کیفیت ارتباط

In a competitive environment, companies employ innovative marketing strategies, such as relational marketing, to attract and retain customers. Today, business-to-business markets within service industries place a greater emphasis on the human aspect of relational marketing, which is fundamentally rooted in building strong relationships. In the literature of past research, the quality of relationships between transaction parties in both consumer and industrial markets has been frequently discussed. However, a comprehensive approach has rarely been observed in domestic and international studies. Most previous research has focused on only one dimension or a subset of the relevant variables. Despite the significance of the relational paradigm compared to the transactional paradigm in industrial markets and service industries, and the emphasis on relationship quality in these sectors, this issue has been insufficiently explored, particularly in the banking industry. Therefore, the purpose of this research is to develop a quality communication model for corporate customers in the banking industry of Iran using a grounded theory approach. This study aims to create a comprehensive model that encompasses broad concepts within the B2B market, employing a qualitative methodology that emphasizes the exploration of new relationships across contextual, intervening, and strategic dimensions. Additionally, the quality of relationships in the corporate banking sector necessitates dedicated research, which has been conducted in Iran for the first time.

The research is descriptive in terms of its practical purpose, data collection methods, and qualitative approach. This study employed the Grounded Theory method, which necessitates a research question. In this research, six primary questions were formulated to identify causal conditions, contextual conditions, intervening conditions, the central category of the study (relationship quality), as well as the strategies and consequences associated with relationship quality. The participants included marketing experts and financial managers from large companies, with a sample size of 14 individuals selected through purposive sampling. The data collection tool utilized was interviews, and the method of data analysis involved open coding. The design of the questions and the gathering of information across the six main categories continued until the research reached saturation and sufficiency.

After asking questions until theoretical saturation was achieved, the researcher proceeded to code the data, which involved three types of coding: open coding, axial coding, and selective coding. The paradigmatic model of the quality of relationships with corporate customers in Iran was ultimately derived from the primary and secondary codes, resulting in 73 concepts and 17 subcategories organized into six general categories: causal conditions, contextual conditions, central category, intervening components, strategies, and consequences. The research findings indicate that the causal factors include the following: organizational characteristics, seller or account holder characteristics, and interaction characteristics. Intervening factors encompass economic, political, technical/communication, cultural, and legal conditions, as well as environmental characteristics. Contextual factors consist of customer characteristics, competitor characteristics, and bank characteristics. The primary category identified is relationship quality, which comprises dimensions such as trust, conflict management, commitment, and customer satisfaction. Strategies identified include advertising, corporate communication, and corporate strategy. The outcomes of these factors include relationship continuity, engagement development, and market/financial performance.

It is anticipated that utilizing the identified paradigm model to assess and implement strategies aimed at enhancing the quality of relationships with corporate customers in Iran's banking industry will yield significant results. The findings of this research were aligned and refined based on the scope of similar studies conducted previously, while also introducing new concepts related to the background and implications of relationship quality from a broader perspective. In accordance with the extracted model, it is recommended that bank managers in the country place greater emphasis on meritocracy and recruit employees based on interactive criteria. Additionally, new technologies should be employed to identify and validate corporate customers. Additionally, training courses on body language, social intelligence, public relations, and other pertinent topics should be provided for those responsible for negotiating with corporate clients. For bank personnel, key indicators of effective communication with customers should be established, and rewards should be given to employees who excel in this area. Banks should strengthen relationships by actively listening to customer feedback, consistently following up on requests, and maintaining open lines of communication through regular meetings with clients. Furthermore, banks should cultivate targeted relationships with corporate clients by utilizing corporate advertisements across various media platforms and social networks. They should provide sound financial and banking advice to their corporate clients while actively addressing issues by gathering feedback through surveys. A high level of concentration, combined with low organizational formality, is essential for creating the necessary conditions for agility and enhancing the quality of communication. Future research is recommended to investigate the quality of relationships with corporate clients in private and public banks separately and to compare the results.

Job satisfaction in the education organization depends on various factors, including organizational interactions and the quality of communication; The purpose of this study is to test the structural model of organizational interactions and job satisfaction with the mediating role of communication quality of high school teachers in Sabzevar in the 2020 academic year.

The present study is descriptive and correlational with respect to how to obtain the required data and is specifically based on the structural equation model, which used maximum likelihood estimates with skewness adjustment. The statistical population of the study is 1660 male and female teachers working in education in Sabzevar; 313 people were selected using Morgan table as a sample and were examined using stratified random sampling method and answered three questionnaires of organizational interaction, job satisfaction and communication quality. Data were analyzed by Kolmogorov-Smirnov tests, one-sample t-test, Pearson correlation and structural equation modeling using SPSS and LISREL software.

