abdollah naami

Knowledge-based companies often prioritize the scientific and technical aspects of their products, while marketing considerations receive less attention. However, to achieve a competitive advantage, it is essential to address both technological and marketing dimensions. Fan markets emerge as valuable tools to facilitate technology development activities and strengthen the technology market.

The present study aimed to provide a model for the health technomart with the approach of marketing knowledge-based products.

This research is qualitative and was conducted using the grounded theory method with the Glaser approach. Data were collected through semi-structured interviews with 10 purposefully selected health experts. Data analysis was performed in three stages: Open, selective, and theoretical coding, using MAXQDA version 2020 software.

Data analysis resulted in the extraction of 156 open codes, 21 sub-categories, and 7 main categories. The results indicated that management of technology development and transfer, technology development infrastructures, technology policy, technology market management, technological product development, institutional factors related to technology development, and improving the technological business environment are the main categories of health technomart with the approach of marketing knowledge-based products.

The presented model can help improve the performance of technomarts and the marketing and sales of knowledge-based and technology-oriented products in the health field.

The aim of this study was to design and explain the effectiveness model of social network-based advertising in the marketing of educational services businesses. This research is mixed (qualitative-quantitative) in terms of applied purpose, in terms of approach, exploratory, and in terms of data analysis. In the qualitative phase of the research and in order to design a model based on the data theory methodology of the foundation, a group of experts including senior managers of private sector educational institutions, professors and marketing consultants familiar with the private sector educational services industry were selected and interviewed in depth. In this phase, the snowball sampling method was used and this process continued until the researcher reached theoretical saturation and a total of 9 interviews were conducted. In the qualitative phase of the research, because the data theory method of the foundation was used, the main tool of data collection was in-depth and unstructured interviews with experts. In the quantitative phase of the research, the main data collection tool was a closed and researcher-made questionnaire consisting of 42 items that was designed based on the initial conceptual model. In the quantitative phase of the research, SPSS, Lisrel and smartPLS software were used for descriptive and inferential analysis. Finally, the research results led to the design of a model for the effectiveness of social media-based advertising in the marketing of educational services businesses and the hypothetical relationships of the model in a large community were tested and confirmed.

Media is considered as one of the methods of customer attraction. Customers based on the type of Islamic lifestyle are increasingly connected with the media and influence the purchase behavior by sharing experiences. The importance of the media and marketing function has been confirmed in research and its impact on purchasing behavior.

The research method of the current research is applied research in terms of its purpose; In terms of method, it is among descriptive correlational research and it was conducted as a survey; Because the required information is obtained from the current state of the statistical sample using a questionnaire, the method of collecting information in this research is the library and field method according to the subject and the nature of the research. The statistical population of the research was 133 housewives in 4 districts of Tehran city. In this way, it starts based on reviewing the literature and collecting useful information in the field of relationships between variables, and then the relationship between variables will be examined using the data collected from the questionnaire to complete the process. Smartpls, Spss software was used to analyze the findings.

The effect of two variables on the purchasing behavior of consumers and the explanation of the effect between them. A correct and quantitative understanding of these effects will help housewives to find the path of marketing and satisfying the customer's needs with the least errors. The role of Islamic lifestyle on customer buying behavior also includes customer satisfaction, loyalty and trust and purchase decision.

the media has a positive and significant effect on the Islamic lifestyle. The media has a positive and significant effect on the purchasing behavior of consumers, and the media has a positive and significant effect on the Islamic lifestyle through the purchasing behavior of consumers.

Due to the great changes that have occurred in the market of durable consumer goods (such as household appliances), the decision-making behavior, purchase and consumption of products by consumers have also undergone changes with changes in marketing strategies, social, cultural and environmental factors. will be accompanied. Meanwhile, consumption values ​​play a very important role in consumer behavior. Considering this importance, the current research seeks to examine "the structural model of consumer behavior of durable consumer goods (household appliances)". The approach of this research is quantitative, which was carried out with a descriptive-survey method. The data collection method is a field that was distributed with the help of a questionnaire among 384 citizens of Tehran based on cluster sampling and then analyzed through the structural equation method and with the help of PLS ​​software. The results showed that purchase values ​​have an effect on consumer behavior and the effect of consumer behavior, foundational values ​​and consumer market conditions on improvement strategies is also confirmed. Finally, it was found that improvement strategies have an effect on consumer liberation and consumer loyalty.

