Journal of value creating in Business Management

Abstract The present study was conducted with the aim of identifying and explaining the customer experience model and factors affecting the formation of loyalty in financial technology services in the leasing industry. This research is applicable in terms of purpose, qualitative in terms of method, and was conducted based on data-driven theory with a systematic approach of "Strauss and Corbin". The data were collected through in-depth and semi-structured interviews with 18 experts and active customers of digital leasing platforms and analyzed by a three-stage process of open, axial and selective coding with MAXQDA18 software. The research findings led to the extraction of a paradigmatic model that shows that customer experience is influenced by "causal factors" such as the inefficiency of traditional processes, the need for speed and convenience, and advances in financial technology. In this model, “intervening factors” including the level of digital trust, information security, and quality of technical support; and “contextual factors” such as digital literacy and legal infrastructure, moderate the experience process. The identified strategies include user-centered design, process transparency, and personalization of financial services, which act as the main drivers to achieve the central phenomenon (perceived convenience and security). The consequences of this model are crystallized in two psychological and behavioral dimensions, which include increased loyalty, positive word-of-mouth advertising, improved financial well-being, and gaining competitive advantage for leasing organizations. The results of this research, while filling the theoretical gap in the field of FinTech, provide valuable implementation solutions for managers to design a pleasant and sustainable experience for customers in the digital ecosystem.
Introduction
In today’s modern world, digital technologies are recognized as one of the most important transformation factors in service industries. The leasing industry is no exception to this rule and has experienced significant changes in its service delivery with technological advances. These developments have created new opportunities to improve customer experience that require careful and scientific examination (Kronheim et al., 2024). The emergence of financial technologies has shifted the boundaries between banking, investment and leasing services and placed customers at the center of these changes. The leasing industry, as one of the vital pillars of financing in modern societies, is forced to embrace technological innovations to maintain survival and competitiveness in this new ecosystem (Hoyer et al., 2020). However, simply deploying technology is not enough; rather, the key to success in this field is a deep understanding and re-creation of the customer experience in the context of modern financial services. (Kronheim et al., 2024) Financial technologies, along with digital leasing, play a key role in facilitating access to financial services and increasing efficiency in this area. These technologies have not only accelerated traditional processes, but also created new and innovative experiences for customers. This doubles the need to pay attention to customers’ opinions and analyze their experiences (Alexander et al., 2024).
Customer experience in digital financial services is a multidimensional and complex concept that is not limited to the technical quality of services, but also includes customer perceptions, emotions, trust, and interactions. Therefore, a deep understanding of customer experience in the field of fintech and digital leasing is essential for the success and sustainability of these services (Kronheim et al., 2024).
Therefore, given the existing gap and the need to identify the indigenous and specialized components of this industry, the present study was designed to identify and present a comprehensive exploratory model. Using a qualitative approach and data-driven strategy, this study seeks to find out: what does the exploratory model of customer experience of financial technology services in the leasing industry look like?
Theoretical foundations
Customer experience
Customer experience of digital services, as one of the main indicators of the success of organizations, has received more and more attention (Tolooee et al., 2024). This experience is influenced by various factors such as user interface quality, response speed, data security and service personalization. Therefore, identifying and analyzing these factors can help improve services. Since 1960, many concepts have been created about customer experience. According to the Oxford English Dictionary, the word experience means actual observation or practical familiarity with truth or events. (Kronheim et al., 2024).
Financial technology and the leasing industry
Due to its vital role in facilitating access to assets, the leasing industry needs to adapt to technological developments and customer needs. However, few studies have examined customer experience of digital leasing services. This highlights the need to design exploratory models to gain a deeper understanding of customer experience. The term fintech refers to companies that, in the existing financial services sector, offer and improve products, processes, or business models based on new technological opportunities with the aim of improving quality for customers who are more familiar with the digital world (Amir Hosseini et al., 2025).
Aalami et al. (2026) investigated the factors affecting customer experience in the implementation of Generation 4.0 retail. The research findings showed that technological advancement and value creation have a significant impact on customer experience. Human and organizational factors also play an effective role in the implementation of Generation 4.0 retail. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships.
Arabi et al. (2025) investigated the identification of drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology. The results showed that 29 drivers were extracted through a literature review and structured interviews with social security experts. In the next step, these drivers were screened through the fuzzy Delphi method. The priority drivers were: drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions and institutions with fintechs, and the development of regtechs.
Research Method
This research was conducted with a qualitative approach and a data-based theory strategy based on an interpretive paradigm. The required data were collected through 18 in-depth and semi-structured interviews with fintech experts and digital leasing customers selected by a purposeful and snowball method, and the collection process continued until theoretical saturation was achieved. Data analysis was conducted in three stages of open, axial, and selective coding, which ultimately led to the design of a paradigmatic model (including causal, contextual, intervening conditions, strategies, and consequences). To ensure validity and reliability, participant verification techniques and supervision by expert colleagues were applied.
Research Findings
The research findings showed that the customer experience in digital leasing is shaped by traditional inefficiencies and the need for speed in services and is based on the central phenomenon of “perceived convenience and financial justice.” The results indicate that implementing strategies such as user-centered design and service personalization leads to strategic outcomes such as sustainable loyalty, positive word-of-mouth advertising, and competitive advantage of the organization. Also, variables such as information security and digital trust level as key factors play a vital role in moderating and strengthening this experience.
Discussion and Conclusion
The results of the study showed that complex bureaucracies, time-consuming paper processes, and lack of transparency in traditional models, as a negative driver, have pushed customers towards modern alternatives. This finding is in line with the view of Homburg et al. (2017) who believe that pain points in the customer journey are the first sparks of behavior change and search for a different experience.
The findings indicate that in the era of the digital economy, "speed in validation" and "ease in registering a request" are the most decisive factors in the formation of the initial experience. This result is consistent with the research of Khanzadeh (2024).
According to the extracted model, FinTech advancements (such as artificial intelligence in validation and smart contracts) have provided the necessary infrastructure to realize the 4.0 generation customer experience. This finding is consistent with the results of Aalami et al. (2026).
Data analysis showed that training is a bridge between technological infrastructure and positive user perception. Since digital financial services may seem complicated to some users, providing educational guides fills the skill gap and strengthens digital trust. This result is consistent with the model of Pangarkar et al. (2022) in the field of social engagement; because effective training conveys a sense of organizational support to the customer and, by reducing ambiguity, lowers perceived risk, which ultimately leads to long-term customer commitment to the brand.
The research findings show that technical infrastructure (including platform stability, server speed, and authentication database connectivity) are the main foundation of customer experience. If the digital infrastructure is weak, even the best marketing strategies will fail. This finding is consistent with research of Aalami et al. (2026).
The results of the study indicate that the level of skill and knowledge of users in using smart devices strongly affects their perception of “ease of use”. Customers with higher digital literacy have a more enjoyable experience with FinTech platforms, while for users with less knowledge, this process can be anxiety-provoking. This result is consistent with the view of Bonik et al. (2023) that individual user characteristics moderate the impact of experience on loyalty.
One of the key findings is that customer experience does not occur in a vacuum, but is strongly influenced by central bank rules, data security, and regulatory frameworks. The existence of transparent rules in the field of landtech and digital leasing provides customer peace of mind. This finding is consistent with the results of Arabi et al. (2025) in the role of regtechs and financial institutions in new investments.
