دکتر محمدعلی نسیمی

Marine tourism is a special market that provides currency earning and employment opportunities for countries with coastlines by consuming available resources. For many island countries and coastal economies, this tourism activity is an important source of economic stability. Today, the development of marine tourism can be considered as an important goal on a national scale. The aim of this research is to design a paradigmatic model of sustainable competitive advantage in the marine tourism industry, centered on ports and maritime organizations. The methodological approach of qualitative research is based on data-based theory. Field data were collected through semi-structured interviews with 12 experts in the field of tourism management, business management and government management related to the field of maritime and through a judgmental purposeful sampling method. Based on the analysis of the interviews, in the first stage, 633 primary codes were extracted and in the open coding stage, 114 open categories were obtained by identifying 491 common semantic codes. In the central coding stage, 41 categories were obtained and in the final stage, 6 selective categories were obtained in line with the systematic approach of Strauss and Corbin (1998) as follows: causal conditions (ideological orientations in competitive assumptions), central phenomenon (development of competitive insight), background conditions (development directions of the intra-organizational system), intervening conditions (multilateralism of environmental monitoring), strategies (ecosystem of sustainable competitive strategies), consequences (superiority organization in competitive orientations). Based on the findings, it can be concluded that the need to pay attention and deal with the development of maritime tourism is not from the perspective of specific activities of maritime trade as a complementary or surplus activity or even temporary in the maritime industry, but as a continuous activity. stable, central and basic in the maritime industry of the country should be taken into consideration.

This study aims to design and structure a model for sustainable competitive advantage in maritime tourism for the Ports and Maritime Organization of Iran. The research adopts a mixed-methods approach, utilizing grounded theory and structural equation modeling. The study's population consists of organizational and academic experts. Data were collected through 12 semi-structured interviews and a researcher-developed questionnaire. In the first stage, the analysis of interviews resulted in 633 initial codes, from which 491 shared semantic codes were identified through open coding, yielding 114 open categories. In the axial coding phase, 41 categories were identified, and in the final stage, 6 selective categories emerged: ideological orientations in competitive assumptions of maritime tourism activities, developing competitive insights in maritime tourism activities, development-oriented internal system strategies, multilateral environmental monitoring in maritime tourism, the ecosystem of sustainable competitive strategies in maritime tourism, and organizational excellence in competitive maritime tourism orientations. Quantitative findings indicated that the multilateral environmental monitoring construct was most influenced by ideological orientations and had the greatest impact on developing competitive insights. The results suggest that to enhance competitive insights in maritime tourism, the path of multilateral environmental monitoring is recommended. Moreover, to foster the ecosystem of sustainable competitive strategies, the path of development-oriented internal system strategies is proposed. It can be concluded that developing maritime tourism should not be viewed merely as a supplementary, surplus, or temporary activity in the maritime industry but rather as a continuous, sustainable, central, and fundamental activity in the maritime industry of the country.

Today, businesses and organizations have to pay attention to producing relevant content for their consumers. The purpose of the current research is to present the sports e-business content marketing model. In this regard, in order to collect data in order to identify the dimensions, components and indicators of sports e-business content marketing, it was done using the foundational data theory method. The statistical population of this research included senior managers of online sports goods stores.The snowball sampling method was used for sampling. In order to collect data, library sources and previous research and semi-structured interview method were used. In the following, 15 experts were interviewed, which reached saturation in 13 people. Then the text of the manuscripts was transferred to the Max Kyuda software. A total of 233 primary open codes were obtained, and after removing duplicate codes and merging similar codes, 95 final open codes were extracted. Finally, the output of MAXQDA software was categorized into 29 core codes and 8 selective codes. Attractive website content, in terms of the content marketing process, content formats, appropriate structure, and purposefulness, should encourage customers and consumers to take action and purchase products. The quality of the developed and modified content depends on the reliability of the content provider.

