فهرست مطالب sina nematizadeh

Green marketing has paid the attention of organizations due to the increase in environmental concerns and the pressure of interested parties for an attractive strategy.The aim of this research is to identify the factors affecting green marketing in the hotel industry.The research method is qualitative.The statistical population of the research was 10 university and hotel experts.Data were collected through in-depth semi-structured interviews and literature review.Data analysis was done based on the grounded theory approach, which includes open, axial and selective coding. The validity of the questionnaire was measured and confirmed by experts and its reliability through Cronbach's alpha.Convergent validity of AVE is adequate for all research constructs.Finally,by communicating between the categories, the research paradigm model was presented,including 18 factors affecting green marketing and 69 concepts.The value of the Kappa coefficient is equal to 0.696, which indicates the validity of the agreement level of the model.The factor of green product (green hotel) was determined as the main phenomenon.The results of the research show the effect of green product,behavioral response of customers,ecological literacy,trust and green marketing mix on corporate image,motivation and improvement of hotel performance.Also,the category of trust was identified as an intervening factor and the most important factor affecting green marketing.

This research was done with the aim of evaluating the model of resistance businesses in order to develop service industries. The research is mixed (qualitative and quantitative) in terms of practical purpose, in terms of exploratory approach, and in terms of data analysis method.In the qualitative phase of the research, a group of service industry experts were selected and in-depth interviews were conducted with them.In this phase, the purposeful sampling method was used and continued until theoretical saturation was reached and a total of 15 interviews were conducted.In the quantitative phase, managers of service industries were considered as the population and among them, 240 people were selected as a statistical sample based on stratified random sampling and proportional distribution.In the qualitative phase of the research, the data collection tool was unstructured interviews with experts. The main tool for data collection, in the quantitative phase of the research, was a questionnaire made up of 94 items, which was designed based on the initial conceptual model. The results of the present research led to the design of a process model for evaluating the model of resistance businesses in order to develop service industries.

Due to the increasing exchange of information and data through the use of cell phones, this research aims to design a data-driven model of mobile marketing in Iran. The focus is on decision-making information related to purchasing behavior. By studying customers' decision-making information, businesses can collectively form antecedents that enable them to predict customers' behaviors and reactions. A mixed exploratory methodology (qualitative-quantitative) was used to collect and analyze the research data. For this purpose, the qualitative phase utilized the theme analysis method, while the quantitative phase employed the fuzzy Delphi and fuzzy hierarchical analysis methods.Therefore, it was determined that the mobile marketing model, based on decision-making information on purchasing behavior, includes 98 indicators, 18 components, and four general categories (dimensions) of influencing factors. These categories are decision-making styles, individual factors, social factors, and technical factors.The results of the quantitative phase showed that the most important factors in decision-making, from the customer's perspective, were sensitivity to the price and value of goods, social pressures, user concerns and worries, and utilitarian factors related to the message. Mobile marketing can be effective among Iranian users and consumers when it aligns with the various aspects of consumer purchasing behavior decision-making information and enhances perceptions. It instilled a desire in people to prioritize safety and usefulness in their field.

Considering that service industries have the largest share in the economy of countries and today we are facing unpredictable crises, therefore the resilience and stability of these businesses is of particular importance.

The current research was conducted with the aim of designing a model of resistance businesses in service industries.

The method used in the research is qualitative and based on the strategy of database theory. In-depth interview tool was used to collect data. The target community was academic experts, managers and senior experts of service industries who participated in the process and executive decisions of service industries. Also, theoretical saturation was achieved by using targeted sampling after 15 in-depth interviews.

In the foundational data approach in this research, three stages of open, central and selective coding It has expressed 27 general categories in a paradigmatic format including causal, background, intervening conditions, core categories, strategies and consequences based on the development of resistance business.

The results of the research include the presentation of causal, contextual, interventional, central category, consequences, and formulation of strategies for the development of resilient businesses in service industries, which is realized in the form of a paradigm model in accordance with the data theory of the foundation.

