حسین وظیفه دوست

The aim of this research is to design a comprehensive model for strategic market-oriented management of Saipa Company, with a focus on export strategies. This research is applied and developmental in terms of its objective, and exploratory with a qualitative approach in terms of its nature. The statistical population of the study includes specialists, senior managers, and experts in the automotive industry and sectors related to automotive product exports. Using purposeful sampling, the sample consisted of 18 academic members (university professors), managers, and experts from the automotive industry. Data collection was carried out through semi-structured interviews and library research. Data analysis was performed using a grounded theory approach, assisted by MAXQDA v10 software, and the coding process took place in three stages: open, axial, and selective coding. The results of the qualitative data analysis led to the design of a paradigmatic model for market-oriented strategic management with an emphasis on exports at Saipa Company. This model includes six main dimensions.

Nowadays, there is a lot of competition in the field of providing (banking) services due to the similarity of the product features, so organizations to create a competitive advantage to the new approach of social customer relationship management whose philosophy is to use the capabilities of social media to attract and retain customers. Have turned. Also, with the help of cause related marketing tools emphasizing green management in the framework of social responsibilities, the bank can improve its interaction with customers in the best possible way by raising the credibility of its brand name, with the aim of increasing their loyalty. The purpose of this research is to explain and design the model of customer relationship management in social networks based on causal marketing with an emphasis on green management in the framework of social responsibilities based on a qualitative approach based on data base theory. This research was conducted using qualitative research method and based on grounded theory method. The snowball method was used to select experts. The result of information analysis was obtained in the form of six categories of causal conditions, central phenomenon, contextual conditions, strategies, intervening conditions and consequences, and in the form of 19 sub-categories and 77 indicators. The results of this article can be useful for dynamic productivity in Sina Bank and create a good background for other researchers.

This study aims to identify and rank the key components influencing Iran's strategic model of trade diplomacy in World Expo exhibitions. 

The research adopts a mixed-methods approach. Initially, the components of Iran’s trade diplomacy in World Expo exhibitions were identified through a literature review and semi-structured interviews with experts. The interviews were analyzed using open, axial, and selective coding, resulting in 33 categories and eight key components. These components include cultural showcase, presentation of trade and economic opportunities, trade negotiation, resource management, national branding, private sector participation, development of a trade diplomacy framework (clear articulation of trade diplomacy policy), and research and development (R&D). In the quantitative phase, an interpretive structural modeling (ISM) approach was employed to develop Iran’s trade diplomacy model for World Expo exhibitions based on input from 15 stakeholders, including trade diplomats, business professionals, academics, and Expo organizers. Subsequently, MICMAC analysis was utilized to assess the influence and dependency levels of these components. 

The results indicated that private sector participation ranks at the highest level in Iran's strategic trade diplomacy model for World Expo exhibitions. Following this, national branding and the development of a trade diplomacy framework occupy the next level. Research and development, along with trade negotiation, were identified at the third level, while cultural showcase and the presentation of trade and economic opportunities were positioned at the fourth level. Resource management was placed at the lowest level of the strategic trade diplomacy model. 

Using interpretive structural modeling, the position of these factors was mapped in a variable scatterplot with the help of MICMAC analysis, allowing for the identification of key variables’ roles and interrelations within the strategic framework.

The purpose of this research is to investigate the effect of Sanctions’ Reduction and the financial strength of companies on the development of garment exports, considering the mediating role of direct exports and indirect exports. The research method is practical in terms of purpose and descriptive-survey-correlation in terms of method. The statistical population of this research includes the managers of garment manufacturing and exporting companies, and the sample size was determined to be 344 people using random sampling method. To analyze the data, the method of structural equations modeling has been used using Smart PLS software. The tool used for data collection is standardized questionnaire. The findings of this research show that the Sanctions’ Reduction has a direct and significant effect on the development of garment exports. Also, the financial Strength of companies has a direct and significant impact on the development of garment exports. Direct exports play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports, the mediation role of indirect exports on the relationship between the Sanctions’ Reduction and the development of garment exports was also confirmed.