The purpose of this research is to provide a scale of customer delight in textiles and clothing with a qualitative and quantitative approach. A semi-structured interview and the opinions of 18 experts in the field of carpet marketing were used to collect data. Thematic analysis approach and MAXQDA software were used to analyze qualitative data. The main finding of the current research is the constituent indicators of the customer delight scale in textiles and clothing. Cohen's kappa index was used to validate the coding and quality control process in the qualitative part, the dimensions, and components of the customer delight scale in textile and clothing.The main finding of the current research is the indicators of customer delight scale in textile and clothing with a qualitative and quantitative approach. Based on experts' opinions, customer delight indicators in textiles were classified into 4 dimensions and 9 components. Based on this, the main themes include 4 overarching themes and 9 sub-themes and 44 basic themes. According to the obtained results, the value of the Kappa index was calculated as 0.901, which is at the level of excellent agreement. According to the presented model, recognizing emotions and classifying customers towards emotions can be a suitable model for a correct understanding of customer delight. In order to increase customer delight, managers should create surprise and happiness in textile and clothing customers, and this can be done by strengthening distinct ideas to increase satisfaction and desire for customer delight.

The purpose of this research is to design a model of information technology commercialization in online businesses with an emphasis on the tourism industry. This research is mixed in terms of practical purpose, exploratory in nature, and in terms of data collection method. In the qualitative part of the research, 12 experts were selected in the fields of information technology and tourism. In this research, semi-structured interviews were used by non-random sampling method. The statistical population in the quantitative section was estimated to include 384 online businesses and companies providing tourism services. In the qualitative part, the theme analysis method was used to analyze the data collected. In the model test, research hypotheses were first prepared and then analyzed by structural equation modeling method and using Lisrel software. The results of the quantitative stage showed that the commercialization of information technology in online businesses was explained by 10 components including Economic factors, legal issues, Infrastructure, factors related to marketing, managerial factors, factors affecting business, political issues, cultural prerequisites, business environment, and technology management. The highest priority is related to the factor of legal issues, and political issues, structure, factors affecting business, cultural prerequisites, managerial factors, technology management, economic factors, factors related to marketing and business environment are in the next priorities respectively

Given the rapid advancement of technology, businesses need to focus on producing valuable content for their customers. The experience of reputable brands in content marketing indicates a crucial and growing approach in enhancing consumer awareness, interaction, and creating more value for customers in the realm of content marketing. Therefore, the aim of this research is to present a paradigmatic model of content marketing for electronic businesses based on the perspective of entrepreneurs. To achieve this goal, data was collected using the grounded theory method. The statistical population of the study included all entrepreneurs of electronic businesses, and a snowball sampling method was employed in which data saturation was reached by interviewing 15 experts.  The data was then analyzed using three-step coding and MAXQDA software. Based on paradigmatic model, its elements includes studying the current state of business, creating content, distributing content, evaluating content marketing success, using the content creation and distribution techniques, using psychological attitude in contents marketing, business success, and influencing the costumers. In general, the use of new techniques of content production and distribution along with psychological attitude can improve content marketing for electronic businesses. Therefore, developing the users’ skills in content production and distribution with a focus on improving psychological attitude in content marketing is suggested.

This research was carried out with the aim of designing and explaining the effectiveness of social media advertising in the domestic garment industry. This research is practical in terms of purpose. The statistical population was a group of experts consisting of academic professors and prominent consultants in the field of marketing based on social networks, as well as domestic garment industry activists. The main data collection tool was in-depth and semi-structured interviews. 12 experts were selected by purposeful sampling. After conducting 9 interviews, the researcher reached theoretical saturation and the process of conducting interviews was stopped. In order to design the model, the qualitative method of Foundation Data Theory was used with MAXQDA software. A total of 123 initial concepts were extracted, after examining and putting them together and removing duplicate concepts, 40 final concepts were identified. The result of this process was the formation of 13 categories that formed the basis of the research conceptual model. In the following, the dimensions of the paradigm model include the main and central category (internal desire to explore about advertising), causal conditions (general interest in using social networks, producing attractive content, observing ethical principles, using the power of the brand to gain the trust of users), context (society's tendency to opt out of social networks), environmental variables (information and communication technology infrastructures in the country), strategic categories (electronic word-of-mouth advertising, making it possible for users to exchange opinions under the advertisement, using reliable and specialized media) Introduction became.

