فهرست مطالب kambiz heidarzadeh hanzaee

Building a strong customer experience is currently one of the most important management goals. The explosion of potential touch points and diminishing control over the customer experience requires companies to integrate multiple business functions such as IT, operations of the service, logistics, marketing, human resources, and even external partners and supply chains to create and deliver a positive customer experience. The purpose of this study is to provide a model of the key components that affect the successful implementation of customer experience management in the organization.
 
To achieve the objectives of the research, a qualitative approach was adopted, employing the method of qualitative content analysis. Accordingly, the opinions of interviewees were collected, recorded, and scrutinized. The codes and concepts were extracted by MaxQDA software. This process involved conducting in-depth semi-structured interviews with 14 experts with an appropriate history of working on customer experience and key informants related to customer relationship management and loyalty. Finally, the key components affecting the successful implementation of customer experience management in the organization were identified and presented as a conceptual model.
After analyzing the interviews, the codes were extracted and labeled based on similarity and frequency of replication in 10 main themes, 32 categories, and 83 concepts. Finally, the results of the analysis were presented in the form of a table of key components, categories, and the conceptual model of the components. These 10 themes, which were considered as the key components, include customer experience-driven employee; customer experience design and implementation process; customer-centric culture; customer experience governance; management of organization and business processes; customer-focused leadership; customer experience-driven infrastructure, mechanization, and technology management; customer-centric strategic planning; customer experience insights management; and customer interaction management and organizing.
 
Analyzing the conducted interviews, a comprehensive model was presented concerning the components affecting the successful implementation of customer experience management in the organization. Considering the internal relationships of the key components, the results showed that the components can be organized into four layers. The most external of them is the layer of Leadership and Culture, which plays the driving role in implementation. The second layer is the Organizing and Governance layer which acts as the operational lever of implementation in the organization. The third layer is the Customer Experience process and infrastructure, where the customer experience is designed, implemented, and measured based on the required infrastructure and technology. Finally, the last and innermost layer of the model is the layer of Data and Touchpoints, where the customer interaction with the organization is formed. And the data and the experience are created afterward.

The purpose of this research is the role of different emotional states of customers on the preference of choosing (type) of food. The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section. Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.

The Covid-19 pandemic has caused significant changes in various aspects of people's lives around the world. The outbreak of Covid-19 is a reminder that epidemics, like other disasters and events that happen rarely, have happened in the past and will happen in the future. Even if we cannot prevent the creation of dangerous viruses, we must be prepared to reduce their effects on society. The Covid-19 pandemic, which has affected the entire world, has caused changes around the world and in many areas of life. These changes have affected consumer behavior and continue to affect them. Although past societies have been affected by several epidemics and pandemic, it is difficult to estimate their long-term economic, behavioral, or social impacts. These aspects have not been studied in the past. There are few studies to show what the consequences of major historical pandemics over the past few years have been in the area of consumer behavior. In addition, scientists suggest that new Pandemic continue to pose a risk in the future. Therefore, understanding the life of consumer behavior in the face of this pervasive disease and even beyond, is of great importance for marketers as well as business planners and policy makers. These changes have also affected consumer behavior. The purpose of this study is to explain consumer behavioral responses during the outbreak of the Covid-19 pandemic, with an emphasis on food consumption.

In order to answer the main question of the research, an in-depth interview and the design of the interview protocol have been used according to the literature review. By using the purposeful sampling method, 40 interviews were conducted with consumers in Tehran and analyzed with MAXQDA software. In this research, Cohen's kappa index was used to measure the reliability of interview coding.Based on the data analysis, consumers respond to the existing crisis in three stages, reacting, coping and adapting during the outbreak of COVID 19. In order to analyze the data, at first, after the interviews were transcribed, the interviews were read several times. In the next step, coding started.

After data analysis and open, axial and selective coding, 23 codes were obtained, which were classified into three categories: reaction(postponing purchases; reducing consumption; replacing with other items; online shopping; telephone shopping; increasing purchases; decreasing purchases; increasing sensitivity to the shopping environment; increasing Compliance with health protocols; visiting physical stores less often; visiting small stores near where you live and visiting virtual stores more), coping (doing things by yourself and trying new products or brands)and adapting(healthy diet and increasing consumption of dairy products and healthy foods; increasing the consumption of organic products and vegetables; changing lifestyles; awareness of health and hygiene; reducing the consumption of prepared and frozen foods; using disinfectants and being more sensitive about hand hygiene; online shopping; cooking at home ; sensitivity to the shopping environment), and finally, the results of the analysis were presented in the conceptual model.

Combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19. The obtained results were presented in the form of a conceptual model. The results showed that at the beginning of the outbreak of the pandemic of Covid-19, people reacted to the outbreak in the form of things such as went to physical stores less, postponing purchases, shopping online and by phone, so that they are less exposed to infection. Also, after some time, by doing things by themselves, such as cooking, they have coping with Covid-19, and finally, things like a healthy diet, sensitivity to the shopping environment, lifestyle changes, and online shopping are among the things that are still in the long term. The Covid-19 pandemic has brought about changes in consumer behavior. The results of this research showed that during the period of Covid-19, consumers used to buy from supermarkets and stores near their places of residence and stated that they would visit them after the end of the period, i.e. in the post-Covid-19 period. Therefore, small and local retailers can use this opportunity to offer products and services. The pandemic provided the opportunity to shop online and over the phone, and consumers preferred home delivery to be less exposed to the virus, so retailers, stores and even small supermarkets should take note. There is also the possibility of subsequent epidemics, therefore, marketers and stores, large and small retailers must acquire the necessary preparation in terms of infrastructure to face it in order to reduce its effects. Businesses must design new models to meet the changing or evolving needs of consumers in the post-Covid-19 era.

Determining and analyzing the role of leadership of digital transformation in the strategic alliance of Iranian organizations and companies.

The research method was data base theory and the research was determined based on the type of development goal and of qualitative type.

The results of the research showed that market competitiveness, digitalization and market intertwining form the central phenomenon of the research which is the leadership of digital transformation. Digital transformation leadership has been described in terms of leadership styles and leadership skills. The leadership role of digital transformation in strategic alliances is not unmediated And it is mediated by a set of contextual conditions as well as intervening conditions, and these factors affect the strategies that companies adopt.

The results of the present study generally show that the leadership of digital transformation has a great impact on the strategic alliance of Iranian organizations and companies, and in this era, digital transformation is considered as a main factor for the growth and development of organizations. To achieve a competitive advantage and provide better services to customers, companies must respond to digital changes and new technologies. With this definition, it should be noted that the leadership role of digital transformation in strategic alliances between companies takes place through the effectiveness of various variables, and also companies follow various strategies in line with digital transformation and also create strategic alliances.

In marketing, in particular clothing marketing, the visual tool of the mannequin plays an important role in attracting the customers’ attention as a part of the store window. The effect of mannequins on the customers’ evaluation of clothing is not known and no study has been conducted based on lived experience in Iran. Mannequins play a role in visualizing clothes on customers' bodies, and the evaluation of customers with different bodies likely varies from clothing. Accordingly, this study aims to employ a phenomenological approach in examining the impact of mannequins on the experienced responses of female customers belonging to Generation Y.
 
A qualitative methodology was employed in this research, involving the selection of participants to explore the role of mannequins. Subsequently, data analysis was conducted using the "MAXQDA" software. The study seeks to identify the customers’ lived experiences about mannequins with a phenomenological approach. The participants (N = 16) were selected using purposive sampling, using a protocol, and conducting interviews. Data collection was carried out by conducting a comprehensive review of existing literature, followed by a coding process for analysis. Subsequently, a network of themes was constructed.
 
The interview findings revealed that the lived experience of mannequins encompasses three primary themes: motivational experiences, attitudinal experiences, and reaction experiences. These themes emphasize various aspects, such as product characteristics, elicitation of emotions or sensations, presentation of product design and aesthetics, value creation, initial product evaluation, customer engagement, educational aspects, incentives for store entry, self-image, and envisioning clothing. Motivational experiences further comprise sub-themes within this context. The emotional dimension of attitude, the behavioral dimension of attitude, and the cognitive dimension of attitude include the sub-themes of attitudinal experiences and purchase intention willingness, positive word-of-mouth advertising willingness, store wandering willingness, willingness to pay more money, willingness to revisit the store are sub-themes of store mannequin reaction experiences.
 
