نشریه کاوش های مدیریت بازرگانی
پیاپی 24 (پاییز و زمستان 1399)

Challenges for the growing trend of environmental changes, the intensity of competition and the transition from monopoly era to competitive environment have driven firms to dynamic marketing for targeted marketing. Given that improving customer satisfaction and increasing profitability and sustainable growth are among the main strategies of Mobarakeh Steel Company. The goal of this research is to contribute to realization of these strategies by targeting the organization in order to customize its services based on prominent characteristics and behavioral indices of industrial customers. In this paper, because of the necessity of identify different customers, to provide services tailored to the characteristics of each sector, the self-organizing maps have been used for segmenting customers and identifying their characteristics. The findings indicate that the domestic market customers of Mobarakeh Steel Company, based on 95 criteria derived from 48 indicators (demographic, geographic, operational, behavioral and situational), are put into five clusters that have been named based on procurement practices variables (RFM), as Golden customers, special customers, loyal customers, churned customers and suspicious customers.

The paper’s aim is the identification and structuring the factors influence social commerce development by focusing on Instagram. This research is an applied research based on the purpose and descriptive based on the research method. The researchers identified 10 factors influencing social commerce development by studying previous researches. For confirming the factors, the opinions of 15 individuals of experts, professionals and university professors in the field of social commerce and new marketing was collected with Delphi method. The result of distributing and collecting Delphi questionnaires in two steps has shown that professionals have a consensus on 7 of the 10 factors, and other factors have been rejected. Then, ISM method was used for structuration of the finalized factors. A 5 levels model was calculated and designed on this basis, in which, 2 factors of Instagram software and on-line shopping experience were assigned to the 1st level, product specifications factor was assigned to the 2nd level, benefits from shopping by mobile was assigned to the 3rd level, 2 factors of communication establishment and the knowledge of mobile networks usage were assigned to the 4th level and the factor of trust in Instagram was assigned to the 5th level. Finally, applicable suggestions presented according to the derived findings.

The purpose of this study is to investigate the motivational factors affecting the intention to buy and buy real green products and explain the role of income moderat in this regard. The main question of the present study is that what positive effect do motivational factors have on the actual purchase and purchase intention of consumers of green products? What role does the income variable play in adjusting this relationship? The present study is a descriptive-survey type and is applied in terms of purpose. The statistical population of this research is Green Consumers in Rasht city. 384 questionnaires were completed by available and snowball methods Data analysis was done by structural equation modeling method and considering the non-normal distribution of the research variables, by Partial Least Squares, and the "SPSS" and "Smart PLS" software. The results of this study showed that quality of life, environmental awareness, quality and price, information and knowledge, social context and green companies have a positive effect on the intention to buy green products. Purchasing intent also has a positive effect on actual purchasing. In addition, based on results, income has only a moderating role in the relationship between quality of life as well as knowledge and information of the green product with the intention to buy.

Ehical consumption behavior leads to final consumer satisfaction with buying and consuming goods and services. Thus, we studied the effect of ethical consumption incentives relations through ethical consumption behavior on satisfaction with the purchase of clothes consumers in Ilam, Khoramabad and Kermanshah. This research is a survey-based study and is considered as an extension of application. statistical society are all of the clothes consumers in the 3 cities mentioned earlier, which a sample of 384 people has been chosen through Morgan table with stratified sampling method. Questionnaires information gathered and its validity confirmed and all variables of the research‘s reliability got confirmed by Cronbach‘s coefficient alpha. The findings of the research have shown that ethical consumption incentives effect on satisfaction with the purchase both directly and through ethical consumption behavior.

The present paper investigates the effect of internal branding on organizational citizenship behavior with respect to the mediating role of organizational identity and job attachment in Iran’s startups. The population of the descriptive-survey study included 460 employees of start-up Internet companies in Iran and the sample size was 210 people. The sampling method used is simple random and standard questionnaires were used to collect data. Data analysis performed by using structural equation modeling with partial least squares approach and also using SMART PLS2 software. According to the research results, internal branding has a significant effect on organizational citizenship behavior. In addition, internal brand communication and transformational leadership has led to organizational identification and transformational leadership has led to job attachment. Organizational identification also affects job attachment. On the other hand, organizational identification has affected the organizational citizenship behavior towards customers and job attachment has affected the organizational citizenship behavior towards customers and the organization.

