maryam nekooeezadeh

Fars province is one of the main hubs of tourism centers in Iran. Therefore, paying special attention to tourism in the province and using Internet-of-things technology in its tourism management can provide suitable facilities for improving the welfare of its visiting tourists, thus increasing the visiting rate of its tourist destinations. In this regard, the present study sought to predict and identify the most important factors involved in applying the Internet of Things technology to the Smartization of tourist destinations in Fars province and to develop feasible desirable future scenarios thereof. To this end, the required data for this applied study were collected by conducting interviews, administering questionnaires, and carrying out a systematic review of related literature. Finally, the collected data were analyzed by the Scenario Wizard software using the MICMAC method. The results of the MICMAC analysis revealed the main role of 14 key variables in the application of the Internet of Things technology to the Smartization of tourist destinations in Fars province. On the other hand, two strong scenarios, 1548 weak scenarios, and nine scenarios with high compatibility were obtained using the Scenario Wizard software. Accordingly, the study used the aforementioned nine high-compatibility scenarios, finding that the future of tourism in Fars province would be similar to the current circumstances. It was also found that the trend of changes in the status of tourism would be slow and that the chances of applying the Internet of Things technology to the province’s tourism destinations would be low. Finally, based on the obtained scenarios, the study proposed some strategies to achieve the desired results in smart tourism. Therefore, the results of the current study could help tourism professionals prepare the ground for the application of state-of-the-art technologies such as the Internet of Things to tourism and thus develop the field through setting long-term plans.

The purpose of the current study is to identify the effective factors in improving the emotional, cognitive and behavioral experiences of customers at the most critical touch points before purchase. In this regard, a mixed exploratory design has been used in the form of two consecutive studies. In the first study, the factors affecting the pre-purchase experiences of customers have been extracted through Sandelowski's 7-step approach for qualitative meta-synthesis of studies. This means that 1268 primary studies were included in the screening process (title, abstract and content) and were reduced to 48 final studies related to the content and valid according to the critical skills evaluation checklist. In the second study, all the identified effective factors were gradually introduced during 16 experimental scenarios to evaluate and test the effect of manipulating these factors on the dependent variable (customer experience). The research sample in this study was 480 customers of Shiraz arts and crafts who were selected through non-probability sampling method. The results of multi-factor variance analysis and marginal mean estimation of the data show that the component of recommendations and social references with the acquisition of the largest effect size is the most important factor in shaping customers' pre-purchase experiences, and other factors are the level of customer familiarity with the brand, the perceived value of the product. , the type of media selected in promotional activities, the level of information access, the level of personalization of benefits and offers are placed in the next priorities respectively.

In recent decades, consumer markets have faced the challenges of increasing brand convergence, a lack of understanding of the differences between competing offerings, and the reduction of switching costs. This has revised traditional customer-oriented practices inevitably and forces organizations to struggle to find and implement a component beyond technical requirements. Customer experience as one of the most promising management approaches is a new solution to facing these challenges. The purpose of this study is to identify factors on the cognitive, emotional, and behavioral experiences in pre-purchase touch points and determine which of the experimental strategies leads to exceeding the standards and expectations of customers. The current research is planned with a mixed approach and in the form of two consecutive processes. In the first phase, the factors affecting the pre-purchase experiences of customers have been identified through the synthesis of existing literature and studies. For this purpose, 1268 articles focusing on customer experience were reduced to 26 final studies in the screening process. In the second phase, relying on the combined approach of graph theory (matrix permanents), the governing internal relationships between the research components and measuring their importance levels were determined. To achieve this purpose, according to the value judgment of the evaluator group (selected from the statistical population of handicrafts customers), the type of governing relationships between the research components at the sub-system level has been determined and then, the hypothetical values and the degree of proximity of each factor to the limit is evaluated. The results indicate that the five main components of promotional actions, information, product, brand, and social interactions can effectively guide customers' pre-purchase experiences. The results of the analysis of the internal relations of the graphs show that among the mentioned components, social interactions (with a coefficient of 0.482 close to the ideal hypothetical value) have the highest level of importance in the industry of traditional and handicraft arts.

