وفاداری مشتری

Inspiring customers enables retail industry professionals to enhance customers purchase intentions and loyalty. Given the significance of analyzing, and understanding consumer behavior in retail based on research literature, this paper aims to explore the perceived innovation of different sales channels in inspiring customers and fostering customer loyalty. This is achieved by considering guerrilla marketing strategies as a moderating variable that affects the relationship between perceived innovation in sales channels and customer inspiration across diverse sales and marketing channels in the retail industry. The research is applied in nature and descriptive-survey in methodology. The study population consisted of customers of Ronix brand tools in Tehran. The sample size was calculated to be 222 individuals using G-Power 3.1 software, and non-probability convenience sampling was employed. Structural equation modeling and Smart PLS 3 software were utilized for data analysis. The analysis revealed that the first hypothesis regarding the positive impact of perceived innovation in sales channels on customer inspiration, the second hypothesis regarding the positive effect of customer inspiration on customer motivation, the third hypothesis regarding the positive influence of customer motivation on customer loyalty, and the fourth hypothesis concerning the positive moderating role of guerrilla marketing on the relationship between perceived innovation in sales channels and customer inspiration were all confirmed. Therefore, the results indicated that there are reciprocal effects among states of customer inspiration, emphasizing the roles of perceived innovation in sales channels and customer loyalty as antecedents and consequences of inspiration, respectively.

The dependence of today's businesses on cloud services is increasing day by day, and their quality is an important factor for the success of any business. The purpose of this article is to find factors affecting cloud service quality and evaluate the impact of service quality on customer satisfaction and loyalty, with the aim of determining policies for the internalization of cloud services. This research was conducted using the survey method, polling 419 cloud computing users or experts who used the services of the top 5 cloud service providers in Iran. Research hypotheses were investigated using partial least squares structural equation modeling. The results of this research showed that service quality is a function of agility, service assurance, scalability, reliability, security, responsiveness and usability, and has a significant effect on customer satisfaction and loyalty. Therefore, any localization of cloud services and quantitative development of Iranian cloud service providers requires attention to the seven factors mentioned in service design and continuous monitoring of maintaining their desired level for customer satisfaction and loyalty and increasing the number of users of internal services.

The purpose of this research is to provide a model of purchase intention and experience of customer on customer behavior in virtual networks. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, and a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in designed virtual networks. Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring, and excellent situation) on the satisfaction, loyalty and trust of customers was proved. The results showed that the aspects of purchase intention and customer experience through effecting on customer behavior leads to better understanding of mindfulness and experimental factors among banking systems, and can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model has a good fit.

The objective of this applied-developmental research was to design a communication model to foster customer loyalty based on digital communications. From the perspective of data collection methods, this study is categorized as a survey, employing an exploratory mixed-methods research approach (qualitative-quantitative). The data collection tools included semi-structured interviews in the qualitative phase and a researcher-made questionnaire in the quantitative phase. The qualitative population consisted of loyal customers of Parsian Electronic Commerce Company (organizations), and theoretical and purposive sampling methods were used until data saturation, which was achieved after 18 semi-structured interviews. The quantitative population included all employees of these organizations. The sample size was estimated using Cochran's formula, and ultimately, 393 individuals participated in the study through stratified random sampling. Grounded theory was used to analyze the specialized interviews in the qualitative section, and partial least squares (PLS) method was employed to validate the final model in the quantitative section. After open and axial coding, 6 selective codes, 8 axial codes, and 60 open codes were extracted. The results indicated that customer experience management, digital customer voice, and digital infrastructure are causal factors influencing digital communications, which in turn affects digital marketing strategy. The quality of digital services provides the context, and the intensity of industry competition is an intervening factor that impacts digital marketing strategy. Ultimately, the digital marketing strategy leads to customer loyalty.

The modern business environment in the 21st century is changing rapidly. The subsequent industrial upgrading and transformation as well as the rapid change in the economy have brought people to the comfortable life of today. However, many environmental problems have arisen with economic development, which deteriorate environmental quality and may ultimately harm ecological sustainability. The importance to the environment, reducing carbon emissions and reducing global warming has been the focus of many researchers, industries and companies. Various companies and organizations believe that any effort they make to improve the environment will improve their corporate image and thereby increase customer loyalty. The purpose of this research is structural analysis of green identity and consumer loyalty in tile and ceramic industry of Yazd province using structural equation modeling. This research was applied in terms of purpose and descriptive-correlation in terms of nature and method. In order to collect data, a questionnaire was used in this research. The statistical population of this research is the employees of Yazd tile and ceramic industry. The sampling method used in this research was the available sampling method. The results of this research showed that green organizational identity has a positive and significant effect on green innovation, green knowledge sharing, and customer loyalty. Also, the results of this research showed that sharing green knowledge has a positive and significant effect on customer loyalty and green innovation. Among other results of this research, we can mention the effect of green innovation on customer loyalty and the effect of the intermediary role of green knowledge sharing on the effect of green organizational identity on green innovation and customer loyalty.