This research was conducted with the aim of investigating the financial marketing model of the Melli Bank of Iran with an emphasis on customer segmentation. This research is of a mixed type and is developmental-applicative in terms of purpose, and it was carried out in a descriptive-survey manner. the statistical population includes experts and employees of Melli Bank of Iran and university professors and elites in the field of marketing, and 385 people were selected using Cochran's formula. The tool included a questionnaire and structural equation modeling and SPSS and PLS software were used to analyze the data. Based on the results, the financial marketing model in the Melli Bank of Iran was designed with an emphasis on customer segmentation in 6 main dimensions of causal conditions, interveners, central category, strategies and consequences, and causal conditions have a significant effect on the financial marketing phenomenon with a significance of 51.673; Also, the influence of background conditions and intervening conditions on the phenomenon of financial marketing was confirmed with significance, 41.965 and 40.074, respectively; Also, other relationships were investigated and all hypotheses were confirmed.

Brand and its special value as the most valuable intangible assets of any company due to the competitive advantage it creates, plays an important role in the success of companies. The purpose of this study is to design and explain the paradigm model of industrial brand equity in Arak Machinery Company. The research approach is qualitative and is based on the grounded theory approach, with 13 in-depth and semi-structured interviews. Research participation included selected experts from purposeful sampling based on expertise criteria from the mentioned organizational value chain, customers and suppliers. The method of data analysis is through three stages of open, axial and selective coding to achieve theoretical saturation and achieve a paradigm model with causal, contextual, intervening factors and strategies to create the special value of industrial brand. Coding results show that causal factors affecting the brand equity include: strategic brand management, brand value, brand architecture, emotional performance quality, market factors, structural factors, technology factors, product, infrastructure factors, suppliers, customers and Underlying factors include: structural, process, infrastructure, attitude and education and intervening factors including: political economy, anti-sanctions and exchange rate fluctuations and achieving strategies including: strategic, structural, process, attitude, platform, standardization, export, suppliers' strategies, customers' strategies and anti-sanctions strategies. The implications of the research include increasing market share, entering global markets, increasing sales, anti-sanctions capability, and greater profitability.

Today, the main goal of many economic policies is to achieve higher economic growth rates and prosperity, and the environmental risks posed by economic activities have become a contentious issue. Concerns about energy security, population growth, and climate change issues have led attitudes toward the use of renewable energy. The present study was carried out by presenting a model of the impact of foreign investment on the technology overflow of renewable energy. This research is descriptive in nature and content. In this study, information about 16 experts who are middle managers and industry managers who formed the statistical sample. The results of this study showed that 11 main factors affect the overflow of technology in the field of renewable energy through the investment channel. 436 and 303 and have the most indirect influence between factors

Today, the important role of resilient businesses in increasing the amount of resilient behaviors in sectors and countries has caused widespread interest in research in this field. The purpose of this research was to show the importance of evaluating resilient businesses in order to increase the amount of resilient behaviors in service industries. The statistical population of this research consists of all managers of service industries. Necessary data were collected by questionnaire from 253 managers of service industries who were selected by simple and easy non-probability sampling method. To test the model, partial least squares method and SAMARTPLS software were used. By analyzing the existing relationship between the variables of the research model in a wide and deep way, the results of the evaluations show that in order to evaluate resistance businesses in increasing the level of resilience in behaviors, it is necessary for the next measures and to compare the level of progress of such behaviors in service industries, for each of these dimensions that It is presented, the necessary planning should be done, it is very important to be careful in developing and considering the involved processes.

Although many aspects of brand theory can be applied to tourism destinations and different places, the branding process of tourism destinations is much more complicated than branding for products and goods. For this reason, it is necessary and important to identify the factors that lead to the branding of tourist places. In this article, we have tried to present a brand development model in the tourism industry using a qualitative approach and thematic analysis method. To present the model, first the research literature was studied and then 10 tourism industry experts were interviewed. The data obtained from the interviews were coded, the categories were defined and finally 7 main themes were obtained, which include attachment to the place, awareness of the tourism destination brand, physical factors, background conditions, place value, communication and information. Facilities and services.

Brand development in tourism of natural places can play a vital and effective role in attracting tourists. Therefore, the aim of this study was to investigate a structural equation modeling of brand development in tourism of natural places.

