آذرنوش انصاری

At the same time as the new wave of technology, the expectations of customers from banks are increasing, because the customers of banks have become more educated and aware; Therefore, customers expect a better experience from banks. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature shows the importance of creating, developing, and maintaining long-term relationships with consumers because it leads to positive word-of-mouth advertising, customer loyalty and retention, and improved sales performance. The role of customer relationship management in the bank as a strategic tool in the development of service activities is undeniable. Today, with the introduction of new electronic communication technologies, the discussion of customer relationship management has evolved due to the creation of new communication platforms and has given many new possibilities to organizations and economic enterprises. Experience the benefits themselves. Successful experience in providing banking services can be interpreted as a customer experience. Customer experience is an experience of using banking services that is considered as a tool to assess the consumer whether or not to continue using the services. Consumers 'success in shopping in a financial institution or bank will lead to a positive customer experience, while consumers' failure to receive services will lead to a negative customer experience. The key to the banking industry's success is how banks can create a positive customer experience.

In terms of practical purpose, this research is survey-type descriptive research in terms of nature and method. The statistical population of the research is the customers of banks and financial institutions in Shahrekord, and a Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, the method of content validity and construct validity was used; this means that the questionnaire was given to several professors who unanimously confirmed the validity of the questionnaire. Convergent and divergent validity were used to check the construct validity and the results showed that the questions have good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and Composite reliability coefficient was obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling, and considering the unlimited size of the population and using Morgan's table, the number of samples is estimated at 389 people. The method of data analysis was structural equation modeling with the help of SmartPLS software.

The research results show that customer experience has a positive and significant effect on customer trust. In this regard, it is suggested that trust-building activities should be taken into consideration. The research results show that customer experience has a positive and significant effect on customer commitment. It is suggested that employees create a unique experience for customers. The research results show that customer experience has a positive and significant effect on customer satisfaction. The research results show that customer experience has a positive and significant effect on customer loyalty. It is suggested that by involving the customers in the service activity, the banks should make the customers curious so that they think about the better service provided by the bank and financial institution when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should try to create an experience to guide other customers. The research results show that customer trust has a positive and significant effect on customer satisfaction. Using periodical lotteries for customers can maintain customer satisfaction and efforts to make services competitive and easy to access bank services and provide high performance software for customers can maintain customer satisfaction and to improve loyalty. The results of the research show that customer trust has a positive and significant effect on customer loyalty. Banks can protect customers' accounts and information so that customers feel that their information is safe with the bank. The research results show that customer trust has a positive and significant effect on customer citizenship behavior. If the customer has the necessary trust in the bank and the services, they want his time to explain to other customers, and such customers also create a competitive advantage for banks. The research results show that customer commitment has a positive and significant effect on customer satisfaction. The employees and officials of the bank should perform committed activities such as trying to strengthen the relationship between the customer and the bank in various ways such as proper treatment, appropriate appearance of the employees, and the way of serving with an open face. The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners of banks and financial institutions should try to encourage customers to serve the bank again for other banking services. The research results show that customer commitment has a positive and significant effect on customer citizenship behavior. Employees should try to maintain committed customers and by creating short-term incentives, encourage them to provide their practical suggestions on how to improve service.

The most important contribution of this research is the proposed conceptual model that shows the effect of customer experience on relationship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a better experience with a service try to encourage others to use that service. However, the findings of this research show that the quality of customer experience in the banking industry plays an important role in the occurrence of customer loyalty, satisfaction and citizenship behavior. The present study provides a new insight into the dynamic environment of the banking industry and consumer behaviors.

Social media have helped the process of environmental protection and formed the attitude of consumers to have a more conscious behavior towards the environment. Therefore, the current research uses the theory of planned behavior (TPB) to explain the role of social media on the purchase intention and motives (altruism and selfishness) of consumers.

In terms of the practical purpose and in terms of the method and time period of data collection, the current research is among cross-sectional survey researches. Data collection was done using a standard questionnaire whose validity was checked by face validity and reliability by Cronbach's alpha coefficient. To test the assumed relationships in the research model, a statistical sample including 211 consumers of green cosmetics in selected cities was used using the probabilistic method available. In order to analyze the data and results, structural equation modeling technique has been used.

The findings show the importance of the role of social media on consumer attitudes, mental norms, altruistic and selfish motives in a meaningful and positive way. On the other hand, the influence of these variables as the prerequisites for the intention to purchase green cosmetics.

Using the results of this research, it is possible to help marketers and marketing researchers in designing targeted and useful social media advertisements in order to increase the purchase intention of consumers. Also, by planning and applying basic solutions to prevent environmental pollution and protect the environment, he created and institutionalized it among consumers.

In recent years, online channels are rapidly replacing traditional channels, so that shopping and consumption have grown with an annual growth rate of more than 18% in the last decade. Gamification has quickly become a trend in service marketing. Gamification is a service improvement process that is achieved by achieving useful game experiences and its purpose is to support the user creating overall value in the game. In fact, the use of game design elements (for example: points, billboards and badges) in non-game contexts is to promote user engagement. Many researches refer to it as the main goal in this field. Many researches that have been done about gamification and its effects emphasized the entertainment aspect and customer experience, but the rational and psychological aspects of using gamification and its effects on customer behavior, including conflict, have been neglected. While the role and importance of perceived service quality in customer behavior cannot be ignored, through the implementation of gamification, service quality can be improved in the mind of the consumer. Thus, this paper aims to investigate the effect of gamified e-service quality on customer behavioral intention through customer engagement as mediator in e-retailing.