Finally, the research showed that the social acceptance and general culture of using offline financial services is the basis for the success of fintech models. The paradigm shift from visiting the branch in person to trusting all-digital processes is a cultural transformation. This result is consistent with the findings of Alexander et al. (2022).
Research findings show that digital trust acts as a catalyst. In the leasing industry, which deals with high financial sums and long-term contracts, if trust is not built, even the best and fastest platforms cannot build loyalty. This finding is in line with the research of Ghasemi Naji et al. (2025).
Research results indicate that information security is the "red line" of customer experience in fintech. Any ambiguity in how to store sensitive and creditable customer data can negate all previous positive experiences. This result is consistent with the findings of Arabi et al. (2025).
Data analysis showed that technical support at critical moments (such as an error in the payment gateway or uploading documents) is the decisive moment for loyalty. High quality support can turn a negative experience into a positive and trust-building memory. This finding is in line with the view of Aalami et al. (2026) about the role of human and organizational factors in realizing the 4.0 generation of retail.
The findings of the research indicate that the ease of use, or the simplification of the platform environment, moderates the intensity of the effect of services on loyalty. If the platform is complex, the customer will experience cognitive fatigue and leave the purchase process half-finished. This result is consistent with Khanzadeh (2024) that emphasizes the role of experience quality on repeat purchases.

Abstract The purpose of this research is to evaluate the five senses and the perceived value of customer loyalty in the insurance industry using the Fuzzy Hierarchy Analysis (FAHP) method. The research method is applicable in terms of purpose and descriptive-survey based on the method of data collection. The statistical population of the research included 30 professors and specialists in the field of marketing management, and sampling was done in a targeted manner. The information and data needed for the research were collected through a questionnaire, and the paired comparison technique was used to prepare the questionnaire. The fuzzy hierarchical analysis technique was used to analyze the data. The results of fuzzy hierarchical analysis showed that the most important factors affecting customer loyalty are: perceived value, and five senses. It also showed that the most important dimensions of the five senses in the insurance industry are: sight, hearing, touch, smell, and taste, respectively; and the results showed that the most important dimensions of perceived value in the insurance industry are economic value, social value, perceptual value, and emotional value; and the most important dimensions of customer loyalty in the insurance industry are: behavioral loyalty, attitudinal loyalty, and emotional loyalty respectively. Also, the results of the statistical analysis showed that perceived value (economic value, social value, perceptual value, and emotional value) has a positive and significant effect on customer loyalty.
Introduction
In order to create a positive relationship with customers, businesses must effectively manage marketing strategies as a tool to meet customer needs and build customer loyalty. While customer retention is an essential element in strengthening the company's profitability; loyalty is created with the aim of creating a long-term relationship between companies and their customers (Hwang et al, 2019). Previous articles have examined different ways of measuring loyalty and related factors that can strengthen the predictive power of the loyalty process (Baloglu et al, 2017, Tanford et al, 2013). Customer loyalty is the most important output of product and service providers (Lewin et al, 2015). One of the important factors in the formation of customer loyalty to products, services, and in general is the perceived value of a brand imprinted in the minds of customers. (Geuens et al, 2009). In his mind, each customer assigns one or more characteristics of human personality to each brand. Brand personality is a special characteristic that is perceived by the consumer, and is defined as a unique and valid term of the effort to give meaning to the creation of identity in the brand market. A number of insurance companies have increased the volume of their operations. In addition, insurance companies have enthusiastically adopted advanced information technologies in their operations. Since the central service is almost standardized and there is no doubt about the claim that competition in the insurance industry and other forms of it, such as service quality, takes time; therefore, competition is based on their ability to provide higher quality services to customers (Mualla, 2011).
Thus, the main question of the current research is: what are the five senses and the perceived value of customer loyalty in the insurance industry using the Fuzzy Hierarchy Analysis (FAHP) method?
Theoretical Framework
Perceived value
The perceived value of the brand through a complex process and a comprehensive approach is necessary to guide towards the desired repeat purchase behavior, and finally the perceived value is the consumer's overall assessment of the desirability of a product based on the perceptions he has of the receipts and payments. (Salehi Seghiani et al, 2019).
Customer commitment
Customer loyalty to the organization is a category that is affected by many and diverse factors and conditions inside and outside the organization, the effect extent of which varies according to the type of organization from one organization to another. Accurately recognizing these factors and determining the effectiveness of each of them in helping managers to make the right decision is very important (Shiri et al, 2017).
Five senses
Sensory marketing is the process of identifying and satisfying customer needs and interests in a profitable way to engage them in two-way communication that brings the brand's personality to life and creates added value for target customers. In marketing, conducting research on emotions in consumer behavior has created a new chapter called sensory marketing; the way in which it engages the consumer's emotions and affects his judgment perception and behavior (Hasali Ashtiani & Deilmi Moazi, 2015).
Akbari et al, (2024) investigated the purpose of the current research; predicting consumer loyalty through the role of flow experience, perceived value, and corporate social responsibility. The results showed that attention, concentration, and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value, and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.
Khatami Firoz Abadi et al, (2023) investigated the identification and prediction of factors affecting customer loyalty in Iranian insurance companies using confirmatory factor analysis and artificial neural networks. After analyzing the results of the confirmatory factor analysis method; commitment factors, perceived quality, trust, perceived value, empathy, brand image, attractiveness of other options, customer satisfaction had an effect on customer loyalty in Iranian insurance companies, and the switching cost factor had little effect on customer loyalty. Finally, the target model of the research was designed to predict fidelity with 8 input neurons, 110 middle layer neurons, and 1 output; with an error level of 0.00992 and a regression of 0.98694.
Research methodology
The research method is applicable in terms of purpose and descriptive-survey based on the method of data collection. The statistical population of the research included 30 professors and specialists in the field of marketing management, and sampling was done in a targeted manner. The information and data needed for the research were collected through a questionnaire, and the paired comparison technique was used to prepare the questionnaire.
Research findings
The fuzzy hierarchical analysis technique was used to analyze the data. The results of fuzzy hierarchical analysis showed that the most important factors affecting customer loyalty are: perceived value, and five senses. It also showed that the most important dimensions of the five senses in the insurance industry are: sight, hearing, touch, smell, and taste, respectively; and the results showed that the most important dimensions of perceived value in the insurance industry are economic value, social value, perceptual value, and emotional value; and the most important dimensions of customer loyalty in the insurance industry are: behavioral loyalty, attitudinal loyalty, and emotional loyalty respectively. Also, the results of the statistical analysis showed that perceived value (economic value, social value, perceptual value, and emotional value) has a positive and significant effect on customer loyalty.
Conclusion
The current research was conducted with the aim of evaluating the five senses and the perceived value of customer loyalty in the insurance industry using the Fuzzy Hierarchy Analysis (FAHP) method. The results of this research are in agreement with the results of Akbari et al, (2024), Khatami Firoz Abadi et al, (2023), Zyad Alzaydi (2023), Rashed et al, (2023), Bahrami et al, (2022), Behruzi & Sohrabi (2022), Asgari & Fazeli (2022), Lv et al, (2020), and Hwang et al, (2019). Akbari et al, (2024) showed that attention, concentration, and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value, and corporate social responsibility have a significant effect on consumer loyalty. In this regard, it can be said that this company personalizes its customer experience by using the available information, and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them
According to the results of the research, the following suggestions were made:
1- By specifying the goals of the organization, organizational processes, the support of the managers of the organization to the employees, the system of rights and benefits, and the promotion system in the organization are among the things that can affect the perceived value.
