وفاداری مشتریان

The aim of this research is to investigate the impact of brand on customer loyalty based on service quality in the e-business domain of Ofogh Kourosh chain stores in Isfahan. The statistical population of this study consisted of customers of Ofogh Kourosh chain stores in Isfahan. Given the large number of customers and the unlimited population, the Cochran's formula for an unlimited population was used to determine the sample size, which resulted in 384 participants being selected. To collect the necessary data, a questionnaire consisting of 54 questions based on the Likert scale was designed and distributed among the 384 customers of Ofogh Kourosh chain stores in Isfahan. The completed questionnaires were then used for analysis. The reliability of this questionnaire was confirmed using Cronbach's alpha method, with all values exceeding 0.7. After confirming the normality of the research variables and conducting confirmatory factor analysis of each research component, a structural model was employed to examine the fit of the proposed model and to test the suggested hypotheses. Based on the results of the structural equation modeling and using AMOS software, the fit of the proposed model was confirmed.

This study aims to identify the factors influencing variety-seeking behavior in customers of online retail markets.  This is a qualitative and applied study. Data were collected through semi-structured interviews with 12 experts and experienced individuals in the field of online businesses and digital retail. Purposeful sampling was used to select participants, and the data were analyzed using grounded theory with open, axial, and selective coding. Maxqda software was employed for data analysis.  The study revealed that factors such as the weaknesses of online businesses, marketing culture, competitor appeal, purchase motivation, and the desire to experience new products directly influence customers' variety-seeking behavior. Pricing strategies, online marketing, and customer loyalty were also found to play a crucial role in either reducing or increasing this behavior.  Variety-seeking behavior in online retail markets is a complex phenomenon influenced by various factors. By improving service quality, creating a unique shopping experience, and utilizing targeted marketing strategies, online businesses can enhance customer loyalty and benefit from reduced variety-seeking behavior.

The purpose of this research is the effect of brand trust on customer loyalty with the mediating role of brand value and moderating respect, reputation and love for the brand in the chain retail industry. The current research is in the category of descriptive-correlational research from the perspective of practical purpose and from the perspective of method and nature. The statistical population of the research is made up of the customers of the Daily Market chain store in Tehran, and 385 people were selected as a sample. To select the sample, random cluster sampling was used to select branches and non-probability sampling was used to distribute the questionnaire among customers. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. The data analysis that was done through PLS software showed that the effect of brand trust and brand value has a significant effect on customer loyalty. Also, the mediating role of brand value and moderating brand respect in the effect of brand trust on customer loyalty was confirmed. The results obtained from the relationships between the studied variables can be used by the Daily Market store for better planning in line with customer loyalty and competitive advantage.

The purpose of this research is to provide a customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). The research method is applicable in terms of purpose, and descriptive-survey in terms of the conducting method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers; and due to the limited statistical population, 384 people were selected using Cochran's formula; and the random sampling method is simple. The collection tool is a researcher-made questionnaire, taken from the qualitative part of the research. SPSS and PLS software were used for analysis. Also, confirmatory factor analysis was used to show the reliability of the questionnaire. The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed.

the present study was conducted to design a model of customer loyalty of the Social Security Organizatio.

the method used in the research is data theory.The sampling used in this article is random sampling based on the Cochran's formula of 370 people. The main basis of data collection is in-depth interviews With social security managers of Kermanshah, Kurdistan, Hamedan and Lorestan provinces and university experts by snowball sampling method to achieve theoretical saturation.

the data collection tools required for the research are semi-structured interviews and questionnaires. SPSS and SMART PLS software were used for data processing. The research findings obtained after performing the three stages of open, axial and selective coding show that the final research model consists of 6 general categories and 32 sub-categories.

the results led to the identification of causal, contextual, interventionist and evaluation conditions in the analysis of customer behavior based on the presentation of the customer loyalty model. Direct and significant effect of causal factors on category, category on strategy and strategy on consequences, direct and significant effect of contextual factors on category and strategies and intervening factors on categories and strategies were confirmed. The results of this study indicated a good fit of the conceptual model of the present study.