For more than a decade, major airports have been transitioning from a simple environment with air infrastructure for passengers and cargo to a diverse city with an airport at its center along with commercial developments and people's activities. Airports with this type of structure are called airport cities. The statistical population of this research in the qualitative section includes managers, professors, and experts who have had a noteworthy scientific or practical effect in the field of organizational entrepreneurship model. Therefore, in the qualitative phase, seventeen experts were present in the interview and formed the statistical sample of this section. The basic tool of data collection in the qualitative phase of the research was a semi-structured interview using the protocol, and in the quantitative part, the statistical population consisted of business managers of airport towns. And in a small part, the statistical population includes business managers of airport settlements. The researcher analyzed the results of the qualitative research and coding, including entrepreneurial leadership, human resources capabilities, new social needs, organization culture and values, organization mission and organizational structure, innovation, intelligent risk-taking, strategic renewal, enabling policies and entrepreneur-oriented talent management, economic-social environment, excellence of human resources, improvement of organization performance and social value creation

The necessity of crowdfunding based on entrepreneurship and its components have been discussed in many studies such. However, despite the importance of crowdfunding based on entrepreneurship in the digital space, and addressing it in recent years, its components and dimensions are still unclear, and its implementation in digital-oriented businesses has faced difficulties. Therefore, in the current research, by using the research synthesis of the existing theoretical foundations, it has been addressed to identify the axes and components effective on the implementation of crowdfunding based on entrepreneurship in digital-oriented businesses.

The current research method is a research synthesis that is used to analyze studies related to the dimensions and components of crowdfunding based on entrepreneurship in digital businesses. Research synthesis is an explicit method to identify, evaluate and analyze the work done by researchers, researchers and scholars (Okoli & Schabram, 2011). The studies that can be evaluated in this method must be published online and be the result of field and research work. Therefore, the field of research includes all valid scientific articles in the field of dimensions and components of crowdfunding based on entrepreneurship in digital businesses. In this regard, due to the fact that collective financing strategies based on entrepreneurship have undergone many changes in recent years, therefore, all the selected articles of this research are also based on this period of time. The scope of the research is all the articles (189 articles) that have been presented in the last decade about the components of crowdfunding based on entrepreneurship in business and related concepts in specialized and scientific databases. The sample of the research is 27 articles, which have been selected based on thematic monitoring, theoretical data saturation and purposefully. The data of the research was collected from the qualitative analysis of the studied documents. To ensure the coding method, four evaluators were used to recode the findings, which was used to confirm the Scott method (2012) that in this research, the level of agreement between the number of evaluators was 77, which indicated the agreement between the evaluators in coding.

The results showed that the indicators and components of crowdfunding based on entrepreneurship in digital-oriented businesses in four selected codes and 11 axes of management factors (including management of working capital based on entrepreneurship, financial development management, design of entrepreneurial policies) strategies (including direct crowdfunding strategies, indirect crowdfunding strategies), background factors (including cultural factors, economic factors, digital factors, legal factors), programmatic factors (including networking in entrepreneurship, analysis of conditions and needs assessment, creativity (partly to crowdfunding) was organized.

The management components in crowdfunding based on entrepreneurship in digital-oriented businesses were focused on working capital, financial development management and entrepreneurial policy design by referring to the dimensions of financial management and paying attention to the direction of entrepreneurship in business. In explaining the core code of working capital management based on entrepreneurship, its dimensions in financing were discussed. The findings of this part of the research, which are more consistent with the findings of Leon et al (2023) and Chandna (2022), have attributed the attention to capital preservation and risk assessment in crowdfunding to management and managerial factors.In this research, crowdfunding strategies based on entrepreneurship in digital businesses were divided into direct and indirect crowdfunding strategies by examining the theoretical foundations. The basis of this division according to the theoretical background is the immediate and unmediated communication of the companies applying for crowdfunding or their intermediation. The findings of the research in the strategy section were almost derived from the major findings of the researches mentioned in the table... and most of the researches dealt with crowdfunding strategies in various ways, and the research synthesis aspect of this research was their separation and summation.