This study was applied in terms of its objective and quantitative in its approach. The research population consisted of employees of organizations and cultural heritage institutions in Tehran city (1,200 individuals). The sample size was determined as 384 individuals using the Krejcie and Morgan table, and they were selected through multi-stage cluster sampling. The research instrument was a researcher-made questionnaire on brand development in tourism of natural places with 23 items, whose content validity was confirmed by 20 experts, and its reliability was calculated using Cronbach's alpha as 0.82. Data were analyzed using exploratory factor analysis and structural equation modeling in software such as SPSS and LISREL.

Seven factors were identified: place value, communications and information, tourist facilities and services, physical factor, awareness of the tourism destination brand, attachment to the place, and contextual conditions. All of them had factor loadings exceeding 0.60, the extracted variances were all over 0.70, and the Cronbach's alpha for all of them was higher than 0.80. Furthermore, the model of brand development in tourism of natural places had a good fit, and brand development in tourism of natural places had a positive and significant impact on all seven mentioned factors (p < 0.05).

Based on the results of this study, to attract tourists, conditions can be provided for the realization of place value, communications and information, tourist facilities and services, physical factor, awareness of the tourism destination brand, attachment to the place, and contextual conditions.

The aim of the present research is to identify the factors influencing the acceptance of mobile marketing activities by customers using a meta-synthesis approach. The research was conducted with an exploratory and qualitative approach. Using a systematic and meta-synthesis review approach, the researcher analyzed the results and findings of previous researchers and identified the influencing factors on the adoption of mobile marketing by performing the 7 steps of the Sandelowski and Barroso method. In this context, in order to measure reliability and quality control, the Kappa method was used, and its value was identified for the identified indicators at the level of excellent agreement. The results of the implementation of meta-synthesis steps in Maxqda10 software showed that the factors influencing the acceptance of mobile marketing activities by customers based on the meta-synthesis approach include two general dimensions  individual  and environmental ones, and these two dimensions include 6 components in total. and there are 33 indicators. Based on these results, the individual dimension includes the components of perceptual factors, personal habits and characteristics, emotional and belief factors, and cognitive factors, and the environmental dimension includes the components of technical factors and social factors. The research results show that marketing is a dynamic field that changes over time. Understanding the effective components at any point in time can increase marketing effectiveness. Mobile marketing combined with traditional and virtual methods has become the most powerful tool even for traditional sellers. It can be concluded that proper implementation and digital marketing can help sellers in increasing customer reach and brand awareness

With the transition from the traditional economy and increasing competition in new dimensions, the customer has become the main pillar and the center of all organizational activities. From a competitive perspective, the survival and continuity of organizations depend on identifying and attracting new customers and maintaining existing ones. Moreover, acquiring new customers costs five times more than retaining existing ones. This means that instead of differentiating products, organizations should identify their customers and shift their focus from increasing market share to increasing customer share. According to the 20/80 rule, 20% of customers contribute to 80% of the organization's sales. This indicates the necessity of maintaining long-term profitable relationships with customers to maximize profits. This research aims to measure the quality of customer relationship management for developing digital marketing strategies at Shahr Bank. The statistical population of this study included all experts and senior managers of Shahr's Bank headquarters and stakeholders. Using Cochran's formula, 125 individuals were selected as the statistical sample. Sampling was done as a random cluster. The collected data were analyzed using SPSS software. The results of the study showed that the infrastructure variables, organizational environment, customer orientation, human resources, relationship management, service quality, management and planning, strategic management, marketing, and performance in Shahr Bank are in a desirable state. The use of up-to-date technologies and the implementation of an appropriate organizational structure for managing customer relationships were identified as reasons for this desirability.

In today,human resources are considered one of the most important intangible assets and the main source of sustainable competitive advantage in the organization. If organizations want to have an ongoing life in today's competitive world, the only way is to pay attention to their human resources as the main organization's capital and continuous effort to meet their needs. Also, creating a positive mental image of employees is often considered as a key factor in success and in creating a sustainable competitive advantage, especially in service industries, which considering them can be effective in consolidating the status of service providers in competitiv markets.Therefore, the present research studies the effect of internal marketing on employees' image of the organization's brand through emotional labor, organizational commitment, service quality and competitiveness variables. The present research, in terms of purpose, is an applied study and in terms of data collection method, is descriptive and in terms of relations between variables, is causality and disability. The results showed that internal marketing has positive and significant impact on emotional labor, organizational commitment, service quality and competitiveness. Also emotional labor has positive and significant impact on organizational commitment and finally organizational commitment, service quality and competitiveness have positive and significant impact on employees' image of the organization's brand.

