فصلنامه چشم انداز مدیریت بازرگانی
سال نوزدهم شماره 3 (پاییز 1399)

Information age has transformed into the digital age by developing digital technologies and new communication channels, such as social media. Customers spend most of their time in social media and companies have to be where their customers are. Active social media presence is a key strategy for all businesses and they must create memorable and superior customer experience by using these platforms. This research aims at developing a framework for explaining the role of social media in customer experience management in hotel industry.

To do so, first by reviewing the literature, we select a framework for customer experience management in hotel industry. Then, we explain the role of social media in its stages and steps, using systematic literature review.

With literature review, we obtained a four-stage framework for CEM in the hotel industry. These four stages are customer identification, customer experience design, customer experience implementation, and customer experience measurement. With SLR, the study shows that social media has an important role in all stages, except in one step, touchpoint prioritization.

Social media is one of the most important components of the customer experience, and organizations that integrate social media with the customer experience have created better experiences for their customers than competitors. Hotel managers need to understand the role and capabilities of social media in managing the customer experience and use this tool to gain a competitive advantage and advance in the market.

The Oilseed Extraction Industry is one of the industries that is in a turbulent, diverse and complex environment and is facing many changes and developments. The purpose of this study is to present a strategic control model in the Iranian Oilseed Extraction Industry. This research was done based on qualitative and quantitative methods in two stages. In the qualitative section, with the basis of Grounded Theory approach and using semi-structured and in-depth qualitative interviews with 14 experts from Oilseed Extraction Industry and its analysis in MAXQDA software, the indicators and dimensions of the industry strategic control model were identified. Then, in the quantitative section, the relevant model was tested using the Interpretive Structural Modelling approach (ISM) and the relationships between the themes were analyzed using MICMAC analysis. The findings showed that Oilseed Extraction Industry has sixteen levers related to strategic control indicators and ten control levers related to strategic control dimensions. At the level of "non-strategic control", the dimensions of individual, structural and process control; at the level of "strategic control", the dimensions of the strategy implementation and strategy content control; at the level of "meta-strategic control", the dimensions of interactive, political, adaptive, insight-value and special alert control were identified.

The lack of a research which determined corporate governance mechanisms and recognized the factors which have effect on them makes us to write this article to recognize the mechanisms which are compatible with the nature of international joint ventures structure and determine the factors which have influence the specified mechanism and form them.

For attaining to above objective, a systematic literature review (SLR) executed and 400 articles extracted and 38 of them, analyzed deeply and systematically (thematic analysis technique and open coding method have been exploited as the analyzing tools, as well).

Recognition of 11 corporate governance mechanisms, 16 factors which have effect on their presence and the visual illustration of mentioned results, are the findings of this article.

Meanwhile, the filed of activity and industry of the parents, further to the circumstance of the host country, can increase / decrease the number of determined mechanisms.

The present study seeks to show the extent to which the quality of user experience of platforms is influenced by their gamification and pricing strategy.

The statistical population of this study includes 114 Iranian and foreign platforms and the statistical sample includes 88 platforms based on Alexa ranking. Structural equation modeling and SMART-PLS3 software were used to analyze the data.

The results indicate that gamification does not have a positive and significant effect on the quality of user experience. According to the studies, the adjustment effect of pricing strategies on the relationship between gamification and user experience quality was confirmed.

Using gamification tools on platforms does not in itself improve or enhance the quality of the user experience. Platforms and companies or organizations that have a platform business model can use gamification to enhance the quality of the user experience if they use appropriate pricing strategies.

Social media as a strategic choice leads startup companies to rapid marketing capabilities development. So it is essential for these business entities to develop and implement social media marketing strategies in a way that align a wide range of social media tools and tactics with marketing objectives to make sustainable competitive advantages and to meet business goals. To address this pivotal need, this article aims to present the alignment model of social media tools in startup companies.

Considering the complexity of aligning social media marketing tools with marketing objectives as the problematic situation, constructing the model was conducted through using soft system methodology and cognitive mapping. Data was gathered in collaborative way and throughout semi-structured deep interviews with 16 managers of 8 startup companies as an expert panel in heterogeneous industries that were selected according to non-random sampling method.

Findings implies that in congruence with triadic objectives of social media marketing plans within startups including increasing awareness, increasing interactions with customers and positioning, respectively three levels of interrelated alignment including content-conversation alignment, communication based alignment and conversion based alignment could be accomplished.

47 goal oriented actions were suggested by participants that could be considered as the alignment strategies guidelines either in social media marketing strategy development or implementation.

Several studies have shown that entrepreneurial orientation has a significant effect on firms’ performance. Therefore, during the past decades, business scholars have paid more attention to this subject, and several studies have been done on the antecedents of entrepreneurial orientation. The various dimensions of strategic orientations are among the variables that can be investigated as the antecedents of entrepreneurial orientation. The purpose of the present study was to investigate the relationship between futurity and entrepreneurial orientation. The effect of the competitive intensity in moderating this relationship was also studied.

The population consisted of the companies which were active in the information and communication technology sector. A questionnaire was distributed among the executives of these firms. Finally, 124 questionnaires were collected. The variance-based structural equation modeling technique was used to analyze data. Smart PLS3 was the software through which the analysis was done.

The results showed that futurity has a positive effect on entrepreneurial orientation. The effect of competitive intensity in moderating this relationship was also confirmed.

The more future-oriented the ICT companies are, the more entrepreneurial they will be. Moreover, the more the companies in various ICT sub-industries perceive competitive intensity, the more the effect of future-orientation on entrepreneurship will be.

Intimacy, as an important feature of close service relationships, has the potential and significant impact on improving consumer behavior. Thus, the purpose of this study is to investigate the effect of customer intimacy on improving their beliefs, attitudes, and behavioral intentions in consuming new services.

The present research is practical from the perspective of purpose and from the perspective of implementation method and data collection is among the descriptive and survey research. Data were collected by using questionnaire (with validity and reliability) from new services customers of Iran Insurance Company in Rasht and available non-probability sampling method. In order to achieve the objectives of the research, eight hypotheses were proposed and these hypotheses were analyzed by structural equation modeling and PLS software.

Findings show that intimacy has a positive and significant effect on the beliefs, attitudes and behavioral intentions of customers of Iran insurance services. The mediating effect of beliefs and attitudes on the relationship between intimacy and behavioral intentions was also confirmed.

Intimacy can improve attitudes, customer loyalty and positive WOM by reducing uncertainty in complex shopping situations such as new insurance services. Therefore, managers of insurance companies should adopt relationship marketing strategies and service customization and facilitate the establishment of an intimate relationship with customers by strengthening the appropriate communication skills of their sales representatives.