Findings showed that organizational interactions both directly and indirectly due to the quality of communication play a key role in job satisfaction of teachers. There is also a correlation between the quality of communication and job satisfaction of teachers.

The results of this study help to develop business studies in the management departments on the training of organizations, especially educational management.

The purpose of the present study is to present a comprehensive model of factors affecting brand co-creation in the social media brand community. In this research, random sampling was used and a questionnaire was completed and collected from 384 students of Mazandaran University who were members of at least one social media. Structural equation modeling and Imus software were used to analyze the data. The results of the research showed that the variables of customer participation in the brand community of social media and social support have a positive and significant effect on the mediating variable of communication quality, and the quality of communication has a positive and significant effect on brand co-creation. On the other hand, social support and customer participation in the social media brand community have a significant positive effect on brand loyalty, and brand loyalty has a positive and significant effect on the dependent variable of brand co-creation. Moreover, there is no significant relationship between the quality of communication and loyalty. The innovation of this research is the design of a new model by considering the variables that were not considered in the previous models. The findings provide new insights for managers to review the various characteristics of their brand community, with an emphasis on increasing two-way communication. 

Introduction:

Co-creation is a management initiative or a type of economic strategy that is used to bring together different stakeholders (for example, a company and a group of customers) with the aim of jointly producing a result that has value for both parties (Rajab Ali Baglo, 2016). Companies have many ways to co-create with their customers, an example of which is product improvement, process improvement, marketing content, implementing and launching solutions, and brand management. For example, the Converse Shoe Company encourages its fans to get a chance to be featured on the brand’s social network channels by sharing how to pair the brand’s shoes with their clothes. The Converse Company, with the campaign "What is yours?" "You made", praised the work of his fans and, in return, the fans felt that they were valuable and that their work was appreciated. The shoes were featured in various campaigns of this brand, and the name and signature of the "creator" of each pair of shoes were shown on it. It could be said that co-creation makes companies provide more appropriate goods and services to consumers and can encourage them to participate more (Nadim et al., 2020).Although there are many studies about brand and co-creation in general, few studies have been done in the field of brand co-creation in the social media brand community. Virtual co-creation is an emerging phenomenon that has not been studied much, especially in Iran, which is about a decade old. Therefore, with regard to more and more companies and customers turning to virtual space and the valuable opportunities available in this space, the need for more research in the field of co-creation in social media brand communities and the factors affecting it is necessary. The aim of the present study is to address this research gap. This goal is pursued by explaining the role of brand loyalty and the quality of brand co-creation communication in social media brand communities and preparing and testing a comprehensive model that describes the factors influencing brand co-creation in social media brand communities. 

Methodology:

This research is included in the descriptive and survey research group. The statistical population of this research is Mazandaran University students who were members of at least one social media (Instagram, LinkedIn, YouTube, Facebook, Twitter, etc.). Since the aim of the study was not in a specific field, the available random sampling method was used. Morgan's table was used for sampling according to the size of the population, which is the students of Mazandaran University. Based on the fact that the size of the community is high (approximately 13,000 people), then the minimum sample size was calculated as 373 people based on Morgan's table. For more accuracy, the sample size of the study was 384 people. In this research, a standard questionnaire was used to collect the data. The questionnaire of the current research was taken from the articles ‘Examining Brand Co-Creation in Social Media Brand Communities: Using the Stimulus-Organization-Response Paradigm’ (Kamboj et al., 2018) and ‘Brand Co-Creation through Social Business Information Sharing: The Role of Social Media’ (Tajveidi et al., 2018). Analysis of the model has been done by means of structural equations using Imus software to test the hypotheses. The measurement and structural models were checked based on different criteria and the necessary corrections were made to improve the fit of the model.  

Findings:

 Demographic findings state that out of a total of 384 people, 66% of the respondents were women and 34% were men. Moreover, 70.05% of the respondents were between 18-24 years old, 24.74% were 25-30 years old, and 5.21% of the other respondents were 30 years old and above. Also, the most membership in social media was Instagram with 326 respondents. Other social media were YouTube (124 people), Facebook (45 people), Twitter (42 people), and LinkedIn (22 people). In addition to the above media, 41 of the respondents were members of other media such as WhatsApp. In the inferential data analysis section, we first checked the precondition of the normality of the data distribution and evaluated the factor loading of the questions, and after confirmation, we checked the fit of the model. Various fit indices were used to check the fit of the research model. Then, these indicators were summarized along with the acceptance level of each factor. According to the appropriate value of the fit indices, the research model can be considered suitable and the hypotheses can be tested. 