This study analyzes the effective factors on consumers' tendency to buy smart phones from gray markets. The research is a descriptive survey and correlation type. The statistical population included all consumers of cellphones in Tehran mobile market. Based on that, a sample of 390 people was selected through Coachran's formula using available sampling method. Questionnaires were used to collect data. The validity of the questionnaire was confirmed through using construct validity and its reliability was estimated using Cronbach's Alpha and also combined reliability methods. Studying research literature, the model was designed and it includes factors of novelty seeking, consumption condition, integrity and perceived risk of attitude towards purchase and intention of buying smuggled smartphones. In this research, consumer's attitude towards counterfeit goods was considered as a mediator variable. In order to study the hypotheses Structural equation modeling was used. According to the results, novelty seeking has a positive effect on attitudes towards buying smuggled smartphones. The effect of consumption condition and integrity on attitudes towards buying smuggled smartphones was negative. The attitudes of consumers towards counterfeit goods have a positive effect on the willingness of consumers to buy gray market smartphones.  The role of mediator variable between the relationships of variables was confirmed. In addition, the perceived risk has negative impact on willingness to buy smuggled smartphones and this variable is a restrainer factor of buying smartphones from gray market.

Trust in insurance is the most important factor of the insurance industry and without this trust, there will be no re-purchase. In the present study, the effect of trust and value dimensions on customer loyalty in the public and private sectors of insurance is investigated. This research is applied in terms of purpose and descriptive in terms of data collection. The statistical population of this study is the customers of public and private insurance companies in Kurdistan province. Based on the stratified random sampling method according to market share, the desired sample size was determined and a questionnaire was used to collect data. . SPSS and LISREL software were used to analyze and analyze the data. According to the findings in the cognitive path of the model, the effect of trust through perceived value on customer loyalty for the public and private insurance sectors was confirmed. The effect of cognitive trust on utility value also confirmed in both public and private insurance companies, but the effect of emotional trust on hedonistic value was confirmed only in private insurance companies. In general, the effect of trust and value on loyalty in the public sector is greater than in the private sector.

Iran’s engineering and consulting engineer (E&CE) industry especially in the field of oil, gas and petrochemical (O,G&P), due to lack of competitiveness, it has not yet succeeded in achieving its position on the global market. This research is aimed at identifying and prioritizing components and affecting factors on competitiveness of Iran’s E&CE companies in the field of O, G&P, and their relationship between them. For this purpose, in the first stage, based on the review of literature and the use of expert opinion, the competitiveness components of Iran’s E&CE companies in the field of O, G&P were identified and prioritized, and secondly, based on the measurement of the existing competitiveness status of Iran’s E&CE companies in the field of O&G, and its analysis through structural equations modeling, relations between components and affecting factors on their competitiveness were investigated. This study was conducted in 2017 and based on the results , in the first stage, 50 affecting factors in 7 groups were identified. Based on the results of the second stage,  it was found that the components of “knowledge management and creativity and innovation capabilitie”, “finance”, “information technology”, “economic performance” and “infrastructure” respectively had the most impact on the competitiveness, of E&CE companies in the field of O, G&P.

The recent perspectives that have been arisen among customers are genuinely rooted in the fact that each business, which is able to create new and continuous innovations in its products has more value than others. Therefore, developing continuous new products and innovations in order tp creat new positive perspective in customers and consequently enhancing brand value is seems to be crucial. The aim of this survey is to propose new effective methods related to management communications with customers and innovative perspective to develop new products in Iran's dairy industry. The statistical population of the study consisted of 54 dairy producers from the dairy association of Iran. The sample size is 46 firms using Krejcie and Morgan Table. The research method is descriptive survey based on structural equation modeling and the data gathering tool was questionnaire. To test the research hypotheses, partial least squares (PLS) and Smart Pls3 software have been used. The results show that customer relationship management and entrepreneurial orientation have a positive and significant effect on the new products development through customer participation. Also, entrepreneurial orientation has a positive and significant effect on the new products development, but the direct impact of customer relationship management on the new products development was not confirmed.

In today's competitive environment, with the increasing growth of services in companies, the importance of understanding service innovation and ways to improve it has increased. Given the developments in the industry and their tendency towards competitiveness, attention to service innovation has already become important to gain a competitive advantage. The purpose of this article is to investigate the role of customer-oriented capability and service innovation in sustainable competitive advantage. In this study, 156 supervisors of food industry companies in Zanjan province in the framework of four hypotheses, the case was investigated by descriptive survey method. The results show that innovativeness service offering and customizing capability affect sustainable competitive advantage. also this paper show that customizing capability through innovativeness service offering has a positive and significant effect on  sustainable competitive advantage. Based on the results of this study, we can be suggested that managers pay more attention to customer needs in service innovation can achieve competitive advantage and superior performance than  competitors.

