Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to design a model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust. According to its purpose, the research method is applicable, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-exploratory in terms of data collection in the qualitative part. The statistical population of the research in the qualitative part includes 19 Iranian experts, including university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who through non-random sampling in the form of snowballs, were selected for interviews. The statistical population in the quantitative section includes 11 Iranian university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected using non-probability sampling. A semi-structured interview was used to collect information in the qualitative section. To analyze the data in the qualitative part, first, content analysis was used to code the interviews, and in the quantitative part of the research, the self-interaction matrix was used for interpretive structural modeling (ISM). In the qualitative section, 16 sub-themes and seven main themes (indices) were extracted. In the quantitative part, a four-level model was obtained, and the most effective indicator of this model is electronic communication and interaction with customers. Also, its most effective indicator at the seventh level is confidence in purchasing. Therefore, 5 other criteria also play the role of interface factors in this model. Extended Abstract Introduction Today, advances in science and technology and the development of new technologies have created new competitive conditions for production and service organizations, so that quality and customer satisfaction and trust are the most important factors in global competition. Attracting and retaining customers in an organization is a category that is affected by various factors and conditions inside and outside the organization, the importance of which varies according to the type of organization and from one organization to another (Nguyen et al, 2020). Trust is defined as the trust of one party (trustee) to another person (trusted or trusted third party) (Yeon et al, 2019). Trust plays an important role in interactions and is important for companies and for developing relationships with consumers (Astono, 2021). Trust is the consumer's belief that the transaction will be carried out according to the plan. The way customers think about trust can be one-dimensional or multi-dimensional (Papas, 2018). On the other hand, in the late 1990s, the Internet promoted the formation of e-commerce, and the development of information technology in the middle years has caused the rapid development of e-commerce in the past 20 years (Baylok, 2021). E-commerce and information technology (IT) have a positive relationship. E-commerce and information technology are measured by evaluating the value of their business; the more the company gains positive value and trust, the more buyers it attracts (Alam & Osly, 2021). Electronic commerce is a set of technologies, applications, and business processes that connect companies, consumers, and communities through electronic transactions and electronic commerce of goods, services, and information (Rafiah, 2019). Based on this, the current research is looking for an answer to this question: What is the model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust? Theoretical Framework Customer trust There are many definitions about trust. The multiplicity of definitions of trust in the theoretical texts of the subject probably originates from two reasons; first, trust is an abstract concept and sometimes it is synonymous with concepts such as authenticity, trustworthiness, or reliability. Second, trust is a multifaceted concept that has different perceptual, sensory and behavioral dimensions (Latifi & Momenkashani, 2014).   electronic commerce E-commerce refers to a broader definition of traditional business, which, in addition to buying and selling goods and services, includes welfare services for customers, cooperation with business partners, conducting electronic learning, and conducting electronic transactions in an organization (Torban & Lonino 2020). Iranian handcraft Iran's handicrafts experts believe that handicrafts refer to a set of arts and crafts that mainly use local raw materials and carry out some of the basic production steps with the help of hands and hand tools. In each unit, the artistic taste and intellectual creativity of the manufacturer are manifested in some way, and this factor is the main distinguishing feature of such products from similar machine and factory artifacts (Kazemi, 2019). Zolfaghar Dolabi (2023) investigated the factors affecting customer loyalty and electronic trust in electronic commerce in Tehran Infrastructure Company. The results of the research in the Tehran infrastructure company showed that the quality of the user interface has a positive and significant effect on customer satisfaction and trust. The quality of information has a significant effect on customer satisfaction, but it does not affect trust. Keeping privacy and security is not important for customer satisfaction, but it is important for trust. Customer satisfaction and trust have a positive relationship with each other and mediate customer loyalty with the determinants of service quality. The results of regression analysis show that the dependent variable of e-commerce loyalty is influenced by e-customer satisfaction and e-trust. Sharifi & Mardani (2022) investigated the identification of the key success factors in e-commerce during widespread crises (the case study of DJ Kala online sales company). The findings of the research showed that besides paying attention to hardware and software factors related to information technology in e-commerce, paying attention to human factors can increase the efficiency of e-commerce even more. Research methodology The research method is applicable according to its purpose, and mixed (qualitative-quantitative) in terms of its implementation, and a qualitative part of the descriptive-exploratory type in terms of the data collection method. The statistical population of the research in the qualitative part