نشریه جستارهایی در مدیریت
سال دوم شماره 1 (پیاپی 2، بهار 1402)

Due to the increasing competition among insurance companies, online relational marketing is considered as a very suitable method to create and maintain a long-term relationship with customers; Because the services that can be provided in insurance companies are relatively uniform and it is difficult for most insurance companies to differentiate their services from competitors. Meanwhile, knowing how customer satisfaction is influenced by key variables still needs more studies. The purpose of the research is to investigate the relationship between online marketing and satisfaction through online trust. The research method is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population of the research is customers referring to Razi insurance branches in Mashhad city, and considering the unlimited number of customers based on the tenfold rule of thumb of structural equations, the minimum sample size required for this research was 320 people. In this research, available non-random sampling method was used. The main tool for collecting information in this research is a questionnaire. In order to determine the validity of the questionnaires, 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 confirmed. The research results showed that online trust mediates the effect of online relational marketing on customer satisfaction. Also, there was a relationship between attachment and interaction and trust, and there was also a relationship between attachment and customer satisfaction. Also, there was a relationship between interaction and online trust, and between online trust and customer satisfaction, and the existence of a relationship between online relational marketing dimensions and customer satisfaction was confirmed. Online trust mediated the effect of attachment on customer satisfaction.

Today, universities and higher education institutions are becoming globalized, students are very interested in choosing their university to see the international rankings of universities or to choose the best university of their choice through comparisons in this research. We have tried to investigate the influencing factors in student loyalty. The main purpose of this research is to investigate the effect of university brand image on student loyalty with the mediating role of trust and satisfaction, in which sub-objectives related to it have also been investigated. In the field of consumer behavior, this research covers the community of final year students of all fields and all academic levels of non-profit universities (Khayyam, Sajjad and Imam Reza (AS)). The geographical scope of this research is three non-profit universities of Imam Reza, Khayyam and Sajjad located in Razavi Khorasan province. The current research is included in the category of descriptive research from the descriptive-correlation branch. Also, using the results obtained from it can be very useful, so this research is in the category of applied research in terms of its purpose. In this research, the Lavshe method was used to check the content validity of the questionnaire; Lavshe invented a widely used method to measure content validity. In this research, descriptive and inferential statistics have been used to investigate the research questions in the society. After examining each of the influential factors, all the research hypotheses have been verified and the results have been detailed at the end of the research.

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 customers' citizenship behavior on their perceived value and satisfaction. The statistical population of the research includes customers of restaurants in Mashhad. 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 customer citizenship behavior has a positive and significant effect on customers' perceived value. 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 citizenship behavior and customer satisfaction was confirmed.

The aim of the present study was to investigate the mediating role of achievement motivation in the relationship between emotional intelligence with academic performance among female students of public technical and vocational schools in Mashhad. The statistical population of this research includes all female students studying in the government technical and vocational schools of Mashhad in the academic year 2021-2022 (N=45200), which according to Cochran's table, a sample of 381 people was selected using the cluster sampling method. In this research, Pham and Taylor's (1990) academic performance questionnaire, Shrink's emotional intelligence questionnaire and Harter's (1980) academic achievement motivation questionnaire were used. The data obtained from this research were statistically analyzed using AMOS software. The findings showed a significant relationship between emotional intelligence and academic performance, emotional intelligence and motivation for academic achievement, and motivation for achievement with academic performance. Also, the results indicated a significant relationship between emotional intelligence and academic performance with the mediating role of achievement motivation among students. The results obtained from the current research can be used in the form of educational packages for the use of school counselors as well as the teaching staff in order to improve the performance and success of students and provide the information to students and their families.

Today, with increasing competition between different service and manufacturing organizations in order to gain new customers and then attract more satisfaction and loyalty to increase sales and thus higher profitability, managers and business owners are eager to find a way to achieve this goal. One of the most important factors that can be very important in attracting and retaining customers is quality. Studies show that if employees are completely satisfied with their organization, they will do their best to increase quality in any situation. The purpose of this study was to investigate the position of internal marketing in improving product quality according to the mediating role of job satisfaction in a private company producing instant dry yeast with about 360 employees. This research has been done by descriptive and survey method. The statistical sample of the research included 248 employees working in the factory and head office as well as 355 customers of this product. This sample size was used for the customer population by cluster sampling method and for the employee population by simple or systematic random sampling method. The required information was collected through statistical samples by researcher-made questionnaires. In this study, SPSS software version 26 was used to describe information and model structural equations using Amos software version 24 to answer research hypotheses. Finally, the results of the study showed that all hypotheses with direct and indirect path are confirmed, in other words, there is a significant relationship between all hypotheses.

Social media influencer marketing has recently attracted a lot of attention. Many studies have investigated the formation of one-way relationship (PSR) between influencers and followers. Despite the large number of studies in the field of PSR, PSR has often been neglected compared to other widely used relationship marketing components. Based on the persuasion theory, this study has compiled a research model that was created to investigate the relative importance of PSR. This study considers 3 personal characteristics (attitude homogeneity, physical attractiveness, and social attractiveness) and three attributes (trustworthiness, perceived expertise, and PSR) as antecedents of purchase intention. The data was collected through a survey of respondents who purchase products and services by watching advertisements placed by influencers on YouTube.The study showed that PSR, compared to other characteristics, has a significant effect on purchase intentions and that PSR is related to three individual characteristics.In addition, the formation of PSR is influenced by the type of influencer perceived by customers. This survey showed that social media influencer marketing strategies should be adjusted based on individual characteristics, traits and type of influencer. This article discusses the theoretical and practical applications of these findings.As user-generated content has increased in social media, users can become pioneer producers by actively producing and uploading personal stories and product and service reviews.