One of the most important topics in online business studies is customer retention. The aim of this study was to develop and validate a customer retention model for online businesses. The research was an applied study in terms of purpose and a mixed-methods study in terms of approach. The statistical population in the qualitative phase included theoretical experts (marketing management professors) and experimental experts (clothing industry managers) out of whom 15 people were selected purposefully for interview. In the quantitative phase, the statistical population was composed of customers of online clothing businesses, 400 of whom were selected by the convenience sampling technique. The data collection tool was a questionnaire whose validity was confirmed by content validity and whose reliability was estimated by Cronbach's alpha. Data were analyzed by the meta-synthesis method using the Maxqda software package in the qualitative phase and by the ISM method and partial least squares using the MicMac and SmartPLS software package in the quantitative phase. Based on the findings of the research, the interactivity, aesthetics, and performance of the online system have an impact on the advertisement, promotion, and security of online businesses, thereby affecting the customer experience and leading to customer loyalty, electronic trust, and customer satisfaction. So, customer retention can be secured by customer loyalty, satisfaction, and trust.

Considering the fact that customer loyalty is regarded as one of the most important concerns of hotel managers, this study sought to investigate the influence of human resources management activities on customer loyalty using a multi-level approach. The statistical population of the study comprised of managers, staff, and customers of four-star and five-star hotels in Mashhad. Moreover, the statistical sample size of the research at the organization level consisted of thirty-four, one-hundred and forty, two-hundred and forty managers, staff, and customers at organizational, staff, and customer levels, respectively. On the other hand, Sam’s 12-item questionnaire (2008) and the 17-item questionnaire developed by Al-Rafiei et al. (2013) were used to measure the human resources management activities and the staff’s satisfaction and loyalty, respectively, whose validity and reliability was tested using the Content validity method and Cronbach's alpha, respectively. Finally, HLM 7.02 and the SPSS software were used to analyse the collected data. The results proved the positive influence of human resources management activities on the staff’s satisfaction and loyalty, and in turn, on the satisfaction and loyalty of the customers. Therefore, it could be argued that hotel managers can increase the loyalty of their customers by emphasizing human resource management activities and improving their staff’s satisfaction and loyalty, which would increase the profitability of hotels in the long term by reducing marketing costs

The present study has presented an intelligent integrated model for simultaneously optimizing knowledge sharing and customer loyalty in social networks with a digital marketing approach. In this research, first, the components of knowledge sharing, customer loyalty, and digital marketing are identified from the research literature, and then the research data has been collected using standard questionnaires with 5 Likert spectra for all three variables and a questionnaire of AHP method from an Iranian IT-based company. Research processes include the AHP method (to calculate the weights of the loyalty criteria to use in the mathematical model), and a new two-objective mathematical model (to simultaneously optimization of knowledge sharing and customer loyalty). The results of the hybrid approach using data collected from a company active in the field of digital marketing in Tehran showed that the relationship between customer loyalty and knowledge sharing has a significant positive effect of 47.6%. The results of regression analysis also showed that there is a positive and significant relationship between knowledge sharing and customer loyalty under the digital marketing approach of 53.1%. AHP analysis showed that protest behavior and purchase intention are the most important components of customer loyalty. Coding and running the proposed two-objective mathematical model in GAMS Software provided a level of optimization in which the full knowledge shared with the maximum customer loyalty was achieved.
Extended Abstract