Considering that knowing the systematic and irregular tendency of customers to consume in the world is one of the important and fundamental conditions for boosting the business environment and achieving the development of companies; The purpose of this research is to develop and explain the dimensions of persuasive messages in the context of social media marketing on the customers purchase intention. This research is applied in terms of purpose, from the point of view of the research method, it is a mixture of qualitative and quantitative methods. In the qualitative part of the research, according to the experts of the consumer goods market, it was used to design the initial framework of the research, and then in the quantitative part, in the quantitative part, in the field and based on the questionnaire obtained from the qualitative part of the customers and consumers of the survey was carried out. The statistical population of this research is all the customers of food stores in Tehran, and its sample is 302 customers who, at the time of data collection, intended to suddenly buy food from the store. The data collection tool is a questionnaire and Smart PLS software was used for data analysis.

This study was conducted with the aim of providing a comprehensive model for data-driven product management in the field of capital market software products, focusing on the customer journey approach using a mixed exploratory method. In the qualitative phase, using the grounded theory, an interview was conducted with 15 capital market experts, and then the data were coded and paradigmatic components and the core category were explained with a systematic approach in Atlas.ti software. In the quantitative phase, a questionnaire was collected from 384 capital market participants and the structural equation model was tested with Amos software. Paradigm transfer in the field of technology and the expansion of the competitive space as causal conditions, the formation of advanced specializations, different lifestyles in the digital world and diverse data as background conditions, the emergence of new investment behavior as intervention conditions, the implementation of organizational infrastructure, comprehensive visualization of data use , reforming the structure and empowerment and governance of data at the macro level and regulatory laws as strategies and education of efficient organization, financial health of customers in the capital market and the success of domestic products at the level of global competition were explained as consequences.

  Consumer behavior has been one of the most important topics of attention of marketing researchers in recent decades. The variety and variety of consumer behavior is due to the variety of factors affecting individual behavior and individual motivation to buy. In the new business, Internet marketing is considered an important part of the marketing activities of any business name. In fact, with the emergence of virtual organizations, Internet marketing has become a basic need for the possibility of movement and continued development. One of the communication tools in today's business world is social media. Considering that the existence of marketing is dependent on the environment, this research has been conducted with the aim of how environmental noise affects the consumer's purchase intention in social media marketing. Considering that in the last three years, the desire of consumers to buy from social networks has increased in the conditions of the Covid pandemic, and since marketers are looking to shape the consumer's decision in a dynamic and competitive environment, and considering the increase and variety of advertisements and the ever-increasing progress The methods of presenting and introducing products in social media marketing systems, the main problem of this research can be expressed as follows: How will marketing signals be effective in the social media environment? What factors affect the intention of customers to buy food in the social media environment? Which environmental factors affect consumer behavior in social media space?

This research is practical in terms of its objective, and in terms of the quantitative research approach, it has a descriptive survey strategy. The statistical population of this research includes all the customers of food stores in Tehran, and the statistical sample of this research includes 302 customers who were planning to buy food from the store at the time of the research. The data collection tool is a questionnaire and a structural equation model with Smart PLS software was used for data analysis. The results of this research show that the variables of persuasive message signals, the type and value of the product, and the content and the way the message is designed have a positive and significant effect on consumer behavior, as well as the variables of the content and the way the message is designed and the type and value of the product have a positive and significant effect on purchase intention, but contrary to the conducted research, the variable of persuasive messages has a negative effect on the purchase intention.

Purchase intention shows the probability of customers buying, according to Schiffman and Canuck, the decision to buy a product (purchase intention) largely depends on the value of the product and the recommendation of other consumers. For example, when a product is shared in the social space, users share and discuss the features of that product, and the positive or negative points presented about that product lead to the intention to buy or not to buy that product. Social media are increasingly accessible to everyone and such media are used at all times and places. These media have emerged as a digital communication channel through which consumers can purchase their desired brands and they evaluate them and through these media, they share their information with others and communicate with brands (a significant percentage of people transmit information to others through social media. Also, social media is one of the channels It has been reported that consumers receive information about the goods or services they need in order to make a final purchase through these social media; therefore, companies are trying to understand the purchase intention, drivers, and also the effect of social media on these factors. Considering that knowledge of purchase intention and consumption is an important and fundamental condition for the prosperity of businesses and economic enterprises, the purpose of this research is to investigate the effect of persuasive message signals, the type and value of the product, the content and the way the message is designed on the intention and the buying behavior of customers is evaluated by evaluating the mediating effect of consumer behavior in social media marketing.

