hossein vazifehdoust

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

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

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

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

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

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

The main purpose of this study was validation (confirmatory factor analysis) and validation of the Islamic Social Marketing Assessment Questionnaire to investigate its impact on the brand equity of Afghan higher education institutions from the perspective of economics and management students in Afghan universities. The components of Islamic social marketing are environment, security and health, respectively. The environment includes items that destroy the beauty of nature, misuse of public and state property, increase green space in the region. Security includes items of secrecy and information, fear of reprimand, deep religious beliefs and peace among the people, as well as personal hygiene items, nutritional hygiene, clothing hygiene and disease prevention. Be. The present study is applied and in terms of data collection is a descriptive survey. The statistical population of the study included students of economics and management at public and private universities in Kabul. The statistical sample consisted of 384 students which were obtained randomly and the number of samples was obtained using Cochran's formula. The reliability of the questionnaire was evaluated using Cronbach's alpha coefficient, content validity was evaluated using experts familiar with the research topic and structural validity was evaluated using valid indicators in structural equations. SPSS and AMOS software were used for data analysis. The results of data analysis confirmed the validity of social marketing components and it was found that there is a significant relationship between Islamic social marketing components and brand equity of educational institutions.

The present study evaluates the impact of two structures "legal responsibility"and"voluntary responsibility" on customers' attitudes in two stages. First stage: Two structures, with qualitative method and meta-combined strategy, based on the seven-stage model of Sandlowski and Barroso, re-conceptualization and second stage, their impact on customer attitudes in the quasi-experimental design were investigated.The statistical population of the first phase, articles related to the above two structures, between 1990-2020, and the second phase, "are the major customers of food production companies in Khorasan province."The sample size is 220 people and were selected by cluster random sampling method. For voluntary liability, the two dimensions (theme) of voluntary liability and voluntary liability are beyond expectation, and for the structure of legal liability, there are two dimensions of general legal liability and specific legal liability.In the quasi-experimental stage of the second stage, first, by simultaneous analysis technique, out of nine possible scenarios, with orthogonal analysis, three scenarios are selected and based on the components of two structures, "legal responsibility" and "voluntary responsibility" are designed and their effect is compared by paired comparison method. Analyzed on customers' attitudes.As a result, there was no significant difference between customer attitudes in high-liability companies and customer attitudes in high-liability companies, and audiences did not distinguish between the two tools.This research, using the scenario to measure legal and discretionary liability, is an upstream research (buyer aspect) and a functional variable (dependent), measured from the customer's point of view, along with conceptualizing legal and discretionary liability with a hybrid strategy.are innovative.

The concept of brand represents a widely common phenomenon in today's global economy, and the so-called national branding refers to a smart way of trading and creating wealth, making it an important part of the business strategies adopted by developed countries. Despite its great potentials for increased levels of production and export to foreign markets, the Iranian food industry has long been facing numerous challenges due to lack of strong national branding. Accordingly, the present study seeks to address the research gap in this field by following a mixed (qualitative – quantitative) approach where qualitative content analysis and structural equations were used to develop and present a strategic model for the development of national brand in the food industry of the country. In the qualitative part, the statistical population was composed of academic elites and food-industry practitioners, while managers and experts at Tabarok Industrial Manufacturing Group comprised the statistical population for the quantitative part of this study. The required data was collected through library studies, semi-structured deep interviews, and a researcher-constructed closed-ended questionnaire based on Likert scale. The findings indicated that the development of national brand in the food industry is affected by five groups of key factors, namely (1) industry-related factors, (2) key firm-related factors, (3), brand-related factors, (4) government-set policies and supports, and (5) macro environmental factors affecting the national brand. Quantitative findings of the research showed that the developed model exhibited appropriate goodness-of-fit in the first stage.

Subject: 

The special value of the health tourism brand is the set of assets (or liabilities) of the brand in relation to the name and symbol of the tourism destination, which causes changes in the value of services and experiences that are determined there. Considering the characteristics and cultural, social and economic capacities of Iran's tourism destinations, in this research, a model for brand equity in health tourism has been tried, taken from the Acker model, which has been obtained according to Iran's conditions and studies. to be presented.

In this research, first, the meta-combination method of previous researches in this regard has been carefully studied. Then the mixture is applied, which includes a qualitative and quantitative method. First, the data analysis was performed with the Grounded  theory and with MAXQDA18 software and then using the structural equation method and with SMArtPLS software. The statistical population of this research for the qualitative part of the experts includes professors of marketing and health tourism specialists, and in the quantitative part of foreign users of health tourism services in Iran.

The results showed that the hospital brand equity is directly affected by brand awareness, brand association, perceived quality, brand loyalty, social responsibility, company value, customer value. As a result, at the national level, investing in this sector and branding and paying attention to the special value of the health tourism brand can make Iran one of the best destinations for health tourism in the world.

Unlike banking development in country, banks have not been able to satisfy customers yet. Therefore, the present study aimed at investigating banks ethical responsibility to compensate for services failure and reviving it.  