Conclusion:

Based on the findings of this research, it can be said that social support in social media brand communities leads to communication quality. In fact, social support can increase commitment, trust, and satisfaction. Another finding of this research is that social support in social media brand communities has a significant positive effect on brand loyalty.In this study, there is a relationship between brand community communication quality and brand loyalty, but this relationship was not confirmed. As a result of this relationship, it was removed from the final model. Another finding of the current research is that customer participation in social media brand communities leads to communication quality. Also, the results showed that customer participation in social media brand communities leads to brand loyalty. In this research, the relationship between communication quality and brand co-creation has been confirmed. Another finding of the study is that brand loyalty is significantly related to brand co-creation.Overall, the findings provide new insights for managers to review the various characteristics of their brand community, with an emphasis on increasing two-way communication. These findings include various implications for marketing, brand management, and managers. This study shows that customer participation in social media brand communities has a significant impact on the quality of communication, brand loyalty, and, in turn, brand co-creation. Also, social support in brand communities affects the quality of communication and brand loyalty, and in turn, brand co-creation.

Considering the growing number of research articles published on regional planning and tourism worldwide, and the fact that it appears impossible for the researchers to review all of them in detail, it is necessary to analyze the studies conducted in this field whatsoever. Moreover, as meta-analysis has recently been welcomed by Iranian researchers, it seems that in a near future, a considerable number of studies on urban and regional planning would apply meta-analysis as their research method. Therefore, this study sought to examine, based on the PRISMA statement, the reports of meta-analysis studies on regional planning published in both Iranian and Non-Iranian journals. To this end, all Iranian and Non-Iranian journals (in Persian and English) in the field of regional planning indexed during the last decade with the subject of regional tourism by such databases as Magiran, SID (Scientific Information Database, affiliated with the Academic Center for Education Culture and Research), Google Scholar, and IranDoc (Iranian Research Institute for Information Science and Technology) were examined, using meta-analysis and tourism as keywords for searching through the aforementioned databases, resulting in the identification of 38 relevant articles. Then, 13 articles were selected based on predetermined criteria, whose data were analyzed based on the PRISMA statement using descriptive statistics. The study’s findings indicated the examined meta-analysis articles were acceptably compatible with the criteria set by the PRISMA statement in terms of overall quality. Moreover, it was found that 38% percent of the articles lacked expected methodological quality. Also, the quality of the meta-analysis studies reported in the field of regional tourism was found to be moderate.

Nowadays, customer loyalty has a special place and also the relationship with the customer causes the customer of an organization to support him inside and outside the organization. On the other hand, social networks are changing e-commerce and can help solve some of the problems of businesses. The present study investigates the effect of factors affecting customer loyalty to the brand in social business. The research method used is descriptive, survey and correlation. Also, the statistical population of the present study includes all employees of Iran Khodro Industrial Group in the LinkedIn social network. The sample size was determined using the formula of unlimited community of 483people and the sampling method of the present study is cluster sampling..Research data were collected by library and field methods and the instrument used was a questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha method of 8438and the validity of the instrument was confirmed by the content method. The research data were analyzed using LISREL software using statistical, descriptive and inferential tests. The results of this study indicate that the effect of personal homogeneity variables is 35.4, social norms are 25.9and interaction is .5.6. Which has a positive and significant effect on communication quality, but the effect of information quality variable on communication quality is not .583In addition, the results show that the quality of communication with the statistic of 35..has a positive and significant effect on brand loyalty. Affects the brand in social business.

One of the main directions of development of modern banking and profitability for banks to measure customer lifetime value is considered. Since these customers core services and the importance of customers in this industry as a finance major role in the development of new services and profitable plays since the model lifetime value of the customer based brand equity and indicators of banking attention In this study, researchers have presented the brand equity model of Refah Bank with emphasis on the mediating role of brand equity between perceived value and customer lifetime value. In this regard, the statistical population is targeted at specific customers of Refah Bank and the sample size is 382 based on Cochran formula. Data were collected by questionnaire and descriptive statistics using SPSS software and testing of research hypotheses and model presented by structural equations using partial least squares method (pls software). Results from customer data show that the Z-Value of the Sobel test was 20/68, because of the greater than 1.96 at 95% confidence level, the mediating variable effect. Brand equity values were corroborated by the relationship between perceived value and customer lifetime value and the mediating role of brand equity.