Consumer behavior also has a positive and significant effect on purchase intention. The mediating role of consumer behavior variable was confirmed for the relationship between the type and value of product and content and message design with customers' purchase intention.
It is very difficult to measure consumer behavior according to cultural and religious patterns. Due to the economic situation and the increase in prices, most consumers prioritize economic savings over other factors. In this regard, it is suggested that researchers investigate the impact of pricing methods on consumer behavior in social media marketing in future research.

The present research aimed at designing an indigenous model of durable goods’ consumer behavior based on the value theory in a closed economy (under sanctions) using the grounded theory approach. In this regard, in-depth and semi-structured interviews along with targeted and snowball sampling method were employed. The research statistical population included marketing professors and experts as well as household appliances practitioners. Data analysis was undertaken using open, axial and selective coding method. In this way, a paradigm model including 10 main categories, 22 sub-categories, and 116 concepts was designed. Based on the model, shopping values were introduced as consumer behavior’s causal factors, cultural and social values along with personal (internal) and external factors were introduced as antecedents. The characteristics of the consumer market were also enumerated as intervening factors with some effects on Iranian consumers’ behavior. Improvement strategies were considered as ways which result in consumer decapitation phenomenon and consumer loyalty. The present research results can help producers and policy makers to understand Iranian consumer's behavior towards Iran-made durable goods, especially in household appliance industry, and to develop appropriate strategies for managing the market regarding sanctions and import prohibitions.

Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency.

 professors and senior managers in the field of agriculture and marketing in Iran regarding the development of agricultural marketing.

The method of this research is a combination that was developed using a sequential exploratory strategy, firstly using the qualitative grounded theory method of a native model, and then using the quantitative method of modeling the structural equation of the developed model, it was tested. In the qualitative part, using in-depth interviews among elites, professors and senior managers in the fields of agriculture and marketing, with the coding technique of the theory building process, theoretical saturation was reached with fifteen interviews, and the results were based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts. , and 23 sub-categories, 9 main categories and one core category were obtained. In the quantitative part, the obtained paradigm model was tested using quantitative data.

The findings of the quantitative section showed that the obtained core category includes; " commitment and tendency to marketing with the intervention of commercial liberalization in two important strategies of synergy in marketing and market orientation leads to the favorable consequences of sustainable agricultural development, globalization of markets and agricultural promotion" It can be the calculated theoretical strategy for the market of medicinal plants in the country,

Management consultants are considered as one of the most important suppliers of ideas, solutions and new management methods, and among them, the role of marketing management consultants is very important. This research seeks to discover the dimensions of the quality of marketing management consulting services and present them in the form of a model by using Glaser's emerging approach of grounded theory. The approach of this research is qualitative and the community of participants includes marketing management consultants active in the country. The data required in this study were collected through in-depth interviews with 12 marketing management consultants who were selected using snowball sampling method and the selection of these participants continued until reaching the theoretical saturation stage. The data collected using semi-structured interviews were coded in three stages using MAXQDA2020 software. After analyzing the resulting data, which led to the identification of 436 primary codes and 69 concepts, the model of the quality dimensions of these services was obtained, which was validated using data consensus techniques, researchers' consensus, method consensus, member control, and acceptability index. Based on this model, the dimensions of the quality of marketing management consulting services include 11 dimensions, which in order to better understand the model, these dimensions are categorized into 4 groups: input quality dimensions, service quality dimensions, output quality dimensions, and outcome quality dimensions.