2- Adequate knowledge of the buyers and target customers should be done because, in order to be able to create excellent and superior value for them, it should be done continuously to ensure the customer's interests. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The purpose of this research is to identify the primary elements and components effective on electronic customer relationship management. According to its purpose, the research method is applicable; and in terms of nature, it is descriptive; and its implementation method is Delphi technique. The statistical population of the research includes 35 lecturers, professors, and faculty members of the Faculty of Management, as well as senior experts and managers of private banks; and the interviews continued until reaching theoretical saturation. Delphi panel members were selected through purposeful sampling. A semi-structured interview was used to collect information. The Delphi method was used to analyze the data and to reach a consensus on the components obtained from previous research and articles published on scientific sites in the field of electronic customer relationship management. The results showed that variables related to causal factors including human factors, technology factors, support factors; and background factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors were identified and categorized as effective variables on electronic customer relationship management. Also, satisfaction and loyalty were recognized as consequences of using electronic customer relationship management.
Introduction
Fierce competition, globalization, increasing customer demand, and exposure to higher credit risks have forced banks to provide the best possible services in a fast and efficient manner to retain their customer base and turn them into loyal patrons (Mang'unyi et al, 2018) and try harder to improve their profitability (Joju et al, 2017). At the same time, product homogeneity has also added to the burden of the banking industry and has proven to be a challenge for banks to maintain customer loyalty during such a significant change in technological behavior as well as in consumer behavior (Singh & Chauhan, 2022). Also, the changes caused by the rapid transformation in technology and adaptation by customers, followed by the greater penetration of the Internet and the increase in the use of smart phones, have put banks under serious challenges in countless ways (Mathew et al, 2020). As the traditional banking model declines, the traditional approach to electronic customer relationship management may not be compatible with the new banking model. Electronic customer relationship management is a reactive approach that lacks transparency, so it needs improvement. The emergence of electronic customer relationship management is one of these phenomena. Electronic customer relationship management, as a preventive approach, is the only solution to the current situation in which banks can operate (Singh & Chauhan, 2022). Electronic customer relationship management enables customers to interact with their banks remotely through Internet communication platforms and devices. Electronic customer relationship management increases profitability through customer retention, cost reduction, and valuable engagement (Abu-Shanab & Anagreh, 2015). Stating that customer retention is the main driver of a company's profit growth, a 5% increase in retention leads to an increase in profit in the range of 50% to 100% (Bezhovski & Hussain, 2016).
In this regard, the main question of the research is: What are the primary elements and components that affect the management of communication with electronic customers?
Theoretical framework
Electronic customer relationship management
Electronic customer relationship management involves thorough investigation and practice of knowledge among customers to sell products and services (Ling & Yen, 2001; Hong Kit Yim et al, 2004). Given that in today's competitive environment, companies pay more attention to meeting customer needs through digital platforms, many different companies are implementing electronic customer relationship management systems with the aim of meeting growing customer service expectations (Azila & Noor Neeraj, 2011).
Electronic customer relationship management and customer satisfaction
When customers are satisfied with the services provided by their service providers, this relationship becomes stronger, which further leads to positive word-of-mouth advertising (Adnan et al, 2021, Mulyono & Situmorang, 2020). Electronic customer relationship management services help customers interact with their bank, which increases their satisfaction level and thus leads to the creation of a loyal customer base (Mulyono & Situmorang, 2020).
Customer relationship management and loyalty
Organizations that seek to implement customer relationship management to gain customer loyalty in their organization should consider the benefits of having loyal customers to get a more tangible picture of the customer. Loyal customers can lead to increased revenue for the company by spending more money than non-loyal customers. In addition, loyalty leads to less customer turnover to other competitors; it also creates positive word of mouth advertising and a plays supportive role in the decision making of others (Al-Shoura et al, 2017).
Customer satisfaction and loyalty
Customer satisfaction is considered as one of the key factors that lead to customer loyalty (Kaur Mokha, 2022). In fact, when customers are satisfied with the services provided by banks, they are willing to recommend it to others (Mulyono & Situmorang, 2018). Customer satisfaction leads to customer retention, customer loyalty, high revenue, and high profits. Long-term customer loyalty is useful for creating a familiar environment for customers who have few problems and objections about commercial products (Al-Shoura et al, 2017).
Singh & Anuradha (2022) investigated the operation of electronic management of customer relations and customer satisfaction in the insurance sector. The results of their findings showed that among the thirteen identified components; five factors: brand popularity to create attractiveness for customers, innovative product offering, quick and honest response, relationship building, and financial security are the most effective factors affecting customer satisfaction. They have the greatest effect on buying an insurance policy and increasing satisfaction.
Kumar & Kaur Mokha (2022) investigated the interactions between electronic customer communication management and customer experience, satisfaction and loyalty. The results of the findings showed that all relationships were meaningful and positive, and also customer experience and customer satisfaction are mediators in the relationship between E-CRM and customer loyalty. They claimed that the empirical results of their research had both theoretical and managerial implications that provided useful insights for bank managers to improve their long-term relationships with customers.

Research methodology
According to its purpose, the research method is applicable; and in terms of nature, it is descriptive; and its implementation method is Delphi technique. The statistical population of the research includes 35 lecturers, professors, and faculty members of the Faculty of Management, as well as senior experts and managers of private banks; and the interviews continued until reaching theoretical saturation. Delphi panel members were selected through purposeful sampling. A semi-structured interview was used to collect information.
Research findings
The Delphi method was used to analyze the data and to reach a consensus on the components obtained from previous research and articles published on scientific sites in the field of electronic customer relationship management. The results showed that variables related to causal factors including human factors, technology factors, support factors; and background factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors were identified and categorized as effective variables on electronic customer relationship management. Also, satisfaction and loyalty were recognized as consequences of using electronic customer relationship management.
Conclusion
The current research was conducted with the aim of identifying the primary elements and components effective on electronic customer relationship management. The results of this research are in agreement with the researches of Ahmadi et al, (2024), Gholipour domyeh (2023), Singh & Anuradha (2022), Kaur Mokha (2022), Kumar & Kaur Mokha (2022), Kumar et al, (2021), Naim & Faiz Khan (2021), Rao & Reddy (2021), Ebrahimi & Yegangi (2021), and Baskabadi & Tosli (2021). Kumar & Kaur Mokha (2022) in their research considered customer experience and customer satisfaction as prerequisite tools for improving and strengthening long-term relationships with customers and showed that all relationships are meaningful and positive, as well as customer experience and customer satisfaction are mediators in the relationship between E-CRM and customer loyalty. They claimed that the empirical results of their research had both theoretical and managerial implications that provided useful insight for bank managers to improve their long-term relationships with customers.