The present study was conducted with the aim of providing a weight model for pricing indicators of brand value in the automotive industry of Iran. This research is applied in terms of purpose and exploratory-survey in terms of approach. The statistical population was a group of academic and executive experts who were fully acquainted with the issues of branding and brand valuation as well as the automotive industry of Iran. Based on this and using judgmental sampling method, 35 people were selected as included in the team of research experts. In the process of identifying brand value pricing indicators, the arm interview tool was used in the screening and classification stages of the indicators and closed questionnaires were used to achieve the weight model of brand value pricing indicators. In this research, in different phases, different methods and software were used. In the screening and classification of indicators, descriptive and inferential analysis methods such as mean, Kolmogorov-Smirnov test, one-sample t-test and factor analysis were used to perform calculations, Excel and SPSS software. In the stage of achieving the weight model, the method of fuzzy hierarchical analysis process (FUZZY AHP) and SuperDecision software was used to perform its calculations. Finally, the results of the study led to the identification of 9 dimensions (distinction, credibility, awareness, belonging, trust, quality, loyalty, social responsibility and association) and 28 sub-indicators and their final weight was determined

In the course of its development and evolution, marketing gradually shifted away from a focus on production and sales. Instead, leading companies began to prioritize customer orientation and the establishment of relationships with their customers. Relationship marketing has evolved into a customer-centric philosophy that emphasizes effective communication with customers, understanding their needs, and responding with suitable products and services. However, it has now transcended its traditional concept. Rather than solely identifying customer needs through direct communication between the organization and the customer, relationship marketing has shifted towards a network of interactive, bilateral, and multilateral relationships. In this new paradigm, the objective is not only to create value for customers but also to co-create value through active collaboration with them, which has become a priority for businesses. Therefore, it can be concluded that value creation holds a significant role in commercial markets and inter-organizational relationships. From this perspective, relationship marketing and the establishment of long-term relationships with customers should focus on value creation. This aspect is particularly crucial in inter-organizational relationships, where the customers are the same commercial entities. This study is also significant from a negative perspective. If businesses operating in commercial sectors neglect the exchange of value with their customers, they risk losing market share and ceding their position to leading companies in the field. Business customers possess greater knowledge, sophistication, and expertise, and they are more likely to collaborate with companies that co-create value with them. This issue holds particular importance in theoretical discussions. Nevertheless, while the concepts of "value creation" and "relationship marketing" have been highlighted in various studies, they have largely been examined in isolation. This has resulted in a significant research gap concerning relationship marketing grounded in value exchange. Additionally, the dynamics of commercial market environments and inter-company relationships have been overlooked from the researchers' perspective. Consequently, numerous gaps exist in the conceptualization of relationship marketing based on value exchange, particularly within the context of commercial markets. The theoretical synergy and contribution of this research to expanding knowledge lies in recognizing the underlying structures that facilitate the creation of shared value with customers through relationship marketing within the context of industrial relations. This study employed a mixed exploratory design approach. Consequently, the current research addresses the key question: What is the status of relational marketing based on value exchange in commercial markets?

This study is based on a pragmatic paradigm from a philosophical perspective and employs an inductive-analogical approach. Additionally, the current research is classified as applied-developmental in terms of its objectives, and it is categorized as cross-sectional survey research based on the data collection method. To achieve the research goals, a mixed exploratory research design, incorporating both qualitative and quantitative methods, was utilized.The community of participants in the qualitative section comprises professors of marketing management and managers from Parsian Electronic Commerce Company. According to Miller et al. (2010), five criteria—keyness, popularity, theoretical knowledge, variety, and motivation to participate—were employed to select the participants. Consequently, in the qualitative portion of this study, interviews were conducted with senior and experienced managers of Parsian Electronic Commerce Company through targeted sampling. The sampling process continued until theoretical saturation was achieved, resulting in the participation of 10 managers in this study. The statistical population for the quantitative part included customers of commercial markets, specifically those of Parsian Electronic Commerce Company. The sample size was estimated to be 384 individuals using Krejcie and Morgan's formula for large populations. Given the homogeneity of the statistical population, a simple cluster-random sampling method was utilized.To gather research data, semi-structured interviews were employed in the qualitative component, while questionnaires were utilized in the quantitative component.The validity of the qualitative component was assessed and confirmed according to the perspectives of Lincoln and Guba, based on their four criteria: validity, transferability, verifiability, and reliability, as evaluated by judges. To measure the reliability of the qualitative component, the percentage of agreement observed, calculated using the Holstein formula, was estimated at 0.638. This value exceeds the acceptable threshold of 0.6.To analyze the qualitative data, the thematic analysis method (THEM) was employed to identify themes related to relational marketing based on value exchange in commercial markets. The relationships between these themes were also explained. In the quantitative section, the importance-performance analysis method (gap analysis) was utilized. The analysis of interview transcripts in the qualitative portion of the research was conducted using MaxQDA software, while the quantitative analysis was performed using SPSS software. 