The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the natural heritage. Have historical and cultural and ultimately integrated and sustainable rural development. Have historical and cultural and ultimately integrated and sustainable rural development.The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the natural heritage. Have historical and cultural and ultimately integrated and sustainable rural development. The purpose of this study was to present a rural tourism marketing model in Rudsar city using theme analysis method. In order to conduct the research, a qualitative research approach and semi-structured interviews with experts in the field of tourism and marketing have been used. Sample size with logic Theoretical and judgmental sampling and until the achievement of theoretical saturation included a total of 12 people. Data encryption using software Max Kyoda is done. Findings show that rural tourism marketing model in Rudsar city with 11 main themes and 67 sub-themes including: attractions, infrastructure, culture, investment, environmental location, accessibility of facilities, skilled manpower, travel costs, promotion, Explained rules and regulations and education, and the themes of skilled manpower and culture with a coefficient of 0.78 and 0.55,respectively, have the most and least impact on rural tourism.

Consumer attitude is a determining factor in the tendency towards luxury brands. The aim of this research was to identify the effective indicators in the attitudes of consumers in the luxury car market. This research is applied-exploratory from the perspective of purpose, which was done by qualitative research method and non-probability and purposeful sampling. The statistical population includes university professors and experts in the luxury car market. Data collection tools are semi-structured interview and Delphi questionnaire. The analysis of interviews was done by Theme analysis method. The identified indicators from the interview with the experts, were validated by Delphi method. Data analysis was performed in qualitative phase with MaxQDA software and Delphi questionnaire analysis was performed with Matlab software. The results showed that the use of technological capabilities and quality management of parts and safety of luxury cars affect consumer attitudes.These factors affect the practical options of luxury cars and customer experience management. Accordingly, it is possible to design a marketing strategy of luxury cars to improve the perceived value of the brand, customer satisfaction and the sense of the customer's monopolism, to achieve the consumer's mental engagement with the brand, which increases the brand position in the customer's mind. In this way, the customer's attitude towards the luxury cars brand is formed.

The advent of social media has led to the development and importance of word of mouth communications and the emergence of a new phenomenon called electronic word of mouth . This study was conducted with the aim of exploring and prioritizing the dimensions of electronic word of mouth in interpersonal Communications of sporting goods consumers on social networks. The method of this research is mixed in nature and a type of developmental research in terms of purpose. Therefore, the Meta - Synthesis method has been used to explore the dimensions of ewom and the best-worst method to prioritize these dimensions. In the qualitative section, the statistical society was 158 documentary articles, which were eventually adjusted to 28 articles related to the research topic, and in the quantitative section, 10 social network managers of 5 online sporting stores, were selected as experts by using convenience sampling method. Data in the qualitative section, were analyzed using the seven-step method of Sandlowski and Barroso in Meta - Synthesis and in the quantitative section, data were analyzed by the best-worst method using LINGO softwares. Dimensions of ewom among sporting goods consumers were determined and introduced in 5 categories (communication elements, message platform, message effectiveness, information exchange and consequences of ewom), 10 axial codes and 70 open codes and their prioritization were presented (message effectiveness, Message platform, information exchange, message elements and the consequences of ewom). The results of this study can be useful for social networks managers to manage electronic word of mouth effectively.

Electronic word of mouth is the most important information source in tourists purchase decision.

Therefore, this study was conducted with the aim of exploring and prioritizing the dimensions of electronic word of mouth among coastal tourists. The method of this research is mixed in nature and developmental research in terms of purpose. Therefore, the Meta - Synthesis method has been used to explore the dimensions of ewom and the best-worst method to prioritize these dimensions.

In the qualitative section, the statistical society was 158 documentary articles, which were eventually adjusted to 28 related articles, and in the quantitative section, 10 social media managers from selected coastal tourism centers in north of the country, were selected as experts by using convenience sampling method. Data in the qualitative section, were analyzed using the seven-step method of Sandlowski and Barroso in Meta - Synthesis and in the quantitative section, data were analyzed by the best-worst method (BWM). Dimensions of ewom among coastal tourists were introduced  in 5 categories,10 axial codes and 70 open codes and their prioritization were presented by their importance. The effectiveness of the message was in the first priority, the message platform in the second priority, information exchange in the third priority, communication elements in the fourth priority and the consequences of ewom in the fifth priority.

Company managers need to recognize the characteristics of message receiver and sender and the motivations for their participation in electronic word-of-mouth, and create and expand ewom by creating platforms such as tourism websites, discussion forums and brand communities.