The present research is a mixed study. The data of this research were collected in two quantitative and qualitative stages. In the qualitative phase, a semi-structured interview was used to collect the opinions of elites and managers, and with thematic analysis method, concepts and themes related to the variables were obtained and categorized. Then, by studying previous theoretical literature, the research conceptual model and research questions were designed. In the quantitative stage, it included confirmatory factor analysis for scale validation, confirmatory factor analysis and structural equations. The sample population of consumers was considered to be users of online retail stores, who were selected non-randomly available. Quantitative stage data was collected through a questionnaire designed with a 5-point Likert scale. The sample size for confirmatory factor analysis was 549 buyers. The collected data were used for confirmatory factor analysis using SMART PLS 3 software.

Based on the results obtained from the theme analysis, ease of use, reliability, interaction, visual appeal, emotional appeal and security were introduced as dimensions of the gamified e-services quality. Among these dimensions of interaction, visual appeal and emotional appeal were extracted from thematic analysis. Identified outcomes include customer engagement, behavioral tendencies. According to the results, the gamified e-services quality positively affects customer engagement and behavioral intentions. The relationship between customer engagement and customer behavioral tendencies is also significant. In addition, customer engagement mediates the relationship between the gamified e-services quality and customer behavioral tendencies.

This study connects gamification to service marketing on gamification as a service system and game design elements can be considered as services. Based on this, gamification served as a quality improvement process. Also, this study showed that the quality of gamified e-services is a multidimensional variable consisting of security, interaction, emotional appeal, and visual appeal. Second, investigations on indirect effects also showed that the effect of the quality of gamified e-services on customer behavioral intention is positive and strong through the mediating variable of customer engagement.Confirming the impact of the quality of gamified e-services quality on customer engagement shows that the player's participation in the game completes the game service by creating interaction. This concept is also consistent with the definitions of games, where the player's voluntary commitment and participation are seen as one of the main building blocks of a game. However, according to service marketing theory, customer engagement with a brand or organization leads to his positive performance in terms of introducing and providing positive feedback to the organization. Gamification can be a customer feedback mechanism that creates a low-cost and powerful channel for attracting and retaining customers, and helps managers focus on creating superior brands in the minds of customers. Also, collecting and analyzing opinions and feedback from customers can provide companies with the knowledge needed to improve product quality and product development. In line with the results of this research, they showed that understanding the quality of electronic services can cause more customer involvement. Our results help e-retail managers identify customers based on their personality traits and focus their marketing efforts accordingly as they seek to capitalize on engaged customers. Service providers should use mass media effectively to evoke a sense of connection with customers and the importance of the service to them. They should also continuously interact with customers through social media where gamification can be implemented and immersion can be enhanced.These results help the companies to have a comprehensive and documented planning in the customer satisfaction survey and to know their opinions about their purchases. Categorize customers based on the number of purchases and purchase times, and byidentifying and targeting loyal customers, consider incentive programs for them. In the same way, encourage other customers to finalize the purchase by playing games.Based on the results obtained from the model, retail companies can design and formulate a strategic document for designing the customer journey through gamification of their journey based on communication elements such as team building and communication between retailers and users, and personal characteristics such as identity characteristics, which will lead to predicting behaviors and evoking the behavioral tendencies of customers through gamification. Improving managers' understanding of customer expectations will help them respond quickly and effectively to the needs of customers who access and use the website. Meanwhile, game dynamics and mechanics should be used to create conflict and persuade customers to increase their durability.

Nowadays, customers have dramatically changed their behavior in line with technology and the world economic environment. Due to the development of online communication space, the increasing customer attention to this space and the amount of customers' online shopping, manufacturing and service businesses and brands seek to improve their methods and implement new models to develop customer relationships and increase their market share. Content marketing is one of the new approaches of attracting and maintaining customer participation on the Internet. Content marketing has a broad meaning and is, in fact, a strategic approach that focuses on the production and distribution of valuable, coordinated and appropriate contents so as to attract and retain target customers. Indeed, by creating a flow of relevant and attractive information, content marketing creates a credible image of the brand and the company. It helps to persuade customers to buy and retain the existing customers by providing useful, up-to-date and non-compulsory information.

Considering the importance of content marketing and the need to explain a model for it from different aspects, the present study was conducted to explain the structural, behavioral and contextual functions of content marketing in connection to the customer’s intention of revisiting the website.  This study seeks to examine the content marketing model and provide a context in which online stores are familiar with the components affecting content marketing and its role in the intention to visit again. This can help to produce and publish quality and effective contents to attract customers’ loyalty and influence their decisions.

In the present study, a mixed qualitative and quantitative method has been used. In the qualitative stage, the statistical population consisted of academics as well as marketing industry experts, especially in the field of e-commerce. Theoretical saturation was reached by interviewing ten randomly selected persons. In the quantitative stage, considering that the community is unlimited and according to the report of Digi Kala, the number of the users of this website was about 320 thousand people. The sampling was done through the available method, and a questionnaire was distributed among the customers of Digi Kala website in person, online (on social networks) and by telephone.In the qualitative stage, by a review of previous studies, open and semi-structured interview questions were designed and experts were interviewed. In the interview, the participants were asked for their views on the factors that generally influence the content marketing of online store networks, and key questions were asked to reach deeper layers of the concepts. After the data collection, open, pivotal and selective coding was performed, and the responses were coded and analyzed using the Max QDA software.In the quantitative phase, a standard questionnaire was designed based on the model extracted from the qualitative stage, by the questionnaire distributed among the Digi Kala customers, the data of this phase were collected, and the designed model was evaluated. The structural equation method was used to analyze the quantitative data, and the significance coefficient (t-value) and the path coefficient were used to find out the relationships between the variables and the test results of the hypotheses. The IBM SPSS Statistics software version 23 and the Smart PLS software version 2 were used for the data analysis. Based on the studied hypotheses, the structural model designed by the least squares (PLS) method was analyzed.