A descriptive-survey method was used in this study.The statistical population consists of selected green hotel customers in Iran and a European green hotel. Using the Cochran formula and considering the unlimited population size, 384 people were selected by convenience sampling It was selected from the customers of hotels in Iran and Austria. The data of the study was collected by distributing questionnaires among them, and their reliability and validity were also confirmed. Descriptive statistics, confirmatory factor analysis, structural equation modeling, and PLS 3 Smart software were used for data analysis. According to the ANOVA test, the level of significance for brand loyalty, brand preference, purchase intention, awareness, advertising, and hotel customers' responses regarding the importance of environmental conservation differs between Iran and Europe, with a significance level less than 0.05 and ther are significant difference between domestic and foreign respondents and the average level of behavioral response and its components, ecological or environmental literacy among green hotel customers in Iran and Europe, differs. Based on the results of path analysis , the behavioral response variable has the highest correlation with the performance variable (path coefficient of 0.884), followed by the relationship between integrated marketing and corporate green image (path coefficient of 0.823) in second place and the relationship between behavioral Response and performance (path coefficient of 0.781) in third place. After these, the biggest positive relationship is observed between mixed marketing and performance (path coefficient of 0.721 ) and trust and behavioral response (path coefficient of 0.695).

The purpose of this study is to design and explain a model of online advertising with an image-based marketing approach. In this regard, while reviewing the concepts of online advertising, image-based marketing (gif marketing) and tourism, through conducting research and using the method of confirmatory factor analysis and structural equation modeling to design and explain the online advertising model with a gif approach Marketing is dealt with in the tourism hubs of Iran. The research strategy includes a qualitative study of the data theory of the foundation and a quantitative analysis of the field. The results showed that the components (causal factors, contexts and outputs) of the online advertising model with the gif marketing approach in the tourism hubs of Iran were explained in order of priority and in order to conduct open interviews and coding, 62 indicators were extracted. The results of model validation and overall model fit index (GOF), which has a value of 0.794, showed that the overall model fit is desirable and as a result, the overall model is valid and approved.

This research was carried out in two stages with the aim of examining the model of advertising message effectiveness with an emphasis on Iran's national culture in the home appliances market, in the first part, the questionnaire of this research was examined using the Delphi method in three stages by experts related to the subject of the research. And the consensus was reached. Then, in the second or quantitative part, the research hypotheses were examined using the descriptive-survey method and using the questionnaire tool. The statistical population of the research consists of two groups: the first group includes academic experts and professors and the second group includes potential customers of household appliances in Tehran. In order to access the statistical sample, the potential customers present at the 19th International Exhibition of Household Appliances in Tehran were considered during four days, and for this purpose, 384 questionnaires were distributed based on the sample size obtained from Cochran's formula. SPSS and PLS software were used to analyze the data, and the findings of the research show that "national culture affects the mental image, media factors, emotions, values and norms, the reputation of the endorsers, the attractiveness of the occasions, the content of the advertising message and the validity of the message. advertising as well as the mental image, feelings, attractiveness of the occasions, the content of the advertising message on the attitude towards the advertising message, and on the other hand, the positive feelings and the validity of the advertising message on

Model Designing of Internationalization Speed of High-tech Businesses (Case Study: Pharmaceutical Industry)AbstractThe purpose of this study is to design a conceptual framework for international business speed based on advanced technologies, which has been done using a qualitative approach and applying the data research method of the foundation. Data collection tools were semi-structured interviews and in order to collect information, 20 sampled interviews were conducted with managers and export experts of the top companies exporting the pharmaceutical industry using purposive sampling method. The method of data analysis in this research is based on the systematic approach of Strauss and Corbin in three main steps of open coding, axial coding and selective coding which is based on continuous comparison.The result of the analysis of qualitative research data indicate the existence of casual factors such as how to export, the company’s Strategy for export; Interfering factors such as obstacles to internationalization, risks; Underlying factors such as modern technology, political stability; Strategic factors such as obtaining the necessary information to enter the international market, marketing; And consequences such as knowledge transfer and increased exports, which has been in the form of a comprehensive model.