Online shopping is considered as one of the new ways of buying and selling in non-physical online businesses which is the result of rapid growth and increasing use of computer technology that makes businesses sellers and buyers communicate more effectively through the Internet which makes the exchange process more efficient. The purpose of this study was to provide a framework of factors affecting online shopping in online businesses using the thematic analysis method. In order to conduct the research, a qualitative research approach using semi-structured interviews with online businesses entrepreneurs have been used. The sample size consisted the logic of theoretical and Purposive sampling and the achievement of theoretical saturation included a total of 12 people. Data coding was performed using MAXQDA software. Findings indicate that the effectiveness of online shopping online businesses is determined with 9 factors and 45 components (website infrastructure factors, marketing factors, online shopping experience, political factors, technology-transportation factors, economic factors, security and risk, Social factors and consumer characteristics).

The purpose of this study was to investigate the impact of self-congruity and reliability on brand and product attachment and customer loyalty to sports brands in Mazandaran province. Methodology this research is an applied and descriptive study, and the statistical population of this research is the sports brand users. Data were collected using standard questionnaires. Data analysis methods have been tested based on Structural Equation Modeling using SPSS and LISREL software. The results of the research show that the brand-self congruity with the brand attachment, the product-self congruity with the product attachment, brand reliability on brand attachment, product reliability on product attachment, product attachment on brand attachment, brand attachment to brand loyalty and product attachment to brand loyalty. Findings indicate that attachment to brand and product attachment directly and positively affect brand loyalty.

One of the main reasons for the rapid development of technology in industrialized countries has been the attention to the commercialization process. Commercialization is a prerequisite for achieving competitive advantages and entering today's businesses in various fields of information technology. The purpose of this study is to present an IT commercialization model in online businesses. In order to conduct the research, the qualitative research approach and based on the data method of the foundation using semi-structured interviews with experts in the field of information technology commercialization have been used. The sample size included a total of 12 people by judgmental sampling method until theoretical saturation was achieved. Data encoding was performed using Max Kyoda software. Findings showed that commercialization of information technology in online businesses with 10 components including (economic factors, legal issues, structure, factors related to marketing, management factors, factors affecting business, political issues, cultural prerequisites , Business environment, technology management) were explained. It is suggested that in order to achieve successful commercialization in online tourism businesses, infrastructure indicators should be constantly monitored. Prioritize cultural support for the organization's commercialization activities, change and encourage consumer attitudes, and create a positive attitude toward information technology. Due to the lack of research in the field of commercialization of knowledge-based products, it is suggested to study the model of commercialization of knowledge-based products with emphasis on information technology.

The advent of social media has led to the development and importance of word of mouth (verbal) communication and the emergence of a new phenomenon called electronic word of mouth marketing and advertising. Today, electronic word of mouth is one of the most influential and persuasive means among social media users today. The purpose of this study is to design a model of electronic word of mouth advertising in interpersonal relationships of social media users. In order to conduct the research, the qualitative research approach, based on the data-based method and using semi-structured interviews with experts in the field of advertising and media has been used. The sample size with the logic of theoretical sampling and until the achievement of theoretical saturation included a total of 12 people. Data coding was carried out by using MAXQDA software. Findings of Electronic Mouth Advertising Research with 9 Factors (Stimulus Factors, Electronic Word of Mouth Advertising Media, Expressing of Opinion, Source of Electronic Word of Mouth Advertising, Market related Factors, Searching of Opinion, Situational Factors, Effect of Electronic Word of Mouth Advertising and Electronic Word of Mouth Advertising Recipient) and 45 components were elaborated. The results of this study can be useful for business managers to manage electronic word of mouth advertisings on social media.

All countries have suffered irreparable damages from the consequences of Corona virus, and on the other hand, compensation requires a lot of time, so using new online shopping models to maintain the health of customers can be very effective.

The aim of this study was to investigate the factors affecting the innovation of online sales websites with the approach of customer-health during the Corona period using the Meta synthesis technique.

The present study is a type of developmental research in terms of the purpose. In the qualitative section, the statistical society included 126 documentary articles, which were finally selected into 33 articles related to the subject, and in the quantitative section, 5 online stores were selected as experts by using convenience sampling method. Qualitative data were analyzed using the seven-step method of Barros & Sandelowski in Meta synthesis technique and in the quantitative part data were analyzed by the best-worst method (BWM) using MAXQDA, SPSS and LINGO software.

Factors affecting the innovation of online sales websites were introduced in 5 categories (website features, customer features, environmental factors, customer perceptions, online shopping advantages), 16 axial codes and 81 open codes and their prioritization were presented (Website features 0.427, customer features 0.321, environmental factors 0.129, online shopping advantages 0.08 and customer perceptions 0.042).