Retailers can leverage the retail environment, particularly through non-verbal communication tools like mannequins, to elicit a response from customers. This can enhance the overall customer experience, encouraging them to revisit the store in the future by providing ample motivation to do so. By recognizing the effects of visual stimuli (mannequins), retailers can use marketing strategies to create a good shopping experience. According to the findings from the motivational tool, mannequins prove to be effective in fostering a positive attitude among customers. This positive attitude, in turn, triggers various responses and reactions from customers.

During the spread of COVID-19, pharmaceutical businesses experienced fundamental changes in their usual sales and organization. These changes forced the active businesses in the industry to review the common methods of information and advertising, and highlighted the necessity of using digital advertising in product marketing. The paradigm shift has made many of the common models in digital advertising ineffective, and on the other hand, created the need to develop a model based on internal requirements which is suitable for the post-COVID era. The research was conducted with the Grounded Theory Approach and based on the review of the research literature along with the analysis of opinions of drug industry experts and digital advertising experts as well. The data was collected using the interview protocol and its validity and reliability were confirmed. This research has recognized that the realization of digital advertising in the post-COVID era requires the existence of preconditions. Digital advertising includes constructs of content production, message personalization, message presentation, digital media, physical advertising tools, validation of reference groups, payments, message type, media management, event creation, audience segmentation strategy, digital marketing knowledge management, competitive analysis and target audience management. These lead to the expected results under the influence of contextual and intervening factors and using practical strategies.

For success in retail marketing, it is important and necessary to study in the field of purchase with companion and purchase motivation as drivers of perceived excitement and perceived experience. Because knowing the demographics and personality traits of customers provides useful information to understand customer needs and buying habits, so that appropriate policies can be provided to better meet customer needs and desires. Therefore, the main goal of the current research is to investigate the role of excitement on women's shopping experience by examining the motivation to buy with a partner. This research is applied in terms of purpose, descriptive-survey in terms of data collection, correlational in terms of execution and with causal approach. The statistical population of this research is made up of female customers of Koroosh, Arg and Palladium shopping centers, out of 460 distributed questionnaires, 430 healthy questionnaires were collected from the customers. In this research, non-random (non-probability) quota sampling method was used to reach the members of the society. Questionnaire was also used as a data collection tool, and after data collection, data analysis was done with the help of "S. P. S. S." And "Imus" was done. Finally, the analysis of the data showed that the purchase companion has an effect on the excitement (positive and negative) and the customer's shopping experience,

In recent years, the importance of small and medium-size enterprises (SMEs) as the backbone of countries' economies has become clear to everyone. Export has been suggested as one of the strategies of such companies to develop the market, more possibility for survival and internationalization. But SMEs are less likely to succeed because of their limitations than large-size enterprises. Therefore, frameworks and models have been developed to assess the readiness of such enterprises to do so. But Iranian SMEs are experiencing completely different conditions that require other frameworks and models to do so. The present research creates a framework for assessing the export readiness of SMEs using a mixed method (Grounded theory method for theorizing and theory-testing using parametric statistical methods). In the theorizing phase, 25 interviews were conducted with qualified individuals and the framework was constructed based on 6 main-categories and 25 sub-categories. Then, different statistical tests were performed on 198 samples to confirm the framework from different dimensions. The results showed the importance of all main-categories, sub-categories as well as their constituent indicators. Other tests performed on quantitative samples also revealed other interesting results.

This research was carried out with the aim of evaluating the development of the export of oil products in the oil industry in line with the role of policy making. The research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research and in order to design the model based on the foundation's data theory methodology, a group of experts were selected and subjected to in-depth interviews. In this phase, the purposeful sampling method was used and this process continued until the theoretical saturation was reached. In the quantitative phase, senior, middle and operational managers, heads of units and experts of oil refining companies in Tehran were considered as the population. And people were selected based on stratified random sampling method. The findings led to the identification of the causal conditions, background conditions, intervening conditions, category-based, strategies and consequences of the development of the export of petroleum products in the oil industry. In the quantitative phase, the main tool of data collection was a questionnaire. SPSS and LISREL software were used to perform descriptive and inferential analyses. The findings of this research indicate that in order to develop the export of petroleum products in the oil industry, managers should pay careful attention to all the categories and subcategories identified in this research based on policy in different sectors.