In today's complex and ambiguous environments, globalization, new changes in financing structures and changes in supply and demand conditions in the context of online business have caused organizations to pay special attention to knowledge management to maintain, grow and provide better services in their environment (Basherpour and et al, 2018). For this purpose, one of the most important tools for the continuous creation of knowledge is sharing it among all units and members of the organization with an emphasis on technology and social interaction, which plays an important role in the survival of the organization in the competitive environment (Ronan and et al, 2020). Especially in organizations that have online marketing, the production and dissemination of knowledge are of particular importance (Sadeghi & Soltani, 2018). On the other hand; Customers are a special aspect of the success of any organization. Therefore, organizations need to share knowledge with their customers (Dehdashti & Bashirpour, 2018). In this regard, one strategy is to conduct more empirical studies, define more precise variables and explore their interactive relationships in specialized subjects such as social networks (Arab ghomi & nili AhmadAbadi, 2015). Because today social networks play a vital role in sharing knowledge and the platform of these networks is a reality of today's human world, and it is possible to obtain a detailed map of action strategies in this field by means of scientific approaches (Ivala & Gachago, 2012). Now although social networks offer a new potential for people to share their knowledge with others, a model has not yet been presented that minimizes the cost of sharing knowledge and maximizes shared knowledge (in normal mode and under maximum customer loyalty) provide an optimization in costs and the amount of shared knowledge. Therefore, this research attempts to answer this question: "How to simultaneously optimize knowledge sharing and customer loyalty in social networks with a digital marketing approach?"
Theoretical framework
Topics related to knowledge sharing, digital marketing, social networks, and customer loyalty are topics that have been studied a lot. Table (1) shows a general summary of some of this research. 

In this research, an intelligent decision-making model is presented to simultaneously optimize knowledge sharing and customer loyalty in the context of social networks under the digital marketing approach. Hence; first, the indicators of knowledge sharing and customer loyalty are identified using research literature. Then, the research data is collected using standard questionnaires with a 5-point Likert scale for all three variables and a special questionnaire for the AHP method from an IT- oriented company. The research processes will include descriptive statistics analysis, regression test (estimating the relationship between variables as one-to-many) in SPSS software; and AHP analysis (determining the weight of loyalty sub-criteria) in Expert Choice software. Also, a double-objective mathematical model (maximization of shared knowledge in normal mode and with the presence of customer loyalty plus minimization of knowledge sharing costs) has been presented and coded; and solved in Games software to simultaneously optimize knowledge sharing and customer loyalty in social networks.
Discussion and

In this research, by using previous research, the components of knowledge sharing, customer loyalty, and digital marketing were first identified from the research literature. After identifying the sub-criteria of each criterion; by using standard questionnaires with a 5-point Likert scale, data related to three problem variables; and by using a questionnaire specific to the AHP method, the data required for this method were collected from an Iranian IT-oriented company. Research processes included: descriptive statistics analysis, regression test (estimation of the relationship between variables) in SPSS software, and AHP analysis (determining the weight of loyalty sub-criteria) in Expert Choice software. In addition; A double-objective mathematical model for the optimization of knowledge sharing and customer loyalty in social networks was presented for the first time and the model was coded and solved in Games software. The research findings are described in three categories:1) The results of the regression test showed that there is a positive and meaningful relationship of 47.6% between customer loyalty and knowledge sharing, and a 47.25% relationship between digital marketing and knowledge sharing. Also, the results of the regression analysis showed that there is a positive and significant relationship between knowledge sharing and customer loyalty under the digital marketing approach at the rate of 53.1%.
2) AHP findings showed that the most important loyalty criteria include: Verbal marketing, purchase intentions, price sensitivity, and protest behavior with weights of: 0.055, 0.238, 0.149, and 0.557, respectively.
3) The findings of coding and implementation of the proposed multi-objective mathematical model showed that if it is focused on the customer loyalty index along with knowledge sharing, a greater degree of simultaneous optimization is obtained between these two variables. It is possible to achieve better performance by maximizing the amount of knowledge sharing and customer loyalty under digital recovery approaches.

The current research was conducted to simultaneously optimize knowledge sharing and customer loyalty in social networks under the digital marketing approach. To achieve this goal, after studying the subject literature and extracting the required criteria and foundations, the research processes were carried out in three stages. The research findings confirmed that knowledge sharing has a positive and significant relationship with customer loyalty and digital marketing. More importantly, the sharing of knowledge and customer loyalty under the digital marketing approach has more than 50% direct, positive, and meaningful impact. Therefore, the optimization of knowledge sharing and customer loyalty at the same time can have a significant effect on improving performance and increasing the efficiency of a group with digital marketing. The management of this effect and how to optimize it together was presented by a multi-objective mathematical model and investigated in a case study in this research.