According to the results obtained from the research, the following suggestions are presented:
Aggregation and software integration of technologically integrated interactive channels for customer relationship management;
Determining the training system for customers and managing the analysis of customer needs based on interaction through social media in electronic customer relationship management; Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The purpose of this research is to investigate the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction. The current research is applicable in terms of purpose, descriptive-survey in terms of nature, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. The sample size was determined using Cochran's formula of 384 people and the samples were selected by simple random sampling. In order to collect data, questionnaires of quality of communication by Chin et al., (2014), brand image by Moutinho (2011), customer loyalty by Amin et al., (2011), and customer satisfaction by Jamal Nasser (2002) were used. Their validity was confirmed by academic experts, and their reliability through Cronbach's alpha coefficient. In order to analyze the data, the structural equation technique was used through Smart PLS statistical software and SPSS software, and also a statistic called VAF was used to determine the intensity of the indirect effect through the mediator variable. The findings of the research showed that the quality of communication had a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers and that the brand image had an impact on customer loyalty. Also, the quality of communication was confirmed on customer satisfaction. Brand image had a greater effect than other components on customer satisfaction of Islamic Bank of Afghanistan, and also customer satisfaction had a positive and significant effect on customer loyalty. The results of the research showed that the quality of communication and brand image with the mediating role of customer satisfaction has a significant effect on the loyalty of Islamic Bank of Afghanistan customers.
Introduction
In recent years, with the major changes occurred in the business environment, only those organizations can continue to exist that have made the main focus of their activities on improving the quality of communication, increasing satisfaction, and sustaining customer satisfaction. It should be mentioned that mere customer satisfaction is not enough; and efforts should be made to create loyalty among them. Creating customer loyalty is not only a goal in marketing, but also considered an important basis for achieving a competitive advantage (Machado et al; 2022). On the other hand, the quality of communication can be mentioned among the factors affecting customer loyalty. Communication quality is known as a set of intangible values ​​that lead to expected long-term relationships between parties. The quality of communication helps companies in establishing basic communication with customers and maintaining them (Dahliani et al; 2021). Another factor affecting customer loyalty is brand image. The brand is considered one of the most valuable assets of any organization and the activities of the organization affect the brand and the perception of consumers and the image they have in their minds of that organization (Deylami Moezzi, 2022). In fact, it is the brand image that is in the mind of the consumer, not the factories where the products are made (Hong, 2012). According to the mentioned cases, customer satisfaction occurs when the perceived performance of the product or customer service meets their expectations. Indeed, it is widely agreed that customer satisfaction can lead to customer loyalty (Leclercq et al; 2022).
One of the tools that today's business owners equip themselves with is to improve the quality of customer relationship management; the more the quality size of communication maintained, the more leads to the customer's loyalty. The quality of communication and customer satisfaction is one of the factors affecting customer loyalty. Brand images carry different meanings with themselves that affect customer loyalty. Islamic Bank of Afghanistan, as one of the largest commercial banks in Afghanistan, has an effective presence in the domestic, regional and global markets of Afghanistan by designing and creating new services with the aim of creating value for customers, especially valuable customers. This research seeks to answer the question that to what extent the quality of communication and brand image with the mediating role of customer satisfaction can affect customer loyalty.
Theoretical Framework
The quality of communication with the customer can reduce the insecurity experienced by the customer, which increases the customer's trust and confidence, and will affect the interactive relationship between customers in the future (Vize et al; 2016). According to Porter (1985), brand image is a mental image, reflecting the way a brand is perceived, which includes all elements of identification, product or company personality, and emotions and associations evoked in the consumer's mind (Onyancha, 2013). Loyalty is defined as a deep determination to return and support a preferred preference. It is providing value to customers through their services and products and showing curiosity to fulfill their demands or even create a relationship with customers (AL-JANABI, 2022). Researchers consider customer satisfaction psychologically as a feeling that is obtained as a result of comparing the received product specifications with the needs and desires of customers and social expectations regarding the product (Azandariani & Arya, 2022).
Lubis et al., (2022) in a research entitled the effect of the quality of corporate communication and services on customer loyalty and satisfaction in Islamic banking. Their data were analyzed using the partial least squares structural equation model analysis technique. The results have shown that the quality of communication has a positive and significant effect on customer loyalty.
Putra et al., (2020) in an article entitled the effect of service quality and brand image on customer loyalty with customer satisfaction as a mediating variable: the case study of Berri Bank, Jakarta Kamayuran branch. The results of the findings of this study have shown that the effect of service quality and brand image plays a role on customer satisfaction; and the effect of service quality and brand image on customer loyalty.
Research method
The current research is applicable in terms of purpose, survey-analytical in terms of implementation method, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. According to the statistical population of the research, the size of the population is assumed to be unlimited; and according to Cochran's formula, 384 people were randomly selected as a statistical sample. To test the hypotheses and analyze the data, structural equation modeling method with partial least squares approach and PLS Smart version 3 software were used. In order to collect data, authentic questionnaires of communication quality (Chin et al., 2014), brand image (Bain Moutinho 2011), customer satisfaction (Jamal Nasser 2002), and customer loyalty (Amin et al., 2011) were used.
Findings
SPSS and PLS software were used to check research hypotheses and data analysis. The results showed that the quality of communication has a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers. This means that the value of the path coefficient between the two variables is 0.243, which indicates that the communication quality variable explains 24.3% of the changes in the loyalty of the customers of Islamic Bank of Afghanistan. The results of the second hypothesis showed that the path coefficient between the two variables is 0.233, and it confirms that customer loyalty explains 23.3 percent of the changes in the brand image of Islamic Bank of Afghanistan. According to the results of the third hypothesis, the path coefficient between the two variables is 0.316, and this is confirmed by the fact that customer satisfaction explains 31.6% of the changes in the communication quality variable of Islamic Bank of Afghanistan. The results of the structural model test regarding the fourth hypothesis indicate that the brand image has a positive effect on the customer satisfaction of Islamic Bank of Afghanistan. The path coefficient between the two variables is 0.497, which indicates that customer satisfaction explains 49.7% of the changes in the body image variable of Islamic Bank of Afghanistan and has been assigned the first rank; the obtained result shows that the brand image plays an important role plays a role in the formation of customer satisfaction. Regarding the fifth hypothesis, the results showed that the path coefficient between the two variables is 0.451, and this is confirmed by the fact that customer satisfaction explains 45.1% of the changes in the communication quality variable of Islamic Bank of Afghanistan. In relation to the intensity of the effect of the mediating variable of "customer satisfaction", the mediating role in the effect of communication quality on loyalty was ranked last in terms of mediating; that is, customer satisfaction plays a mediating role in the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan. Determining the intensity of the indirect effect through the intermediary variable of the statistic is equal to 0.368; which means that 36.8 percent of the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan is explained through the indirect effect of the mediating variable of customer satisfaction. And also in relation to the effect of the intensity of the mediating variable "customer satisfaction" on the effect of brand image on customer loyalty of Islamic Bank of Afghanistan, it has been ranked first; therefore, the mediating role of customer satisfaction variable in the effect of brand image on customer loyalty of Islamic Bank of Afghanistan is confirmed. The intensity of the indirect effect through the mediator variable was equal to 0.799; therefore, 79.9 percent of the effect of trust in the brand on the loyalty of Islamic Bank of Afghanistan customers is explained through the indirect effect by the mediating variable of customer satisfaction.