The results of conversations with different people showed that there is a high consensus based on 22 concepts in three categories of customer-oriented organizational culture, managers 'performance and employees' performance as the behavioral factors affecting content retrieval. Also, as generally inferred from the experts’ opinions, there are 23 concepts as influential factors in the field of contextual factors affecting content marketing. They are summarized in four categories including customer orientation, market orientation, platforms, technology and online shopping culture. According to the experts, 18 concepts serve as influential structural factors affecting content marketing. They are summarized in three categories including organizational work processes, site content and organizational performance. Also, based on the quantitative phase, it can be concluded that content marketing has a significant effect on the customer’s intention to revisit the shopping website.

The results of the qualitative section in this study showed that content marketing is directly affected by employees, managers and organizational culture as behavioral factors, site content, work process and organizational performance as structural factors, and market orientation, customer orientation and technology as underlying factors.

The present study aims to identify the dimensions of marketing flexibility and the factors affecting it in life insurance. Library and mixed methods were used. This research uses a mixed approach to collect the data related to the research questions. In the qualitative phase, the statistical population of this research are the managers and experts of the National Insurance Company of Iraq. The sample size of the qualitative study is ten people, obtained by theoretical saturation. Data collection in the qualitative part was done by the interview method, and data analysis was done by the thematic analysis method. Then, the quantitative analysis to validate the obtained model includes exploratory and confirmatory analysis. The statistical population was customers of Iraq insurance and was considered quantitatively unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way and then non-random sampling. Data collection was done using a questionnaire. The results identified factors affecting marketing flexibility, including environmental changes and marketing strategies, and its dimensions, including marketing mix, customer orientation, and organizational structure. The results of the quantitative phase indicated the impact of marketing strategy and environmental changes on marketing flexibility. Achieving an organization with flexible marketing capabilities that create a competitive advantage over competitors requires paying attention to the external environment and formulating marketing strategies created by changing organizational structures and processes to respond to the needs and interests of customers.

Setting a xed price to a perishable product convinces customers to purchase fresher products and keep a portion of inventory unsold. However, pricing with respect to the time of expiring date can increase the demand rate of aged products and decrease the amount of waste. Having the price elasticity of demand and its impact on inventory management, especially for perishable products, makes investigating the pricing and inventory problems simultaneously an eective way for reducing costs and increasing the total prot. Pricing itself is considered as a mechanism to attract more customers and improve the retailer's total prot. Nowadays, the rise of health-conscious customers has led to increased demand for fresh products. The demand for these products depends on the selling price, freshness, and the displayed stock level. As the age of the perishable product increases, more attempts are needed to maintain the freshness of these products, increasing the holding cost over time, i.e., the older the product, the higher the holding cost. Due to dependence of demand rate on displayed stock level, the optimal value of ending inventory is not necessarily zero and another challenge is to decide on what is the optimal inventory level at the end of a replenishment cycle. This research investigates a pricinginventory problem with a multiplicative demand function of price, freshness, and displayed stock level when the holding cost function is linearly time-increasing. A mathematical model is proposed to determine the replenishment cycle time, the ending inventory level, discounted selling price, the economic order quantity, and the time to apply the discount to maximize the retailer's total prot. It is shown that the objective function of type prot maximization is quasi-concave, and a search algorithm is presented based on this. Finally, an example is applied to show the well-dened structure of the model. The sensitivity of some important parameters is analyzed to illustrate theoretical and managerial aspects.

One of the most crucial factors in determining the success rate of special economic zones is export. The goal of this study is to discover export sub-criteria, their significance in the success of special economic zones, and their contribution to their efficiency. The research methodology was performed in six stages. The Delphi technique and principal component analysis, as well as a questionnaire from experts, were used to develop recognition and performance indicators in the sub-criteria and output of special economic zones in the first to third phases. The weight of these sub-criteria was computed using the Shannon entropy approach in the fourth phase, and twelve Iranian special economic zones were rated using the TOPSIS method in the fifth step. The encompassing analysis technique of window data was utilized in the sixth phase to assess the effectiveness of these locations from 2005 to 2016. The number of exporting units as a sub-criterion after the general specifications, export marketing as a sub-criterion after the empowerment criterion, and the amount of exports as a sub-criterion after the results were found to be the main factors of inefficiency in Salafchegan Special Economic Zone from 1389 to 1393, Special Economic Zone Sirjan in 1389 and 1390, and between 1393 and 1395, and Bam Special Economic Zone in 1389 and 1390..