This study is applied in purpose, exploratory in approach and mixed (qualitative-quantitative) in data analysis. In qualitative phase and in order to design a model based on grounded theory, a group of experts in banking management and services marketing (including university professors, bank CEOs and banking industry marketing counselors) selected as society and 11 have been selected through snowball sampling and until reaching theoretical saturation. In-depth-interview was research instrument in this phase and data analyzed through coding. In quantitative phase, banking industry customers in Tehran considered as statistical society and 400 of them selected through cluster sampling with equal volume as statistical sample. In quantitative phase also the research instrument was researcher-made and closed questionnaire and path analysis and SPSS and Lisrel used to analyze data.

134 primary concepts extracted in this study that 51 ultimate concepts classified in 31 main categories. This results lead to designing failure procedural pattern and reviving services in Iran’s banking industry (based on paradigmatic model structure) and model hypothetical relationships tested and approved in a wide society.

Customer satisfaction and loyalty depends on organization adherence to professional ethics and responsibility that the most important sign of an organization responsibility is organized activity to compensate for services failure and reviving it.

This research aims at introducing the employer brand as a tool to bring up employees' job satisfaction and investigated their impact. The present study is of practical purpose to collect survey data and do descriptive-correlational analysis. The statistical population is 168 employees of a food production company in Tehran. Empirical data was selected from 125 people as the sample. Examination of the hypotheses was performed through structural equation modelling in SmartPls and the impact of each dimension was examined by multiple regression in Spss. As the results, all hypotheses were confirmed which means employer brand and its dimensions have a positive relation with employees' job satisfaction and they are able to collectively explain 57.6 percent of the employees' job satisfaction's variance. The results of the multiple regression clarified that development value has the highest (52 percent) and interest value has the lowest impact (33 percent) on the employees' job satisfaction.

The present study was performed to investigate the effect of commercial and operational factors on competitiveness improvement of Shahid Beheshti Port (SBP) in Chabahar in attracting shipping lines. The research method is applied in terms of purpose. Initially, the researcher conducted the qualitative phase to identify important variables, create a typology, or make new theories. To reach the saturation stage, 15 people were interviewed. Then, after identifying emerging classifications using qualitative data, a questionnaire was developed through the Delphi technique, and thus, the quantitative phase began. To test its items, patterning of the structural equation model was used via Lisrel software. Findings showed that commercial factors affecting SBP competitiveness improvement included financial capital and customer capital, port costs and tax burden, market efficiency and market performance. In addition, technical-developmental infrastructures, technological infrastructures, warehousing activities, loading and unloading operations, customs activities and services, communication and distribution networks, trust and safety in port activities, and port logistics features were the operational factors affecting this competitiveness. It was discovered that existence of abundant capacities and potentials in various transportation departments of SBP, quantitative and qualitative increase of equipment, as well as the development of new capacities in infrastructure and fleet of railways, roads, offshore and port loading/unloading equipment have relatively improved levels of loading/unloading in SBP, which can be attributed to successful execution of measures taken to develop competitiveness in SBP.

This mixed method study aims to compare the effect of EC and RQ on customer attitude in Islamic context in three stages. In first and second stages, The Islamic environment consciousness (IEC) and Islamic Relationship Quality (IRQ) were operantionalized based on the grounded theory. In third stage, the impact of IEC and IRQ on consumer attitude were examined using a quasi-experimental design. The findings from the first two stages indicated that IRQ comprised three components and twelve constituent subcomponents and that IEC included two components with seven constituent subcomponents. In the third phase of the study, the conjoint analysis technique was initially employed to select three scenarios from nine possible scenarios. Further, statistical analyses of the research data revealed significant effects of IEC and IRQ on consumer attitude: significantly more positive consumer attitudes were found in firms with higher IEC and higher IRQ compared to firms with lower or no IEC and IRQ. It was also found that the two public relation tools were not significantly different from the consumer perspective. The study is significant because it operationalized IEC and IRQ and offers implications for academicians and managers who intend to investigate their business relationship performance in terms of such Islamic context-specific constructs. Moreover, the innovative use of scenarios in measuring the consumers’ attitudes offers upstream research as an alternative to downstream studies of EC which render redundant information about environmental behavior of companies.

In this study at first the researchers have examined the status consumption and then they haveinvestigated the relationship between this consumption habit and social factors (consideringsocial comparison information, susceptibility to interpersonal information influence,susceptibility to interpersonal normative influences).This study has done among the studentsof Islamic Azad University, Tehran Science and Research Branch. The study has alsoanalyzed the findings gathered from 384 samples. To test the hypothesis the researchers haveused the spearman correlation coefficient formula and SPSS software. The results of thisstudy show a positive relationship between "attention to social comparison information,susceptibility to interpersonal normative influence" and "status consumption". There is notany relationship between "susceptibility to interpersonal information influence" and” statusconsumption" is another outcome of this research.