Conclusion
This research was conducted with the aim of investigating the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction in Islamic Bank of Afghanistan. According to the obtained results, the present research is consistent with the results of Putra et al., (2020), Lotfi et al., (2022), Khan et al., (2022), Lubis et al., (2022), Najmudin et al., (2022), Al-Bashayreh et al., (2022), Syahfudi & Ruswanti (2015), and Putra et al., (2020). The results showed that quality communication increases customer loyalty and connects them to the bank and its services, and the quality of communication leads to consequences such as: increasing the share of purchases, maintaining the relationship, developing future interactions, word-of-mouth advertising, and loyalty. On the other hand, if the brand image is reliable, customer loyalty will increase as well, and also the brand image plays an important role in the formation of customer satisfaction. As much as the banks provide services according to the demands of their customers, the customers' satisfaction increases as well, and customer' satisfaction affects the brand image, and brands are associated in the minds of customers, and finally, the brand image increases customer loyalty.
According to the research results, the following suggestions are provided:
To improve the quality of communication with customers, it is suggested that banks establish mutual communication with their customers, which occurs when the receiver and the sender of the message continuously exchange roles.
It is suggested that banks improve their banking services and identify the path of customer satisfaction in order to develop their service strategy in this direction, and also deal with customer problems and have a good and friendly relationship with their customers.
It is suggested that banks introduce their brand accurately and honestly in social networks and media, and share informative and effective content to create this mindset in customers. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract Abstract
The purpose of this research is to provide a model of purchase intention and experience of customer on customer behavior in virtual networks. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, and a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in designed virtual networks. Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring, and excellent situation) on the satisfaction, loyalty and trust of customers was proved. The results showed that the aspects of purchase intention and customer experience through effecting on customer behavior leads to better understanding of mindfulness and experimental factors among banking systems, and can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model has a good fit.
Extended Abstract                                          
Introduction
With the powerful development of the Internet, web and mobile applications; customers get a wide range of options to choose their desired products and services (Duarte et al, 2018). Meanwhile, one of the emerging aspects, especially in our country, in this field is the emergence of online stores (Rasuli et al, 2018). Maintaining a high level of online shopping convenience has become a strategic driving force for online retailers to promote and maintain customer loyalty (Duarte et al, 2018). Despite the many advantages of online stores that have been mentioned, the problem here is that when a customer visits and intends to buy from an online store, he is not faced with a real seller and a real store, but with an online website and virtual store that presents information about his product and invites the customer to buy these products (Rasuli et al, 2018). An online marketplace focuses on capturing the needs of specific consumers and offers various possibilities for online retailers to advertise their products or services. To maintain a presence in the market, customer needs must be precisely understood. This understanding helps the market to improve service quality, trust and customer engagement to increase customer satisfaction and encourage the desire to buy more. (Putri et al, 2023). Practitioners need to better understand the factors that improve the relationship between consumers and online retailers, and increase revenue and profits. Increasing competition in the market has forced businesses to develop a stronger relationship with their customers, which positively affects their repurchase decisions (Antwi, 2021). Therefore, the researcher is trying to answer the question: how does the presentation of the model of purchase intention and customer experience affect the behavior of customers in virtual networks?
Theoretical Framework
Intention to buy
Repurchase intention refers to the repeat purchase of a particular brand by a customer after using the same brand, or the customer's belief in continuing to buy from a particular company in the future (Bulut, 2015).
 
Customer experience
 Chen & Yang (2021) in their research define customer experience as the dominance of online customers on customer interactions and the environment of service employees, policies and sales processes, in which the higher the customer experience, the greater the increase in business performance in e-commerce. (Anifa, 2022).
Customer Satisfaction
 Mirzaee Azandariani & Arya (2022) define satisfaction as follows: Customers' reaction to evaluate the perceived difference between prior expectations or to some extent ideal performance and the actual performance of the product, which is perceived after consumption. Customer satisfaction is defined as the result of an effective evaluation of a benchmark compared to perceived performance in practice. In other words, if the perceived performance meets expectations, satisfaction has been achieved (Shahab Far, 2017).
Customer loyalty
Loyalty is a strong deep commitment created for stable and continuous repurchase of a preferred product or service in the future, while there are situational influences and competitors' marketing efforts to change the customer's use towards another product or service (Wolter et al. et al., 2017).
Customer trust
Trust refers to all the skills that customers have and all the decisions made by customers to achieve a goal (Aziziyah, 2020).
Kim & Park (2023) conducted a research on the influence of virtual influencers' attractiveness on purchase intention: a product moderated mediation model. The findings showed that the attractiveness of virtual influencers is not directly related to purchase intention. However, imitative desire and brand attachment mediated this relationship. In addition, the conditional direct effect of virtual influencers' attractiveness on purchase intention was partially supported while the indirect effects were moderated by imitative desire and brand attachment by product-endorser fit.
Tang (2023) conducted a research on empowering digital marketing with interactive virtual reality in interior design: effects on customer satisfaction and behavioral intention. The results showed that the above factors positively affect customer satisfaction with a digital platform empowered by the internal design of the IVR. It was found that the quality of information has the greatest impact among these three factors. Although many researchers have conducted in-depth research on digital marketing, existing research lacks a consumer perspective to examine the factors that most influence consumers. In addition, relatively little work has been done to determine customer perceptions of a digital marketing approach using virtual interior design and its interactive features. Therefore, a theoretical model for interactive virtual interior design features for digital marketing is proposed.
Research methodology
The current research is applicable in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in virtual networks.
Research findings
Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring and excellent location) on the satisfaction, loyalty and trust of customers was approved. The results showed that the dimensions of purchase intention and customer experience with the effect on customer behavior on better understanding of mindfulness and experimental factors among banking systems can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model of It has a good fit.
Conclusion
The current research has been conducted with the aim of providing a model of purchase intention and customer experience on customer behavior in virtual networks. The results of this research are aligned with the results of Kim & Park (2023), Tang (2023), Rusta et al, (2023), Kautish et al, (2023), Asgari & Naghdi (2021), Kosa & Uysal (2021), Boak (2021), Golalizadeh et al, (2023), Poursalimi & Bayat (2022), Pakrovan et al, (2022), Torkrar et al, (2022), Kazemi et al, (2021). Tang (2023) showed that the above factors positively affect customer satisfaction with a digital platform empowered by the internal design of the IVR. It was found that the quality of information has the greatest impact among these three factors. Although many researchers have conducted in-depth research on digital marketing, existing researches lack a consumer perspective to examine the factors that most influence consumers. In addition, relatively little work has been done to determine customer perceptions of a digital marketing approach using virtual interior design and its interactive features. Therefore, a theoretical model for interactive virtual interior design features for digital marketing is proposed.
According to the results of the research, the following suggestions are presented:
1- Increasing electronic services on the store's website and application in order to create more satisfaction and motivation in customers and repeat purchases.
2- Creating this mentality in customers that they will have more benefit to buy from this store; this will cause the frequency of purchases in customers and increase customer satisfaction.
3- Increasing the benefit perceived by the customer in order to their better understanding about the store's products and also creating satisfaction and loyalty in them.

