محمدابراهیم باقرنژاد حمزه کلائی

The phenomenon of service failure expresses the gap between satisfaction and expectations of customers from a service. Ignoring the causes of this phenomenon has become a problem. The purpose of the current research is to identify these factors and provide solutions to reduce customer dissatisfaction with domestic banking services based on the marketing funnel.

The data of this research is of qualitative type and its statistical population consists of employees and managers of Iran-Zemin Bank and customers of this bank. In the first population, 23 employees and managers of Iran-Zmin Bank and in the second statistical population, 13 customers of this bank were determined and interviewed and analyzed.

In total, 3 main themes and 12 sub-themes were identified. The main themes included the main reasons for the failure of banking services, the revenge of the dissatisfied customer, and the ways out of the service failure.

According to the opinions of experts, many of the reasons for the failure of services in the banking industry are the ignorance and lack of information of the customers about the banking rules and instructions, and it is necessary to take measures to educate the customers. Also, it seems necessary to improve the level of knowledge and skills of managers and employees about how to deal with customers, self-restraint and non-confrontation of bank employees with dissatisfied customers.

Charitable activities in different ways and based on different intentions have always been emphasized and paid attention to in heavenly religions and human civilizations with different intensity and weaknesses (Shivji, 2007: 62).
In the teachings of Islam, charitable activities such as waqf, endowment, benevolence, and charity are highly emphasized. One of the important cases in which voluntary activities could play a serious role as an auxiliary arm of governance was the Corona crisis (Kifle Mekonen & Adarkwah, 2022: 2). In general, the experiences gained from charitable activities during the Corona era played a significant role in managing the challenges and economic problems of that era, and by supporting medical and therapeutic measures, it also played a facilitating role in reducing the epidemic cycle. The continuation of difficult economic conditions and the creation of new crises in the country indicate the necessity of continuing and expanding charitable activities. Based on this, the current research intends to explain the future trend of these activities based on the experience and lessons learned from charitable activities during the Corona epidemic.

The upcoming research has an exploratory qualitative approach in terms of its nature and a developmental approach in terms of its goal. To investigate the experiences of donors during the Corona era and also predict the future trend of this range of charitable activities, a thematic analysis method was determined for this research. Also, the semi-structured interview tool was determined as the main strategy of data collection to achieve the goals of this research. The statistical population of the current research was formed by donors and experts of the Imam Khomeini (RA) Relief Committee across the country, and 31 people were selected from this population using the purposeful sampling method. After conducting the interviews, the data was coded with a line-by-line review approach and with the help of Maxqda.20 software. Also, the validity and reliability of this research was confirmed through Creswell (2000) guidelines (Creswell & Miller, 2000). The research method was forward-looking.

The present research was conducted to promote the charitable activities of the country by using the experiences during the Corona epidemic. In this regard, the opinions of 31 experts, managers, and activists in the field of charitable activities were analyzed through semi-structured interviews and using the thematic analysis method. Based on the data analysis, the two main networks of this research were obtained as follows:Fig 1. The main themes of the present research Based on the figure above, the lessons learned from Corona were identified in five axes: economic, health support, jihadi battle, spiritual support, and rule of law. Also, taking into account the social and economic problems of the country, the role of charitable activities in the future was identified in the five axes of strengthening the livelihood of the needy, educational jihad, improving the level of health, generating culture, and governance of artificial intelligence.

The experiences of charitable activities during the outbreak of Corona in the country showed that the capacities of this field can be used in other sensitive parts of the country in addition to health issues. The use of modern tools such as artificial intelligence to identify people in need and predict the future situation of this field as well as creating communication networks between benefactors to synergize the capacities of these people will be one of the most important features of such affairs. In the meantime, the innovative and new part that the specialists of this research mentioned was the use of new technologies such as artificial intelligence and big data analysis by donors. In the field of charitable activities, artificial intelligence has the potential to help improve the performance and effectiveness of these activities. One of the important advantages of artificial intelligence in the field of charitable activities mentioned in the research of researchers is the collection and analysis of data and the provision of intelligent solutions to identify the needs of people covered by the relief committee.

The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.

The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology

Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test,which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.

This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.

Nowadays, manufacturing and service industries are trying to have a green orientation in their field of activity. However, the concept of greenwashing, which is a kind of mental deception of the audience, is the opposite of green orientation, and the upcoming research aims to examine the components of this concept in the hotel industry and provide solutions to deal with it. The current research has a developmental approach and theme analysis was determined as the method of data analysis. The experts of this research are 15 experts in hospitality and health matters, who were selected by purposeful sampling. Also, the data collection tool is a semi-structured interview. Data analysis shows that environmental greenwashing, social greenwashing, lexical greenwashing, legal greenwashing, and food greenwashing are the dimensions of the concept of greenwashing in the hotel industry. Also, with digital tools and the correct culture we can deal with greenwashing.

Popular technologies today certainly include augmented reality technology. The application of augmented reality technology in the field of business, marketing, and promotion of products and services has its potential and its reasons. Despite the popularity of this new technology in developed countries, its use in the Iranian marketing industry has been neglected. Therefore, the present study is a qualitative study of the challenges and solutions to using this new technology in Iranian marketing. First, to collect qualitative data, a semi-structured interview questioning framework with experts according to the technology acceptance model was developed. Next, 12 executives with experience in the field of augmented reality technology were selected according to the snowball sampling method. The second phase interviews were coded using Braun and Clarke's six-step inductive thematic analysis using MaxQDA software. The results show that there are a total of 2 main topics and 6 sub-topics. Key topics include the challenges of using augmented reality in the Iranian marketing industry and solutions for using augmented reality in the Iranian marketing industry and sub-topics include Challenges from the customers' perspective, challenges from the service provider's perspective, challenges from the technology perspective, solutions from a customer perspective, solutions from a service provider perspective, solutions from a technology perspective.

Augmented reality technology is one of the modern information visualization technologies. Today's popular technologies undoubtedly include augmented reality (AR) technology. The application of augmented reality technology in the field of business, marketing, product promotion, and services has its potential and justification. Despite the spread of this new technology in developed countries, the use of this technology in the Iranian marketing industry has been neglected. Therefore, the present study aims to investigate the challenges and solutions to using this new technology in the Iranian marketing industry.

This qualitative research is exploratory in terms of approach. To collect qualitative data, a framework was developed to conduct semi-structured interviews with experts according to technology acceptance models. Then, 12 experienced executive experts in the field of augmented reality technology were selected by the snowball sampling method. The interviews in the second phase were coded using Braun and Clarke's six-step inductive thematic analysis method by MaxQDA20 software.

The results showed that a total of 2 main themes and 6 sub-themes were obtained. The main themes include challenges of using augmented reality technology in the Iranian marketing industry, and solutions for using augmented reality technology in the Iranian marketing industry, and sub-themes include challenges from the customer’s perspective, challenges from the service providers’ perspective, challenges from the technology perspective; solutions from the customer's perspective, solutions from the service providers’ perspective, and solutions from the technology perspective.

Based on the findings of this research, the lack of specific laws in the field of new technology legislation, the impact of social and political events in the country on internet filtering and bandwidth reduction, as well as the lack of support for developers, are the most important challenges of using new technologies in Iran. The specialists of this research stated that in order to solve these challenges, the capacity of neighboring countries should be used for technological issues, and also by teaching how to understand new technologies in schools and kindergartens, the culture of using these technologies will spread among the people. It has also been suggested that augmented reality technologies must be used in television advertisements so that people realize the advantages of using this technology.