The aim of this study was to investigate the status of cognitive components of media literacy in the optimal use of social media in adolescents in Tehran. The study method is a survey and the statistical sample is 425 adolescents in Tehran in the eleventh and twelfth grades. Our statistical sample was selected as a cluster and randomly from schools in five areas of Tehran (north, south, west, east, and center), and the data using they were designed from a questionnaire and analyzed using SPSS and AMOS software. Findings showed that according to the level of significance and statistical value of t, media cognition on technological cognition and epistemological cognition, content production has a positive and significant effect on cognitive and technological cognition and media cognition, as well as epistemological cognition on technological cognition. Friedman found that technological knowledge has the highest and media knowledge has the lowest in terms of the desired situation.

Paying attention to technical and professional training and its reform as an efficient tool for training and increasing the efficiency and productivity of human resources in order to lay the groundwork for economic reforms should be one of the first priorities of reforming the country's education system. The main objective of this study was to design an educational branding model in technical and vocational institutes in Tehran.

This research from the point of view is combined method (qualitative and quantitative), of purpose is practical and from the point of view of data collection, it was a survey and It was done in two steps. In the qualitative step, 13 semi-structured in-depth interviews were conducted with 13 education experts, mainly directors and deputies of educational institutions and expert professors that the sample size was determined based on theoretical purposive sampling and theoretical saturation. The grounded theory analysis model was used to analyze the data.

The components were categorized into 15 main categories and 25 sub-categories and into 6 general components: causal conditions, axial phenomena, contextual conditions, intervening conditions, strategies and consequences. In the second step of the research, a researcher-made questionnaire was distributed and to determine the relative importance of the model variables and, the methods of exploratory and confirmatory factor analysis and Friedman test were used to analyze the results.

The ranking done in this study shows the effective factors on educational branding, Strategies that include sustainable communication and relationship marketing, transformational innovation and relationship marketing are the most important , major environmental  include factors: cultural growth of society and international credibility of technical certificates and profession are the least important.

Positioning is a quick method to adapt a product to a new market. The position of the product reflects the type of consumer attitude towards the overall interest as well as important features of the product. One of the convenient ways of positioning is mapping the target market assumed from sensorial information. Thus, the purpose of this study is to position the beverages around the preferences of airline customers’ viewpoint to indicate a suitable one. The statistical population of the study includes the travelers aged 10 years or older experienced at least one long-haul air travel, whose opinions gathered through the central product test scheme. Accordingly, eight beverages proposed by domestic suppliers selected as test options. In this study, data analysis performed by XLSTAT software based on sensory analysis and extracted two branch results containing as internal and external preferences maps. The maps indicate the preferences of the products according to their competitive advantages and their overall interest in the customers' minds. Ultimately, the results lead to segmentation and market overview, and suggestions for target product properties and production for the major segment of the market and suppliers' marketing strategy.

Due to the current situation in Iran and the existence of currency problems in transferring currency from Iran to other countries, the need to identify the appropriate international payment method in the face of sanctions, as a social responsibility has become more necessary for the country's Banking system. In this article, it has been tried to choose the most suitable international payment method focusing on foreign brokers in Iran's Banking system, so that in addition to fulfilling the social mission of Banks, the best advice can be provided to corporate clients with a social marketing approach.This research is a combination of library studies and interviews with experts in terms of practical purpose and data gathering. It is also a method of gathering library and field information. Data gathering tool after discovering the dimensions of the research through in-depth interviews with experts was a questionnaire that was designed with 24 questions researcher's made and after proving its validity and reliability among the research population (32 experts in the Iranian Banking system). This questionnaire was designed to research four main hypotheses in terms of "open account", "Advanced-Payment", "Collections" and "letter of credit" in order to select the best international payment method . The results of using some non-parametric tests showed that foreign brokerages of the Banking system only tend to use the two methods of "open account" and "Advanced-payment", which the use of "open account" is more than the "advance-payment" method. Finally, suggestions were made to managers in the field of staff-training.