Abstract Abstract The purpose of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 specialists and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Extended Abstract Introduction Customer is the most important asset and tool related to the profitability of an organization (Saprianto et al, 2021). Attention to the customer is so important that the success of an organization and structure is evaluated in customer satisfaction (Javad et al, 2021; Son et al, 2021). Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). The issue of business and customers is a multifaceted structure related to many variables that involves different organizations in different dimensions (Pollak et al, 2022; Raza et al, 2022). In this context, different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability (Federo & Carranza, 2016). Therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition. The basic goal in this field is to apply a tool to change and identify the interests and tastes of the customer in order to gain power and make fundamental changes in this field (Solomon, 2013). A comprehensive review of the studies conducted in the field of building a banking customer club indicates that the identification of the dimensions of the comprehensive model is very effective in identifying the factors of building an efficient customer club for the quantitative and qualitative development of customer growth in the banking system; on the other hand, the novelty of the topic of building an efficient customer club, the generalization of the research done in this field, and the lack of a suitable model for building an efficient customer club prompted the researcher through acquiring sufficient knowledge in the above field and applying the knowledge and experiences of academic consultants and bank managers; to explore the dimensions of building an efficient customer club in order to identify the dimensions and indicators of a comprehensive model for building an efficient customer club, and to answer this key question for us, which is: how is the model of building an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system? Literature The importance of the customer Customer and understanding its behavior are the most important assets of the organization in business success and related patterns, and companies in relation to people look for their most important program on this index and its achievement (Bryan et al, 2017); In other words, the sale of the product and the use of services and success in the competitive and economic market depend on attracting customers and maintaining the customer's trust in the desired product. Different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability; therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition (Federo & Carranza, 2016).   Customer satisfaction Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). Customer club A customer club is a suitable infrastructure for increasing the interaction between the company and the customers. In this way, a close relationship is created by creating contact and feedback around the customers, and this relationship will exist throughout the whole period of customer communication. The types of customer clubs include two main models: 1- The easy to join open club, as the name suggests, it is open to everyone, because it has no cost and conditions. Here is the company that needs members. Most of the members use the facilities of the club. Companies can calculate the value of having an open club by considering the costs of brochures and information in order to be in contact with members (even if the customer is not a profitable customer). 2- Limited club: in this type of clubs, unlike open ones, members or customers have to pay a membership fee to become a member, and often fill out a long and complete form. In this way, few members will be really interested in membership (Vazife dost et al, 2010). Ahmadi et al, (2023) investigated the presentation of the customer loyalty measurement model based on the five senses, emphasizing the mediating role of perceived value in the insurance industry (a case study of life and investment insurance). The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Sohaib (2022) investigated repurchase intentions in the banking industry. The results show that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship qualities and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. Research methodology According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 professionals and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. Research findings In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Conclusion The current research was conducted with the aim of modeling the construction of efficient customer clubs for the quantitative and qualitative development of customer growth in the banking system. The results of this research are aligned with the results of Bhatt et al., (2018), El Islahat (2021), Bhat et al., (2018), Federo & Carranza (2018), Carraro et al., (2020), Rizvani et al, (2017), Ahmadi et al., (2023), Sohaib (2022), Ho & Wong (2022), Thuy & Quang (2022), Mansouri et al, (2022), Mirzaee Azandariani & Arya (2022), Supriyanto et al., (2021), Rezvani et al., (2017), Yavasarang (2014). Sohaib (2022) showed that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship quality and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. It is suggested to develop a unique model to create an efficient customer club, including various benefits; and by clarifying the rules of benefiting from facilities and membership, along with accurate information and proper advertising, the field for the expansion of the club should be provided.

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

Abstract Abstract The purpose of this research is to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance. Extended Abstract Introduction Having loyal customers in intense competition is a key factor for the success of organizations, therefore, the plans and strategies of organizations move towards the factors influencing customer loyalty, and obtaining customer satisfaction is an effective step to achieve this important goal (Fallah & Hamidi, 2021). Customer satisfaction is achieved when customers have a memorable and enjoyable experience of receiving services and products (Agarwal, Ira. Gowda, 2020).  With the intensification of competition, companies have realized that providing a memorable experience to customers is very important to survive and gain a competitive advantage (Roozen & Katidis, 2019). Obviously, companies should focus on creating positive experiences to win the minds of customers (Micu, 2019); therefore, creating memorable experiences is important to retain old customers and attract new ones (Chen & Wu, 2022). However, the important factor in the formation of a valuable customer experience, followed by customer satisfaction; which enables the realization of customer loyalty, is the quality of service. Service quality is the ability of a product to meet the desired goal with the minimum possible cost (Bui et al., 2022). In the hotel industry, service quality is inevitable in order for the hotel to be distinguished from their competitors and to satisfy customers (Feng et al., 2018). In the meantime, the increase in the age of people and the expansion of the circle of elderly people in the society have led managers and hotel owners to plan and pay attention to providing quality services according to the wishes of the elderly (Prentice et al., 2022). Because increasing the satisfaction and loyalty of people of different ages requires knowing more about the different demands and needs of customers during their experience in the hotel. The organization can create value from providing its services and products when the service and product are provided according to the opinion and taste of the customers, which shows the intelligence of the managers in paying comprehensive attention to the customers (Mansouri et al., 2022). Therefore, improving service quality has become an important tool in the hotel industry in order to achieve a competitive advantage and retain customers. Satisfied hotel customers are more likely to return than dissatisfied ones (Liu, 2023). Currently, most organizations have realized that customer satisfaction can lead to their long-term success; the tourism industry, especially hotels, is no exception to this rule (Kim & Han, 2023). The best hotels consider customer satisfaction as the most important competitive weapon to achieve profit (Dah et al., 2023). According to the above explanations, the main question in the current research is whether the quality of service to the elderly through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad leads to the loyalty of the elderly or not. Theoretical Literature Rachman et al., (2023) in a research entitled "Evaluation of the effect of service quality and product quality on customer satisfaction with the store" reached these results that service quality has a positive and significant effect on customer satisfaction. Prentice et al., (2022) conducted a research entitled "Investigating the role of memorable experience and emotional intelligence in the loyalty of senior customers to hotels for the elderly". The findings showed that service quality has a significantly greater impact on customer satisfaction, memorable experience, and customer loyalty. In addition, memorable customer experiences mediate the relationship between service quality and organizational outcomes. kiani et al., (2022) conducted a study entitled "Investigation of aesthetic factors and service quality on the perceived value, loyalty and satisfaction of customers of swimming pools in Kermanshah province". The results showed that there is a positive and significant effect between service quality and customer loyalty and performance. Research Methodology This research is applicable in terms of purpose and descriptive-survey in terms of nature. In terms of data collection, it is a field research using a questionnaire tool and based on structural equation modeling. The statistical population of the research is all seniors over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, in uncertain volume. Based on the tenfold formula of questionnaire questions, 270 samples were selected in a non-random method. The data collection tool was a questionnaire, which was distributed after determining its validity and reliability. The questionnaire included 27 questions related to the main research variables, which were tested for reliability and validity after preliminary distribution. To check the reliability of the questionnaire, Cronbach's alpha method and composite reliability were used and confirmed. To check its validity, face validity and factor validity (through confirmatory factor analysis) were used. The third version of SmartPLS software was used for data analysis. Research Findings In order to check and test the hypotheses or the conceptual model of the research, smart pls 3 software was used, and the results showed that the effect of the quality of service to the elderly on the memorable experience was calculated to be equal to (0.42), which indicates a favorable effect. The t-statistic of the test was also obtained (8.60), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The effect of the quality of service to the elderly on customer satisfaction has been calculated to be equal to (0.27), which indicates a favorable effect. The t-statistic of the test was also obtained (3.38), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of memorable experience on customer loyalty has been calculated equal to (0.28), which indicates a favorable impact. The t-statistic of the test was also obtained (3.64), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of customer satisfaction on customer loyalty has been calculated as (0.26), which indicates a favorable effect. The t-statistic of the test was also obtained (2.86), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The impact of memorable experience on customer satisfaction has been calculated equal to (0.48), which indicates a favorable impact. The t-statistic of the test was also obtained (6.45), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of service quality through memorable experience on customer loyalty has been calculated equal to (0.12), which indicates a favorable impact. The effect of service quality through customer satisfaction on customer loyalty has been calculated equal to (0.07), which indicates a favorable effect. The mediator's role is confirmed in recent hypotheses.   Conclusion The present study was conducted with the aim of analyzing the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. Test results are aligned with research findings of Saberian & Mirmiran (2021), Prentice et al., (2022), Bahari & Bahari (2021), Saberian & Mirmiran (2021), Agarwal & Gowda (2020), Boonlertvanich (2019), and Nyamekye et al., (2021). The results and examination of the hypotheses of the research model determined that service quality has a direct and indirect effect on the loyalty and return of elderly customers to 5-star hotels in Mashhad, and it is an important factor in increasing customer loyalty and creating a platform of attractive experiences for returning customers. Production and service organizations consider the level of customer satisfaction, especially the elderly, as a criterion to measure the quality of their work, and this trend is still increasing. The importance of elderly customers in their satisfaction is something that goes back to the global competition. In order to create satisfaction among the elderly, in addition to removing the causes of dissatisfaction and existing complaints, organizations should provide high-quality and attractive products and services in order to provide the elderly with happiness and a memorable experience, and provide the basis for increasing customer satisfaction and loyalty. By inferring the results, it is suggested that hotels provide the necessary preparations to strengthen the sense of security and peace in their seniors through quality and unique services. Also, in accordance with the wishes of the elderly customers, they strive for entertaining programs and services and continuously establish peace and security in the hotel.