Today, businesses have particular attention to customer participation and their responsibility towards firms in order to increase their profits and market share. Because this subject could provide the context for the customer involvement and citizenship behavior, which leads to have customer co creation value behavior, and by creating customer satisfaction and loyalty has affected their brand preference and repurchase intention. In fact, the purpose of this research is to investigate the effect of creating customer co creation value behavior on the brand's preferences and the repurchase intention. Also we examined the mediating role of brand preference in the relation between customer co creation value behavior and repurchase intention. The present study is practical in terms of purpose and descriptive in terms of data collection. The statistical population is the customers of various clothing brands in the Instagram social network. 239 questionnaires were gathered by convenient sampling method. We use structural equation modeling to analyze data. The results of this research show that customer value co creation behavior has a positive and significant effect on brand preference. The positive and significant effect of the brand equity on brand preference has been proven. Also brand preference mediated the relation between customer value co creation behavior and repurchase intention.

The purpose of this paper is to investigate the effect of strategic entrepreneurship and institutional environment on the performance of sports businesses. The research method is descriptive-analytic and correlation type. For this purpose, the Structural Equation Modeling was used by LISREL software and the final model was presented. The statistical population consisted of all small and medium-sized sports enterprises with a staff of less than 50 people in Markazi province in the product and service sector and a sample of 200 people selected. The sampling strategy was stratified random. Data were collected using standard strategic entrepreneurship, institutional environment and business performance questionnaires. After confirming the validity by the sport sciences experts, the reliability of the questionnaires was obtained using Cronbach's alpha coefficient. The fitting indicators of the model were desirable, and in this regard, the results showed that strategic entrepreneurship and institutional environment affect the performance of sporting businesses and based on the path coefficient, strategic entrepreneurship had the most impact on the performance of business athletics, but the institutional environment had not any effect on Strategic entrepreneurship. The promotion of culture, entrepreneurial mentality and leadership with the development of innovation through the provision of applied training to sports entrepreneurs and the development of rules facilitating and improving environmental values ​​can help to improve the performance of the business.

The purpose of the present study is to investigate the impact of the organization's strategic orientation on the financial performance of new product development. This study examined two types of organizational strategic orientations: market orientation, innovation orientation, and the complementary relationship of market orientation / innovation. The present study is a descriptive survey and causal in terms of applied purpose. Statistical population consists of manufacturing companies in high and medium technology industries and companies with high technology in other industries. Sample size was determined based on Cochran formula of 229 companies, which were collected convenient sampling method and questionnaire. Confirmatory factor analysis technique was used to purify the data using version 22 of Amos and the hierarchical linear regression method with SPSS version 22 was used to test the hypotheses. The results of this study indicate the positive impact of market orientation and innovation orientation on new product development performance. In addition, the findings indicate a significant and positive effect of complementary market / innovation orientation on new product development performance. The results also showed that strategic orientations of the organization can influence the financial performance of new product development.

The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement advertisers to positively influence the attitudes toward the advertising and brand attitudes and subsequently increase purchase intention. The main purpose of this research is to explain the impact of celebrity endorsement on the consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes. Therefore, in this research, the impact of celebrity endorsement on the consumer's purchase intention through the mediators of the attitude toward advertising and brand attitudes has been investigated.This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive-survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was estimated at 388 people. In this regard non- random available sample was used. Moreover, structural equation modeling was used to analyze the obtained data via smart PLS software. The findings of this research show that the use of celebrity endorsement in advertising has a positive and significant effect on the attitude toward advertising and brand attitudes. Also, the attitude toward advertising and brand attitudes has a positive and significant effect on the purchasing intention. Also, the celebrity endorser has a positive and significant effect on the purchasing intention through attitude toward advertising and brand attitudes. Therefore, companies must try to create a favorable attitude towards advertising and brand in the minds of consumers in order to increase the purchasing intention.

This study aims to tackle the distribution network of small and medium industries in the sohan industry to investigate the status of the sohan system distribution network, find the existing pathologies in the industry and provide solutions to improve the distribution network. In this research, by reviewing the theoretical bases of the distribution network and using the experts ' experiments, we identified the criteria of distribution network pathology. The statistical population of the study includes manufacturers, experts and activists of Sohan Industry Distribution Network in Qom, the total of the people who interviewed them was 9 people and complete a questionnaire of 17. Using the FARE method, we measured the criteria. In order to identify the damages in the industry, the importance-performance matrix was used. Findings from the research show that in the matrix analysis - the importance of performance among 25 indicators for the distribution of the sohan industry, six indicators of filing quality in the distribution network, the ability to deliver sohan in low volumes, flexibility in transport and inventory cost were considered in the first quarter of the importance - performance matrix which was considered as the damage in the sohan industry. Also by analyzing the data from the interview, using theme analysis method, some solutions have been proposed to improve the damage identified in the sohan distribution network.