Religious tourism, based on religious convictions, is one of the world's oldest, and most successful travel types from antiquity to the present. The world needs to boost religious tourism, especially in Islamic countries. Islam promotes advancement and greatness for people. The aforementioned information demonstrates how Islam has significantly influenced Iranian tourism, travel habits, and travel reasons. Regarding the presence of Razavi Holy Shrine, other natural and historical attractions, and its location on North-South Transnational Corridor, Mashhad, the first pole of the Shiite world and Iran's second religious’ city, attracts the most religious tourists. Although it is agreed that this is the city's main goal, it should be highlighted that Iranian tourism management practices have shown that the industry's top priority is the preservation of values, not economic or social issues. Despite what has been said, the researcher decided to close the gap in earlier studies by presenting the indigenous model of tourism while considering structural and meta-structural differences, as well as the country's platform for offering religious tourism services, which is completely distinct from other models in other parts of the world. Iran has a brand-new and cutting-edge religion. What is the regional pattern of religious tourism in Mashhad, as mentioned in the research's stated purpose?

The present study uses a mixed-method approach to analysis, combining preliminary and analytical methods, focusing on achieving specific research objectives. The qualitative portion of the study involved using an interview protocol for gathering data. Subsequently, the grounded theory approach was employed to categorize, classify, and scrutinize the data. Twelve persons who have the necessary competence and occupy academic positions in the travel and tourism sector make up the community of qualitative researchers. This group also includes managers and those who are actively interested in Mashhad's religious tourism. The study uses an exploratory approach to interviewing while utilizing a snowball sampling method. The quantitative aspect of the study utilizes the partial least squares technique, and the model is validated via smart-PLS software. The quantitative section of researcher-developed questionnaire employs a data collection tool based on a statistical model and population. The population in question consists of religious tourists in Mashhad, with a sample size of 384 individuals selected via Cochran's formula and random sampling methodology.

The initial stage of this study involves identifying the subject matter (terminology), and conducting interviews with scholars, specialists, and notable advocates within the tourism industry for data analysis. Thus, after the researcher's open coding phase, a total of 85 codes were found once the analysis of the first 8 interviews was finished. The researcher made linkages between the codes obtained from the earlier stage during the axial coding step. To create the fundamental dimensions, this was done by using their respective traits and dimensions. Open coding relies on description capacity, which serves as the foundation for data analysis to arrive at conclusions. During selective coding phase, the researcher refined the theory, and focused on a limited number of categories while making theoretical adjustments as necessary. A paradigmatic model was developed by identifying its primary constituents. The quantitative component of study involved testing the process model derived from the qualitative findings. Analysis of the results revealed that the reliability values for both indicators, as well as their composite reliability, exceeded 0.7 for all research variables. This may indicate the validity of the survey used for the study. Convergent validity, which is based on the average value of extracted variance, and divergent validity, which is based on the Forner-Larker criteria, were computed in order to evaluate the measurement model's validity. The structural model's path coefficients among the research variables were found to be significant, as indicated by the coefficients' values exceeding the absolute value of 1.96. The estimation model of standard coefficients reveals that both the factor loadings in the measurement model, and beta path coefficients in the structural model exceed 0.5. This suggests that there is evidence supporting the presence of manifest variables (rectangular variables) in the measurement model, and latent variables (oval variables) in the model. The phenomenon under consideration pertains to the structure. The adequacy of the internal model was assessed. In contrast to measurement models, the internal model ignores all unresolved issues and model variables in favor of concentrating only on latent variables and their interactions. In order to determine if the model is structurally adequate, many criteria have been evaluated. The GOF index score of 0.607 indicates that the model fits the data well.

The study's framework showed that various factors, including the management of tourism facilities and services, the religious research system, and the establishment of religious tourism culture, contribute to the emergence of religious tourism in Mashhad. The causal conditions previously mentioned exert a direct effect on the primary and central phenomenon under investigation, specifically macro-policies related to religious tourism. In light of these conditions, it is imperative to implement pertinent policies. In light of the current situation, it is essential to take into account the supply of necessary infrastructure and services in line with the needs of religious visitors. In contrast, by having a negative effect on the religious tourism industry in Mashhad, the challenges related to religious tourism may make it more difficult to achieve goals. Through strategic evaluation of tourism, pertinent managers can surmount environmental challenges, and ultimately attain the development of tourism as the ultimate objective. Based on the findings of this study, the promotion, and establishment of urban tourist destinations in Mashhad have a significant effect on the religious tourism industry of the city, serving as a fundamental factor in attracting visitors. The influx of tourists to Mashhad's tourist attractions generates demand for urban tourism services and amenities in the surrounding areas. The expansion of tourism services offers a crucial framework for augmenting employment prospects in the realm of urban tourism. The provision of urban tourism services has contributed to the facilitation of tourists' access to tourism services. The aforementioned phenomenon functions as the basis for the increase in visitor influx to Mashhad's tourist destinations, thereby possibly nurturing the expansion of the city's tourism industry. To assess the effects of tourism marketing initiatives on the scale of the target market, as well as the economic and employment opportunities in Mashhad, it is feasible to compute the expenditures incurred by tourists over a specific time frame across various sectors, including religious centers, lodging establishments, dining establishments, tourist attractions, and recreational facilities, while taking into account the observance of social and cultural norms and local and indigenous customs.

