نشریه جستارهایی در مدیریت
پیاپی 1 (زمستان 1401)

Every progress takes place in different fields, while it affects that field, it also causes progress in other fields. Providing the right service quality is one of the basic strategies for the survival of the organization. The activities of employees in service organizations are related to the customers of the organization. These activities are a vital factor in developing effective relationships with customers. Creating an effective relationship between managers and employees is one of the points of interest in internal marketing theory. The purpose of this research is to investigate the relationship between internal marketing and service quality through the moderating role of social capital (case study: Parsian Insurance of Mashhad). In order to achieve this goal, hypotheses were proposed. In terms of the research method in the survey-descriptive research group, it is of the correlation type. According to the subject, assumptions and purpose, the present research is a part of applied research. In order to collect data, a sample of 384 questionnaires (including 55 items) and a 5-point Likert scale was distributed among the customers of Parsian Insurance in Mashhad. Finally, for the statistical description of the research variables, average, standard deviation, minimum and maximum statistics and column charts were used with the help of SPSS software (25). Research hypotheses will be investigated and analyzed with the help of SEM structural equation method and Smart PLS(3) software. The findings show that there is a positive relationship between internal marketing dimensions and service quality. Also, social capital has a significant moderating role between internal marketing organizational culture and service quality. Also, social capital has a significant moderating role between internal marketing education dimension and service quality. Finally, the moderating role of social capital in the relationship between internal marketing performance evaluation dimension and service quality was not confirmed.

In recent years, digital marketing efforts have significantly impacted consumer trust. In this regard, we have seen that electronic word-of-mouth advertising in social networks has facilitated the rapid dissemination of information. In this research, we have examined the relationship between electronic word-of-mouth advertising and the nature of trust and acceptability of information in the digital marketing of livestock and poultry feed industry products. In order to achieve this goal, hypotheses were proposed. In terms of the research method in the survey-descriptive research group, it is of the correlation type. According to the subject, assumptions and purpose, the present research is a part of applied research. In order to collect data, a sample of 175 questionnaires (including 25 items) and a 5-point Likert scale was distributed among all customers and people who interact and talk about livestock and poultry brands through virtual space. Finally, SPSS software (24) was used for the statistical description of research variables. Research hypotheses were investigated and analyzed with the help of SEM structural equation method and using Smart PLS(3) software. The findings indicate that among the dimensions of digital marketing, there is only a relationship between information quality, information usefulness, perceived risk and the nature of trust. In this regard, there is a relationship between the nature of trust and acceptability of information. There is also a relationship between information acceptability and purchase intention. Finally, information acceptability mediates the relationship between the nature of trust and purchase intention.

Today, corporate social responsibility is an important issue for most organizations and their managers. Corporate social responsibility is a critical issue and has strategic implications for companies in all industries. One of the most valuable assets of any company is its name and trademark. The special value of the brand name and logo is a capital that the company can gain a lot of benefits under which it maintains the value of the company. So; The purpose of this research is to investigate the relationship between the brand's reputation and the special value of the brand, taking into account the social responsibility of the company (Study case: branches of Eindho Bank in Mashhad). done . This research is applied in terms of purpose and descriptive - correlational (survey) in terms of data collection method. The statistical population of the research; It includes all customers of Aindeh Bank in Mashhad. The statistical population of the research is unknown and unspecified, and the rule of thumb method was used to determine the sample size, and 238 people were selected for the sample by the available non-random sampling method. A questionnaire was used to collect information. Cronbach's alpha coefficient was used to measure the reliability of the questionnaires, and the coefficient values for the variables of corporate social responsibility (0.942), brand reputation (0.897) and brand equity (0.913) were obtained. The content validity and face validity of the questionnaire were also confirmed by the supervisor. To analyze the data, descriptive statistics methods were used through Spss27 software and inferential statistics (structural equation method) with the help of SMART PLS3 software. The research findings showed; Brand reputation and corporate social responsibility have a positive and significant relationship with brand equity. Also, corporate social responsibility does not moderate the relationship between brand reputation and brand equity.

Consumers are increasingly overwhelmed by the amount of online marketing they encounter and, as with offline media, use multiple tools to avoid such messages. Social media affects almost every aspect of people's lives, allowing users to connect with like-minded people and provide information of interest to them. The purpose of this research is to investigate the relationship between the consumer's socialization approach and the perception of advertising avoidance with the mediation of attitude towards social media platform advertisements in Digikala customers. Descriptive-survey research method and in terms of practical purpose and non-random sampling method is available in this research, which was collected from 385 customers of DigiKala. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Statistical processing of the data was done at the descriptive level with SPSS software and at the inferential level using structural equations and SmartPLS3 software. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential testing of the hypotheses showed that there is a relationship between the attitude towards social media platform advertisements and the avoidance of social media platform advertisements, and between the sensitivity to peer influence, the use of social media platforms and the sensitivity to social media influence. There is a relationship between attitudes towards social media platform advertising. There is a relationship between susceptibility to peer influence, social media platform use, and susceptibility to social media influence with avoidance of social media platform advertisements mediated by attitude toward social media platform advertisements.Keywords: sensitivity to peer influence, social media platform use, sensitivity to social media influence, avoidance of social media platform advertising, attitude towards social media platform advertising

