نشریه جستارهایی در مدیریت
سال سوم شماره 1 (پیاپی 3، تابستان 1402)

The present study was conducted with the aim of investigating the effect of employees' personality and attachment to work flow on customer-oriented behavior with the mediating role of organizational commitment among employees of Shahr Bank branches in Mashhad. This survey was conducted by descriptive correlation method, the sample of which is the employees of Bank Shahr branches in Mashhad, the data collection tool was a questionnaire, which was used to analyze the data using descriptive and analytical statistics using SPSS software. The obtained results confirm and accept the research hypotheses and show that the personality of bank employees (with a coefficient of 0.373 and a statistic of 2.515) and their attachment to their job (with a coefficient of 0.256 and a statistic of 2.201) have a positive and significant effect on customer-oriented behavior. and the employees' personality and attachment to their work also have a positive and significant effect on organizational commitment with coefficients and T-statistics (0.817, 0.557, 16.604, and 1.731), respectively. Organizational commitment also has a positive and significant effect on customer-oriented behavior with a coefficient of 0.606 and a statistic of 10.731. Also, there is a positive and significant relationship between attachment to work flow and employees' personality with the mediating role of organizational commitment on customer-oriented behavior.

The main goal of this research is to model the structural equations of the relationship of hybrid governance with value creation mechanisms in Azadegan Plain education. In this research, the research method is applied and in terms of implementation time and implementation logic, cross-sectional and inductive respectively. And in terms of nature, it is descriptive-correlative. In the current research, the statistical population includes all the employees working in the education department of Azadegan Plain, which is equal to 10,000 people. By simple random method, 373 people were selected using Morgan's table as a statistical sample, and for data collection, a researcher-made hybrid governance questionnaire with a reliability of 0.87 and a researcher-made questionnaire for value creation with a reliability of 0.79 were used. In order to measure the reliability of the reflective measurement model, Cronbach's alpha and composite reliability tests were used, and to measure the validity of the model, convergent validity using average variance extracted (AVE) and divergent validity using Fornell and Larcker tests were used. Data analysis was done using spss26 and smart pls software. The results of the research show that there is a positive and significant relationship between mixed governance and compromise in values, there is a positive and significant relationship between mixed governance and mixing values, and there is a positive and significant relationship between mixed governance and legitimizing values.

Organizations, as a living organisms, take materials and energy needed for survival from the surrounding environment and provide services or products to the environment, so if the organization is sick, it makes sick the members and the society. It is unthinkable to have a healthy society without a healthy organization. The health pulse of society depends on the health of organizations. Organizational health will create a pleasant environment for work and effort, raising the spirit of creativity and achieving organizational goals. One of the necessary measures to have a healthy organization is undoubtedly to institutionalize good administrative governance in organizations. Good administrative governance facilitates and lays the groundwork for the realization of goals and development plans of organizations and has basic dimensions that distinguish it from other paradigms. In this article, an attempt has been made to answer the question of what are the main elements of administrative governance and what relationship is there between organizational health and administrative governance according to various studies have been conducted in the field. Therefore, in this study, using a systematic method, the components of administrative governance were extracted from various researches that have been conducted in this field and a model was presented. These components include justice, transparency, accountability, rule of law, quality of law, participation and technology that affect organizational health.

Since the beginning of the Covid-19 pandemic in December 2019, the disease has affected many aspects of human life, especially the global economy in areas such as job insecurity, unemployment, economic development and health. The covid-19 pandemic has led to global and local restrictions that have had a devastating impact on the revenue of organizations. The purpose of this research is to examine the relationship between internal marketing and the intention to move employees due to job integration, management coaching and job satisfaction in Mashhad Municipality. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. Descriptive-survey and applied research method and stratified random sampling method, the data of this research was collected from the statistical population of Mashhad Municipality employees. The research tool was a standard questionnaire, which was finalized after the revision and opinion of experts and professors of the university. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential testing of the hypotheses showed that there is a relationship between internal marketing and work integration, management coaching, job satisfaction and the intention to move employees. There is a relationship between work engagement, management coaching and job satisfaction with employee turnover intention. There is a relationship between internal marketing and employee turnover intention through work engagement, management coaching and job satisfaction. In the end, based on the obtained results, the researcher has also provided practical suggestions.