ObjectiveThe tendency to use luxury cosmetic products is increasing in Iran, and Telegram has become a channel for offering and selling such products. Considering that the quality of online services is essential for the success of online businesses, this study sought to design a model of customer emotions' impact on their online purchase intention and impulsive buying behavior in terms of luxury cosmetic products. The model was intended to emphasize the role of customer-perceived online service quality. MethodologyIn this study, a mixed research method with qualitative and quantitative approaches was used. In the first phase, a qualitative study was conducted to identify customer emotions and perceived online service quality dimensions in Telegram groups made for selling luxury cosmetic products. The statistic population consisted of active customers with high experience in buying luxury cosmetic products from Telegram groups. A purposive non-probability sampling method was applied to select 23 interviewees, and semi-structured interviews were conducted to collect data. Thematic analysis was then used to analyze the gathered data. The statistical population in the quantitative phase consisted of the customers of Telegram groups selling luxury cosmetics. The sample size was estimated to be 385, which was provided based on available nonrandom sampling. A structural equation model under the PLS software was also used to analyze the collected data.  FindingsThe data obtained from the qualitative method were coded and classified as “group quality”, “transaction-related service quality”, and “interaction quality”. Also, the test of hypotheses in the quantitative phase of the research confirmed the validity of the proposed model. ConclusionThe findings also confirmed the effect of customers’ emotional dimensions on perceived online service quality dimensions. It was also found that the dimensions of perceived online service quality have a significant effect on online purchase intentions and impulsive buying behaviors of the customers. Finally, the effect of perceived online service quality dimensions on customers’ online purchase intentions and impulsive buying behaviors was confirmed by the mediating variable of perceived online service quality. Based on the findings of the current research on luxury cosmetic brands, in Iran, the positive dimensions of customer emotions have a greater impact on all three dimensions of perceived online service quality (i.e., group quality, transaction-related services, and interaction quality), compared to than the negative dimensions. Also, among the dimensions of perceived online service quality, transaction-related services have the greatest impact on customer purchase intention and impulsive buying behavior. To improve customer purchase intention and impulsive buying behavior and to increase business profit in consequence, online sales managers and the Telegram groups are advised to ensure customer satisfaction and positive emotions through their proper performance during transactions.

Misbehavior as irrational behavior is a type of behavior and decision-making among customers of markets and organizations, especially in the financial and investment sector, which recognizing its nature, as well as its effective factors and consequences can help to better predict markets. The purpose of this study is to design a model of misbehavior of customers of this type of organizations (specifically capital market). In this research, an attempt has been made to use a qualitative and quantitative methods, as well as the technique of interview content analysis and data analysis and measurement of the research model with the help of SPSS 22 and Smart PLS 3 statistical software to provide a better understanding of this phenomenon To be obtained. The results of this study indicate that customers' misbehavior is directly affected by 3 types of mental biases and cultural values, economic conditions and laws and political factors also affect the formation of mental biases. In addition to identifying instances of misbehavior in this market, the economic instability and social chaos are also known as important and key consequences of customer misbehavior.

Most purchasing choices and decisions are influenced by customer analysis of the pros and cons and emotional aspects. Psychological and marketing studies have validated the role played by customer emotions at various stages of the purchasing process. The purpose of this study was to identify the dimensions and factors that potentially affected customers' emotions in buying luxury cosmetics. First, to identify the dimensions of customers' emotions, qualitative studies were conducted using in-depth semi-structured interviews with 23 customers of luxury cosmetics in Telegram groups. This phase led to identification of the dimensions of customers' emotions and a list of factors that potentially acted as the antecedents affecting emotions in the target population. In the second phase of the study, the factors affecting the customer's emotions were identified based on group consensus. The panel members at this stage were 15 marketing and psychology experts and managers of importing luxury cosmetic products, who were active on social networks and managers of luxury cosmetics in a Telegram group. The group consensus was led to 36 variables that were identified as the effective factors on customer emotions in the Telegram groups of luxury cosmetic products and were placed in 3 categories: group and product variables, situational variables, and individual variables.

Introduction:

Most purchasing decisions are influenced by customer analysis to identify the pros and cons of emotional aspects. Psychological and marketing studies have validated the role played by customer emotions at various stages of the purchasing process. The role of customer’s emotions is evident in the purchase of luxury products. Besides, emotions play a large part in shaping consumer’s experience and affect people’s consumption reactions (Ladhari, 2007). Today’s consumers establish emotional relationships with products and brands and makes\ choices based on them. Therefore, being aware of the role of customers’ emotions can be very important for product marketing (Lin & Liao, 2012).
A global consumption pattern that is rapidly expanding in Iran is the desire to consume luxury goods, including luxury cosmetic products, which have become popular among the young people (Khairi, 2015; Quchani et al., 2013). A review of the literature shows that the dimensions of customer emotions and the factors affecting those emotions in the luxury cosmetics industry, especially in Iran, have not been comprehensively investigated. In addition, identifying the set of variables that excites customers in the market and leads to the purchase of certain products is specific to that market, which may be determined by such factors as a large number and variety of products to choose from, prices, shopping environment, and other factors mentioned in the previous sections. Therefore, in each market, these and other unidentified factors should be investigated based on the environmental, cultural, technological, and other characteristics of that market. Hence, conducting a comprehensive research in the Iranian market by considering the different values ​​of consumers in choosing products and the obvious difference between the brands of luxury cosmetics and the studied Iranian brands in terms of creating excitement for customers and the factors affecting it can bridge the gaps. The current research sought to achieve such goals.