Business managers can influence customer's attitude and mentality and ensure their health in order to take preventive action by using the factors affecting the innovation of online sales websites with the priority of customers' health in the CORONA PERIOD as an important action.

The scope of moral consumerism transcends cultural boundaries and as a result quality, price, social behavior, innovation and ethical perspectives lead to consumer choice. The effect of ethical perceptions on the purchase intentions with the role of consumer–corporate identity and brand trust. Its statistical population includes all customers of Samsung in Tehran, from which 384 people were selected by non-probability sampling method. The data of this study were collected through the questionnaire of Javed et al. (2019). The validity of the questionnaire was confirmed by its visual and content methods and its reliability was confirmed by Cronbach's alpha. SPSS and LISREL software were used in data analysis. The findings showed that ethical perceptions on the intention to buy with the role of consumer identity from the organization and trust in brands are significant. Consumer–corporate identification and brand trust are significant on the purchase intentions. The effect of ethical perception on consumer–corporate identification and brand trust was significantly adjusted by gender, customer age, education and location.

The Corona crisis has posed a huge challenge to businesses, giving organizations the opportunity to identify new business models and survive in the crisis.  The aim of this study was to effective factors online shopping with the approach of customer-health during the Corona spurt using the Meta synthesis technique.

The present study is a type of developmental research in terms of the purpose. In the qualitative section, the statistical society included 126 documentary articles, which were finally selected into 33 articles related to the subject, and in the quantitative section, 5 online stores were selected as experts by using convenience sampling method. Qualitative data were analyzed using the seven-step method of Barros & Sandelowski in Meta synthesis technique and in the quantitative part data were analyzed by the best-worst method (BWM) using MAXQDA, SPSS and LINGO software.

Factors affecting online shopping were introduced in 5 categories (website features, customer features, environmental factors, customer perceptions, online shopping advantages), 16 axial codes and 81 open codes and their prioritization were presented (Website features 0.427, customer features 0.321, environmental factors 0.129, online shopping advantages 0.08 and customer perceptions 0.042).

Business managers can influence customer's attitude and mentality and ensure their health in order to take preventive action by using the factors affecting online shopping with the priority of customers' health in the Corona spurt as an important action.

The purpose of this study is to analyze the antecedents and consequences of green supply chain and prioritize green supply chain antecedents.The statistical population in the qualitative section was 167 documentary articles which were finally selected to 23 articles related to the subject and in the quantitative section 5 companies in the selected parts manufacturing industry were selected as experts by available sampling method. Data were analyzed using Barroso and Sandlowski's seven steps in the meta-combination and the best-worst method in the quantitative part using MaxQuoda, Excel, SPS and Lingo software. Green supply chain precedents in 3 categories (organizational factors, cultural factors and environmental factors) and 8 central codes (management factors, human resource capability, organizational financial policies, promotion of green culture, activities of environmental activists, technology and knowledge, government, Customers and market) And 37 open source, green supply chain implications in 3 categories (economic implications, social implications and environmental implications) and 6 core codes (direct financial benefits, indirect financial benefits, organizational benefits, human health protection, pollution control, Resource protection) and 20 open sources code was extracted. Prioritization of antecedents, respectively, managerial factors 0.167, organizational financial policies 0.152, government 0.147, technology and knowledge 0.145, manpower capability 0.130, customers and market 0.114, promotion of green culture 0.101 and the activity of environmental activists was presented as 0.044. It was concluded that the parts manufacturing industries should implement the green supply chain management process by supporting organizational factors in economic, social and environmental dimensions as well as addressing cultural and environmental issues.

Health tourism is one of the areas that have a very high potential for the development of tourism business in the country. While countries in the health tourism industry have suffered irreparable losses these days from the consequences of Crown, and it will take a long time to compensate for these losses, the use of new health tourism business models and the use of various capacities can be effective in this regard. The aim of this study was to present the competitive advantage model of health tourism business in post-Corona using meta-combination technique. For this purpose, 238 articles were first selected from reputable scientific databases inside and outside the country, and after several stages of information screening, 41 final articles remained during the compilation process. After open and central coding, out of these 41 articles, 6 main dimensions (culture, infrastructure, access to facilities, environmental factors, price, expert force) and 64 components of health tourism business were obtained. In the next step, using Delphi technique, 15 experts active in this field were asked to introduce the factors that are a competitive advantage of the health tourism business behind the corona, among the identified components. Of the 64 proposed factors, 19 factors were identified as components of the competitive advantage model of health tourism business in post-Corona.