The main task of every bank is to provide financial resources from the inactive part of society and allocate it to individuals for fair distribution of wealth or allocating credit to economically active companies for wealth creation. Therefore, the use of validation to observe the credit health of the banking system seems necessary and vital. The misconception of the banking system regarding obtaining collateral instead of accurate customer validation will increase the claims of the banking system. In this research, according to the check and review of available articles and studies during the years 2020 to 2022, as well as in-depth interviews with 12 banking system experts who had relevant education and work experience in the field of study, the dimensions, components and indicators It was calculated, which was categorized into four dimensions and 18 components. The reliability coefficient of all indicators was at an acceptable level above 70%. Finally, it was recommended to the banks that for customer validation, they should pay attention to the four main dimensions of "analysis of company balance sheet", "types of customer activity", "corporate social responsibility factors" and "factors related to the customer's active industry".

Today, the concept of "brand dependence" in the marketing literature has been introduced to predict the desired changes in after-consumption behaviors of customers that strongly affect the behavior and intention to repurchase the brand. Brand experience, on the other hand, is a type of empirical marketing that involves a set of conditions that a company creates in order to influence customer sentiment toward a particular product or company name. Brand experience is the basis for predicting consumer behavior that has a positive effect on consumer satisfaction and consumer loyalty. Given that shopping malls and malls today have grown almost in large cities, this issue has become very important to create a pleasant brand experience and brand dependence in these malls. The present study seeks a conceptual model to explain the concept of customer experience management of brand dependence with a fundamental approach and the researcher has used a mixed approach. In this way, in the qualitative part of the data theory strategy and including open, axial, selective coding in order to achieve the research model model and in a quantitative part of the descriptive survey method and to test their proposed model of PLS ​​software Has used that the research results are presented in the form of an approved and fitted model, including 6 main dimensions and 32 sub dimensations.

Marketing is a vital but less addressed capability in knowledge-based companies and is a leading contributor to challenges in this sector.

This study aimed to identify the marketing challenges of health-related knowledge-based products.

This research is a qualitative study. The participants included 10 experts from technology units located in the growth centers of Tehran University of Medical Sciences, who were selected by purposive sampling and using the theoretical saturation index. Data were collected using semi-structured interviews and analyzed using MAXQDA version 10 and qualitative content analysis with an inductive approach.

Data analysis led to the extraction of 4 main categories, including legal/regulatory, financial, infrastructural, and market factors. Each of these main categories consisted of several subcategories that described a specific aspect of the challenges of this field.

Legal/regulatory, financial, infrastructural, and market factors are among the marketing challenges experienced by technology units located in the growth centers. 

This study aims to identify the factors Influencing the online buying experience through retail mobile applications and modeling their internal communications. In this regard, an attempt was made to screen and finalize the detected indications using the Delphi method with the assistance of experts, based on the indicators identified in the theoretical model of customer experience in retail mobile applications (CERM). The Delphi approach was used in three stages to eliminate 21 indications. The extraction model was then examined and the components were graded using interpretive structural modeling. Finally, the power of influence and degree of dependence of the components were examined using Mic Mac analysis. The capabilities of the mobile device, according to the findings of this study, are the most effective aspect in establishing a customer experience in retail mobile applications. In circumstances where decision-making is beyond the control of mobile app designers and retailers, this indicator, which is represented in the screen size of the phone, the type of mobile operating system, and the use of capabilities such as GPS, has the largest impact on the online buying experience. The key dimensions determining the customer experience were also discovered to be divided into six tiers, each of which has an impact on the others. This research was able to provide a more in-depth look at the aspects that influence customer experience in the retail business, particularly sales via retail mobile applications.