The research findings indicated that, based on the network of research themes, functional value and social value influence emotional value, cognitive value, and situational value. Additionally, the results demonstrated that these components impact the co-creation of value with customers and contribute to value creation, ultimately facilitating the exchange of relational marketing value.

 The present study aimed to analyze relationship marketing based on value exchange in commercial markets, utilizing the importance-performance approach within the Parsian Electronic Trade Company. After collecting, analyzing, and interpreting the data, a model was developed, and the research findings were summarized. Ultimately, the results indicated that value exchange in relational marketing can significantly influence customer orientation and relationships with customers. This, in turn, leads to increased customer satisfaction, loyalty, and trust, ultimately facilitating customer retention.

The purpose of this study is to identify the strategic factors affecting sales performance and the role of social media marketing with a future research approch. Social media is transforming the classic dynamics of business and fostering a two-way communication between companies and their customers by creating a platform for dialogue, exchange and collaboration. The statistical population of this research was experts familiar with the subject, which included professors, managers and experts of companies. The sampling of the present study was a purposive judgmental sampling according to the interpretive structural modeling approach. 10 experts answered the questions. The reliability of the measuring instrument was confirmed in terms of absolute agreement and in terms of compatibility. The results of Mick Mac analysis showed that eight factors related to sales performance are divided into three categories of influencers, dependent and autonomous, according to social media in terms of permeability and dependence. Factors of sales performance, sales behavior, use of social media and competitive information collection in relation to the research topic are more effective and in contrast to other factors such as media type and goal-oriented education and attitude to media utility have the most impact and Are the least affected. The research findings also showed that in terms of futures research and identification of strategic variables, the variable of customer relationship technology is the most strategic research variable that affects sales performance.

The purpose of this research is to identify the main components and dimensions of digital content marketing according to the conditions of Iran and to present a model using a qualitative method based on the Grounded Theory approach. Data were collected through semi-structured in-depth interviews with experts. These experts included university professors in the field of digital content marketing and managers and activists of advertising and digital marketing agencies. Using targeted sampling and after conducting 15 in-depth interviews, theoretical saturation was achieved after the implementation and analysis of interviews and open, axial, and selective coding. The results showed that digital content marketing is realized by these conditions. Causal conditions (Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, The appeal of Digital Content Marketing, changing customer behavior, changing current structures), contextual conditions (personal characteristics, social characteristics), intervening factors (technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19), central category (Digital Content Marketing), strategies (make it enjoyable, increasing participation, providing various services to users, using various methods to increasing audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation), and consequences (market expansion, increasing profitability, groundwork for brand creation). The results indicate that the research model is acceptable level.

This research is designing and explaining the intelligence model of new businesses (startups) for the purpose of organizational resilience in the conditions of inflationary stagnation. This research is fundamental (first stage) with applied approach (second stage). In terms of its nature, it is also included in mixed methods (exploratory-descriptive). In this research, in order to analyze the data obtained from the questionnaire, the coding procedure, according to the statistical needs, is from the statistical software SPSS.V24 and from the structural equation software pls.V3 in the format Two parts of descriptive and inferential statistics have been used in the form of linear and multiple regression. The statistical population of this research in the qualitative stage is 15 experts in the field of organizational behavior, including university professors and managers of active startups in Tehran province. The statistical sample in the qualitative part will be based on the snowball technique. Quantitative statistics of all active startup employees in Tehran province, whose number is 1500. The sampling method in this research is accessible. which are 306 people using Cochran's formula. whose number will be 384 people. The results of the research show that the causal conditions of the research on the central phenomenon in the intelligence model of start-up businesses (0.737), the intelligence of start-up businesses on research strategies in the intelligence model of start-up businesses (0.700) 0) interventional factors of research on research strategies in the intelligence model of start-up businesses (0.003) contextual factors of research on research strategies in the intelligence model of start-up businesses (0.999) research strategies on the consequences of research in the intelligence model of start-up businesses (0.700) has a significant effect in the conditions of inflation stagnation.

The purpose of this research is to provide a customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). The research method is applicable in terms of purpose, and descriptive-survey in terms of the conducting method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers; and due to the limited statistical population, 384 people were selected using Cochran's formula; and the random sampling method is simple. The collection tool is a researcher-made questionnaire, taken from the qualitative part of the research. SPSS and PLS software were used for analysis. Also, confirmatory factor analysis was used to show the reliability of the questionnaire. The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed.