The wide range of the perceived value dimensions in the field of consumer behavior has led the present study to investigate the perceived value of shopping centers and malls in Iran, its antecedents and consequents and how they affect each other. The mixed research approach is a sequential-heuristic one. In the qualitative section, the hermeneutic phenomenology method was applied to explore the lived experience of the participants. On the whole, eighteen informants were selected based on the snowball sampling method for deep interviews. The data were analyzed by using coding and sequential mixed data analysis via the Atlasti software. Finally, thirty three themes were extracted. In the quantitative part, the descriptive survey method was used. The data were collected from mall browsers through a questionnaire. Structural equation modeling was done via the AMOS software to analyze the model. According to the findings, there were eight values including economic, hedonic, escapism, epistemic, time convenience, utilitarian, status and Islamic values. All the dimensions of the perceived value had a significant positive effect on loyalty. Using a mixed approach, this study has introduced some new categories and themes about perceived value and its antecedents from the perspective of Iranian customers going to shopping centers.

In the current research, a mixed approach consisting of two parts, quantitative and qualitative, has been used. In the qualitative part of the research, the sampling is based on the purpose. Eighteen people who referred to shopping centers were selected to participate in the qualitative part of the research using the snowball method. In order to collect the data, in-depth interviews were conducted with the participants based on the interview protocol. The data were analyzed by using a coding method similar to the coding method in the grounded theory and with the help of the Atlas t software. In the quantitative part, it is an applied research in terms of its purpose. In terms of the method, it is a descriptive research of a survey type. Also, this study is cross-sectional based on the level of in-depth observation. In this part, the findings obtained from the qualitative section were used to design a questionnaire and develop a tool to measure the concept of the perceived value of the shopping center and malls. The structural equation modeling method was used with the help of the AMOS software to analyze quantitative data.

In the first stage of coding, which is called open coding, 1,188 open codes were discovered, and then, after repeated refinement, they were organized into eighty-seven more abstract concepts called categories. Then, the categories were classified into thirty three themes. The results of the present research can be divided into three general categories. The first to eleventh themes reflect the structure of the perceived value of the shopping centers and malls. The twelfth to twenty-seventh themes represent the anticipants of the perceived value of the shopping centers and malls. The 28th to 33rd themes refer the consequences of the perceived value of the shopping centers and malls. In the quantitative part of the research, namely the exploratory factor analysis, 60 items were loaded in fifteen components. These items were measured on a five-point Likert scale ranging from completely disagree to completely agree. In the end, a model with 28 paths remained on the perceived values positively and significantly. As the results of the model fit indicate, the fit index has the necessary values ​​and supports the agreement between the experimental data and the extracted model. The indices of the final model were NFI: 0.832, CFI: 0.907, GFI: 0.825, AGFI: 0.808, RMSEA: 0.43. The results extracted for the model indicated that the items of each component had a positive loading factor greater than 0.50, and the calculated t-value for each of them was greater than 1.96 and 2.58. All the path coefficients were significant at the 95% confidence level. There were eight perceived value components of shopping centers including economic, hedonic, escapism, epistemic, time convenience, utilitarian, status and Islamic components. According to the results of the current research model, behavioural consequences (loyalty) are significantly influenced by all these eight components.

Due to the fact that the number of shopping centers and homogeneous malls is increasing day by day and the needs and demands of customers get to be more complex and diverse, managers of shopping centers who understand the reasons for appropriate behavior have competitive advantages. They can use the knowledge in this field to maintain the existing customers and convince new customers from among the competitors, to present a distinctive image of the shopping centers under their management. The researchers in the present study, influenced by native values, reached factors such as environmental features, internal motivators, the nature of the shopping center, sports and health facilities, facilities for children and visual attractions. The number of factors affecting the choice of shopping centers are different based on the country of study. Shopping centers are considered more profitable if they satisfy both types of buyers with values ​​of hedonism and utilitarianism. This result leads to the support of the customers who desire to stay longer in shopping centers, increase patronage and spend more money. The present study has explained the value structures of customers' shopping experience and identified various factors that make customers want to visit shopping centers.