The purpose of this study is to design and develop a marketing planning model for the development of tourism industry in start-ups and innovative Iranian companies. This industry, which is one of the most dynamic economic activities of the present era, plays an important role in sustainable local development. The research method in this research is applied. It is also a type of field analysis because the data collection tool is a questionnaire and the researcher has collected information through the respondents. The statistical population of this study is all the officials of the executive bodies in relation to the tourism industry and employees and private companies in this regard. Due to the infinity of the statistical population and its large size, cluster sampling is available and the sample size is 14 people. The results of the study were analyzed through version 10 of Maxqda software. In the results, causal variables include environmental attitude, economic and environmental conditions, competition, tourism planning and social capital

The aim of present study is to achieve a comprehensive framework in the area of customer experience management in Taban Airline to improve business results. The statistical population was the managers and senior experts of Taban Airline. A sample of 16 people was selected by using a purposeful snowball sampling method and in-depth and a semi-structured interview was performed with them. Data analysis was performed using a 3-step coding method in Nvivo software. Finally, a comprehensive model of customer experience management was presented. A total number of 601 open codes were extracted. After methodological modifications, they turned to 182 open codes or concepts, and in the next step, namely ladder of abstraction, they turned to 38 sub-categories and in the final step, they turned to 14 main categories. Finally present the paradigmatic categories and components form the comprehensive Customer Experience Management (CXM) model.

In this study, we evaluated the performance of joint ventures in the international arena with a market orientation approach. The present research is applied in terms of purpose, descriptive-survey in terms of method and cross-sectional in terms of time. The statistical population of the study was the experts and senior managers of Iran Khodro and Saipa car companies who had a history of more than 5 years of activity in international joint ventures. Data were collected using a questionnaire and a semi-structured interview. Data were analyzed using SPSS software version 11 and network analysis process ANP and fuzzy TOPSIS. Calculation of relative weight of customer-centric indicators showed; The components of success rate in setting goals to achieve customer satisfaction, success rate in customer commitment and success rate in creating value for the customer were the most important and effective, respectively. Calculation of relative weight of axial competing indices showed; The components of performance in competitors' information sharing in the market, quality of after-sales service, top managers' attention to competitors' strategies were the most important and effective, respectively, and the calculation of the relative weight of inter-task coordination indicators showed; The components of the degree of relevance of all tasks to customer values, the degree of performance of task integration in the company's strategies and strategies, the degree of success in strengthening the culture of supporting market orientation were the most important and effective, respectively.

Countries have made significant investments in the last decade to reach the international market of renewable energy. Studies potentially have indicated a beneficial renewable energy market. Accordingly, firms must alter their business model to enter the global market. This research aims to discover strategic factors in international marketing management for new renewable energy products. The community of this research includes experienced managers and experts in the field of renewable wind energy. The analysis is applied in terms of purpose and is of the qualitative-quantitative method. In this study, structural equation modeling and Smart PLS software have been utilized for data analysis. The results indicate that 11 strategic factors could influence the international marketing management for new wind renewable energy products, and their effect is at a significant level. Finally, the research model was analyzed using fuzzy inference system (FIS) and Matlab software.

The present study aims at presenting a model of cross-buying behavior of electronic service customers in Shahr Bank. This research is applied in terms of objective and survey-exploratory in terms of approach. The statistical population of this study consisted of a group of experts including senior managers of Shahr Bank, professors and marketing consultants familiar with the banking industry which in-depth interviews were conducted with them. The selection of experts and doing interviews with them continued until the theoretical saturation was reached and then stopped. Purposive sampling method was used in this study. Nine interviews were conducted in total. This research has been done in the period of October 2020 to May 2021. Due to using the data foundation theory in this research, the main data collection tool was unstructured in-depth interviews with experts. Finally, after three open, axial and selective kinds of coding, the conceptual model of the research was designed based on a paradigm model. In this research and according to the identified goals and categories, the category of motivating to use various electronic services of Shahr Bank was considered as the main and axial category. This means that the core of the conceptual model is the users' motivation and inner desire to use various electronic services of this bank.