includes 19 Iranian experts, including university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected for interviews using non-random sampling in the form of snowballs. The statistical population in the quantitative section includes 11 Iranian university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected using non-probability sampling. A semi-structured interview was used to collect information in the qualitative section. Research findings Analysis was used in the coding part of the content analysis; and in the quantitative part, the combined method of Dimetal and Interpretive Structural Modeling (ISM) was used. The findings from the qualitative part of the research showed that 16 sub-themes and 7 main themes (indicators) of the desired model were extracted using content analysis and interviews of 19 experts. In the quantitative part, a four-level model was obtained, and the most effective indicator of this model is electronic communication and interaction with customers. Also, its most effective indicator at the seventh level is confidence in purchasing. Therefore, 5 other criteria also play the role of interface factors in this model. Conclusion The current research has been conducted with the aim of designing a model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust. The results of the present research are in accordance with the results of Zolfaghar Dolabi (2023), Hashempor (2023), Sharifi & Mardani (2022), Yazdi (2022), Jalali (2021), Sutia et al, (2020), Bozic & Kuppelwieser (2019), Nekooeezade & Amini (2019), Issam (2016). Zolfaghar Dolabi (2023) showed that the quality of the user interface has a positive and significant effect on customer satisfaction and trust. The quality of information has a significant effect on customer satisfaction, but it does not affect trust. Keeping privacy and security is not important for customer satisfaction, but it is important for trust. Customer satisfaction and trust have a positive relationship with each other and mediate customer loyalty with the determinants of service quality. The results of regression analysis show that the dependent variable of e-commerce loyalty is influenced by e-customer satisfaction and     e-trust. According to the results obtained from the research, it is suggested: 1- The development of Iranian handicrafts in the context of e-commerce should be considered as one of the important strategies to increase the market share of these industries, because unlike traditional retail, a craft e-commerce store can be up and running with just a few clicks. The e-commerce platform makes it easy and simple for craft business owners to create attractive and reliable sites with minimal effort. 2- Training and promoting the use of sales in the context of e-commerce by relevant organizations should be prioritized. Buyers search for the desired product in the e-commerce space for various reasons such as comparing prices, comparing brands, knowing the opinions of previous buyers, checking the amount of inventory and more. The only way to ensure potential buyers of your products is to have a persistent presence in the e-commerce space. Even if buyers are looking for the store's working hours or its address, access to the desired information through e-commerce is very important.

Abstract Abstract
The aim of this research is to identify the dimensions and components of acceptance of social systems of customer relationship management by professional users using Web 2.0 technology. The current research is applicable in terms of nature, qualitative in terms of implementation method, and of descriptive and thematic kind. The statistical population of this research was made up of 15 university professors in the fields of management, business and IT along with managers of digital business companies, selected by non-random sampling method.
The criteria for selecting people are having a doctorate degree with more than 10 years of experience in digital businesses, having time, interest and ability to take part in interviews (a semi-structured) and fill the questionnaires. Also, MAXQDA 2020 software was used in data analysis. The identified factors were extracted in the form of 40 indicators, 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems included three dimensions; organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (value creation, customer satisfaction, expectation of performance), and technologically has two components (social networks, content production).
Extended Abstract
Introduction
In the approval of customer relationship management, organizational changes and organizational developments are always expected. However, there is little knowledge about the effects of these changes on customer relations, employees and the quality of the effect of their activities and behavior on the success of customer relationship management. Factors affecting the acceptance of traditional customer relationship management have been supported by numerous studies in developed countries. Due to this, in developing countries, with significant costs, research studies investigating traditional customer relationship management systems and factors affecting the acceptance of customer relationship management from Companies and their customer prospects are facing infrastructure restrictions (Sana Azeem et al, 2020).
The application of social media is the latest development and innovation in information and communication technology in online business. The popularity of social media technology has contributed greatly to this development, as it engages individuals as part of an online social community and fosters peer-to-peer interaction. And it has created a new opportunity for organizations to use social networking platforms to do business, called social commerce. Social business creates prosperity in Electronics transaction through making relationship and sharing the evaluation of experiences of the social media website members in using the various products or services. (Fahadyar et al, 2021).
Therefore, the researcher asked the main question, what are the dimensions and components of acceptance of customer relationship management social systems by professional users using Web 2.0 technology?