The purpose of this research is to develop a conceptual model and categorize the prerequisites and consequences of green supply chain in the parts manufacturing industry. A comprehensive and indigenous model is not provided. The method of studying qualitative content analysis and the main tools of data collection are semi-structured interviews. Data analysis was performed with combined and concise combined content analysis technique. The identified factors include 29 open codes, which are inserted in the form of seven main categories, and at the end, using Maxqda software; classification and conceptual model were drawn. In order to measure the reliability of the present coefficient, the calculated Kappa coefficient by SPSS software was equal to 0.960, which is at the level of excellent agreement. The results show that 7 components identified in the prerequisites and consequences of the green supply chain in the parts manufacturing industry include; Supplier and purchase of green, green design and packaging, green production, green distribution and marketing, environmental management, education and research, reverse logistics. The components of education and research and reverse logistics have emerged as new components in this research. Today, global organizations have found in a competitive environment that improving environmental performance can differentiate them from other competitors. The Green Supply Chain combines environmental concerns with the concept of supply chain through improved collaboration and coordination of supply chain members.

The age we live in is the age of electronics and communication, the age of the emergence of different media in human life. Using the media to introduce sports products to audiences is very effective. The use of sports brand placement in the media and its use in recent years has become one of the most widely used techniques for sport product advertising. The purpose of this study was to design an effective model of sport brand placement in the media using the data base method. In order to carry out the research, a qualitative research approach based on the data base method and semi-structured interviews were used by sports brand experts in the media. The sample size consisted of 12 individuals with theoretical and judgmental sampling logic and up to theoretical saturation. The coding of the data was done using Max Kyoda software. The research findings show the effectiveness of sports brand placement in the media with 10 factors and 50 components including: attitude to film, audience capture, audience position, advertising, dominance of brand placement, product integration with the program, demographic characteristics, personality relationship The sports program is explained by the product, the economic benefits and the sports script.

Today, health tourism is one of the growing sectors of the tourism industry in the world. Health tourism as a source of income and job creation can be an approach to national economic development. Therefore, the aim of this study was to identify the factors related to creating a competitive advantage in the tourism business in the field of health.

This descriptive analytical study was conducted cross-sectionally in 2019. The Target population of this study includes activists and business owners of Mazandaran tourism industry. A questionnaire was used to collect data. Experts were used to measure the validity of the questionnaire. Two hundred copies were distributed, out of which 165 questionnaires were completed and returned. The reliability of the data collection tool was confirmed by Cronbach's alpha and composite reliability. Data analysis used structural equation method and Smart PLS software.

The results showed that the socio-cultural situation with a path coefficient of 0.96 had a significant effect on creating a competitive advantage in health tourism in Mazandaran province. Having welfare، access to accommodation, recreational facilities, and skilled manpower with a route coefficient of 0.95 and 0.85 were in the next ranks, respectively.

While identifying the exact list of socio-cultural and historical capabilities of the province and introducing the welfare complexes and service-treatment centers, the trustees of the organizations should provide the necessary preparations for attracting health tourists. Furthermore, ways to identify facilities for tourists should be facilitated. Also, by training and employing skilled labor, the health tourism business will be strengthened.

The great impact of social responsibility in the present era and the effects it may have on the organization's view of customers and, in general, the personal performance of employees, especially among service organizations, has formed the purpose of the present study, examining the relationship between social responsibility and employee job performance with the role of customer orientation and organizational identification. Based on the purpose, this research is applied and according to the type of research and the method of data collection, it is among the descriptive survey studies. The statistical population of this study is all employees of Mellat Bank branches in Guilan province. In total, 326 employees were included in the multi-stage cluster sampling method as the research sample. The analysis of the hypotheses of this research has been done using the method of modeling structural equations with the least partial approach of soft squares with the help of Smart Pilates software. The results showed that the social responsibility of the organization through customer orientation and organizational identification has a positive relationship with employees' job performance. Finally, it is suggested that through the development of comprehensive operational plans, efforts are be made to develop and pay attention to the concept of social responsibility at different levels and a special look at the organization's customers at the macro level to improve overall job performance of employees.