Online shopping by families has increased dramatically in recent years, and the COVID-19 pandemic has given rise to this phenomenon. Families play a key role in shaping their consumption behavior and the way they interact and decide at online stores. Using factors affecting individual and family behavior has become one of the important strategies in online business. This study aimed to determine the attitude and behavioral factors associated with color name at online stores in Iranian families. This study was a qualitative study which used an interpretive phenomenological analysis. The study population consisted of Iranian families with the most purchases at online stores. Purposive sampling was performed with maximum variation. A semi-structured interview was used to collect data. Qualitative results of the lived experiences of Iranian families indicated that six themes under study included optimistic self-induction, education and mental awareness, excitability of family consumption, perception of attractiveness, perceived quality, mental and intellectual involvement. Influencing people's behavior in online business and the high effectiveness of using advertising strategies and people's excitement leads to a change in attitude and values and finally causes a change in behavior. Knowing the interaction style and behavioral patterns of families in online shopping can help control the family's consumption behaviors in the learning and socialization process of children.

Today, branding for tourist destinations and attracting the attention and creating the love and interest of tourists for these destinations is considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, to expand the tourism opportunities, to differentiate destinations from competitors, and finally, to achieve a competitive advantage. Therefore, establishing a strong emotional link between tourists and tourist destinations can be very effective in attracting more tourists, increasing income, and sustainable development as a result of tourism industry. Destination love is a phenomenon experienced by a group of satisfied visitors who later become loyal tourists, thereby reducing several costs. Since the importance of this construct has today increased as an emerging issue for academics and professionals, the purpose of this review article is to draw a clear and comprehensive picture of the phenomenon of destination love and also to present a model of Halal tourism destination love with a sustainable development approach.

In this research, meta-synthesis and thematic content analysis have been used for the comparative and bibliographic study of love literature in the field of tourism and hospitality with a systematic review approach.

After studying 68 valid scientific articles in this field and examining their antecedents and consequences, it can be seen that destination satisfaction, destination experience, destination image, destination loyalty, revisiting intention, and word of mouth (WOM) are the most common variables, which describe the benefits of destination love for tourism destinations.

This scientific review attempts to provide an interdisciplinary platform for research on destination love. It also provides this opportunity for academics, professionals, and managers active in the field of tourism and halal hospitality to study and get to know this construct and management concepts in this field in order to become aware of the required actions and trends to improve the destination love for the field of tourism and halal hospitality.

The Omni-channel marketing system or strategy is a type of marketing where all channels are integrated without any interruption. It aims to give consumers a holistic experience of shopping. A focus on maximizing customer value is fundamental for OCR’s success. The purpose of the present study is to develop the concept of Omni-channel shopping value from the perspective of the ‘Generation Y’ and ‘Generation X’ with a phenomenological approach.

This research was conducted using the qualitative method (Interpretive Phenomenology- Framework). The statistical population was people who had both offline and online shopping experiences from brands that had stores and online sales at the same time. Within the framework of the purposeful sampling strategy, 40 people were selected using the Maximum Variation Sampling method. Data were collected through interviews. The NCT model was used to analyze the data using Atlas.Ti software.

Finally, 62 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation Y’ and 56 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation X’ were identified.

The present study is the first research on the Omni-channel shopping value in Iran, which has identified a subset of shopping values in offline and online channels from the perspective of two generations (i.e. Generation Y and Generation X).

Over the past decade, studies of love in the field of tourism and hospitality have been on the rise, now it is time to take a general overview of the status of these studies and their findings and general approaches. Since this study aims to organize and analyze the existing literature on love in the field of tourism and hospitality to identify the status of research in this field, the meta-synthesis method and thematic content analysis have been used for the comparative and bibliographic study with a systematic review approach. For this purpose, the related research was identified and identified in 3 national databases and 9 foreign information databases in the period of 2017-2021 for Persian articles and 1984-2021 for Latin articles, 83 research was the result of the search, which was used after controlling and evaluating research by researchers 67 published articles invalid magazines for this research. The research results show that most articles in this field have been published in the Journal of Tourism Management with 5 Latin articles and in the Journal of Tourism and Development with 3 Persian articles. Also, based on the analysis of articles, it was found that destination Satisfaction, destination experience, and destination image as antecedents and destination Loyalty, Revisit intention, and word of mouth (WOM) as the most important consequences have been considered by researchers. In addition, most of the studies have been done with a quantitative approach and survey method, which requires more attention to qualitative and mixed research.