One of the most famous marketing concepts that has been researched during the last decade is brand equity. Customers value their popular brands and marketers seek to strengthen this concept in different stages of brand positioning. On the other hand, as a result of the improvement of people's living standards, the demand for air travel increases day by day.   Also, the competition between airlines has increased significantly compared to the past. Therefore, identifying the factors related to the  traveller’s loyalty ,their expectations of the factors and classifying their demands can be of great help in keeping and creating loyalty among them. In this research, relations of two important marketing factors on the dimensions of brand equity in Iran Airtour Airline company has been tested. We used correlation method in order to confirm factor analysis.   After confirming the fit indices of the model, we tested the relations of two factors of Iran Airtour advertising and air travelers' experiences . The results showed that these two factors had relations with the dimensions of brand equity, and this relation was positive and in the same direction. The greatest relations of advertising is with awareness, brand  association, loyalty and quality as well. The customer's experience of the Iran Airtour brand has the greatest relations with awareness, loyalty, brand association and perceived quality of the Iran Airtour brand, respectively.

The aim of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is practical and in terms of implementation method, it is mixed (qualitative-quantitative) and in terms of the research implementation strategy, it is exploratory. The statistical population in the qualitative section includes 11 experts and experts, managers and vice-presidents of the bank, and experts in the field of management model and customer club, and the statistical population in the quantitative section includes 385 people from all members of the bank's customer club. Exports that were selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis of the qualitative part, using the theme analysis approach, MAXQDA10 software was used, and in the quantitative part, SPSS and AMOS software were used. The results in the qualitative part showed that (93 open codes, 52 sub-themes and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model, and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club. In the banking system, there is an increase in customers in the direction of quantitative and qualitative development.

The purpose of this research is to model the experience of customers of Iran Telecommunications Company from commercial sales in line with their sustainability. According to its purpose, the research method is practical and in terms of the qualitative approach and in terms of how to analyze the data, it is descriptive-exploratory with the phenomenology method. The statistical population of the research consists of 17 special customers of commercial telecommunications services who have more experience of using these services, they were selected using the purposeful sampling method. A semi-structured interview was used to collect information. Data analysis was done using manual theme analysis and coding. The results showed that the categories and components that make up the customer experience in line with their sustainability include 9 categories and 26 elements including: operational prerequisites of customer experience management (strategic prerequisites, human prerequisites and technical prerequisites), measurement and analysis Customer experience (collecting and recording customer experiences, analyzing customer experiences, interpreting customer experiences and monitoring customer experience performance), service delivery experience (network quality, service delivery quality and emotional effect), value co-creation (customer participation in value creation, Service personalization and customer relationship management), profitability (customer share, customer loyalty and customer satisfaction), marketing mix (price, place, product and promotion), brand image (brand reputation and social responsibility), activities Support (complaint management and after-sales service) and barriers to brand switching (the nature of the company and switching costs).

The purpose of this research is to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance.

This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

Due to the significant and increasing expansion of online shopping in the retail industry and changing consumer behavior, one of the concerns of online retailers in this industry is to create loyalty and a sense of belonging among customers. The aim of this research is to provide a dynamic model for developing a brand loyalty strategy in the online retail industry. For this purpose, using the system dynamics method, the main factors affecting brand loyalty, recognition, and their relationships were determined in the form of a cause-and-effect diagram. Finally, using the cause-and-effect diagram and referring to the opinion of experts and the background of the research, a flow diagram was prepared. The dynamic simulation of the research has been done using Vensim software version 7.3.5 in the time horizon of 10 years, from 1392 (2013) to 1402 (2023) for online retail consumers. The validity of the model has been confirmed through the implementation of behavior reproduction tests and model sensitivity analysis. Then, three scenarios of a 70% increase in customer satisfaction, a 30% increase in customer satisfaction, and a 50% increase in improvement policies and strategies were proposed based on the opinions of experts, and the results of these scenarios were simulated. The findings showed that increasing customer satisfaction and improvement policies and strategies increase brand loyalty, which indicates business growth. Among these three scenarios, a 70% increase in customer satisfaction had a greater impact on brand loyalty. Therefore, businesses with the two arms of customer satisfaction and improvement policies and strategies can increase and control brand loyalty, which lead to an increase in the annual revenue of each customer.

