through the fuzzy logic approach using Excel.

Via open coding in the qualitative phase, 178 badges that were effective on the brand's development were identified and were then categorized into 35 concepts and 10 categories through axial and selective coding, respectively. In addition, in the quantitative analysis using fuzzy gray relationships, the strategic situation of each of the dimensions and components of brand enhancement was examined and considered.

Due to the significance of the identified components and appropriate planning, it is recommended that the administrators promote the brand of the Iranian Premier League in accordance with the identified priorities.

A large amount of Municipal Solid Waste (MSW) is daily produced by residential places and commercial activities which is a major threat to modern societies. The sustainable management of solid waste is one of the most important urban management challenges that should simultaneously take into account the economic, environmental, and social criteria related to waste recycling.

In this study, utility assessment of paper recycling technologies based on sustainability criteria was examined as a multi-criteria decision-making problem. Accordingly, the fuzzy Vikor method was used to rank the recycling technologies, and then the UTASTAR method was utilized to measure the utility of the selected options.

As a result, this study led to a final utility criterion for each of the paper recycling technologies that facilitates their quantitative comparison in terms of sustainable development.

Finally, anaerobic digester technology was selected as the best paper recycling technology with the highest score in the fuzzy Vikor rankings and the highest added utility based on the UTASTAR method.

The purpose of this study was to identify and prioritize the challenges facing the development of organizational structure.

Based on the review of the previous studies and the data obtained from the implementation of the Delphi technique among the health insurance experts in Guilan province and its policymakers in this area, eight challenges in the areas of organizational structure complexity, organizational structure formality, organizational structure focus, managerial issues, human resources, intra-organizational issues, external issues, and value challenges were identified as the main components of the challenges facing the development of organizational structure. Using the hierarchical approach, first, a hierarchical tree was formed; then the options under consideration were examined according to the criteria.

The results showed that from the perspective of health insurance experts in Guilan province, managerial challenges with a value of 0.186 ranked first as the most important challenges facing the development of organizational structure in health insurance in Guilan province and the challenges relevant to organizational structure complexity ranked second. In addition, the challenges in the field of human resources, value challenges, challenges in the organization structure focus, challenges in the formality of the organization structure, intra-organizational challenges, and external challenges ranked third to eighth in order.

The results can transform the managers' decision-making and lead to some due changes in their attitudes.