رسول وظیفه

Appropriate and rational evaluation is considered as a fundamental issue of today's organizations with multiple branches, especially about banks. In the meantime, utilizing a proper model of marketing performance evaluation at the bank’s branch level will bring consequences such as increasing the accountability, services quality improvement, increasing customer satisfaction and loyalty, and finally, the bank profitability. Therefore, the current research was conducted with the aim of designing and explaining a comprehensive model of marketing performance evaluation for the bank branches with the qualitative approach of the grounded theory. Considering the criterion of theoretical saturation, judgmental sampling was used to select 20 people who were interviewed. Based on the findings of the research, the provision of banking services at a certain level of quality by the bank's employees and management affects the marketing performance of the branch over time. Also, the findings showed that factors such as organizational culture, as well as local market conditions and macroeconomic factors, extra-branch rules and regulations, and the severe fluctuation of the local market, manifest themselves in customer relationship management, human capital management, and continuous improvement and finally, the consequence of such management is gaining customer loyalty, creating a successful brand and the bank profitability.

Bank branches as the main intermediaries in the relationship between the customer and the banking network have a significant role and the success of a bank depends on the performance of its branches. Even after digitalization, branches are one of the most important sources of cost for banks and lead to providing a large part of the value to the end customer. Although theoretical topics and the background of theoretical research related to marketing and evaluation are abundant, but research to measure the marketing performance of banks is limited and is rare in relation to Iranian bank branches. Therefore, this study tries to examine the dimensions of marketing performance at the level of bank branches. The purpose of this study is to design an appropriate model for evaluating the marketing performance of bank branches with emphasis on various and related aspects and dimensions in the field of banking. Qualitative-quantitative research approach and strategy is based on data processing theory, foundation and structural equations. In the data theory approach of this research, the open, axial and selective coding methods of Strauss and Corbin and the paradigm model are used and the information is analyzed based on the data obtained from field and library studies. In general, information and data were collected in open source form through specialized interviews with university and banking industry experts, then through communication between micro and macro categories, research data, classification and refinement, and then validation and final editing. In the quantitative part for testing the model, a questionnaire consisting of 64 questions was developed from the qualitative data of the first stage of the research and then tested quantitatively using 200 questionnaires completed by marketing and banking experts. After ensuring the reliability and validity of the questionnaire, the significance of each part of the model was investigated through confirmatory factor analysis of structural equations based on partial least squares using PLS software and finally the validity of the model was confirmed.

The university provides higher education and research with the aim of promoting, transferring knowledge and training human resources in various fields of science and technology. This requires capable faculty. Therefore, some faculty members are looking for personal marketing, branding and excellence in the region, province or country.  

The purpose of this study is to "provide a model for personal marketing of university faculty members" in the spatial territory of Ardabil province between 1396 to 1399.

The research method was a combination of quantitative and qualitative methods. Qualitative information was collected through semi-structured interviews with 20 marketing experts and faculty members from public and private universities in Ardabil province, and was designed with coding, dimensions and components of research, identification, and the initial research model. Using this model and the findings of the qualitative section, a questionnaire was designed whose validity was confirmed by convergent validity and its reliability by Cronbach's alpha. The sample consisted of 373 other faculty members from public and private universities in the province. Using the structural equation model, the dimensions of the personal marketing model of the faculty members of Ardabil universities were found.

Based on the findings of the structural equation model, the components of executive skills (0.813), scientific skills (0.886) and attitude skills (0.783) are among the personal marketing skills of faculty members. Also, the fit of the model indicates the desirability of the research model.

Based on the results of this study, it can be said that university faculty members need to acquire scientific, executive and attitude skills to achieve personal skills. .

The aim of this research was to investigate the conceptual framework of personal marketing competencies of university faculty members. The research design was qualitative, and data were analyzed using content analysis. The research population included all books, references, and written and electronic resources related to marketing and branding. Data collection tools were receipt forms. Qualitative analysis and coding were used to analyze the data. The results of the analysis of the experts’ opinion showed that the most important competencies required by faculty members for personal marketing include knowledge competencies (e.g., creativity and innovation, finding new ideas, updating information, specializing in a specific field, creating a personal brand, having a personal vision, business intelligence, and financial intelligence), skills competencies (e.g., the ability to identify new opportunities and needs of the market and consumers, the ability and skill to target the market or target market selection, interpersonal skills, communication skills, the ability to do carte blanche, and the ability to work with social and virtual networks as well as advertising channels) and attitudinal & behavioral competencies (e.g., honest response to customer needs and interests, positive thinking, discipline, perseverance, responsibility, risk-taking, law-abiding, ethical and behavioral characteristics of social good behavior, humility, and flexibility).

The purpose of this study was to investigate the mediating role of knowledge absorption capacity in the effect of electronic learning on social trust of social security personnel in Ardabil province. This research is applied in terms of applied and descriptive-survey method. A standard questionnaire was used for data collection. The obtained Cronbach's alpha confirmed the reliability of the questionnaire. The statistical population of this study was customs officials of Ardabil province (400). For data analysis, the Smirnov test and the Gramograph for The determination of normal and non-normality of the society and for testing the assumptions of correlation coefficient, confirmatory factor analysis and structural equation modeling from SPSS software, were used. The results of the hypothesis test show the direct impact of e-learning on employee social trust Also, the impact of e-learning on capacity The results of the research showed that knowledge absorption capacity in the effect of e-learning on the social trust of employees plays a mediating role. Therefore, it can be concluded that by enhancing the level of electronic learning and reducing the social harm of electronic learning, it can increase confidence Effective social staff.