فصلنامه چشم انداز مدیریت بازرگانی
سال بیست و دوم شماره 2 (تابستان 1402)

This study aimed to investigate the method of big data management and its effect on customer satisfaction and organizational performance in the Iranian retail industry.

This research is applied-developmental in terms of purpose and has been done in a mixed way and is of descriptive-exploratory type. To achieve the goal, first of all, from an open interview with 50 managers, specialists, and staff experts in the field of retail, who were selected through snowball sampling, data related to identifying components and prioritizing the importance of components were extracted and these data were analyzed using Content analysis. Using the questionnaire tool, the data was collected by available sampling from 385 samples of retail experts, in the Fall of 2023, and correlation was analyzed using SPSS and Lisrel software.

The findings of the research include identifying 56 concepts and 27 categories in 7 dimensions and prioritizing and extracting two-way strategies and analyzing social networks and database model tools and hiring skilled human resources for big data management, which will lead to capabilities such as customization in the retail industry. , that these capabilities will increase customer satisfaction and ultimately improve the organization's sales as the most important components investigated in the research.

The results indicate that big data management strategies and tools have a positive and significant effect on creating retail industry capabilities such as extensive customization, and these capabilities also have a significant effect on customer satisfaction and increase sales of Iranian retail industry organizations.

The present study was conducted with the aim of understanding the phenomenon of brand courage in the fashion industry.

This research is exploratory in terms of practical purpose and in terms of data collection, which has been analyzed with a mixed (qualitative-quantitative) approach. Using purposeful sampling and considering the logic of theoretical sampling, an in-depth semi-structured interview was conducted with 11 university experts and marketing managers in the field of fashion and clothing industry. Also, in the quantitative section, 384 customers of Iranian clothing brands in Tehran were selected using a non-probability method. The tool for collecting data in the quantitative section was a questionnaire based on the findings of the qualitative section, whose validity and reliability were confirmed. Quantitative data analysis was done by SmartPLS software.

The analysis of the interviews using the theme analysis method showed that the pattern of the phenomenon of brand courage in the fashion industry includes five components: "brand-related features", "brand social actions", "advertising-related features", "competitor-related actions" and "related actions". with customers.

The results of structural equation modeling showed that the model has a good fit and the components and indicators of the model have been able to have a meaningful explanation of the phenomenon of brand courage in the fashion industry.

The digital maturity model is a critical success factor as it enables organizations to assess their current state and create roadmaps to align with their objectives. Moreover, with the expansion of digital transformation and the changes brought about by Industry 4.0, a shift in business models and value propositions has emerged, which requires senior management support for projects and investments. Therefore, the maturity model is suitable for companies looking to change their business and operations for Industry 4.0 and seeking to evaluate their processes, products, and organizations and understand their maturity level.

This study is a practical one in terms of its objective, and initially, it uses the PRISMA approach (meta-analysis) and bibliometric analysis and text mining tools, using Excel and Harzing's Publish or Perish v8 software to review systematic literature from 2010 to 2023 on 1211 articles and then uses Voyant tools to cluster the building blocks of digital maturity.

In this study, 191 statistical units were analyzed, and with the text mining approach, the following ten main clusters of digital maturity building blocks were identified: digital strategy, digital processes (marketing, finance, and processes), digital value, digital customer (travel and customer experience), digital technology and data, digital governance, digital individuals and digital managers, digital products and services, and digital transformation.

Organizations need to create a precise roadmap to ensure their survival, and therefore, the digital maturity model is a critical success factor as it enables organizations to assess their current state.

Despite the importance of the issue of green marketing challenges in small and medium businesses, little research has been done to summarize and analyze the scattered content of this field. The purpose of this research is to analyze the challenges of green marketing in small and medium businesses.

The upcoming article with a qualitative approach and using the meta-combination method, the seven-stage model of Sandelowski and Barroso examines the issue of what challenges there are for the development of green marketing and what are the solutions to face it. Based on this, the articles published in reliable domestic and foreign scientific databases until 2023 were identified and searched, then they were classified and categorized based on the logic of open coding and coding based on sociological structures.

The findings of this study led to the identification of 68 concepts, which were categorized into 12 categories. Finally, the results of the analysis were presented in the form of an analytical model.

Green marketing challenges in small and medium-sized enterprises are affected by the nature of activity and activity environment at three levels: Enterprise level challenges (paradigm-informational-communication-standardization-innovation-marketing-functional) industry/market challenges (industry and market balance) And macro-environmental challenges (environmental-legal-consumers) can be divided, which play a role at a level of independent or intertwined effects. Based on the findings, the improvement of the green marketing situation in small and medium businesses depends on the cooperation and coordination of all three levels of the company, industry/market and macro environmental variables.

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 phenomenon of value co-creation in the form of a value network is considered one of the new approaches to success in business management. The purpose of this research is to present a model that introduces different dimensions of the value network of renewable energies in the consumption sector of the industry.

The current research is of a qualitative type, in terms of exploratory nature, and was conducted by the data-based conceptualization method. In order to collect data, semi-structured and in-depth interviews with 24 experts and activists in the field of renewable energy and industries were used and they were selected in a non-probabilistic snowball method.

Qualitative data were collected based on Strauss and Corbin's (1998) data-based conceptualization coding method. To evaluate the validity of this research, Guba and Lincoln's (1994) validation technique and to measure the reliability of the research, the evaluation of the within-subject agreement of two coders were used. Total of 171 indicators and 24 categories in 6 dimensions were obtained for the model.

The causal conditions of the renewable energy value network are social responsibility, competitive advantage in the macro view, energy imbalance, and support for value network projects. Background conditions are political, economic, and cultural conditions. Intervening conditions are high-handed documents, ability, and competence of managers and consequences, sustainable development, economic development, national security, non-operating defense, export expansion, quality of life, international status, technology development, social welfare and product development, and market.

In the clothing industry, many customers are looking for authentic brands and products due to the importance of a certain self-image, so the issue of brand authenticity and social power of a brand is one of the important issues for choosing a back brand. the present research aims to investigate the effect of brand authenticity on the self-image of intrtnal brand customers by explaining the mediating role of brand social power.

In terms of method, this research is a descriptive survey. The statistical population of the research is the clothing industries of Lorestan, according to the output of G-Power software, there are 122 students of Lorestan University, who were customers and consumers of Zagros Posh and Borujerd textiles brand, as the sample size and with the method Available sampling was selected. The data collection tool in this research includes three questionnaires of brand authenticity, customer self-concept and brand social power.

Structural equation modeling and PLS software were used to analyze the hypotheses. The results of the hypotheses test showed that brand authenticity has a positive and significant effect on the customer's self-image. Also, the social power of the brand has a positive and significant effect on the customer's self-image.

As a general result, it should be added that the products that match the characteristics of genuine brands in terms of customers' self-concept have a higher probability of being selected and used by the target customer community due to the presence of social power.