Abstract Abstract The purpose of this research is to provide a customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). The research method is applicable in terms of purpose, and descriptive-survey in terms of the conducting method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers; and due to the limited statistical population, 384 people were selected using Cochran's formula; and the random sampling method is simple. The collection tool is a researcher-made questionnaire, taken from the qualitative part of the research. SPSS and PLS software were used for analysis. Also, confirmatory factor analysis was used to show the reliability of the questionnaire. The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Extended Abstract Introduction In order to create a positive relationship with customers, businesses must effectively manage marketing strategies as a tool to meet customer needs and build customer loyalty. While customer retention is an essential element in strengthening the company's profitability; loyalty is created with the aim of creating a long-term relationship between companies and their customers (Hwang et al, 2019). The main reason for the importance and loyalty of customers for service companies is that with the increase of loyal customers, the number of visits and purchases increases, which leads to a larger market share for that company. In fact, in order to survive in tough competition and keep existing customers, predicting the potential of loyal customers has become one of the main tasks of strategic managers (Khan et al, 2019). Another factor in customer loyalty research literature is the perceived value of customers, which is assigned to the perception that a person has about a product or service. It is possible that this belief is based on the thought of the experience of the individual's point of view, which is measured according to the ratio of the cost paid for that product or service and the value received (Ashraf et al, 2018). These beliefs, based on past studies of factors, have been effective on customer loyalty An era in which companies, regardless of whether they sell traditional consumer goods or provide services, consider effecting and influencing customers in new, stimulating, innovative and creative ways. Marketing enters this era in a situation where tested ideas and concepts are being revised. Traditional marketing is slowly disappearing and giving way to new methods such as sensory marketing. Sensory marketing emphasizes the use of five human senses (sight, hearing, smell, taste and touch) in the field of marketing. The ultimate goal of sensory marketing is to create a sensory experience with the help of the five human senses (Hamacher & Buchkremer, 2022). According to the mentioned points, the researcher is trying to answer the main question of how to present the customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry. Literature The perceived value of the brand is necessary, through a complex process and a comprehensive approach, to lead towards the desired repeated purchase behavior, and finally the perceived value is the consumer's overall assessment of the desirability of a product based on the perceptions he has of the receipts and payments (Salehi Seghiani et al, 2019). Loyalty is the total amount of feelings and attitude that makes the customer buy again certain goods and services from the company (Shahid et al, 2022). In general, customer loyalty is always defined as a sales frequency with a relative volume of purchases from the same branch (Jenneboer et al, 2022). The goal of most organizations is to achieve customer satisfaction. Customer satisfaction with the services provided leads to recommending the product or service to other customers (Chisam et ai, 2022). In the customer's interaction with the company, environmental information is received by the five senses. Compatibility or lack of compatibility of the characteristics of the environment with the sensory tastes of the customer can cause satisfaction or dissatisfaction of the customer. Bahrami et al, (2022) investigated the impact of citizenship behavior and cooperative behavior of customers on their perceived value and satisfaction. 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 citizenship behavior-customer satisfaction and cooperative behavior-customer satisfaction was confirmed. Asgari & Fazeli (2022) investigated the impact of mixed sensory marketing on customer loyalty in Iran's clothing industry. The results of the research showed that all sensory marketing components, except the interaction component, have a positive and significant effect on customer loyalty. Research methodology This research is applicable in terms of purpose, and descriptive-survey in terms of implementation method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers, which in the current research is a study on life insurance and investment. According to the obtained statistics, the number of the population was about 384 people, due to the limited statistical population, Cochran's formula was used and the random sampling method is simple. The tool for data-collecting is the questionnaire made by the researcher, which is related to the investigation of the relationship between the dimensions of the five senses and the perceived value on customer loyalty in the insurance industry, and is taken from the qualitative section; which includes 4 dimensions for perceived value (economic value, social value, perceptual value and emotional value), 5 dimensions for five senses (sense of sight, sense of hearing, sense of touch, sense of smell, and sense of taste), and 3 dimensions for customer loyalty (behavioral loyalty, attitudinal loyalty, and emotional loyalty).  Research findings Data analysis was done using SPSS and PLS software. The present research has seventeen hypotheses, all of which were confirmed, and the results showed that the five senses with the mediating role of perceived value have a direct and significant effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Conclusion The current research was conducted with the aim of presenting the customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). This finding is consistent with research findings of Bahrami et al, (2022), Behruzi & Sohrabi (2022), Asgari & Fazeli (2022), Lv et al, (2020), Hwang et al, (2019), and El-Adly (2018). Lumi et al, (2022) showed that the perceived image and value of customers has a positive and significant effect on the satisfaction and eventually on the attitudinal loyalty of customers, and this causes them to increase the intention to buy again. Ezati & Mazhari (2021) showed that brand equity, brand identity and brand loyalty have a positive and significant effect on repurchase intention. According to the research results, it is suggested: - Customer loyalty can play an important role in the success of organizations; finding out the effective factors on customer loyalty will help managers and employees of organizations to get closer to customers and respond to their needs faster and better. - By specifying the goals of the organization; organizational processes, the support of the managers of the organization to the employees, the system of payments and benefits, and the promotion system in the organization are among the things that can affect the perceived value. Adequate knowledge of buyers and target customers should be done because in order to be able to create excellent and superior value for them, it should be done continuously to ensure the customer's interests.

