Journal of value creating in Business Management

Abstract Abstract
The purpose of this research is to design a model for the re-employment of employees during retirement in the Ministry of Education. The research method is a qualitative type of theorizing data-based, and the participants are decision-making and policy-making managers in the field of re-employment of retirees as well as some teachers who have taken re-employment during retirement. The sampling method is purposeful and snowball-type with the number of 12 people as sample, which include working retirees and experts in the field of education, and the research reached theoretical saturation with the targeted people. Data analysis is through open, central and selective coding, and Max Kyuda version 22 software is utilized. The findings of the research consists of 8 dimensions including individual, social, organizational, environmental, economic, political, individual performance, education system performance; and 23 components in the form of causal conditions, central conditions, strategies, consequences, interveners and contexts. The results of the research showed that conditions such as individual, social and organizational factors cause the re-employment of retired education workers. The mentioned factors make strategies such as livelihood-oriented strategy and entrepreneurial strategy to be defined as re-employment strategies. These strategies definitely have consequences, which include improving individual performance and improving the performance of the education system. The background of these strategies, i.e. political and economic factors, must be provided. Meanwhile, interveners such as environmental factors should not be ignored.
Extended Abstract
Introduction
Today, due to the increase in life expectancy, people still have many years ahead after retirement, and even in a considerable period of time, they have the physical strength and mental desire to work and accept job responsibilities.
Research has shown that the world's population was almost constant until the 18th century, and most of the people had a low average life expectancy due to wars and various diseases; but during the following years, it can be seen that more than three decades have been added to the average life of people. The predictions of the United Nations (2017) indicate that by 2050, the population over 60 years old will be more than 4 times compared to the year 2000 (Dehghani et. al. 2019). Considering the country's demographic changes and the effects and consequences of transitioning the age structure of the population, it is expected that the number of retirees in our society will continue to increase in the future decades (Statistical and Socioeconomic Analysis Office, 2019). On the other hand, regarding the financial resources of the education organization, it is stated that the share of the education budget from the public resources of the government in 1401 is 9.6%; while the share of the education budget from the government's public resources in 1400 was 12.7 percent (Fars News Agency, 2022). Therefore, serious attention and scientific planning to meet the needs of society's education workers can have significant effects on society's health from various aspects. But the more important issue after knowing about the increase in the number of retirees is the issue of their employment, which has two aspects and is somewhat contradictory. On one hand, we should pay attention to the fact that a retired person, after a relatively long and continuous period of work and effort, needs to enjoy welfare and rest and benefit from the welfare and support facilities of the society.
Theoretical framework
Regarding the theory of Maslow's hierarchy of needs, Maslow has stated 5 basic needs in humans, including physiological needs, safety, belongingness, affection, respect (dignity), and self-actualization (Naili, 2014). Regarding the re-employment of retirees, according to Maslow's theory, it is stated that in order to meet high-level needs, retirees are first forced to meet their physiological needs, so they turn to re-employment to meet their physiological needs by earning income. According to manifest need theory, needs that are more acquired than inherited are activated by external body stimuli. For example, if a person finds a need for social relations, he communicates with others only if he considers the social situation appropriate, and only then does his need become apparent. According to this theory, needs include the needs of solicitation, affection, autocracy-autonomy, power, aggression, stimulation, tolerance, pretentiousness, convenience-seeking, nurturing, order, unburden, and recognition (Zohori, 2015). According to existence-dependence-growth theory, human needs include existence needs, dependence needs, and growth needs (Naili, 2014). However, he does not agree that every need appears after satisfying the lower order need (Zohori, 2015). According to this theory, the re-employment of retirees is due to the fact that all the needs of retirees can be created at the same time and combined to motivate them. According to disengagement theory, the decline in social interaction during retirement is because, against the will of most retirees, society leaves them. In fact, the society and the retired person mutually limit many of their bilateral relations with each other. According to this theory, the inevitability of death forces a person to leave an important part of their social roles. Also, in activity theory, activity increases health during retirement and a person who remains active will adapt to the situation in a better way. In fact, successful retirement requires new roles to be discovered, or new means to maintain old roles (Afra et al. 2020).
Methodology
The method used in this research is qualitative. The strategy used is data-oriented theorizing with Strauss and Corbin's approach. The participants of this research are decision-making managers and policy makers in a sense in the field of re-employment of retirees and some teachers who have taken re-employment during retirement. They were selected to identify, extract, and explore "concepts" and "categories". The sampling method is non-random or purposeful and snowball. The number of participants is 12.