Online shopping has increased dramatically in recent years. The product color name is used as a new strategy and marketing tool by increasing competition in online businesses and improving customer awareness. This study was aimed to identify the effect of color naming on consumer behavior and to present an appropriate model. This study was performed in a sequential exploratory mixed method. The qualitative study was interpretive phenomenology and quantitative study was semi experimental. The statistical population included customers of top online stores in Tehran who had online shopping experience. Sampling was done purposefully with maximum variation. The Results of a qualitative study showed that in six themes included attitudes toward different types of color names, semantic load of color names, consumer expectations of hearing color names, consumption perceptions from hearing the name of color, consumer behavior according to the type of product and finally consumer characteristics were categorized and the research model was presented. In quantitative phase, 3 scenarios were developed and the model were measured. The results showed that common names did not affect consumer behavior in any goods, but uncommon names did affect on consumers' attitudes toward the product. In goods with primary color characteristics, there is a significant relationship between color names and the purchase decision to the product. The semantic burden of color name was decisive on attitudes toward the product and consequently on consumer behavior.

Recently, there have been no studies on child consumers, and it is accepted in the world that these days, children play a multifaceted role in consumption, these roles are: buyer, influencer, and persuader. Children are an important part of the economic, and their daily actions are as consumer in the economy. Many researchers have focused on the importance of children's influence on their parents' purchases, and many of them have realized the psychological effects of children's presence in the shopping experience. The purpose of this article is to identify the antecedents and consequences of children's experience as customers of shopping centers by reviewing past researches about children as retail consumers, focusing on the customer's shopping experience and consumer socialization. The approach of this research is qualitative and meta-synthesis. Data collection was done by documentary method and by reviewing all scientific sources in the statistical community of studies related to children as consumers in the period from 1988 to 2020. In this meta-synthesis qualitative study, the seven-step model of Sandelowski and Barroso (2007) was used, in this regard, 39 researches were examined in the field of the subject and finally 16 researches were selected purposefully. Among the reviewed studies, 62 codes and 5 concepts were extracted. Finally, the findings were presented in the form of a model. The findings also indicate that shopping centers should focus on the characteristics to attract children so that the desire to choose the shopping center increases.

Blockchain-based smart sales contract, is an electronic and irreversible agreement between buyer and seller, which is concluded on a blockchain basis accourding to certain conditions with the elimination of intermediaries based on trust, security and transparency and is implemented automatically. Using the systematic review approach, the background is studied. In the present study, in order to identify the factors affecting the smart sales contract, 40 related articles in the period 2018 to 2021 in Persian and English were reviewed. The text of the articles were coded and analyzed using grounded theory approach in Max Kioda software 20. According to the research results, some of the most important causal factors influencing blockchain-based smart contracting are: electronic trust, intelligent digital support, blockchain, process robotics automation, knowledge smartening, digital process automation, intelligent communication, service level agreement, IoT, value network and value creation, website quality, advanced information analysis and finally the cloud computing strategy.

Recent studies recognized the smart customer experience as a sustainable competitive advantage. This study aimed to determine factors affecting the smart experience of purchasing health products. Method s: This research was a descriptive survey. The statistical population of the first phase consisted of16 People, who were experts in the field of shopping malls with intensity and snowball. The statistical population of the second phase was the customers of shoppin g malls whose managers were interviewed, which included 298 individuals. Data were collected with a standard questionnaire and were determined by open coding, axial coding, and selective coding in ATLAS.ti software. In phase two, LISREL software was used.

The coefficient of the exogenous variable of customer knowledge (0.83), with T = 0.01, perceived quality (0.22), with T = 8.83, sales promotion policies (47.0), with T = 5.08 on the smart customer experience was significant, while the direct path coefficient of the exogenous variable of the store environment on the smart customer experience ( - 0.05), with T = - 0.20, was insignificant. The effect of smart customer experience on customer satisfaction (0.52), with T = - 0.87 and on brand equity (0.22), with T = 0.08, was significant. The effect of customer experience on word of mouth (0.50), with T = 8.83 at P <0.05, was negative and insignificant.