Abstract Abstract The present study has presented an intelligent integrated model for simultaneously optimizing knowledge sharing and customer loyalty in social networks with a digital marketing approach. In this research, first, the components of knowledge sharing, customer loyalty, and digital marketing are identified from the research literature, and then the research data has been collected using standard questionnaires with 5 Likert spectra for all three variables and a questionnaire of AHP method from an Iranian IT-based company. Research processes include the AHP method (to calculate the weights of the loyalty criteria to use in the mathematical model), and a new two-objective mathematical model (to simultaneously optimization of knowledge sharing and customer loyalty). The results of the hybrid approach using data collected from a company active in the field of digital marketing in Tehran showed that the relationship between customer loyalty and knowledge sharing has a significant positive effect of 47.6%. The results of regression analysis also showed that there is a positive and significant relationship between knowledge sharing and customer loyalty under the digital marketing approach of 53.1%. AHP analysis showed that protest behavior and purchase intention are the most important components of customer loyalty. Coding and running the proposed two-objective mathematical model in GAMS Software provided a level of optimization in which the full knowledge shared with the maximum customer loyalty was achieved. Extended Abstract Introduction In today's complex and ambiguous environments, globalization, new changes in financing structures and changes in supply and demand conditions in the context of online business have caused organizations to pay special attention to knowledge management to maintain, grow and provide better services in their environment (Basherpour and et al, 2018). For this purpose, one of the most important tools for the continuous creation of knowledge is sharing it among all units and members of the organization with an emphasis on technology and social interaction, which plays an important role in the survival of the organization in the competitive environment (Ronan and et al, 2020). Especially in organizations that have online marketing, the production and dissemination of knowledge are of particular importance (Sadeghi & Soltani, 2018). On the other hand; Customers are a special aspect of the success of any organization. Therefore, organizations need to share knowledge with their customers (Dehdashti & Bashirpour, 2018). In this regard, one strategy is to conduct more empirical studies, define more precise variables and explore their interactive relationships in specialized subjects such as social networks (Arab ghomi & nili AhmadAbadi, 2015). Because today social networks play a vital role in sharing knowledge and the platform of these networks is a reality of today's human world, and it is possible to obtain a detailed map of action strategies in this field by means of scientific approaches (Ivala & Gachago, 2012). Now although social networks offer a new potential for people to share their knowledge with others, a model has not yet been presented that minimizes the cost of sharing knowledge and maximizes shared knowledge (in normal mode and under maximum customer loyalty) provide an optimization in costs and the amount of shared knowledge. Therefore, this research attempts to answer this question: "How to simultaneously optimize knowledge sharing and customer loyalty in social networks with a digital marketing approach?" Theoretical framework Topics related to knowledge sharing, digital marketing, social networks, and customer loyalty are topics that have been studied a lot. Table (1) shows a general summary of some of this research. writers Year The method used in the research Analysis results Muzahid Akbar and Noorjahan 2009 Structural equation modeling (SEM) Customer trust and satisfaction have a meaningful and positive relationship with customer loyalty. Also, customer satisfaction is an important mediator between perceived service quality and customer loyalty. Irem and Cicek 2012 The questionnaire, multiple regression analysis Customer loyalty has a positive effect on the brand. Michel et al 2014 Structural equation modeling Business communities based on social networks have positive effects on customers/products, customers/brands, customers/companies, and customer/other customer relationships. Dafna et al 2020 face-to-face interview, statistical analysis (SPSS) Knowledge creation and knowledge targeting behaviors are related to different functional goals (or needs) of users. Boban et al 2020 Purposeful sampling, statistical analysis The more a company relies on the use of digital marketing in its business, the more significant its impact on brand promotion and positioning. Yong Jin and Sang Jung 2020 Machine learning models, business intelligence Deep learning provides the best accuracy in predicting the level of engagement. Tong Cheb and Yanga 2020 Partial least squares path modeling Buyers with strong social relationships with sellers have higher purchase frequency than those with weak social relationships. Haesebrouck et al 2021 Cronbach's alpha, structural equations, Amos software People do not fail to transfer personal knowledge when there is a reward, but they refrain from transferring maximum knowledge when there is no reward. Bozkurt And Gligor 2021 Confirmatory factor analysis, SAMRTPLS software Customers who praise the service provider publicly (vs. privately) on social media before the service failure, to be satisfied with the service provider and return to the service provider, need a higher level of service recovery. Dolega et al 2021 New combined algorithm Social networks lead to increased web traffic, but not significant increases in product orders and sales revenue. Arrigo et al 2021 Mathematical modeling, statistical analysis Through the statistical analysis, significant relationships were discovered between marketing communication media and user profiles.   Methodology In this research, an intelligent decision-making model is presented to simultaneously optimize knowledge sharing and customer loyalty in the context of social networks under the digital marketing approach. Hence; first, the indicators of knowledge sharing and customer loyalty are identified using research literature. Then, the research data is collected using standard questionnaires with a 5-point Likert scale for all three variables and a special questionnaire for the AHP method from an IT- oriented company. The research processes will include descriptive statistics analysis, regression test (estimating the relationship between variables as one-to-many) in SPSS software; and AHP analysis (determining the weight of loyalty sub-criteria) in Expert Choice software. Also, a double-objective mathematical model (maximization of shared knowledge in normal mode and with the presence of customer loyalty plus minimization of knowledge sharing costs) has been presented and coded; and solved in Games software to simultaneously optimize knowledge sharing and customer loyalty in social networks. Discussion and Results In this research, by using previous research, the components of knowledge sharing, customer loyalty, and digital marketing were first identified from the research literature. After identifying the sub-criteria of each criterion; by using standard questionnaires with a 5-point Likert scale, data related to three problem variables; and by using a questionnaire specific to the AHP method, the data required for this method were collected from an Iranian IT-oriented company. Research processes included: descriptive statistics analysis, regression test (estimation of the relationship between variables) in SPSS software, and AHP analysis (determining the weight of loyalty sub-criteria) in Expert Choice software. In addition; A double-objective mathematical model for the optimization of knowledge sharing and customer loyalty in social networks was presented for the first time and the model was coded and solved in Games software. The research findings are described in three categories: 1) The results of the regression test showed that there is a positive and meaningful relationship of 47.6% between customer loyalty and knowledge sharing, and a 47.25% relationship between digital marketing and knowledge sharing. Also, the results of the regression analysis showed that there is a positive and significant relationship between knowledge sharing and customer loyalty under the digital marketing approach at the rate of 53.1%. 2) AHP findings showed that the most important loyalty criteria include: Verbal marketing, purchase intentions, price sensitivity, and protest behavior with weights of: 0.055, 0.238, 0.149, and 0.557, respectively. 3) The findings of coding and implementation of the proposed multi-objective mathematical model showed that if it is focused on the customer loyalty index along with knowledge sharing, a greater degree of simultaneous optimization is obtained between these two variables. It is possible to achieve better performance by maximizing the amount of knowledge sharing and customer loyalty under digital recovery approaches. Conclusion The current research was conducted to simultaneously optimize knowledge sharing and customer loyalty in social networks under the digital marketing approach. To achieve this goal, after studying the subject literature and extracting the required criteria and foundations, the research processes were carried out in three stages. The research findings confirmed that knowledge sharing has a positive and significant relationship with customer loyalty and digital marketing. More importantly, the sharing of knowledge and customer loyalty under the digital marketing approach has more than 50% direct, positive, and meaningful impact. Therefore, the optimization of knowledge sharing and customer loyalty at the same time can have a significant effect on improving performance and increasing the efficiency of a group with digital marketing. The management of this effect and how to optimize it together was presented by a multi-objective mathematical model and investigated in a case study in this research.