The present study aimed to investigate and prioritize the impact of word of mouth advertising on customer experience in the dental equipment industry. The conceptual model of the research was developed through interviews with fourteen marketing experts. Then, the categories related to word of mouth advertising including 5 categories of credibility, transparency, brand personality, relationship quality and positive and negative advertising were identified. Also, the categories related to customer experience including 4 main categories of satisfaction with sales staff, satisfaction with environment of sales center, customers’ experience of sales centers and diversity of services were identified through interviews and specialized questionnaires and through AHP technique in the form of a questionnaire distributed among the managers of a dental clinic in Tehran. the results of hierarchical analysis showed that among the main categories, satisfaction with sales staff with a weight of 0.302 was ranked first, customers’ experience of sales centers with a weight of 0.244 was ranked second, diversity of services with a weight of 0.229 was ranked third and satisfaction with the environment of sales centers with a weight of 0.225 was ranked fourth. The results of research on the subcategories showed that in the category of customer satisfaction with the sales unit staff, interaction with the weight of 0.219, in the category of satisfaction with environment of sales center, place of sales centers with a weight of 0.228, in the category of customers’ experience of sales centers, customer emotional experience with a weight of 0.251, and in the category of service diversity, after-sales service with a weight of 0.237 had the highest priority from the respondents’ point of view. The results showed that dental equipment sales centers should prioritize categories such as interaction, store place, customers' emotional experience, and after-sales service in their programs.

The purpose of this research is to provide a marketing model in recession conditions. The results of this study indicate the extraction of 6 main dimensions and 21 pivotal components which are in the form of a paradigm model including marketing proportional to recession conditions as a pivotal category and causal conditions (payments and bonuses during recession, economic and competitive situation during recession, rapid environmental changes during recession period and internal and external environmental conditions), underlying factors (the company's position in the market during recession, customer recognition and needs). They were in recession, creativity in marketing during the recession and marketing mix during the recession), interventionist conditions (increasing market share during the recession period, financial and human factors during the recession period, distribution channels and marketing network during the recession), strategies (differentiation strategy, cost strategy, contraction strategy and development strategy) and outcomes (continuation of customer relationship during recession, development of skills and creativity of enterprises and proper use of resources in the period stagnation) has been achieved.

Today, as work and activity has taken on a new form and is moving towards self-employment and self-employer, entrepreneurial roles have become very important. Entrepreneurship and entrepreneurs play a key role in the process of economic development and progress of different societies. It should be noted that entrepreneurs do not just create new job opportunities, Rather, with the necessary structure, thinking, mobility and culture, they carry out creative destruction in order to erect the lofty building of prosperity and progress from the heart of the ancient ruins . Given the importance of the tourism sector in Isfahan and the growth of this sector as a platform for achieving development goals and also the existence of unemployment in this province and in the tourism sector and work in handicrafts and factories, attention to the nature of entrepreneurship can be a solution to create There are job opportunities, so the necessity and conduct of this research, which tries to play the role of factors related to entrepreneurship development and also its ranking, is a step towards improving the problems and becomes necessary. Due to the importance and necessity of the subject, the present study has examined the components affecting entrepreneurship. The statistical population of the present study consists of 80 entrepreneurs in Isfahan, which according to Cochran's formula, the number of sample members was calculated to be 66. Using Grounded theory, these factors were identified, Finally, in the selection stage,19 indicators introduced as effective components on entrepreneurship.

This study is struggled to reply this question; the existence of the strategic alignment in the international marketing domain would caused export performance improvement. After that a decision support system (DSS) about export strategy alignment is presented. This research from the view of objective is a casual research and because of the research presents a model in the strategic level for export strategies, it is a developmental research. The study performed in Iran’s petrochemical companies which had export performance. The level of analysis is organization. The method of data gathering for export performance is external secondary data (Industrial Management Org. reports about IMI500 and the financial statement of the companies) and for determining the degree of strategic alignment the strategic reference points (SRP's) theory is applied. The result shows that: (1) Higher export strategies alignment caused increasing in the export performance, (2) Fuzzy measurements of strategic alignment and export performance caused a more accurate statement for reality, (3) In this research the utility of the fuzzy model to present a DSS for management has approved.