The present study seeks to investigate the effectiveness of entrepreneurship education in the manufacturing industry, which either examines the use of structural equation modeling.

The present research method is descriptive (non-experimental) and the research design is structural correlation equation using partial least squares method. The statistical population of the research in the quantitative part includes all managers and experts of manufacturing industries in Tehran. In the quantitative part of the research, stratified random sampling method and to estimate a sufficient number of samples in this research, Cochran's sample estimation formula has been used. The statistical population of the study consists of 5691 people. The number of statistical samples of research based on Cochran's formula includes 384 managers and experts in the manufacturing industry.

The research findings showed that educational program design, educational needs assessment, learner preparation, strengthening skills, building context and strengthening social connections have a significant effect on the effectiveness of entrepreneurship education. Finally, the research model leads to the consequences of increasing individual creativity, increasing productivity and daring to take risks. The findings showed that the tested model is able to predict the amount (0.613) of the effectiveness of entrepreneurship education and also in the current research for the tested model the absolute fit index (GOF) was obtained as 0.41, the value obtained for this The fit index is an indicator of the fit of the tested pattern.

The results of the study of extracted variance values of hidden variables of the effectiveness of entrepreneurship education in manufacturing industries showed that the convergent validity of measuring instruments was confirmed using the extracted mean variance index and the model was acceptable and generalizable.

Islam always encourages its followers to be active in activities which are beneficial to the society. The purpose of this study was to examine people's motivations for helping others. For this purpose, we considered three religious, human and materialistic motives as possible ones for benevolent behaviors. The present study was performed with an applied purpose, an experimental method and a 2 × 2 × 3 factorial design, including the behavioral stimulus type (religious, humanitarian, materialistic) × the donated product type (food, health) × group norms (the presence of people around, the absence of people around). Research data were collected through a scenario-based questionnaire using texts and images. The statistical population of this study included students. Multivariate analysis of variance (MANOVA) was used to analyze the evidence in this study according to the objectives. The authors found that religious motives were considered as the most effective motivators for charitable activities in the country. This research showed that religious motives in Iran were more effective than other motivational stimuli due to the fact that the scope of religion has had an important place in people's beliefs as a moral value. Since the present study was conducted in the period of the Covid-19 pandemic, this parameter affected the research results in a way that benevolent activities regarding health products were more effective than food products.

Entrepreneurial skills are considered as an important mechanism of entrepreneurship development. One of the preconditions for national development is scientific and research development, in which higher education has a major role in this development, and without it, we can not talk about scientific development. Therefore, universities have a fundamental and irreplaceable role and function as the scientific and intellectual command tower of the society. This research is practical in terms of purpose and quantitative in terms of data collection method. The statistical population is 75 professors, specialists and experts in the field of entrepreneurship in Islamic Azad universities, of which 63 were selected as a sample by simple random sampling. PLS and SPSS software were used for analysis. Therefore, in order to evaluate the reliability of the research measurement model, factor load coefficients, Cronbach's alpha coefficients and combined reliability, convergent validity and divergent validity were used. The results show that the linear relationships between the variables have been confirmed and due to the increasing rate of change and emergence of the knowledge age, the wave of future research in political, economic, social and technological institutions has expanded and is in line with societal developments to create the future. Desirable and long-term policy-making and planning of the university system, the future of research in higher education, has become necessary.

Today's competitive environment has become such that companies can no longer outdo market competitors who are very quick and opportunistic by implementing several entrepreneurial plans, and the conditions must be such that all personnel within an organization benefit from the entrepreneurial and market-making spirit. so that they can implement their individual and group entrepreneurial plans. Therefore, in this study, the goal of the researcher was to provide a model of organizational entrepreneurship in airport city companies. The statistical population of this research in the qualitative section includes managers, professors, and experts who have had a noteworthy scientific or practical effect in the field of organizational entrepreneurship model. Therefore, in the qualitative phase, seventeen experts were present in the interview and formed the statistical sample of this section. The basic tool for data collection in the qualitative phase of the research is a semi-structured interview using a protocol, and in the quantitative part, the statistical population includes business managers of airport towns, and the researcher has used a questionnaire tool to collect data. The researcher analyzed the results of the qualitative part and coding in six categories including causal conditions (entrepreneurial leadership, human resource capabilities, new social needs), contextual conditions (organizational culture and values, organization mission and organizational structure), central (innovation, intelligent risk-taking) ),strategy (strategic renewal, empowering policies and entrepreneur-oriented talent management), intervening conditions (economic/social environment), outcomes (human capital improvement, organizational performance improvement and social value creation) and presented in a small part to evaluate the paradigm model has been.