Methodology:

This research aimed to identify the dimensions of customers’ emotions and examine, prioritize, and categorize the factors affecting those emotions during the purchase of luxury cosmetic products from the customers’ points of view in the Iranian Telegram groups selling luxury cosmetic products.
To reach the research objective, a two-stage study was conducted by using thematic analysis and fuzzy Delphi methods. The purpose of using thematic analysis was to identify the dimensions of the customers’ emotions in the Iranian Telegram groups, while the purpose of using the fuzzy Delphi technique was to identify and categorize the potential factors affecting their emotions through the consensus of a group of experts.
In the first step, an in-depth semi-structured interview was conducted with a number of active and experienced customers, who had made frequent purchases from the online Telegram groups selling cosmetics.
The interview forms consisted of two main sections. In the first part, the respondents were asked about the demographic characteristics and the relevant information about the extent to which they used virtual networks in terms of hours per day, as well as the times they spent in the online groups of cosmetics shopping. The second part was designed to gain experiences of the respondents’ emotions during the presence-in-group stage and the purchasing process. They were asked to explain what emotions like anger, worry, joy, fear, etc. they usually experienced when they entered a telegram group selling cosmetics online, usually by looking at the products, reading comments, talking to the members, and comparing the prices. They responded by describing their mental states.
Considering the qualitative nature of the research, sampling was done via a judgmental or purposeful method. In the first stage, the sample finally consisted of 23 people, by which the interview reached saturation from the theoretical dimension. The data obtained from the interviews were then coded in this step.

Findings:

In this study, considering the research objective and consulting the research supervisors, the expert panel members were determined to be 15 specialists with expertise in marketing and/or psychology, companies importing luxury cosmetic products active in virtual networks, and active managers of Telegram groups selling luxury cosmetics via the fuzzy Delphi technique. The validity and reliability of each step were also evaluated and confirmed.
For thematic analysis, all the interviews were recorded in writing and the resulting texts were read several times to determine the general pattern in the text of the interviews. Then, based on the patterns observed in the general framework of the interviews, a list of primary codes was created. In this step and in the first step, a total of 454 codes were identified. In the next step, these codes were categorized into groups with similar and coherent concepts and refined into 33 codes. The output of this stage included 11 secondary themes, which led to 2 organizing themes of "positive excitement" and "negative excitement" for the overarching theme of customer emotions.

Conclusion:

By considering the related studies and for expanding the previous concepts, this study examined the concept of customer’s emotions and its dimensions and components in the luxury cosmetics industry through a case study of Iran with regaerd to the international sanctions on the Iranian customers. The research was carried out in two stages by using thematic analysis and fuzzy Delphi technique. In the first stage, a semi-structured interview was conducted with 23 active customers with a long history of purchasing from Telegram groups selling luxury cosmetic products in Iran. In the interviews, some questions were asked about people’s feelings, emotions, and mental states during the stages of being in the group and the buying process. Next, by collecting the data from the interviews and using the method of thematic analysis, the dimensions of the customers’ emotions in the Iranian Telegram groups were identified and categorized in the two groups of positive and negative emotions and their components were determined.
In the second stage, to provide a comprehensive picture of the factors affecting the customers’ emotions and impulsive buying behaviors, the Delphi-Fuzzy technique was used. The initial list of factors affecting the customers’ emotions was prepared and provided to the experts in the form of a closed questionnaire with a 5-point Likert scale. After 3 rounds of evaluation and comparison of the opinions by the expert panel members, 36 factors were finally identified as the potentially effective factors that could affect the customers’ emotions when they were in their groups and chose and bought cosmetic products. The factors were prioritized based on their importance in terms of the impacts they could have on the studied concept and were classified into 3 general categories.

Human behavior and decision-making processes have been the subject of studies by many researchers, especially in the field of marketing. Basically, the purpose of such studies is to identify the impact of psychological, behavioral, and cognitive aspects in decision making. In the framework of this view, a theoretical scientific framework was created that shows behavioral economics, which briefly aims to integrate psychological aspects in the decision-making process of economic and financial affairs. According to this study, the research conducted in this field aims to investigate the way people make decisions and how they interact or influence other people, organizations, markets, and society. On the other hand, the investment decision-making process (investor behavior) is influenced by various behavioral biases that deviate investors from rationality and cause irrational and illogical decisions. In fact, this field focuses on the behavior of investors and their decision-making process. Overconfidence, herding, anchoring, cognitive dissonance, availability bias, self-attribution, mental accounting, framing, and representative bias are a few of the biases that have a major impact on people's investment decisions.The main goal of the current research is to identify and investigate the misbehavior of customers as a result of mental biases affecting them in the field of investment (in the bank and stock market), which, based on existing studies and the reality of the capital market, is of great importance in the country’s economic development. This research has been done using a mixed-methods approach (qualitative and quantitative). In the qualitative part, the research community includes experts (including professors and researchers in the field of customer behavior and behavioral economics, as well as managers and executive experts with membership in high levels of banking and stock exchange organizations) and informed customers (familiar with various investment methods and having at least 5 years of investment activity). Sampling has been done in a purposeful or judgmental way (using people who have sufficient expertise and necessary information in the field of research) with 17 people. Also, the theme analysis approach has been used to analyze and systematically code qualitative data and develop themes. The data collection method in this section is semi-structured in-depth interviews (to discover and confirm the final components and their relationships). The content validity ratio of CVR has been also measured for interview questions by using the opinions of 10 experts. According to Lawshes’ opinion, after modifying, deleting, or merging questions with lower than acceptable CVR, the calculated CVR for the final questions of the questionnaire was larger than or equal to 0.65 (higher than 0.62). For measuring the reliability of the interviews Cohen's kappa coefficient and formula were also used, which was measured at 0.55 in this research, according to the guide table of Landis and Koch’s was considered higher than average. In the quantitative part of the research, the statistical population is all clients of investment services of Tehran’s Banks and Stock Exchange, and a sample of 384 people (based on Cochran's formula for unlimited societies) has been examined (351 people electronically and 33 people by paper and telephone for access to the desired sample were questioned). The method used for data analysis and model testing in this section is structural equation modeling, which was modeled and implemented using Amos software. The data collection tool was a 30-question Likert scale questionnaire. In order to confirm the construct validity, Bartlett's level of significance must be less than 5 percent, which in this study ‘zero’ is confirmed. The sampling adequacy statistic is 0.685. It should be noted that the reliability of the entire questionnaire was acceptable with a rate of 0.894, but the anchoring component was removed from the analysis due to an alpha of 0.6 (lower than 0.7).The final result of the current research indicates the existence of 3 categories of mental biases among customers of the financial services industry, and a new group of factors called ‘value or belief biases’ was discovered and investigated for the first time in this research. In general, in this research, in addition to identifying 5 types of misbehavior among customers, all mental biases of financial service customers (stock market and bank) were categorized into three groups: judgmental or cognitive biases, sensory or preference biases, and value or belief biases.