This research proposes a new model for customer experience management and investigates the impact of customer experience management on improving the performance of one of the Iranian banks, mediated by customer satisfaction, loyalty and verbal interaction. This research develops a customer experience management model for the banking process, and then to analyze the structural equation modeling, data gathering is conducted in the field. In this study, in addition to collecting the necessary data from customers, the real performance data of the bank is provided by the performance evaluation section of the bank branches. The information includes deposit performance, receivables, electronic services and financial performance of the branches. This research is applied in terms of purpose and is descriptive-correlative in terms of data collection. This research not only provides statistical analysis of the model quality, but also addresses the results of impact analysis of customer experience management on performance indices, costomer satisfaction, and costomer loyalty. The results of this study shows that the use of the proposed customer experience management model not only is capable of improving the core competency of the studied bank, but also the approach can lead the bank to improve its performance terms.

The main purpose of this study is to designing interior stores’ space based on simulating individuals’ movement patterns. On this basis, it is exploratory in terms of objective and applied in terms of results. The statistical population of the study included customers of Ghoghnoos hypermarket in Semnan and data collected using CCTV films of a hypermarket. Several steps were taken to design the interior. In the first step, the in-store customer behavior was analyzed using empathic design techniques. In the second step, using AutoCAD design software, the store space was designed with standard template layouts and, using the focus group approach, a layout based on customer feedback was designed. In the third step, using the simulation method, different store layouts were designed and the people's movement pattern was simulated and Finally, using linear regression, the number of sales items for each scenario was defined, predicted and compared. The results of linear regression analysis showed that distance traveled, speed of movement, shopping time and type of customer behavior are factors influencing basket size forecasting. The results of comparing different store layout scenarios showed that after forced-path layout, layout designed with customer involvement, had the highest percentage of changes in increasing purchase time (12%), distance traveled (22%) and basket size (18%).

The advent of information and communication technology today has opened up new opportunities for the growth and development of countries around the world. E-government is one of the important phenomena of the use of information and communication technology that has made many changes in the way of today's human life and has created new expectations. Governments need to use a variety of channels to deliver services that enable citizens to get the services they need at anytime, anywhere in the information technology context, to meet these expectations. Government service counter offices are one of the communication channels in Iran where government agencies provide services to citizens. Accordingly, the present study aims to identify the issues and challenges facing the counter offices in the framework of the interpretive paradigm and the qualitative approach. The target community is to identify challenges, experts, and practitioners, especially in the field of e-government and counter offices in Khorasan Razavi province. The intuitive judgment method was also used by snowball sampling technique to select the experts for the interviews. The main source of data is qualitative interviews with experts. The findings were interpreted in the context of the MaxQDA software and identified challenges in four domains of governance and policy making, service delivery organizations, counter offices and office customers. Finally, based on the identified challenges, strategies are presented in two policy-approach and executive-operational dimensions, which can be accepted in the policy-approach dimension of service firms as a subject in the field. The key to e-government and the institution of trustee for these firms is pointed out. In the executive and operational dimension, it is also suggested to revise and amend the bylaws as well as to use the ratings of firms to solve problems related to the quantitative and unbalanced development of e-services firms.

Over the past few decades, great advances have been made in many industries, including the food industry, from which the development of useful products can be noted. Given the undeniable necessity of innovation in the food industry and its role in the economy, it has been attempted to present a qualitative model of the factors influencing innovation in the development of high-value food products with the aim of export boom using fuzzy cognitive mapping methodology. For this purpose, after expressing the subject, theoretical bases and background analysis, using an interpretive paradigm and a qualitative research design, an initial conceptual framework of the research with content analysis approach has been prepared and the innovation model has been presented. Then, cognitive mapping technique tools are used to examine different policies on the model and analyze it. The findings from the innovation mapping showed that the product system, the production of useful products, the interaction and partnership with customers to create value are key components to the success of the sweet and chocolate industry. In addition, the formulation of innovation promotion policies should take a composite approach to the components, and investing in the factors individually cannot achieve much improvement.

Successful market entry, cost, and risk management are some of the most important challenges, facing organizations in today's highly competitive and dynamic markets. Changing attitudes toward competition on one hand and the high cost of the entrance, on the other hand, led to the formation of new concepts such as coopetition. Despite the importance, there is no comprehensive research on this issue. So the purpose of this research is to explain the coopetition model for market entry and by considering Iran's Information and Communication Technology (ICT) industry coopetition projects, it has been selected as the statistical population for this research. data gathered through two phases including systematic literature review over the past 15 years and interviews with 16 ICT experts, then data analyzed through Multi Grounded Theory (MGT). Finally and after a focus group composing of ICT experts, a conceptual model is developed about market entry through coopetition, which composed of three constructs: "coopetition antecedents", " shaping and managing coopetition", and "coopetition performance", 51 variables, 22 relates to coopetition antecedents, 17 relates to shaping and managing and 12 relates to coopetition performance.