The present study aimed to analyze the relationship between social responsibility and the quality of services in the banking industry with respect to the mediating role of ethical marketing strategy.               

This research is applied in terms of purpose and descriptive-survey approach. The statistical population of this research was the customers of the banking industry in Tehran, from which 400 people were selected by simple random sampling and participated in the research. The data collection tool was a researcher-made questionnaire. In order to analyze the data, structural equation modeling method and SPSS and LISREL software were used.

Based on the results, the first three hypotheses of the study were confirmed due to their larger significance number of (1.96) and positive standard coefficient (significant number of the path between the two variables of social responsibility and ethical marketing strategy). (16/18), between social responsibility and quality of banking services (8/8) and between ethical marketing strategy and quality of banking services (9/88). Banking services were approved.

Undoubtedly, the attention of financial institutions and banks to the issue of social responsibility can affect the quality of their services and ultimately customer satisfaction and loyalty, which in this way can benefit from mechanisms such as ethical marketing and achievement to the goal.

Today, with increasing business competition, the employer brand forms an ideal image of the organization in the minds of current, potential employees and other stakeholders and leads to employee loyalty. The purpose of this study is design an employer branding model in the Statistics Center of Iran with a mixed method approach. Data in the qualitative part were collected through semi-structured interviews with 10 professors, brand experts and boss, deputies and managers of the Statistics Center who were purposefully selected and in the quantitative part using the Cochran's formula of 340 managers, staff of the Statistics Center Iran and partner companies with Iran Statistics Center (corporate customers). The collected data were analyzed by grounded theory method through coding (open, axial and selective) using MAXQDA software and in the inferential quantitative part using SPSS 16 and 24 Smart PLS software. Fitness tests showed the validity of the comprehensive model of employer branding in the Statistics Center of Iran. Findings of the present study consisting of 6 dimensions, 17 components and 51 items lead to the design of the employer's branding model in the Statistics Center of Iran and finally seventeen components are involved in explaining the comprehensive model of the employer's branding in the Statistics Center of Iran.

The use of artificial intelligence techniques and methods in improving evaluations and reducing computational accuracy is one of the most important capabilities in the field of computer application in various sciences, which is a strategic strategic approach, especially in financial resource management, investment and science. Economic is used. It will be much more efficient when computational models are based on several different variables. Because in a strategic investment management at the intra-organizational and macroeconomic level, especially banks, the smallest calculation errors will have serious financial consequences. For this purpose, the present study has been prepared in three stages of data collection, data measurement and preparation of evaluation models. In the data collection stage, an exploratory method (descriptive-survey) was used to collect information (data related to the financial balance sheets of Sepah Shahr Bank of Tehran and the Central Bank consisting of 17 branches) which after extracting the criteria by expert personnel. (Including 50 specialists) has been evaluated. After measuring the data, these data were classified and then analyzed by Fuzzy-AHP model for data analysis. The results show that variables such as real per capita income, number of branches and size of banks have a positive effect on bank deposits and inflation has a negative and significant effect on it, which indicates an increase in inflation leading to devaluation, hot money creation. And the outflow of money from banks and its conversion into capital assets and eventually the reduction of bank deposits will have a direct impact on GDP and capital.