It is essential to create a smart experience for knowledgeable customers to choose between com peting companies that provide services with different levels from poor to excellent.

The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. Statistical population of the present research was composed of all students studying at Science and Research Branch of the Islamic Azad University, with the statistical sample taken through neither the Cochran’s formula nor Morgan’s table but rather based on structural equations modeling (SEM) with a covariance fitting approach. The statistical sample was made up of 439 students studying at Science and Research Branch of the Islamic Azad University (Tehran, Iran). The collected data was analyzed by SEM as implemented in the AMOS and SPSS software packages, based on which results the research hypotheses were confirmed at 95% confidence level. The perceived relevance, habit, interaction, and in formativeness were herein considered as independent variables, and the performance expectancy, hedonic motivation, and purchase intent were taken as mediating and dependent variables. The results showed that the hedonic motivation, interactivity, performance expectancy, in formativeness, and habit impose direct effects on the purchase intent. It was further found that the interactivity affects the hedonic motivation and anticipated performance expectancy, and that the perceived relevance imposes direct impacts on the anticipated performance expectancy and purchase intent. The in formativeness was also found to affect the performance expectancy directly. Finally, based on the obtained results, the advertisement agents specialized in social media advertising are recommended to pay increasingly more attention to the advertising on social media by employing marketing researchers and experts to improve their customers’ purchase intent. Therefore, the present study was performed to extend the present deal of knowledge about the principle aspects of advertising on social media and their effects on the customers’ purchase intent. An accurate review of the relevant literature led to the identification of six factors (performance expectancy, hedonic motivation, habit, interactivity, in formativeness, and perceived relevance) as the main predictors of the purchase intent.

Setting up a pop-up retail meets a vast range of sales and marketing targets of FMCG businesses. The primary aim of this study is to provide a pattern of setting up FMCG pop-up retails. This is a fundamental applied study which addresses the design and drawing of setting up pop-up retails consequences using a qualitative method and relying on Glaser’s Classic Grounded Theory besides open, axial and theoretical coding to analyze the data. The research data was collected using semi-structured, and semi-closed interview from 14 individuals including managers and the elite selected from FMCG businesses with benefit of purposive sampling until reaching theoretical saturation. Findings of the study indicate that consequence patterns of pop-up retails set up using Glaser’s grounded theory including 672 retrieved codes, 42 concepts and 6 categories (optimizing marketing strategic planning procedure, upgrading user’s experience management, facilitating the access to marketing information database, developing brand’s fundamental elements, accelerating transactional & exchange trends and advancing operational institutional-organizational strategies) were diagnosed and explained.

In this study, with a phenomenological approach, we seek to investigate and reconstruct the quality model of electronic banking services and its invisible aspects and diminish consumer losses with the possibility of vulnerability in the event of a corona pandemic. Based on existing theories and then focusing on the lived experience of individuals, this study tries to identify the dimensions, antecedents and, ultimately, the consequences of this phenomenon in the form of a model. Snowball sampling was carried out in the Tehran megacity, and data was gathered through a semi-structured interview with 25 participants. Through constant comparison of data; open, axial, and selective coding; as well as the analysis of relational content; concepts and themes were categorized. Data analysis showed that the quality of e-services has dimensions of efficiency, completeness of execution, ease of use and access, responsiveness, quality assurance, information, the attractiveness of use, security, emotional actions and functional value. Also, the antecedents affecting this phenomenon include previous experience, oral communication, organizational reputation, customer engagement, previous image, traditionalism and social responsibility, Finally, the consequences of this phenomenon include satisfaction and behavioural intentions. This qualitative study is one of the primary studies on older women's perceptions of the quality of e-banking services. Previous studies have not mentioned some findings of this study.