Business, in recent decades, has been characterized by significant strength and growth and the ever-increasing use of information and communication. The growth of the banking sector can be attributed to the increased supply and differentiated services. This growth also assumes an increase in the number of customers and is experienced by companies with smart strategic choices. The purpose of this research is to examine the relationship between brand stability, brand personality and brand self-image with purchase intention and brand loyalty in Aindeh Bank in Mashhad. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. A descriptive-survey and applied research method and a sampling method are available, which have been collected from customers who have continuously had a financial relationship with Aydeh Bank over the past 10 years. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential test of the hypotheses showed that there is no relationship between the compatibility of the brand concept with the purchase intention. There is a relationship between brand concept compatibility, brand personality and brand self-image with brand loyalty. There is a relationship between brand personality and brand self-image with purchase intention.

Companies have a significant contribution to the development of the economy and have the potential to grow in the coming years. However, small and medium-sized enterprises still face numerous problems that lead to poor performance and slow long-term economic development. The purpose of this research is to investigate the relationship between entrepreneurial orientation and company performance through social media and managerial relations in Iranian insurance. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. A descriptive-survey and applied research method and a sampling method are available, which were collected from the employees of Iran Insurance Company. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and inferential testing of the hypotheses showed that there is a relationship between entrepreneurial orientation and social media, company performance, and managerial relationships. There is a relationship between social media and management relationships with firm performance. Also, there is a relationship between entrepreneurial orientation and company performance through social media and managerial relationships

Organizational ambidexterity refers to a company's ability to develop. discover new facilities, and exploit current facilities. Leveraging current resources and capabilities is needed to increase competitiveness in the current market, while exploration prepares to meet future needs. Both activities are essential for organizations to achieve sustainable performance. The purpose of this research is to investigate the effect of quality management on performance with the mediating role of organizational ambivalence in four- and five-star hotels in Mashhad. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. A descriptive-survey and applied research method and a sampling method are available, which were collected from managers and employees of four and five star hotels in Mashhad. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential testing of the hypotheses showed that quality management has an effect on organizational ambivalence and hotel performance. Organizational ambivalence has a positive and significant effect on hotel performance, and quality management through organizational ambivalence has an effect on hotel performance.

The emergence of the Internet in the world has led to the emergence of trends in the use of social media in everyday life, so that social media create various opportunities for the development of relationships between social media users. The purpose of this research is the impact of digital content marketing on electronic word-of-mouth marketing by considering social effects (case study: tourism industry of Mashhad). Descriptive-survey and applied research method and non-random sampling method are available. Due to the unlimited statistical population, according to Cochran's formula, 384 questionnaires have been collected from the statistical population of Mashhad tourism industry. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. The research tool was a standard questionnaire, which was finalized after the revision and opinion of experts and professors of the university. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and inferential testing of the hypotheses showed that digital content marketing has an effect on electronic word-of-mouth marketing. Also, social influences play a mediating role in the impact of digital content marketing on electronic word-of-mouth marketing. Finally, social influences have an effect on electronic word-of-mouth advertising. In the end, based on the obtained results, the researcher has also provided practical suggestions.

Today, one of the most profitable industries in the world is the home appliance industry; Because the use of advanced home appliances is becoming the most diverse product compared to some similar sources in the market; Therefore, examining the components and criteria that influence the purchase intention of customers has become one of the main concerns of marketing managers in this industry. Based on this, the main goal of this research is to investigate the relationship between new product creativity dimensions and purchase intention through perceived values (case study: Snowa home appliance customers in Mashhad). The research method is applied in terms of purpose, in terms of data collection in a descriptive-correlative manner and in terms of data analysis in a quantitative manner. The statistical population in this research consists of Snowa brand customers who have bought at least once from this brand's products in the last five years, and based on the 10-fold rule of thumb method of structural equations, the minimum sample size was estimated to be 265 people. which was distributed among the sample members by means of non-random sampling available on the web. The data collection tool was a localized 23-question questionnaire based on Wu et al.'s (2022) research. Also, to analyze the data, structural equation technique will be used using Smart PLS software. The results showed that utilitarian value mediates the relationship between product novelty on purchase intention and hedonic value mediates the relationship between product meaningfulness on purchase intention. Newness of products has a positive and significant effect on utilitarian value and purchase intention, and meaningfulness of products has a positive and significant effect on hedonic value and purchase intention. Also, perceived utilitarian value and perceived hedonic value have a positive and significant effect on purchase intention