Today, recent advances in technology, especially in the field of cyberspace, have caused individuals and organizations to interact with each other in cyberspace to achieve their personal and organizational goals.The importance of this issue is not covered in the fact that marketing activities in cyberspace affect a significant impact on the markets today and makes the customer issue more important. And every brand name can take a picture of himself in the minds of the customers. The purpose of this study is to investigate the effect of using cyberspace tools on customer loyalty in Bank Shahr, Semnan province. The present research, in terms of the time of the first nine months (1400), is "applied" in terms of purpose and correlational in nature and "descriptive-survey" in terms of nature.The research population of this research was the branches Bank Shahr, Semnan province and the statistical sample in this research, loyal customers with a history of more than 5 years of continuous cooperation that has been announced to the researcher through the bank, 132 people were selected. the researcher uses smart pls software to analyze the data after data collection. Finally, the results indicate that there is no meaningful relation between the variables of the "awareness of the value" and "brand awareness" variables. And there is a significant relationship between the variables of "marketing through cyberspace", "brand awareness" and "value awareness" on customer loyalty. Accordingly,

The purpose of this study is to investigate the effect of brand association on customer trust and loyalty with the mediating role of brand commitment in Bank Mellat branches in Hamadan. The research method is descriptive-survey. A standard questionnaire was used to collect data. The statistical population of this research is all customers in Bank Mellat branches in Hamadan. The number of these customers is limited to 282 according to the statistics provided by the Bank's Branch Management Planning Department in the city of Hamedan. The sample of this study was 167 people using Morgan table. In order to measure brand association, brand trust and customer loyalty, Angook Fan and Qantos (2013) questionnaire was used. The collected data in this study were analyzed using Lisrel software. The results of the hypotheses indicate the confirmation of all hypotheses. Brand commitment in this study also mediates the relationship between brand association and customer loyalty and trust.

The purpose of this study is to determine the role of social media on customer loyalty. In terms of purpose, the research is applied, in terms of method, descriptive and correlational, and in terms of data collection method, the research method is field. The statistical population of the present study consists of all employees of Sepah Bank in Ardabil province. They are equal to 144 people. Cochran's formula was used to determine the sample size and the sample size was 106 which were selected by quota stratified random sampling method. In order to collect the required data, Albert Karuna Loyalty Questionnaire (2002) and a social media researcher-made questionnaire based on Basirian Jahromi (2013) were used. SPSS software was used to analyze the data and multivariate regression coefficient was used to analyze the hypotheses. The results show that social media has effect on customer loyalty of Sepah Bank in Ardabil province .

The present article with a comprehensive approach and qualitative research method based on the theory of Strauss and Corbin (1990) presents the model of customer loyalty of the Social Security Organization. The theory led to the identification of causal, contextual, intervening and evaluation dimensions in the analysis of customer behavior based on the presentation of the model of customer loyalty of social security organization. The results showed that the effective causal factors on Customer loyalty include: service strategy, identifying needs and expectations, personal and behavioral characteristics of employees, selecting people based on merit, customers' inner desires, familiarity and mastery of personnel with the rules and regulations of the organization, brand identity, commitment and customer satisfaction. Strategic factors affecting customer loyalty include marketing and advertising tools, implementation of strategic plans, accountability and management tools. Implications for customer loyalty include developing long-term customer relationships, reducing costs, anticipating and planning, long-term success and risk reduction.

This study aims to evaluate the effect of customer participation, commitment and trust on customer loyalty with the mediating role of customer satisfaction and with a practical approach in Samsung. A questionnaire consisting of 22 questions with a five-point Likert scale was used to collect data. First, the questionnaire was approved from the perspective of experts in terms of content validity. Then, the validity of the structure was performed using confirmatory factor analysis technique. The value of AVE of all variables was above 0.5 and convergent validity was confirmed. Cronbach's alpha and composite reliability were calculated for reliability. Cronbach's alpha coefficient of the questionnaire was calculated to be 0.925 and the CR value of all variables was above 0.7. Therefore, the reliability of the questionnaire has been evaluated as desirable. The statistical population of this research is all customers and consumers of Samsung products residing in Tehran and the questionnaire was randomly provided to 400 customers and consumers of Samsung products residing in Tehran. To test the research hypotheses, the technique of partial least squares and Smart Pls software have been used. The findings indicated that out of seven sub-hypotheses and one main hypothesis, all hypotheses were confirmed. Finally, it can be concluded that customer satisfaction through repeated purchase, purchase of new goods and purchase of goods by new customers who are interested in goods through satisfied customers, leads to increased revenue and profit. In fact, customers who are very satisfied with the organization, pass on their positive experiences to others, and thus become a means of advertising for the organization and thus reduce the cost of attracting customers.