This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) technologies on marketing and sales. The aim is to identify and analyze how these technologies are utilized and their effect on customer experience and satisfaction. This qualitative research collected data through semi-structured interviews with 26 participants. Participants were selected from marketing managers, information technology specialists, and user experience designers. Data analysis was performed using qualitative content analysis techniques. The study revealed that the use of AR and VR in marketing and sales could lead to improved customer experiences, increased interaction and product understanding, and enhanced customer satisfaction and loyalty. Four main themes were identified, including "Marketing Strategies with Augmented Reality," "Implementation Technologies," "Impact on Customer Experience," and "Challenges and Opportunities." The use of AR and VR technologies holds significant potential for positive changes in marketing and sales. These technologies provide more meaningful interactions with customers and help companies optimize customer experience and increase their satisfaction and loyalty.

Today, with the expansion of online technologies and channels, customers tend to use offline and online channels simultaneously in their partnership with an organization such as a bank, so that they can reach their final goal faster through several channels and contact points. Considering the coordination and synergy between these channels and the positive value created, the concept of the Omnichannel Integration Quality and the Omnichannel Perceived Value is proposed. The hypothesis of this research is to examine the effect of the Omnichannel Integration Quality and the Omnichannel Perceived Value on customer loyalty according to the mediating role of customer satisfaction and engagement. This research is practical in terms of purpose and survey type in terms of the method of doing the work. The statistical population is the customers of 10 private banks in Mashhad, among them, banks with the largest number of branches were selected for sample collection, which includes Mellat, Saderat, Tejarat, Refah, Eghtesad Novin, Pasargad, Sina, Shahr, Iran Zamin. A standard questionnaire was used to collect data and this questionnaire was distributed electronically among the customers of these banks, and finally, 386 questionnaires were collected and analyzed in a non-random quota manner. The structural equation modeling method and SPSS and AMOS software were used for data analysis. The findings of the research indicate that the Omnichannel Integration Quality and the Omnichannel Perceived Value have a positive and significant effect on customer loyalty, and the effect of customer satisfaction and engagement in the relationship between Omnichannel Integration Quality and Omnichannel Perceived Value on customer loyalty is positive and significant.

Today, using the quality of services is very important in attracting market and creating a favorable feeling in costumers. This has led to the purpose of this study to investigate the effect of service quality on customer loyalty and brand equity in Kaleh Mazandaran Company. The present study is practical in terms of type and in terms of method is in the category of correlation-survey research. Research data were collected using a questionnaire distribution. To measure the Service quality variable, Servqual and Servperf model has been used, which has 23 items. Customer loyalty is measured by Liu (2008) model which has 8 items. Finally, the Brand equity variable has been investigated using the Aaker (1991) model, which has 32 items. The statistical sample of the research is 214 customers of Kaleh products who were selected by simple random sampling. SPSS software was used to analyze the data. The results show that service quality has a positive and significant effect on customer loyalty and brand equity. In dimentions of service quality, reliability has the greatest impact on dependent variables and is very important for customers.

The purpose of this research is to investigate the effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty with the mediating role of cooperative behaviors and customer citizenship in Tabriz hospitals. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is the patients of hospitals (private and public) in Tabriz city, and due to the unlimited statistical population, the sample size of 384 people was selected using Cochran's formula. The results of the research show that the interactive behaviors of frontline employees have a positive and significant effect on the perceived value of services, cooperative behaviors and customer citizenship. On the other hand, cooperative behaviors and customer citizenship have a positive and significant effect on the perceived value of services. Likewise, the perceived value of services has a positive and significant effect on customer loyalty. Finally, cooperative behaviors and customer citizenship also play a positive mediating role in the relationship between the interactive behaviors of frontline employees and the perceived value of services. Thus, the general result of the research is that the presence of interactive behaviors of frontline employees and co-creation of value (participatory behaviors and citizenship of customers) can improve the perceived value of the services of medical centers and, as a result, increase the loyalty of customers towards these centers.