Research findings
The findings of the research include all the causal conditions, the central category, strategies, consequences, contexts and interveners of the research. Individual factors in causal conditions are subsistence and material needs, emotional and communication needs, and psychological needs. Organizational factors include the educational structure of the education system and the economic structure of the education system. The educational structure of the education system is in such a way that according to the fundamental transformation document and the vision document of the education system, it should benefit from the expertise and experience of human capital. The central category is the main category that appeared in the data multiple times with other categories. The central category of this research is called re-employment, which contains the components of skill diversity, task identity, and the importance of task and independence. The meaning of skill diversity is that a job that requires the use of a large number of personal skills and talents, challenges all the abilities and skills of a person; and people will most likely find such jobs meaningful. The strategy considered in this research is based on livelihood strategy and entrepreneurship strategy. It is stated in the livelihood-oriented strategy that this strategy is written with this name due to the fact that it only solves the livelihood problems of retirees. The consequences of re-employment of education workers during retirement lead to improved performance and sustainable development. Regarding the improvement of individual performance, it is stated that after retirees return to work, according to research data, one of the consequences is the improvement of individual performance. The background conditions in this research are economic and political factors; economic factors means financial resources and equipment that must be provided for the re-employment of retired education workers. As stated in the previous chapters, the Ministry of Education and the inadequacy of its budget with the received expenses should be reviewed. Economic factors include financial resources and equipment, which are explained separately below.
Discussion
As the findings of the research showed, the re-employment model of retired employees includes 8 dimensions including individual, social, organizational, environmental, economic, political, individual performance, education system performance; and 23 components in the form of causal conditions, central, strategies, consequences, interveners and contexts. The causal conditions of re-employment of education workers during retirement in this research include individual, social and organizational factors. The central category, which is the re-employment of retired education staff, includes skill diversity, task identity, and the importance of task and independence. Research findings in the category of strategies include livelihood-oriented strategies and entrepreneurship. The results of the research have led to improved performance and sustainable development. Intervening conditions, which are factors such as environmental factors, have affected livelihood-oriented strategies and entrepreneurship. Environmental factors include beneficiaries and demographic characteristics of retirees. Background conditions also include economic and political factors. In the end, it is concluded that conditions such as individual, social and organizational factors cause the re-employment of retired education workers. The mentioned factors make strategies such as livelihood-oriented strategy and entrepreneurial strategy to be defined as re-employment strategies. These strategies definitely have consequences, which include improving individual performance and improving the performance of the education system. The background of these strategies, i.e. political and economic factors, must be facilitated. In the meantime, interveners such as environmental factors should not be ignored.

Abstract Abstract The purpose of this research is to model the experience of customers of Iran Telecommunications Company from commercial sales in line with their sustainability. According to its purpose, the research method is applicable, qualitative in terms of the approach, and descriptive-exploratory in terms of the way of analyzing the data, with the phenomenology method. The statistical population of the research consists of 17 special customers of commercial telecommunications services with more experience of using these services, selected by the purposeful sampling method. A semi-structured interview was used to collect information. Data analysis was done using the theme analysis approach manually and coding. The results showed that the categories and components that make up the customer experience in line with their sustainability consist of 9 categories and 26 elements including: operational prerequisites of customer experience management (strategic prerequisites, human prerequisites, and technical prerequisites), measurement and analysis of customer experience (collecting and recording customer experiences, analyzing customer experiences, interpreting customer experiences, and monitoring customer experience performance), service delivery experience (network quality, service delivery quality, and emotional effect), value co-creation (customer participation in value creation, service personalization, and customer relationship management), profitability (customer share, customer loyalty, and customer satisfaction), marketing mix (price, place, product, and promotion), brand image (brand reputation and social responsibility), supportive activities (complaint management and after-sales service), and barriers to brand switching (the nature of the company and switching costs). Extended Abstract Introduction By passing the economy of raw materials, goods and services, and entering the new era, which is the economy of experience; the success of businesses is not only dependent on providing services and products, but also on the creation of experience. Nowadays, instead of services and products, memorable experiences are sold, and creating excellent customer experience is the main goal of organizations in various industries, especially customer-oriented industries. Professionals have accepted the limitations of traditional marketing approaches based on components such as price, product and quality, and believe in the importance of customer experience in achieving competitive advantage and creating customer loyalty (Hwang & Seo, 2016). In other words, we have entered the new era of the customer, an era where the authority in production and distribution or information expertise is no longer a competitive advantage