مقالات رزومه دکتر زهرا رزمی

In service-oriented organizations such as banks, learning, knowledge management, and digital innovation enhance the efficient utilization of the organization's available time, resources, and capabilities. The need to generate new knowledge using information technology is one of the challenges that managers face today. In the new paradigm, characterized by a competitive and knowledge-oriented environment, organizations should view innovation as an essential strategy to maintain competitiveness. Through digital innovation, new opportunities to access markets and gain competitive advantages at the national and international levels will be created. One of the challenges that organizations face today is the need to develop new knowledge based on information technology due to changes in the environment. Therefore, this research aims to determine the impact of knowledge management through organizational learning on digital innovation in Refah Bank.

This research is quantitative. A cross-sectional and hierarchical fuzzy logic approach was conducted with a sample size of 2022. The research population consisted of 9063 managers and employees from Refah Bank across the country. A simple random sampling method was used, with a sample size of 368 people. An electronic questionnaire, which incorporates the Lawson Knowledge Management Questionnaire, the short form of the Sange Organizational Learning Questionnaire, and the Kane and Ho Digital Innovation Questionnaire, draws on digital knowledge from research literature. Its validity and reliability have been confirmed, and it is utilized for data collection. Data analysis is conducted using Smart PLS 2 software, and the research's conceptual model is tested using the partial least squares technique. Partial Least Squares (PLS) method is utilized to validate and fit the research model.

The study confirms the mediating effect of organizational learning on the relationship between the dimensions of knowledge management and digital innovation. Knowledge management variables have an impact on organizational learning. Organizational learning has a significant impact on digital innovation.

According to the research findings, the acquisition, creation, sharing, and maintenance of knowledge, as well as digital knowledge, have an impact on digital innovation through organizational learning. The research results indicate that organizational learning plays a crucial role in connecting knowledge management and digital innovation. In previous research, little attention has been given to organizational learning in the context of knowledge management's impact on digital innovation. Therefore, the current research aims to address this gap. The qualitative research conducted by Di Vaio et al. in 2021 on the content of articles related to knowledge management and digital innovation indicates that there has been no research on the impact of knowledge management and digital innovation. Furthermore, there has been no governance framework to measure the impact of digital transformation and knowledge management on each other. Knowledge management, like a system, is considered an important input, with organizational learning as a key process, and digital innovation as a vital output for today's organizations. Banks can enhance their organization's digital innovations by implementing knowledge management and organizational learning systems. It is essential for the management to understand the concept of knowledge management and to support the knowledge management program through resource allocation and revising the priorities of Refah Bank. Digital innovation tools should align with the expected processes of knowledge management and organizational learning. Careful planning is essential in this case. It is suggested to establish a knowledge creation working group to reduce the influence of individual biases. It is important to prioritize the role of human resources in advancing knowledge management and to make decisions that facilitate the production, storage, and dissemination of knowledge within the organization. Banks can share knowledge by updating electronic archives of documents and through the organizational portal, software groups, proposal management systems, and thus improve employee efficiency and document knowledge. This also allows for the utilization of valuable hidden employee knowledge in future work. As a result, they achieve organizational innovation, which is considered a crucial outcome for organizations today. Other mediating variables, such as industry type, management style, organizational culture, and other factors influencing digital innovation, should be considered in future research.

The purpose of this research is to investigate the effect of value co-creation through tourists' intention to revisit the development of creative tourism based on the theory of service dominance and social exchange theory. The present research is based on the applied purpose, and in terms of research design, it is a quantitative, descriptive-analytical method. The data collection tool is a questionnaire, and the statistical population of the study is tourists visiting and staying in ecolodge in Hormozgan province. Because the population is over 100,000, 384 samples were selected, according to Morgan and Krejcie. Structural equation modeling was exerted to test the hypotheses, and analyses were performed using SPSS and Warp PLS software. The results showed that value co-creation has a positive and significant effect on the intention of tourists to revisit and the development of creative tourism. Value co-creation with the criteria of escapism, being memorable, learning has a positive and meaningful effect on the intention of tourists to revisit with the criteria of satisfaction and happiness, and all these factors also have a positive and meaningful effect on creative tourism.