the aim of this study was to investigate the effect of perceived quality from the physical environment on customer perceptions of price, satisfaction and loyalty. The research is in terms of its nature and method, descriptive-correlation and in terms of its purpose is applied. The statistical population of the research is customers of Ahvaz restaurants. Due to the fact that an estimate of the number of customers was not available, using the sampling formula from the infinite population, 384 people from the statistical population were examined and tested as a statistical sample using a nonprobability method convenience sampling. By referring to the articles that used this questionnaire or similar questionnaires, the face validity of the measurement tool was confirmed and the content validity of the questionnaire was confirmed by academic experts, as well as Cronbach's alpha coefficient for research variables above the desired value (0.70) that indicated that the reliability of the tool was verified. Pearson correlation coefficient and structural equation model were used to test the hypotheses using SPSS20 and AMOS18 software. The results of hypothesis analysis show that Décor and artifacts, spatial layout and environmental ambient conditions have a positive and significant effect on price perception, Décor and artifacts has a positive and significant effect on customer satisfaction. Also, customer satisfaction and price perception have a significant effect on customer loyalty.

Business and business practices are one of the most important areas that were rapidly and strongly influenced by the use of new information and communication technologies and the Internet. One of these services is mobile banking. The purpose of this study is to investigate the factors affecting the use of mobile banking by customers of National Bank branches in Mazandaran province. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study was the customers of the branches of the National Bank of Mazandaran province, from which 384 people were selected based on the Cochran's formula and the available probability sampling method. The data collection tool was a questionnaire and PLS software was used for its analysis. The results showed that performance expectations, facilitator conditions, motivation, price value, habit, system quality and service quality have a significant effect on e-banking. Also, customer consumption of e-banking has a significant effect on satisfaction and loyalty and the hypotheses of effort expectation, social impact and information quality do not have a significant effect on e-banking.

In the present study, the relationship between the application of comprehensive quality management on customer satisfaction and customer loyalty with respect to the mediating role of service quality (Case Study of Ray Bank Agricultural Branches) has been investigated. The target population includes all clients of Ray Bank Agricultural Bank branches. According to Krejcie and Morgan table, the sample size is 384 persons and the method is stratified random sampling. This research is applied in terms of purpose, in terms of method, descriptive-survey and in terms of type, correlation. Cronbach's alpha coefficient and content validity are used to determine the reliability of the questionnaires. Structural equation modeling with LISREL software is used to analyze the data. The results show that the application of comprehensive quality management has a significant relationship with customer satisfaction and customer loyalty with regard to the mediating role of quality services of Ray Bank Agricultural Branches.

Given the importance of digital marketing strategies and increasing the attention and need of companies, organizations and organizations in this area and the important role of digital marketing in achieving organizations, companies will be successful in customer loyalty. The expansion of digital markets in the present age and the emergence of global sales-based websites has caused a change in the pattern of consumer behavior toward buying from companies. Consumer behavior management is considered in digital marketing. This article gives you a brief overview on digital marketing and its important marketing strategies. In the following, the study perspectives of customer loyalty and consumer behavior, including decision-making, empirical and behavioral perspectives, are presented. They are listed. And in the end, a conclusion is made. The results indicate that by relying on the proper implementation of the strategy, the possibility of receiving digital marketing feedback and establishing system interaction and creating mental images in the digital environment, consumers' mental structure can be focused on online shopping and their purchasing decision process and created their loyalty.