This study was aimed at developing a model based on the value exchange of relationship marketing in commercial markets using a mixed approach, combining qualitative and quantitative research methods. In the qualitative part of the research, interview questions were developed for the data collection purpose. Then, the DEMATEL Questionnaire, the ISM Questionnaire and a researcher-made questionnaire with a 5-point Likert scale were used. The statistical population in the qualitative part, DEMATEL and ISM consisted of 10 qualified experts selected using a purposive and non-probability sampling method and questioned through in-depth and semi-structured interviews. The statistical population of the quantitative part who were used to validate the final model consisted of 384 customers of commercial markets.In the first step of the current study, the main categories and sub-categories of the research were identified using the qualitative analysis of the theme (editing and summarizing the interviews and interpreting the concepts and words) and MAXQDA software was used for qualitative analysis. Then, in the second and quantitative part of the research, the DEMATEL technique, the Interpretive Structural Modeling (ISM) method and MICMAC software were used to identify the causal relationships between the main categories of the research. Finally, the model was validated using the Partial Least Squares (PLS) technique and SMART PLS software.The final model was presented by extracting the main categories and sub-categories of the research using the results of qualitative analysis of the theme and an integrated ISM-DEMATEL method. In total, the resulting model consisted of 14 main categories. Based on the research model, we concluded that functional and social values affect emotional, epistemic and conditional values. Emotional, epistemic and conditional values affect value co-creation with customers as well as value creation and lead to the value exchange of relationship marketing. The value exchange of relationship marketing can affect customer orientation and relationship, thereby leading to customer satisfaction, loyalty and trust, and ultimately customer retention.

The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying the validity of the content and also verifying its reliability using Cronbach's alpha, the questionnaire was distributed among the customers of Saderat Bank who were selected by random sampling method. In order to check the research findings, Amos software was used.. The obtained results show that brand attitude has an effect on customer brand identity. Brand attitude affects customer brand equity. Electronic word-of-mouth advertising has an impact on customer brand identity. Electronic word-of-mouth advertising has an impact on customer brand equity. Customer brand identity affects willingness to pay more. Brand equity affects willingness to pay more. Key words: Willingness to pay; brand equity, customer brand identity, electronic word of mouth,, brand attitude,

The sanctions imposed on the country’s oil industry in recent years, the problems facing the sale of crude oil and its products, and the decrease in market share and income from it at the regional and international levels have increased attention to the development of the export of oil products and derivatives. The current research aims to provide a model for the development of oil products export. This research is of a qualitative type, using the data approach of the systematic foundation and with the help of the hidden content analysis tactic, and to collect data with 14 experts of the country’s oil industry who participated in this study with a non-probability approach and the form of a snowball with a specific protocol. An in-depth interview was conducted. Data analysis was done in three stages open, central, and selective coding with the help of MaxQDA20 software and then the qualitative research model was designed. Based on the research findings, the main category is the development of the export of petroleum products. The causal conditions in this research were political factors, economic factors, unfavorable positions, and attention to the importance of the export development of petroleum products. Background conditions include infrastructural factors of product production, financial resources, business environment, organizational factors, and product quality. Intervening conditions also include government, marketing research, competitors, management knowledge, marketing system, technological factors, training, advertising, and administrative procedures. The strategies include abandoning the idea of selling crude oil, revising the strategies of the oil industry, reducing the government’s involvement in the export of petroleum products, making the decision-making structures of export development more agile, supporting the private sector, managing fuel consumption in the country, facilitating the government in the financing, and developing refineries. and petro-refineries through people’s capital, paying attention to new marketing methods, reducing export profits from the sale of crude oil, and finally, the consequences include reducing dependence on crude oil revenues, reducing the effects of sanctions, reducing dependence on global economies, increasing foreign exchange earnings, Creating higher added value, reducing the possibility of monitoring transactions, growing technology in the country, improving business relations with the region and increasing employment.

Considering the removal of energy and natural resources items from the list of countries' exports and the need for the prosperity of the country's economy in the non-oil export sector and not depending on a single-product economy, it seems that the export of minerals can be a useful tool. It will be necessary to make policies in the field of increasing non-oil exports. The aim of the current research was to provide a model for the development of export of mineral goods through special economic zones (case study: Hormozgan Special Economic Zone). The current research has a practical approach and its purpose is to present a model of the export pattern of minerals through special economic zones. At first, the researcher used the qualitative research method and the data approach of the foundation and interviewed seventeen experts and customs managers and managers of mineral export companies through the analysis of the interviews and using open, central, selective coding and data analysis. Manually, he identified the effective factors and presented the pattern of mineral exports, and in the second study, using a quantitative method, while preparing a questionnaire, he provided it to 384 people. The researcher has presented the results of his research in the form of a model, including six main dimensions, including structural factors, exports of minerals, Iran's advantage in exporting minerals, updating customs laws, environmental conditions and promoting the marketing of minerals, and thirty one sub-dimensions. .