Theoretical Framework
Social networking technologies introduced social customer relationship management as a new version of social customer relationship management strategy (Malthouse et al, 2013). Based on the literature, this research defines social customer relationship management as a type of social network technology for customer relationship management. Today, organizations around the world have more and more adopted social media for their different business purposes, such as labor collaboration, intelligent business, and social customer relationship management (Abedin, 2016).
Web 2.0 is a term that is often used in relation to the ever-increasing evolution seen in the World Wide Web. This transformation and transition has taken place from a set of websites towards computer bases that serve the final users of web applications. Finally, it is expected that Web 2.0 services will replace everyday computer software in many ways. Of course, it should not be assumed that Web 2.0 means a completely new and different version of Web 1. Rather, Web 2.0 is actually a symbol of the evolution and combination of complementary characteristics of Web 2.0. It is a set of new approaches in the Internet space towards open, flexible and collaborative development models for content production systems that can lead to reducing the costs of information production and processing, increasing public awareness, and increasing the efficiency of systems (Nobre & Silva, 2014).
Rabieh & Rezaeiyan (2022) discussed the effect of social customer relationship management on financial performance with the mediating role of customer commitment and customer satisfaction (case study: private banks in Khuzestan province). The results showed that social customer relationship management with the mediating role of customer commitment and customer satisfaction has a positive and significant effect on the financial performance of the private bank of Khuzestan province.
Mehrabi et al, (2022) discussed in their article entitled the explanation of the optimization model of marketing success and customer relationship management in electronic services and businesses. The results of the analysis of the findings showed that; Price, sales promotion, branding, perceptual/emotional features, hardware facilities, software facilities, social media, technological features, networking, innovation, customer orientation, digital marketing, inter-organization factors, marketing, and customer relationship management have a significant impact on marketing and e-commerce success. Following are some suggestions.
Research Methodology
The current research is applied in terms of nature, and qualitative in terms of execution method. The statistical population of this research was formed by 15 university professors in the fields of management, business and IT, and managers of digital business companies; and the sampling method is non-random purposeful to determine a group of experts. The criteria for selecting people were having a doctorate degree with more than 10 years of experience in digital businesses, having time, interest and ability to conduct interviews and questionnaires. The method of data collection was done by a library method. The study tools are literature and research texts.
 Research FindingsIn order to analyze the data, open and axial coding of MAXQDA 2020 software was used, and the results showed that the dimensions and components of acceptance of customer relationship management social systems extracted by professional users using Web 2.0 technology included in total 40 indicators and 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems, including three dimensions: organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (expectation of performance, value creation, customer satisfaction), and technological has two components (social networks, content production).
Conclusion
The current research was conducted with the aim of identifying the dimensions and components of acceptance of customer relationship management social systems by professional users using Web 2.0 technology. The results of this research are consistent with the results of Rabieh & Rezaeiyan (2022), Mehrabi et al, (2022), Farsadfar (2021), Fahadyar et al, (2021), Fang (2021), Li (2020), and Jameel et al, (2019). Fang, (2021) has conducted a research under the title of the analytical effect of the e-commerce customer relationship management system based on smart network communication. In this research, he examines the analysis of e-commerce frequencies and the efficiency of customer relationship management. In this way, the existing limitations in the interference of e-commerce links and the construction of matrices of these links have been investigated in order to analyze the performance of the smart network communication system and technology to create a model for the productivity of customer communication. The results indicate that the optimization of e-commerce methods and communication with the smart network improves customer relationship management.
According to the obtained results, it is suggested that organizations pay special attention to the customer dimension, which has three components: customer satisfaction, value creation, and performance expectation. For this purpose, organizations through examining cases such as providing support and services to customers in the social networks they use, interacting and communicating with customers in real time, monitoring and quickly solving problems by monitoring and following up social networks, searching and rewarding brand supporters and customers who help others, help make the brand more visible in the places where the audience spends their time, increase interaction and deep relationships with customers, and etc. improve customer satisfaction.
In the organizational dimension, due to the importance of human resources, organizational culture, and organizational structure; organizations can address issues such as job satisfaction (salaries and benefits, rewards, employee relations, etc.), job security, secure environment, job hierarchy, delegation of authority, superior and subordinate relationships, and etc., influence the behavior of employees and institutionalize organizational culture among them.
Also, in the technological dimension, according to the results obtained and the importance of social networks and content production, organizations can give importance to things such as the content of the work produced according to the conditions and time (so that it can be republished by others), producing targeted content, excellent and attention-grabbing headlines, proper timing, high quality images and videos, avoiding repetition, etc. can achieve better success in the technological field.