The present study is conducted to investigate the influence of in-store mannequin types (with or without head) on customers’ buying decisions and visualizing the clothes on body, having an eye to the role of customers’ knowledge about fashion as a moderating variable. Moreover, the investigation process is based on 2×2 factor analysis and a defined scenario. The research sample population consists of female university students, and the investigations are done with participation of 160 female students possessing knowledge about fashion. The research data are collected using a scenario-based questionnaire that includes texts and pictures. The process of data analysis, also, is based on Variance Analysis and Regression Analysis methods. The results showed that mannequin type and customers’ knowledge about fashion have a basic and interactive influence on buying decision and visualizing the clothes on body, and the influence is significant. Particularly, head-less mannequins and higher level of customers’ knowledge about fashion may intensify buying decision and encourage the customers to visualize the clothes on their bodies. Furthermore, the results demonstrated that the more the customers visualize clothes on their bodies, the greater would be their intent to purchase, and the indirect influence of mannequins with head on customers’ decision to buy is reduced by visualizing the clothes on body.

Given their ability to attract potential customers, mannequins have been regarded as an element of effective visual merchandising in providing appropriate information to customers in clothing stores. Visual merchandising refers to a retail strategy that maximizes the aesthetics of a particular product to increase sales rate; it is the art of displaying the product in an attractive way for customers. Mannequins, especially in shop windows, can play a significant role in creating brand identity in the mind of the consumer with the intention of attracting consumers to the store, brand, or product that may lead to purchase. The aim of this study was to investigate the role of the mannequin type (with head or headless) on intention to buy through the moderating role of store type and customers’ intention among female students.

The research was performed using an experimental method and 2 × 2 × 2 factor design based on text- and image-oriented scenario. Data were collected from a sample of 240 university students and were evaluated using variance analysis method. The purpose of this study was to investigate the effect of three explanatory variables (independent & moderator) on intention to buy. These explanatory variables include the type of mannequin (with head or headless), the type of store (physical or online store), and customers’ intention (purchasing or siteseeing) as nominal scales; besides, the dependent variable, the intention to buy, was regarded as a five-point continuous scale from very little to very much.

The results indicated that the type of mannequin could have a significant effect on the intention to buy, so that mannequins with heads could lead to greater intention to buy among customers. In addition, the type of store and customers’ intention could also moderate such effects. Moreoer, the average intention to buy was higher in a physical store compared to an online store. In general, results of interactive effects have shown that the highest rate of intention to buy was observed in the following situations: a) the customer intends to buy and the mannequin has a head, b) the customer intends to buy in a physical store, c) the physical store and the mannequin has a head, and d) the physical store, the mannequin has a head, and the customer intends to buy.

The use of mannequins with a head in both physical and online stores increases the intention to buy among all customers compared to headless mannequins. According to the statistical population, the result could be generalized to ordinary customers as well

Customer experience is one of the most fundamental concepts in marketing literature which results in hedonic & memorial experience for customers. In-store experiences are an important phenomenon that increasingly attracts the professional marketing experts and academics around the world and can use them as a distinctive tool in the stores. The methodology of this study is based on descriptive and mixed method. The qualitative part of this study which was based on phenomenological method began with protocol design on the base of systematic studies & then through eighteen individual deep interviews. With multiple purposive sampling (snowball & intensity), professional shoppers were selected and then three types of coding including open coding, axial coding and selective coding in ATLAS.ti software are used to determine the themes and categories. In quantitative part of this study, 298 shoppers were selected randomly and standardized questionnaires were distributed among them. Lisrel software was used for data analysis (SEM & Factor Analysis). The results convey that antecedents of in-store experiences (perceived values, word of mouth, brand equity, layout and design, employee’s skills, facilities) have a positive and significant relationship with consequences (purchase satisfaction, repurchase intention and flaneur).

The prediction of the results of introducing a new product into the market is one of the vital issues the organization executives face before investing in marketing activities. The impact of various factors on the market as well as the specific characteristics of the market, depending on the region and its product type, has made it difficult to predict market behavior. In Iran, retailers are effective players, especially in the FMCG market. The objective of this paper was to suggest a model to the marketing managers to predict the result of launching their new product to market considering their special market attributes. Agent-based modeling, as a tool for modeling complicated systems, can be helpful for simulating real-world conditions. In the present paper, agent-based modeling was used to model the market for agents including brand owners, retailers and consumers with particular profit functions. The introduction over a three-year period of a new soft drink in the Iranian market is considered as a case study. The results showed that taking into account the needs of retailers and consumers simultaneously and changing policies based on long-term profitability make the new product diffusion process successful.