Today, science and technology park companies are established to transform ideas and innovations into products, commercialize research, synergize science and wealth, and empower and guide graduates to enter the business environment. New opportunities play an important role in the country's economic success. The purpose of this research was to examine the relationship between technological opportunities and entrepreneurial marketing decisions through entrepreneurial motivation (case study: Khorasan Razavi Science and Technology Park companies). The research method used in this research was descriptive, correlation survey. The statistical population of this research was considered to be 600 employees of Khorasan Razavi Science and Technology Park companies. 234 people were considered as samples by simple random sampling and through Morgan's table. The research data were collected by library and field method, and standard questionnaires were used as tools. The reliability of the questionnaires was confirmed using Cronbach's alpha coefficient test and the validity of the instrument was confirmed using the content method. Finally, for the statistical description of the research variables, average, standard deviation, minimum and maximum statistics and column charts were used with the help of SPSS software (24). The research hypotheses were investigated and analyzed with the help of the structural equations method and using the SmartPLS (2) software. In the end, the results showed that there is a positive and significant relationship between technological opportunities and entrepreneurial marketing decisions due to entrepreneurial motivation. There is also a relationship between entrepreneurial motivation and entrepreneurial marketing decisions.

Increasing competition among organizations makes managers plan on them and use effective evaluation programs to satisfy customers. Therefore, the present study was conducted with the aim of analyzing the effect of communication between people and customers on positive word of mouth advertising through a visit to Mashhad Yekta Technology Abrasham factory. The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is the Yekta Silk Technology Factory of Mashhad, whose number is unknown. The sample size was determined using a non-random method in 388 people. The data collection tool in this research is the standard letter of Nguyen et al. (2019), which uses Cronbach's alpha to check the reliability of the questionnaire and confirmatory factor analysis for the validity of the questionnaire. In addition, divergent validity was also investigated, to analyze the data using structural equation methods and using the free smart pls software. It indicates that communication between employees and customers has a positive and significant effect on the satisfaction results of Yekta Silk Technology Factory of Mashhad. Customer satisfaction has a positive and significant effect on positive word of mouth advertising in Yekta Silk Technology Factory of Mashhad. Also, it mediates the effect of communication between customers and customers on positive word of mouth. However, communication between customers does not affect word of mouth advertising.

Today, researchers believe that brands have the ability to embody, inform and communicate the desired identity of a person. Researchers believe that people choose brands based on their social identity and choose a brand that reflects their identity. The purpose of this research is to examine the relationship between brand orientation and brand performance through the mediating role of brand fans (case study: Refah chain stores). The research is applied in terms of purpose and descriptive-survey in terms of implementation method. The statistical population of this research is the customers of Refah chain stores. In order to determine the validity of the questionnaire, the questionnaires were given to the respected professors, advisors and experts for their comments and their validity was confirmed. The reliability of the questionnaires was also obtained using Cronbach's alpha coefficient higher than 0.7, which means that the tool has adequate reliability. The sample size is determined as 200 using the rule of thumb of structural equations, and due to the possibility of a distorted and incomplete questionnaire, 10% more will be distributed (220) and non-random sampling method is available. The raw data obtained from the statistical population was analyzed using appropriate statistical techniques and Smart PLS 2.0 and SPSS 24 software, and after processing, it was presented in the form of information. The results showed that there is a significant relationship between brand-centricity and brand performance due to the mediating role of the brand fans community. There is a relationship between brand-centricity and brand performance. There is a relationship between brand-centricity and brand fan community. There is a relationship between brand fan community and brand performance.

Today, customer satisfaction with the organization's products or services is an important factor in the success or failure of any organization. Customer satisfaction leads to loyalty, returning customers and reducing customer complaints. Various researches have been conducted in the field of customer satisfaction, but few studies have been conducted on customer behaviors that lead to their satisfaction. In this regard, the present research examines the impact of citizenship behavior and cooperative behavior of customers on their perceived value and satisfaction. The statistical population of the research includes the customers of Mashhad restaurants. Based on Cochran's formula, 384 people were selected as a statistical sample by cluster sampling method. The data collection tool was a questionnaire. Face validity was confirmed using experts' opinions, construct validity of the questionnaire was confirmed using factor analysis, and reliability of questionnaire variables was confirmed using Cronbach's alpha coefficient. Data analysis was done using SPSS 24 and Smart PLS 2 software and structural equation modeling method. The findings showed that citizenship behavior and cooperative customer behavior have a positive and significant effect on the perceived value of customers. The perceived value of customers has a positive and significant effect on their satisfaction. Also, the mediating role of perceived value in the relationship between customer satisfaction citizenship behavior and customer satisfaction cooperative behavior was confirmed.