The present study was conducted to determine the paradigmic model of factors affecting customer satisfaction in the bread industry. For this purpose, using the Grounded Theory, qualitative data related to 18 bread industry experts in Iran were collected using interview tools and analyzed with MaxQDA software. After three coding steps, it was found that five variables affect customer satisfaction (product, employee, environment, and brand satisfaction), which are; Product features, production process, price fairness, employees and store environment. Customer satisfaction will lead to consequences such as competitive advantage, market share, financial performance and customer loyalty. Of course, for this effect, it is necessary to implement marketing strategies such as handling complaints, branding, brand social responsibility and customer relationship management. The most important intervention factors identified were the traditional bread market share, the economic situation, the intensity of competition in the industry and the coronavirus pandemic. Finally, technology in the production of industrial bread, the core competencies of the company, customer knowledge in the field of industrial bread and the standards of the Industrial Bread Union have been introduced as the governing platform

 The growing number of travel agencies in major cities means a wider range of choices for tourists, which in turn leads to increased competition in the business. The city of Isfahan is no exception to this rule and the existence of several agencies in it has created a wide competition for the owners of these jobs. Undoubtedly, having loyal customers in the face of fierce competition, as well as dealing with the crisis - especially the crisis that the Covid 19 virus has created for the tourism industry - will help travel agencies to be more resilient and economically viable. Therefore, the mentioned conditions have made the owners of these agencies to use every opportunity to convince their customers that they are performing better than their competitors; One of these opportunities is Social Network. In recent years, the widespread use of social networking through the advent of smartphones has made information available anywhere and anytime. The popularity and widespread use of these networks provides an opportunity for business owners to connect online with their customers and use these networks to improve their position in a competitive market. Therefore, the purpose of this study is to investigate the effect of online interaction on the Instagram social network on the loyalty of customers of travel agencies. Loyalty consists of four dimensions, which are cognitive, affective, conative and behavioral loyalty. Cognitive loyalty means preferring one brand over other brands due to knowing that brand and the benefit it has for the customer. This type of loyalty is very weak because it is quickly lost by improving or promoting the competitors' brand. Affective loyalty is achieved when a person feels good about a brand as well as satisfied with it as a result of increasing knowledge. Conative loyalty (tendency to be loyal) is achieved when the customer intends to repeat the purchase, but this action is not certain and may not lead to a purchase. Finally, behavioral loyalty emphasizes repeat purchases and their amount (Sotude et al., 2014; Van Asperen et al., 2017). Customer interaction with the brand in social networks is also formed in two ways: passive and active interaction. Passive interaction is when the so-called customer is just a consumer of content on social media and only reads and views other users' posts and comments. While active interaction is when the audience is involved in creating the content and it is when the customer comments on the content, raises questions and comments, informs the brand owner about their needs, encourages his/her friends to visit this page, and shares brand posts with others (Van Asperen et al., 2017). Therefore, in order to achieve the purpose of the research, the following questions are raised: To what extent does each dimension of interaction affect each dimension of customer loyalty? Does passive interaction have a sufficient impact on all aspects of loyalty, or should try to users participate actively in the social network? Which dimension of loyalty is most affected by online interactions? How will customer loyalty change if travel agencies lose active engagement on the Instagram network?

 The research is exploratory in terms of purpose and has an applied orientation, and its statistical sample consisted of 12 university experts and managers of travel agencies in Isfahan who use the social network Instagram in their business. Sampling was performed by purposive method. The research was conducted using fuzzy cognitive mapping technique. The research variables are online interactions and customer loyalty, the dimensions of which were determined by studying the research literature and with the approval of experts. In order to collect data, a matrix questionnaire was prepared in which the research factors were listed in the first row and the first column, and in other boxes the effect of the factor in the relevant row on each column of the table was written using the opinion of experts (numbers ranging from negative to positive One). For this purpose, the researchers distributed the questionnaire in person among the experts and after explaining the questions and how to answer them, entered the answers received in the questionnaire. Finally, the input matrix to the software was obtained from the average opinion of experts and analyzed, and the research graph was drawn. Finally, the active interaction elimination scenario was defined, and its results were compared with the initial results.

 Findings showed that the most influential factor is active interaction and the most affected factor is behavioral loyalty. Interaction, and especially active interaction, affects all dimensions of loyalty, especially behavioral loyalty. Also, by eliminating active interaction, customer loyalty is greatly reduced, the results showed that passive online interaction has the greatest effect on behavioral loyalty, conative loyalty, cognitive loyalty and affective loyalty, respectively. On the other hand, there is an inverse relationship between types of loyalty and passive interaction, and the most impact on passive online interaction is related to conative loyalty, behavioral loyalty, affective loyalty and finally cognitive loyalty, respectively. Active online interaction has the greatest impact on behavioral loyalty, conative loyalty, cognitive loyalty and finally affective loyalty, respectively. All dimensions of loyalty also affect active online interaction, which the most impact is related to affective, behavioral, cognitive and conative loyalty, respectively.