Identifying customer behavior, especially customer experience, is a vital driver for the survival and profitability of companies. The dimensions and themes of this construct are very dynamic and changeable, its forming depends on the contextual situation. The more the environmental conditions are unstable, the more correct and timely identification is important. During pervasive crises, the impact of environmental factors on customer behavior is drastically severe. Customers are interested in online shopping due to the obligation made by new regulations: curfews and social distancing during the Covid 19. Subsequently, identifying customer behavior became more and more important to experts and researchers. The purpose of the study is to identify the dimensions and themes, and providing a model for online customer experience in this critical era. The qualitative meta-synthesis research approach was employed to systematically analysis and assessment of previous researches. The research population includes all relevant articles and researches. By reviewing 36 selected articles among 326 initial articles, 7 dimensions, 18 themes and 63 codes were identified. Validity and trust of the dimensions, themes and codes were confirmed (kappa = 0.71). The codes were ranked using Shannon entropy technique, the level of support of previous researches for the research findings was calculated. In this study, two important results were obtained. First, during Covid19, there are seven dimensions in the online customer experience model, including company, app/site, product/service, security, purchase, hygiene, and emotional experiences, revealing a new categorization. Second, the dimensions and themes are significantly different from previous models of this construct.

The purpose of this study is to design and present an information technology communication model and sustainable development in the country. The present study, by adopting an exploratory approach, and a qualitative method of theme analysis, extracted the factors and dimensions related to the research concepts and presented a model in this regard. Interviews were conducted with 8 research experts using open coding approach and content network and its analysis for two variables of sustainable development and information technology. After collecting the interviews from the research experts, these interviews were coded using Max Kyoda software to extract open codes. In this step, 497 codes were identified and determined in different sections of the texts. These codes are known as the main themes or themes. Then, based on the next steps in the theme analysis method, these codes were reduced and codes with a similar nature appeared in the form of organizing themes. The process of reducing themes continues and thus comprehensive themes are revealed as the final dimensions of the variables of sustainable development and information technology. According to the results of the study, information technology includes six dimensions of information quality, service quality, system quality, perceived benefits, use of technology and system satisfaction and sustainable development include three general dimensions of social, environmental and economic.

This research is carried out in order to investigate the effect of customer experience on his revisit intention with respect to hedonic values, loyalty and brand equity in FMCG food industries.In view of quantitative approach, descriptive and surveying strategy and in terms of propose, this is a practical research. Target group of this research are selected from customers of restaurants and cofes complex, Mitzone, Meat house and steak house in Tehran. In this study, based on Cochran formula for unlimited society, the sample size was 348 people. Simple random sampling are selected and data analysis has been done by structural equation modeling method.Result of research shows that pleasant experience increased costumer revisit-intention, also in this regard parameters such as loyalty, brand equity and hedonic values as intermediary parameters also affect costumer revisit intention accordingly. According to the results, it can be said that through these three variables, a pleasant experience is a more accurate factor to increase the intention of customers to return.

One of the most important factors in the economic development of countries is the growth of the foreign sector of the international economy and trade. In other words, having extensive trade exchanges is one of the main factors of the economic growth of countries. In this regard, one of the new topics in the field of organizations is the application of the concepts of digitalization and information technology in the management of service and production organizations which take place in the fourth industrial revolution. The purpose of this study is to evaluate the current situation of Iranchr('39')s customs in terms of the components of the Fourth Industrial Revolution. The current study is applied research because in addition to the scientific aspect, it will also have a practical aspect for companies and organizations, especially customs. In terms of method, the present study is quantitative research examining the current situation, the obtained data are classified into seven main categories: Utilization of modern technologies, facilities and infrastructure, cooperation and interaction, policies and laws, management and planning, international and external factors and the structure of the organization. The results showed that the current situation of customs has been favorable in terms of the components of the fourth industrial revolution.