Due to the rapid improvement of information technology in e-commerce, a high capacity has been provided to enhance customer relations and increase knowledge interactions among customers and organizations to maximize value creation. The main purpose of this study is to investigate the role of customer knowledge management in organizational value creation in B2C e-commerce.

A qualitative-quantitative framework was used in this survey. In the qualitative part, based on the thematic analysis, data related to identifying and categorizing the model components were collected and coded through reviewing the academic literature and conducting 16 semi-structured interviews with B2C e-commerce managers. In the quantitative part, research hypotheses were validated by the structural equation modeling method and PLS software. The participants included 392 organizational managers and e-commerce experts.

Components of customer knowledge management and organizational value creation were identified and categorized in the qualitative section of the current study. In its quantitative stage, the effect of customer knowledge management dimensions on organizational value creation was shown.

The results of path analysis proved that the dimensions of customer knowledge management variable (i.e., knowledge from the customer, knowledge for the customer, and knowledge about the customer) affect the dimensions of organizational value creation in e-commerce (i.e. novelty, efficiency, customer retention, and additional service). According to the results, knowledge from the customer has the maximum effect on novelty, additional service, and efficiency. Moreover, the effects of knowledge from the customer on customer retention and knowledge about the customer on additional service were minimum. Therefore, it is essential for B2C e-commerce managers to consider the interrelationships between customer knowledge management and organizational value creation and customer satisfaction, using appropriate indicators to measure the relevant knowledge components in customer knowledge management. On the other hand, due to the increasing growth of customer knowledge and the necessity of managing such knowledge in B2C e-commerce for organizational value creation, organizations are now paying further attention to the management processes to arrive at a sustainable competitive level.

In the last two decades, exporting as a vital business activity in the national economy has grown rapidly and the trend of globalization of markets has increased the fundamental importance of understanding the behavior and performance of companies in export markets. The purpose of this research is to investigate the effect of external social capital on export performance considering the mediating effect of dynamic capabilities. This applied research has been done by survey method. Research population included top and export managers of export companies of Isfahan province which were selected as top export companies in 2016 and 2017. The statistical population was limited, so all of the population members were studied. Data have been collected via a questionnaire and analyzed through structural equation modeling conducted by Smart PLS3. Results indicate external social capital positively influences export performance and dynamic capabilities including export market exploration and exploitation, research and development, export entrepreneurial orientation and manufacturing flexibility. Moreover, export market exploration and export entrepreneurial orientation positively influence export performance. Unexpectedly, export market exploitation negatively affects export performance. The effects of research and development and manufacturing flexibility capabilities on export performance are not supported.

The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof.

This research was qualitative in terms of method and was conducted using a three-pronged model. By studying previous research, questions related to said interviews with experts were identified and organized, and subsequently, the data collected during in-depth interviews were opened and coded on the axis of summarizing and finally making hypotheses. The statistical sample interviewed was 10 experts who were selected by non-probability sampling and judgment. Their opinions on the factors affecting content marketing were collected in the form of researcher perceptual theory and the answers were coded and analyzed using MaxQDA software.

From the categorization of participants' opinions, a total of 63 open codes were obtained, which were categorized into three structural, contextual, and behavioral areas of content marketing with central coding. The results show that there is a high consensus based on 22 concepts in behavioral factors, 23 concepts in underlying factors, and 18 concepts acting as structural factors affecting content marketing. Underlying and therefore behavioral factors have the greatest impact on content marketing, and the structural factor is considered to have less of an effect than these two mentioned factors.

Achieving sustainable competitive advantage in conditions of high environmental uncertainty is very complicated and difficult. However, there is scarcity in research in this area. The present research aims to identify the effective capabilities involved in achieving sustainable competitive advantage in conditions of high environmental uncertainty and the role of competitive intelligence and organizational intelligence. This applied study was conducted using an exploratory, qualitative design. Data were collected utilizing semi-structured interviews with 16 senior managers and were examined based upon thematic analysis method. Accordingly, four main themes related to the environmental uncertainty were identified comprising sharp exchange rate fluctuations, unstable regulations regarding customs and industry, augmentation or reduction of international sanctions, and fluctuations in purchasing power and customer preferences. Moreover, three main themes with reference to organizational capabilities were determined including project risk management capabilities, trust-building capabilities, and networking capabilities. According to the environmental uncertainty conditions and the three capabilities, the role of competitive intelligence and organizational intelligence in achieving sustainable competitive advantage was drawn in the thematic network and was then presented in the form of a competitive advantage model under high environmental uncertainty conditions.

