نوآوری در خدمات

This research aims to examine the moderating role of sustainable human resource management in the impact of incremental service innovation and service liking on the customer brand community.

The research is applied in terms of objective and descriptive surveys in terms of nature and method. The statistical population consisted of employees (100) and customers (284) of five-star hotels in Kermanshah province, who were selected through simple random sampling using the Cochran formula (384 samples). The data collection tool was a questionnaire, which had good validity and reliability.

The results of hypothesis testing using the SMART-PLS software, along with t-test statistics and path coefficients (β), demonstrated that service innovation has an impact on customer brand community, service innovation affects service liking among employees, service liking among employees has an impact on customer brand community, and service liking among employees mediates the relationship between service innovation and customer brand community. Finally, sustainable human resource management moderates the relationship between service innovation and the customer brand community.

Despite the designed model of the mentioned device, it should be able to pay attention to the role of incremental service innovation and service liking in order to better shape the customer brand association in the work environment, but if it wants to show more effectiveness of these variables, it should think less about adjusting sustainable human resource management..

In a competitive environment, businesses should look for ways of being constantly informed of the needs and wants of customers so that they can take a step towards differentiating themselves and outperforming their competitors by providing innovative services tailored to customer needs, thereby achieving a superior performance. Service businesses are more customer-dependent than manufacturing ones, so they are more dynamic in terms of type, variables, and the relationships between them. In addition, sports businesses such as sports clubs provide a lot of economic benefits to their managers and have a large turnover in the sports industry. Also, in terms of the health of sport, sports businesses are known as white businesses. In order not to cause too much pollution in the society, they have provided the ground for people's health and healthy living.

This research is a field survey of a descriptive type in terms of data collection and applied in terms of purpose. The statistical population included all the managers of sports clubs in Guilan Province. The statistical sample was selected according to the Morgan table for the target population of 252 people. A 47-item questionnaire based on the five-point Likert scale was used to collect the data. The questionnaire included questions on digital marketing, customer voice marketing, differentiation strategy, and business performance. In order to evaluate the content validity and face validity, five sports management professors and four experts and managers of sports clubs were consulted. According to the Kolmogorov-Smirnov test, the distribution of the data was abnormal. Therefore, to investigate the relationship between statistical hypotheses, the structural equation modeling method was used by the PLS software. Also, to evaluate the construct validity, confirmatory factor analysis method was done. In addition, to analyze the main research hypotheses, path analysis method was used in the PLS software.

According to the descriptive data, 60.45% of the research participants were 29-20 years old, 61.53% of them were men, and 50.37% of them had a bachelor's degree. The factor loads of all the measures in their respective structures were higher than 0.4. The output results of the model indicated the appropriateness of the convergent validity criterion. Also, the divergent validity of the model was confirmed. All the variables had a Cronbach's alpha value above 0.70 and a hybrid reliability above 0.80, indicating that the model had good reliability in both Cronbach's alpha and hybrid reliability. The variance inclusion index also showed that digital marketing (16%) and customer voice marketing (55%) indirectly affect the performance of sports club businesses through the mediation of differentiation strategies. This suggests the partial mediation of the mediators. According to the obtained value  of SRMR (0.09), the measurement and structural model had a good fit. It was also found that digital marketing (0.22), customer voice marketing (0.21) and differentiation strategy (0.36) had significant effects on the 95% significance level with business performance. Digital marketing (0.12) and customer voice marketing (0.73) had a significant effect at 95% significance level with a differentiation strategy. According to the results of the present study and the great effects of digital marketing and customer voice marketing on the business performance of sports clubs through differentiation strategies, sports club managers should focus more on online advertising and hearing the voice of customers. Introducing services in clubs and providing their needs will cause customers’ loyalty and their return. As a result, the club will perform better than its competitors. The Sobel test showed that the digital marketing has a significant effect on the performance of sports club businesses through the mediation of differentiation strategies. Customer voice marketing through the mediation of a differentiation strategy also has a significant effect on the performance of sports club businesses. In today's competitive market environment, which is characterized by increasing competition as well as unpredictable and knowledgeable customers, the effort to build customer loyalty and satisfaction through advertising and product promotion and delivery to the customer has become more important and may be one of the most important strategic factors to take into account for success. Given that social media are the most important elements in digital marketing and companies and clubs are gradually moving towards marketing, neglecting the importance of the club's customer can lead to the failure of clubs. So, it is important for a sports club to be able to easily achieve its customer retention goals by performing its duties. Many sports clubs and businesses have now accepted that, in order to succeed in a competitive world and compete with the competitors, they must use a digital strategy such as social media.

Sports business executives are not familiar with new techniques such as digital marketing and customer voice marketing to improve their business performance. They also cannot use differentiation strategies to excel and create a competitive advantage with competitors. Therefore, measures should be taken to train sports club managers in modern marketing and customer orientation methods and to familiarize them with the strategies of having innovation and differentiation. For this purpose, managers can use the customer voice marketing technique by inviting loyal trainers and have private meetings to use their comments and suggestions. In this regard, the customers' comments and suggestions are also needed for providing the facilities and programs desired. The research on sports businesses and the marketing of sports clubs has shown that sports clubs do not make good use of marketing programs and specialized marketing teams to better manage themselves, so it is recommended that the managers of sports clubs in the country use marketing programs such as digital marketing and hear customers' voices and feedback to familiarize the public with the quality and variety of their club services.