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.

The company''s goal of creating long-term relationship with its customers is to reach their loyalty. Today for marketers، relationship marketing is more important for satisfying this purpose. Relationship marketing tactics are as marketing executive arms that cause retaining current customers and by means of a high quality communication makes trust and satisfaction and consequent customer loyalty. Despite competitors’ environmental factors and their advertisements، loyal customers keep purchasing and ensure the profitability of the company in this turbulent market. By investigating the past research studies and gathering information from reliable sources the relationship between relationship marketing tactics (quality of service، price perception، brand mentality and proposed value) on relationship quality (trust and customer satisfaction) which in turn will lead to increased loyalty of their customers، are surveyed among Irancell cellphone operator costumers. Required data based on an analytical framework for this study were distributed as questionnaire among students at the University of Sistan and Baluchestan in 2012 and research hypotheses were examined using multivariate linear regression test. The survey indicated that company was successful in the implementation of marketing tactics. Therefore، there are significant levels of customer satisfaction and trust and thus win their loyalty (90 percent).

The purpose of this study is to help hotel managers improve and upgrade the quality of the relationship with customers. This study examines the link between Share of purchases, Relationship Continuity, Word-of Mouth and Relationship Continuity with Employee-Customer relationship quality and then Fuzzy TOPSIS was used to classified them according to prioritycustomers Preferences.Presented conceptual model is based on the model of Kim and Chaz (2002) and Verdugo and Veerapermal (2009). The samples who were selected through simple random sampling method were 200 clients of Qeshm city hotels in the second quarter of 1389. Data collection was conducted through questionnaires and the results of the questionnaire after the classification.Model variables using Pearson Correlation and Regression and SPSS software analysis showed that there is a positive and direct relationship between the variables (Share of Purchases, Relationship Continuity, Word-of Mouth and Relationship Continuity) as independent variables and quality of service as a dependent variable. The results indicated a positive correlation between independent variables and quality of Relationship and confirmed the hypothesis.Then Excel software and Fuzzy TOPSIS method were used to rank components as result of quality Relationship between employee and customers as follows: Relationship continuity, Word-of mouth and Share of purchases.

This study presents a thorough understanding of how relational sellin behavior, network quality, and service recovery indirectly influence ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in ISP service. ISPs are seeking customers by offering highly competitive packages. Undoubtedly, a focused approach to establishing the strengths and unique competitive edge of a company is essential for survival given the intense competition. ISPs must create a powerful relationship between Internet and user. Relationship quality is a general assessment of relationship strength and the extent to which a relationship meets the needs and expectations of the parties involved based on a history of successful or unsuccessful encounters or events. This research presents two models of relationship quality that evaluate the indirect influence of relational sellin behavior, network quality, and service recovery on ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in ISP services. Data was obtained from questionnaires distributed to ADSL customers of the largest ISP in Iran. The results found that relational selling behavior, network quality, and service recovery indirectly influence loyalty through relationship quality. The effects of relational selling behavior on satisfaction are stronger for inexperienced customers.

Attempts to examine the concepts of Trust and Commitment, on two levels of Retail Relationships: the Salesperson level as well as the Store level, and test their impact on Relationship Quality. Based on a review of the literature, a conceptual model has been developed that links Trust and Commitment to Relationship Quality. A number of research hypotheses have been formulated to examine the relationships proposed. The main variables include: Salesperson Trust, Store Trust, Salesperson Commitment, Store Commitment and Relationship Quality. This article presents the result developed and discusses some empirical findings from a survey of Shoppers in Sharvand Chain Stores setting in Tehran. In particular, the two levels of relationships (Salesperson and Store level) are examined from the Customer’s Perspective, using Path Analysis (SPSS). The findings in this study indicate that for the establishment of higher levels of Relationship Quality in a Customer-Salesperson Retail Relationship, it is very important that a customer has a high level of Trust in the Salesperson and feels committed to the Salesperson. The importance of Commitment in Retail Relationships (Customer-Store) is stressed by its strong relationship with overall Relationship Quality. Consequently, Salesperson Trust rather than Store Trust is a significant predictor of overall Relationship Quality. Despite that, Customers’ Interactions with the Salesperson are likely to shape their perceptions of Relationship Quality to a certain extent. This implies that Trust and Commitment in the Salesperson is likely to have some indirect effect on Trust and Commitment in the Retail Store. Concludes with a discussion of the implications of the study and provides directions for future research.