The purposes of this research were to identify costumers’ critical criteria applied in bank selection process and thier causal relationships.

A qualitative study was conducted using grounded theory strategy. Following a purposive sampling method, data collected through a series of convergent interview with the 15 banks’ customers in ten cities of Iran who had different characteristics. MAXQDA software was applied in order to analyse the data.

This paper has documented various findings including introducing a comprehensive scale in banking industry and identification of two new constructs namely Citizenship’s Well-being Originated from Banking Activities and Comparative Images is the contribution of the study. In addition, 12 variables, 8 constructs, and their relationships were discussed through a robust qualitative method by reviewing literature. As a result, an integrated conceptual model was developed. Managerial implications for amplifying customers’ quality of life through customer experiences, bank marketing activities and word of mouth were discussed.

This research shows that bank image can be influenced by word of mouth and marketing activity with the moderating role of customers’ age and impacts directly and indirectly on citizenship’s well-being originated from banking activities with the moderating role of comparative images.

This study seeks to design and test the brand skill model in companies active in the field of Iranian steel metals exchange.

This research has been done qualitatively-quantitatively. The qualitative part of the data was collected from semi-structured interviews with 18 experts. Due to the unlimited statistical population, 384 customers of companies operating in the metal exchange were selected and a researcher-made questionnaire was extracted from the qualitative stage of the research. Thematic analysis was used to analyze the qualitative data and structural equations were used for the quantitative part.

In the qualitative part of the research, the factors that create brand skills in three categories of factors: functional characteristics of the brand, market orientation and marketing capability; Underlying factors include government sovereignty and the role and problems of exports; Finally, the consequences or performance of brand skills were classified into four categories: brand equity, brand market performance, brand financial performance, and brand export performance.

The results of the model test showed that the functional characteristics of the brand, market orientation, marketing capability, government governance, brand skills and brand skills affect brand equity, market performance, financial performance, export performance. Export problems and shortcomings also have a negative impact on brand skills.

Several theoretical foundations and models have been developed and proposed in order to explain marketing capabilities and their link to competitive advantage and business performance over the past years. However, review of the research literature has revealed theoretical gaps regarding building and developing marketing capabilities, the integrative relationship between supply chain and marketing capabilities, types of items that affect the link between marketing capabilities and competitive advantage, as well as the dimensions and characteristics of sustainability of competitive advantages and business performance. On the other hand, the evidence and experiences related to the low rate of competitiveness of the country’s businesses in the global market have led to discovery and confirmation on how businesses can improve their marketing capabilities as the most important motivation in the present study which can help them achieve a sustainable competitive advantage. A few studies have investigated creating, maintaining, and developing marketing capabilities in a way that is integrate into the enterprise supply chain which leads to promotion of the characteristics of marketing resources, and ultimately to sustainable competitive advantage and superior business performance. Therefore, the present study aimed to develop an integrated conceptual model based on integrity in order to develop marketing capabilities as well as to achieve sustainable competitive advantage and superior business performance.
 Methodology

The mixed method considering qualitative-quantitative types (exploratory-confirmatory) was used in the present study. For this purpose, the initial research model was conceptualized using the thematic analysis of the data collected through in-depth and semi-structured interviews, focus groups as well as a comprehensive review of the literature in the qualitative stage. Then, the primary conceptual model was evaluated within the framework of structural equations - partial least squares - using the latest version of Smart PLS software in the quantitative step, using the data collected through a questionnaire and also the secondary data collected related to the performance of the studied companies from the Codal system of the Tehran Stock Exchange. And the final conceptual model of the research was extracted through combined analysis of the findings in the qualitative and quantitative stages. In the qualitative stage, in-depth interviews with 20 people and semi-structured interviews with 10 senior, middle and expert managers, as well as 4 focus groups consisting of 6 members in one of the largest Steel Industries in the country have been planned and implemented. In the quantitative stage, the statistical population of the study included 842 managers and experts of Iranian steel industry companies that have been accepted in the Tehran Stock Exchange. In the end, 350 individuals were selected as the statistical samples.

The research findings confirmed that in order to create, maintain and develop marketing capabilities and other related organizational capabilities, businesses require the development of the internal integrity. The internal integrity of businesses can lead to the development of business intelligence, continuous organizational learning and knowledge management, which in turn lead to the development of those items, marketing capabilities, supply chain integration, upgrading of marketing resource attributes, sustainable competitive advantage and performance. In addition, the integrity of supply chain partners and the integrity of state sectors can moderate the relationship between marketing capabilities, sustainable competitive advantage, and business performance. Moreover, 1) the reliability of indices including: factor loads of indices, Cronbach’s alpha coefficient, and integrated reliability, 2) convergent validity including average variance extracted (AVE) coefficients of the constructs, and 3) divergent validity including cross-loadings, Fornell-Larker Criterion and Heterotrait-Monotrait Ratio HTMT index have been measured and evaluated. The results of Cronbach’s alpha indicates that the obtained Cronbach’s alpha values ​​for all the variables are higher than 0.7, which shows a good fit for the measurement model in this regard. The highest Cronbach's alpha coefficient is related to the marketing capabilities (0.96) and the lowest Cronbach's alpha coefficient belonged to the product management (0.72). In addition, the highest combined reliability index was obtained as 0.97 which also shows a desirable situation for the marketing capabilities and the lowest value is related to product management capability with 0.83. The AVE index of constructs was used to measure the convergent validity of the measurement model. The outputs of Smart P.L.S software shows that the measured AVE values were above 0.5​​ for all the first-order constructs. However, the AVE index was calculated manually for higher-order constructs, where the results also confirmed that the AVE value was higher than 0.5 for all second-order constructs; it indicates the optimal convergent validity of the measurement model. In order to evaluate the divergent validity of the model, cross-loadings, Fornell-Larker matrix, as well as HTMT index were used. Evaluation and analysis of the measurement model and the structural model using the data which were collected in the quantitative stage of the research indicated that the conceptual model which was developed based on the results of the qualitative stage has been approved using the data collected in the quantitative stage.