Studies related to innovation in tourism, even in developed countries, have received more attention in the last three years and the development of innovation models in this field has been less attention. Therefore, paying attention to tourism and innovation in this field, which is one of Iran's potential for increasing national income, is very important and necessary. The purpose of this research is to develop an innovation model in the tourism industry. The statistical population of the research was 130 managers of the tourism active companies and startups in Tabriz. This research is applied in terms of purpose and descriptive-exploratory in terms of method. Using Cochran's formula, the sample size estimated 97. By studying the research literature and background, the effective factors on innovation in tourism were identified and then with the opinion of industry and university experts (expert panel), the conceptual model of the research was designed. The data collected through a researcher-made questionnaire, as a research tool, was analyzed via confirmatory factor analysis and structural equation modeling by partial least squares method. The findings showed that the factors of human capital, participation, financing and information technology (IT) have a significant effect on innovation in tourism. Also, two moderating variables of company size and industry macro environment had a positive and negative effect on the relationship between these factors and innovation in tourism

Abstract In this research the survey The Effect’s orientation of social entrepreneurship on social innovation are discussed. The statistical population of dtudy are From The collection of people who participated in entrepreneurship festivals during the years1395-1977, which according to Morgan table have 384 users as a samples who completed questionnaires have been defined for this study Data were analyzed using CFA (Confirmatory Factor Analysis), SEM (Structural Equation Modeling), Kolmogrov – Smirnoff and Sobel test with Lisrel and SPSS22 software. The empirical result supports the claim that social-entrepreneurship has a significant, direct and positive effect on social innovation. It also showed that social innovation has direct and positive effect on Product innovation and Product Service. The results of this study are useful for Entrepreneurs that make innovation in Service and Product. Key Words: social entrepreneurship, innovation Service, innovation Product.

One of the factors that is effective in creating and increasing innovation capabilities in banks is the organizational atmosphere. Therefore, this study was conducted to investigate the effect of organizational climate on innovation in the service sector. This research is applied in terms of purpose and descriptive and correlational in terms of how to collect information. The statistical population of the study consists of 052employees of Sina Bank in Tehran branches, which was determined as a sample using the class sampling method with appropriate attribution and the Cochran's formula method.. The research instrument was a questionnaire whose validity was confirmed based on the collective opinion of the faculty members of the Faculty of Entrepreneurship, University of Tehran and relevant experts. Data were analyzed using SPSS software: win5.85and Lisrel.85. The results of the descriptive analysis showed that the situation of innovation in services and organizational climate in Sinai Bank is moderate. The results of inferential analysis showed that there is a positive and significant relationship between the components of managers 'behavior and organizational employees' behavior with innovation in the services of the bank under study. In order to summarize the variables in several factors, the factor analysis method was used.. The results of this analysis showed that in the field of organizational climate in Sina Bank, 5factors with 28..total variance explanation and in innovation in 3-factor services with 2860total variance explanation were obtained. Finally, the results of the analysis of the structural equation model also showed that the organizational climate with a path coefficient of 287533had a positive and significant effect on innovation in Sina Bank's services.

Today, the existence of media and social networks is the basis for the emergence of social interactions and the exchange of information between customers, as well as with businesses. These interactions, which include EWOM communication, can provide the basis for knowing the needs and demands of the customer, thus creating a common value between the customer and the service provider. The tourism industry, especially the tourism start-ups, is one of the most important issues that need to take advantage of this capacity. Therefore, the main question of this research is What does the effect of EWOM marketing on social networks on value co-creation among the startups of tourism customers? Accordingly, 390 customers of this industry in Tehran were selected through simple random sampling. This research has been carried out with a quantitative approach and in terms of purpose, an applied research and a descriptive-survey method in terms of collecting research data. To analyze the data, in analytical statistics, structural equations modeling technique with Partial Least Squares Approach were used. The results of the research showed that the EWOM marketing has a positive and significant effect on the value co-creation, new service concept innovation, new service process innovation and technological system innovation. Also, the new service process innovation and the technological system innovation have had a positive and significant impact on the value co-creation in the start-ups of tourism.

Today, Service organizations must provide the opportunity in new basis of experiential marketing that with offering preferable services to new customers make the pleasant experience for them and convert them into loyal customers. Customers who experience positive results, not only will go back into the organization, but also recommend it to their friends. So, in this study, the impact of service innovation on customer behavioral intention with mediating role of experiential marketing is investigated. The study is survey – analytic research and the data on a sample of 276 people among the guests of 5 star hotels in Mashhad, collected using questionnaires and to test the hypotheses, Structural Equation Modelling Technique with Lisrel software is used. Findings show that service innovation has significant effect upon experiential marketing and behavioural intention of customers. Also, experiential marketing has significant effect upon behavioural intention of customers. However, experiential marketing has a mediating effect upon service innovation and behavioural intention of customers.