and has turned into a commodity, but the choice of customers is the main differentiator, and organizations should focus on customer experience management (Plessis & Vries, 2016). Customer experience is a term that explains the collective interaction of a customer with a service provider and also helps determine the durability of that customer's relationship with the service provider (Bhatti et al, 2016). In today's competitive environment, negligence in customer service or service quality can lead to customer loss, which is not cost-effective to acquire new customers, and developing preventive strategies to retain customers is very important (Kaur & Sharma, 2015). Customer retention can be considered a part of marketing strategy. By keeping current customers, businesses can reduce customer churn and the costs associated with attracting new customers, which contributes to long-term profitability and sustainable competitive advantage. Therefore, customer retention is not just a reactive strategy, but a strategic approach that can directly affect the company's market share and profit (Zhang et al, 2024). In recent decades, many companies have considered customer retention as an important principle in their management and marketing decisions, and organizations have realized that keeping current customers is cheaper than attracting new customers (Taghavifard et al, 2017). Therefore, the main problem that this research seeks to answer is: how is the modeling of the experience of customers of the Iranian Telecommunication Company from commercial sales in line with their sustainability? Theoretical Framework Customer experience Customer experience has become a central topic in marketing research as businesses increasingly realize that their success depends largely on providing positive shopping experiences to their customers (Chen & Yang, 2021).   Customer retention Consumer sustainability means expanding the ways and means of consumer sustainability by satisfying them and meeting their needs. In this view, consumer retention is considered as a consequence of the strategy that shows the positive side of their quality, service, performance, and efficiency. Different authors have presented different views on consumer persistence (Sharma et al, 2018). Naalchi Kashi (2024) investigated the mediating role of customer commitment on the relationship between experience and customer engagement behaviors, and investigated the relationship between customer experience components on commitment and customer engagement behaviors. Data analysis showed that there is a significant relationship between customer experience and customer engagement behaviors with the mediating role of customer commitment. There is a positive and significant relationship between customer experience components (cognitive, emotional, physical/sensory, and social) with customer commitment. Additionally, there is a positive relationship between customer commitment and customer engagement behaviors. There is a significant relationship between customer experience components (cognitive, emotional, physical/sensory, and social) with customer engagement behaviors (acceptance, cooperation, feedback, helping others, and positive word of mouth). Therefore, by focusing on providing positive customer experiences that foster commitment, organizations can drive engagement behaviors and cultivate a loyal customer base. Sugiatoa et al, (2023) conducted a research titled the effects of customer relationship management, service quality and relational marketing on customer retention: the mediating role of bank customer retention in Indonesia. The results showed that customer satisfaction, customer relationship management, service quality and marketing relationships affect customer retention. Also, customer relationship management, service quality and marketing relationships affect customer retention through customer satisfaction. A review of empirical research conducted in relation to the research topic shows that the examination of customer experiences that lead to customer retention has been neglected.   Research methodology The research method is applicable in terms of its purpose, qualitative in terms of the approach, and descriptive-exploratory in terms of the way of analyzing the data, with the phenomenology method. The statistical population of the research consists of 17 special customers of commercial telecommunications services with more experience of using these services, selected by the purposeful sampling method. A semi-structured interview was used to collect information. Research findings Data analysis was done using the theme analysis approach manually and coding. The results showed that the categories and components that make up the customer experience in line with their sustainability consist of 9 categories and 26 elements including: operational prerequisites of customer experience management (strategic prerequisites, human prerequisites, and technical prerequisites), measurement and analysis of customer experience (collecting and recording customer experiences, analyzing customer experiences, interpreting customer experiences, and monitoring customer experience performance), service delivery experience (network quality, service delivery quality, and emotional effect), value co-creation (customer participation in value creation, service personalization, and customer relationship management), profitability (customer share, customer loyalty, and customer satisfaction), marketing mix (price, place, product, and promotion), brand image (brand reputation and social responsibility), supportive activities (complaint management and after-sales service), and barriers to brand switching (the nature of the company and switching costs).   Conclusion The current research was conducted with the aim of modeling the experience of customers of Iran Telecommunication Company from commercial sales in line with their sustainability. The results of this research is aligned with the results of Naalchi Kashi (2024), Sugiatoa et al, (2023), Rousta et al, (2023), Zare & Mokhtari (2021), Nasehi far et al, (2021), Banik & Sinha (2020), Mohaimani et al, (2018), Sharma et al, (2018), and Dassanayake & Herath (2017). Dassanayake & Herath (2017) showed that network quality, customer experience, and perceived price have a significant impact on customer retention. According to the results of the research, the following suggestions are presented: -Eliminating the mentality of change by emphasizing the value of time. -Giving valuable benefits as a barrier to change. -brand identity. -Updating the service as much as possible and getting closer to the ideal operator in the mind of the customer. -Emotional work on the customer's mind and personalization in his mind