During the COVID-19 pandemic, nurses experience a high workload and stressful psychological stimuli that affect their mental and emotional health, which may lead to burnout symptoms. Therefore, this study aimed to analyze the effect of COVID-19 on nurses’ job burnout and investigate its consequences. The present study is an applied descriptive study, and data collection was performed using surveys. The study was conducted on 107 nurses working in Shahid Mohammadi and Khalij-e-Fars hospitals of Bandar Abbas, Hormozgan. The level of job burnout was measured using the Oldenburg Burnout Inventory (OLBI), job satisfaction by Job Satisfaction Questionnaire, and depression by Beck Depression Inventory (BDI). The data were analyzed via structural equation modeling by PLS 3 software. Overall, the mean job burnout level was higher than the average (3.45). The results, at the 95% confidence level and the significance value of > 1.96, showed that poor organizational resources and traumatic events have a direct and significant effect on nurses’ job burnout; however, the impact of workload on job burnout was not confirmed. The results also showed that nurses’ job burnout has a direct and significant relevance with depression, job dissatisfaction, and low quality of care. Poor organizational resources and traumatic events increased job burnout. Job burnout increased depression, and also reduced job satisfaction and quality of care. Situational and personal factors have a significant role in decreasing nurses’ job burnout. It is necessary to provide a better work environment, good intrapersonal relationships, and personal skills training courses.

In the competitive atmosphere of today's world, selling more means success for producers and marketers. Sales are no longer possible without knowing consumer behavior. Impulse buying is one of the most important aspects of consumer behavior which involves a large amount of purchase by individuals. While there is intense competition in most markets, customers are exposed to many similar offers to choose a product, so they often cannot be sure of achieving all of their purchasing goals and, therefore, a risk is felt in most of their purchasing decisions. Companies and organizations may be eliminated from the competition without trusting customers and realizing the high quality of the products they offer. Considering the great influence of seller behavior on the buyer's decision, this research was conducted to investigate the role of adaptive sales behavior on impulse buying with an emphasis on the moderating roles of trust and perceived quality. This research is applied in terms of purpose and descriptive-survey in terms of data collection and analysis. In this regard, a sample of 400 customers from Mashhad Proma shopping mall was selected through an available sampling method, and a research questionnaire was distributed among them.The questionnaire included four categories of questions related to adaptive sales behavior, store brand trust, perceived quality of store products, and impulse buying. It was prepared in the form of 23 items. After its validity and reliability were confirmed, it was distributed among the participants. Also, after collecting data, structural equation modeling was used to test the research hypotheses using the PLS software.Results and A t-test was used to confirm or disprove the research hypotheses. Through the examining of the effect of adaptive sales behavior on customers and impulse buying behaviors, it was found that the direct effect was not significant. Also, the perceived quality of store brands did not have a direct effect on customers' purchases without a plan. The other research results included the significance of the effect of adaptive sales on perceived quality. Another task was the analysis of the effect of customer trust on impulse buying behavior, which was confirmed due to the significance of its path coefficient. The results of indirect relationships also showed that the adaptive sales relationship was significant in relation to the perceived quality through the variable of trust in unplanned purchases. But customer trust waa found not to play a moderating role in the relationship between adaptive seller behavior and unplanned purchases.According to the results, customer trust plays an effective mediating role in the relationship between research variables to determine the customer's impulse buying due to the adaptive sales behavior of sellers and the perceived quality of customers. However, its moderating effect was not proved. The direct effects of the adaptive sales behavior of sellers and the perceived quality of customers on impulse buying were not significant without considering the role of customer trust. The results of the research have explicit suggestions and hints for the managers and custodians of in-store shopping centers. The analytical findings of the research refer to the significant regression coefficients of the research model, the importance of the emergence of adaptive sales behavior of sellers in the perceived quality of customers and the role of customer trust with respect to its significant coefficients in direct relationship with impulse buying behavior. In a fitted model, sellers should focus on customer satisfaction by adapting to their tastes, needs, interests and conditions so as to attract customers and build relationship with them in the long run. To achieve the effectiveness of their marketing measures, especially their impact on customer buying behavior in large shopping malls, most marketers can focus on unplanned customer purchases because customers pay more attention to situational factors than to any other situation. Therefore, in this regard, they should improve those factors that are effective in creating and strengthening the effectiveness of unplanned shopping marketing. Sellers can, thus, present their marketing plans to meet the needs and wants of the target market based on appropriate marketing strategies. In order to gain intelligence and increase the ability and readiness to choose an appropriate manner to deal with customers, sellers should oblige themselves to gather the required information about customer characteristics. In this situation, sellers will be more willing to enter into negotiation, and their understanding of customer-oriented sales events will be higher.