The purpose of the current research is epistemology in brand knowledge and awareness and its effect on value co-creation and Word of Mouth among consumers of LG home appliance. This research is practical in terms of purpose, which is quantitative through questionnaires and in terms of the method of data collection, it is a descriptive survey. The statistical population of the research is the consumers of LG home appliances in Tehran, and a questionnaire was used to collect data. Using the relevant formulas (for an unlimited population), the statistical sample size was determined to be 384 and after distributing the questionnaires, 361 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling was used with the help of Smart PLS and SPSS23 soft wares. The research findings indicate the positive and significant effect of brand knowledge on brand attitude, brand attitude on brand trust, brand trust on brand involvement, brand trust on brand commitment, brand involvement on brand loyalty, brand commitment on brand loyalty, brand loyalty on value co-creation, loyalty on WOM (Word of Mouth), and value co-creation on WOM. The results showed that the effective actions of the companies and the attention of the managers of the organizations to the knowledge and attitude and trust in the brand of the organization can play a role in the co-creation value and WOM,

The aim of the research is to measure the impact of the variables affecting the change of attitude in the decision to travel using virtual reality. This research is quantitative research, and in terms of purpose, it is applied, and in terms of data collection, it is a descriptive-survey of correlation type. The statistical population of this research is the users of the tourism channel. According to the Cochran relation, the sample size was 270 people, who answered the questions by distributing the questionnaire online in the statistical community. First, the collected data were analyzed and in the next step, the variables were ranked using the process of fuzzy hierarchy analysis. The research findings indicate that the criteria of flexibility, usefulness, perceived pleasure, a positive and significant relationship with changing attitudes has it.

The customer relational experience quality is based on outstanding judgment and understanding of the customer. it can result in a sustainable competitive advantage, is effective in trusting the brand, and finally, leads to Subjective well-being, which refers to the various evaluations of people about their lives, both positive and negative. The more customers have a better experience of buying and using goods and services, the more trust will be created in their minds and trust in the brand, which means having a sense of security and consumer confidence. The purpose of this research is to investigate the effect of customer relational experience quality on subjective well-being with the mediating role of trust in the brand. The current research is applied in terms of its purpose and descriptive-correlation in terms of implementation, in which a researcher-made questionnaire was used to collect data. The statistical population included customers of Refah Kargaran Bank branches in Tehran that based on Cochran's formula and the available sampling method, 384 people were selected as the sample. The collected data has been analyzed by SmartPLS structural equation software. The results of the path analysis showed that the customer relational experience quality has a positive and significant effect on subjective well-being. The customer relational experience quality has also a positive and significant effect on trust in the brand, and trust in the brand has a positive and significant effect on Subjective well-being. The findings show that the good experience of customers in using welfare services, in addition to creating a sense of trust, creates a pleasant feeling in them.

This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory.

In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software.

Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood.

The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies.

Marketing channels are the systems consisting of interdependent operators. Interdependence should be managed, and power is the way to manage it. Attention to brand social power to gain power, its proper usage and power maintanance, is one of the most important issues in marketing channels. The purpose of this article is to elaborate the power factors deriving from the French and Raven's typology and the importance of each base in the marketing channel of the teachers and master students of marketing management at Alzahra University. The innovation of this research in explaining the factors of power in this channel is reached through using the social network analysis approach. Using this approach in explaining power factors as well as brand social power, has not been considered in other researches so far.In this study, the characteristics of the communication network and social brand position of faculty members and students of the marketing management group in Alzahra University organizational network are investigated. The social network analysis method was used for data gathering and data analysis is done by NodeXl. This study examines brand social power as one of the social power approaches in the marketing channel of Alzahra University professors and students. Findings show that the power of channel members does not necessarily depend on the organizational hierarchy, but rather on the social brand of each of them and their position in the minds of the individuals. In other words, people with high social brand power may be inferior or inferior to other powers. Specifically, the most influential people on the network are not necessarily persons with higher position, and even these people may tend not to have relationship with others or may have less influence in their relationships.