According to the conceptual framework in the present study, businesses in the Iranian Steel Industry should improve the business intelligence and knowledge management in order to develop marketing capabilities. Moreover, Iranian Steel Industry firms need to improve the level of continuous organizational learning in order for the business intelligence and knowledge management capabilities of the firm to have the greatest impact on the creation and development of marketing capabilities. Continuous organizational learning acts as a facilitator which accelerates the relationship between business intelligence capabilities and knowledge management with marketing capabilities which helps strengthen this relationship. The proposed conceptual framework in the present study also suggests that Iranian Steel Industry enterprises are able to create, internalize and develop business intelligence capabilities, continuous organizational learning and knowledge management provided that they can develop internal integrity. When business leaders and systems develop internal integrity, they provide the necessary opportunities and capacities for maximum efficiency and minimum vulnerability, and thus for the creation and development of the proposed capabilities. To this end, it also suggests the basic indicators that businesses need to promote internal integrity (business leaders and systems).

In the knowledge - based economy, intangible assets play a pivotal role in the success of the company in achieving goals. the purpose of this study is to rank intangible assets and then offer a model for valuation of brand as one of the most important of these assets in accordance with the conditions of the iranian stock exchange. The present study is the post-occurrence type and developmental in terms of purpose. The sample included 81 companies accepted in Tehran Stock Exchange from 1391 to 1395. The model applied to this study to rank,is Group AHP and for brand valuation is combination of the intrinsic value model of the company using a three - step cash discount model and the price model derived from the Damodaran model(2007). The results show that in the Tehran stock Exchange, intangible assets related to marketing, contract, technology, consumer and art were given priority. In addition, the brand value can be base on earning per share and financial parametrs of the company, according to the conditions of the Tehran Stock Market.

Based on customer experience, management is a complete understanding of the customer's sections and points of interaction with the company, from the beginning when he becomes acquainted with the products and finds a mental conflict with it, until he experiences the product in practice and his future interactions. Plans with the organization. The quality of the interaction at the company's best point of contact with the customer shapes how much he or she expects from the entire experience. In order to identify the factors affecting customer experience management, 51 managers of Mobarakeh Steel Company of Isfahan Province were interviewed. After the interview and the comments of the senior managers of Mobarakeh Steel, content analysis was performed and the important activities of the sales process were extracted in the three stages before, during and after the purchase. It was relied upon by 51 companies. According to the interview results, the main challenge was how to communicate, support the customer and be a pioneer of the company. Finally, the questionnaire was designed based on interviews with managers and customers and was distributed among the managers of selected customer companies of Mobarakeh Steel Company. The results of the study showed that focusing on customer-oriented and special customers, as well as event management and effective personal interaction with customers are among the main strategies to eliminate negative experiences. Positive experience is one of the most powerful factors that can cause the customer to return and buy back or recommend the organization to others around him. Customer experience management to implement in the organization, you must have a mechanism that stores all the interactions with the customer and can maintain his preferences and tastes. For most respondents, maintaining a relationship with steel has been valuable and has been the most important factor in customer experience. Also, the steel brand has been trusted and trustworthy by respondents. And these two factors have greatly influenced the positive experience of customers. The least factor that has been agreed in the experience of customers has been flexibility in terms of sales. It was also suggested that the customer travel plan be drawn up based on the customer knowledge management system in Mobarakeh Steel Company.

Today, university management has become a dynamic activity, and if managers want to adopt appropriate strategies and goals, they need to plan for strategic planning. At first, they need to be aware of their status. The purpose of this study is to identify the field of research of Islamic Azad University through internal and external analysis. In this research, a quantitative-qualitative method was used. The research community of all directors and vice-chancellor of research, students and professors was a member of the Young Researchers Club of Tehran and Alborz Provinces and 370 respondents were selected by stratified random. The tool used was semi-structured interview and a researcher-made questionnaire containing 74 items in four areas of SWOT. Based on Cronbach's alpha coefficient, the reliability of the questionnaire was estimated to be 0.98 and Content validity was confirmed by the views of academicians and professors. For Data analyze, were used descriptive statistics and SWOT analysis. The findings showed that the strengths of the university's research are better than the weaknesses and opportunities are better than threats, have more privileges. According to the results of the formation of internal and external factor matrices (IFE = 2.60, EFE = 2. 59), the research strategy of the Islamic Azad University in the offensive region (SO), which means that the strengths The domain of research overcomes its weaknesses, therefore, the field of research of Azad University can provide the basis for the development of the desired research activities.