 These results suggest that travel agencies can retain their customers more than ever before by relying on online interaction, but relying on passive interaction is not enough, and to have more loyal customers, travel agency managers need to focus on active audience participation on social network. According to the findings of this study, some practical suggestions for agency owners to increase customer loyalty are: Focus on activity in social networks, and increase the number of hits, frequent content updates, use of posts that are more attractive to the customer, and create opportunities that invite followers to actively participate, including encouraging users to comment and request feedback, following user feedback and trying to discover their needs, as well as trying to get feedback from customers who have purchased from the agency and considering incentive schemes for active users.

The aim of this study was to investigate the effect of expertise and trustworthiness of TPO endorsement on perceived value and customer loyalty by the moderating role of parasocial relationship among customers of foreign dental equipment in Mashhad. This research was applied in terms of purpose and correlational and descriptive in terms of method. The statistical population of foreign dental equipment customers in Mashhad was included dentists with offices who have 10 years of experience who were estimated at about 400 people. Also, the sample size according to Morgan table was equal to 196 people. The data collection tool was a 16-item questionnaire of Yuan et al. (2020). In order to evaluate the validity, content and structure validity (convergent validity, divergent validity and confirmatory factor analysis) and reliability (Cronbach's alpha, combined reliability coefficient) were used. To analyze the data, descriptive statistics were calculated using SPSS software and at the inferential level to test the hypotheses, the structural equation modeling method was calculated using Smart-PLS software. The results of hypothesis analysis showed that the trustworthiness and expertise of TPO affect the perceived value. Perceived value also affects customer loyalty and therefore the mediating role of perceived value in the relationship between trustworthiness and expertise of TPO with customer loyalty was confirmed. However, the moderating role of parasocial relationship in the effect of trustworthiness and expertise on perceived value was not confirmed.

This study sought to investigate the effect of organizational citizenship behavior on service quality offered to and the satisfaction and loyalty of customers in the hotel industry, selecting the Parsian International Hotels in Mazandaran province, including the Parsian Azadi Hotel in Ramsar, Iran (four-star) and the Parsian Azadi Khazar Hotel in Namakabroud, Chaloos, Iran (five-star) as the cases of the study, which was conducted in summer 2017. The study is regarded as applied in terms of purpose, descriptive in terms of research method, and survey in terms of data collection method, using Structural Equation Modeling and the Smart PKS Software to analyze the collected data. The study’s statistical population comprised all employees and visitors of Persian International Hotels in Mazandaran province, out of which the sample size was selected via random sampling and the Cochran. Moreover, a standard questionnaire was administered to collect the required data, whose reliability was measured using Cronbach's alpha. The study’s results indicated that organizational citizenship behavior had a significant positive influence on service quality offered to and the satisfaction and loyalty of the customers. It was also found that the customers’ satisfaction had a significant positive effect on their loyalty and that the customers’ satisfaction had the greatest path coefficient value, exerting the highest influence on the customers’ loyalty compared to other variables. Finally, necessary recommendations were offered based on the results of the data analysis.

Today, the bread industry is undergoing an important transformation. A transformation through which large industrial companies replace local and traditional bakeries and gradually, become reputable and well-known brands. In this regard, paying attention to customer behavior plays a special role in the marketing of these organizations. For this purpose, using the Grounded Theory, qualitative data were collected through interview with 18 bread industry experts in Iran and then analyzed with MaxQDA software. In the second part, using a researcher-made questionnaire, quantitative data related to 482 customers of Nan Sahar Group in Tehran were collected, and analyzed using the structural equation modeling and the AMOS software. The findings showed that four variables including product characteristics, production process, price fairness and store environment have a positive and significant effect on product satisfaction, employees, environment and brand, but the effect of employees was not statistically observed. It was further found that the impact of customer satisfaction on achieving a competitive advantage, increasing market share, improving financial performance and customer loyalty through marketing strategies are positive and meaningful. These marketing strategies are classified into four groups; Complaints handling, branding, brand social responsibility and customer relationship management. On the other hand, the inverse role of the intervention factors and the direct role of the governing context of the strategies were statistically confirmed. Finally, suggestions to the managers of bread companies emphasize on supply chain management and customer relations, as well as fulfilling social responsibility.