The purpose of this study was to investigate the relationship between service quality (quality of outcome and functional quality) on behavioral intention and the dedication of cinema spectators by their satisfaction. Research shows that a positive perception of service quality leads to spectator satisfaction, which in turn leads to positive behavioral intentions, such as repetition of purchase or consumption, loyalty, dedication, or even more payments. The research method is descriptive and survey type. The research samples were selected from 598 spectators of Simorgh Cinema in Mashhad through available sampling. The data gathering tool is a questionnaire. The hypotheses were examined using structural equation modeling at the confidence interval level 0.95. The results indicate that the quality of the outcome and the functional quality have a positive effect on the satisfaction of the spectators. Also, the spectators’ satisfaction affects their behavioral intention and dedication. Moreover, the role of mediation of satisfaction in the relationship between quality dimensions and behavioral intention, and the dimensions of quality and spectators’ dedication, this relationship was also significant in terms of quality of outcome and behavioral intention, as well as the quality of the outcome and spectators’ dedication. But the spectators’ satisfaction does not mediate the effect of functional quality on dedication as well as their behavioral intention. Therefore, it is essential that managers make their best efforts to improve services quality of outcome that provided to their spectators as the main sources of cinema capital and, by satisfying them.

Significant costs are incurred annually for printed advertising in marketing management; if such advertisement lacks the necessary effectiveness, they will take many opportunities from the organization in addition to posing financial resources. However, this effectiveness might be partly due to the proper design of the visual elements. It seems that there is a need for further studies regarding the identification of the important elements and the design of the advertisements based on the marketing principles. This study aims to identify the main elements in printed advertising design as a medium of communication with the consumer and their relationship with the customers’ recall, as well as to determine the effect of the quality of these elements on the degree of recall. In other words, what are the main visual elements in the design of printed advertisements of food industry (dairy industry), which of these elements must be considered, and whether these elements have a significant relationship with the customers’ recall and if so, how can the quality of these elements in the design help recall the advertisements. The aim of this study was to investigate the relationship between visual elements and to determine the effective range in recalling the advertising in three stages.

This research is regarded within the interpretive paradigm in terms of philosophical foundations along with an applied orientation and it is a cross-sectional and experimental field experiment in terms of research approach. In the first stage, the visual elements of the advertisement were determined through a systematic review method and the three elements of color, image, and logo were selected based on the content validity ratio according to the experts’ opinions. In the second stage, 5 printed advertisements of Pegah Dairy Company which contained different ranges of colors, images, and logos were determined by a panel of experts. Then, 341 students of Shiraz University who were non-randomly selected based on available sampling were asked to complete a researcher-made questionnaire. The data were collected using experimental field tests.

Findings

The findings showed that the elements of color, image, and logo had the most significant relationship with the customers’ recall, respectively. Regarding color, the cold, neutral, and warm color spectrums had the greatest effects, respectively. Regarding the visual element of the image, the use of a real image, static image, as well as the lack of any ceremony-specific image and logo were reported to have a positive relationship with the customers’ recall.

Conclusion

It seems that cold and then neutral colors should be used as the dominant colors in designing effective advertisements in the dairy industry, and the use of warm colors should be avoided as much as possible. Moreover, using real images of dairy products rather than particular images, cartoon, and dynamic images should be taken into account. Besides, inserting the company logo in the advertisements can significantly increase the customers’ recall of the advertisement.