Journal of value creating in Business Management

Abstract Abstract The aim of this study is to present a conceptual model for managing post‑purchase anomalies in the pharmaceutical industry (Case Study: Darou Mofid Iran Company). This research is applicabel in terms of outcome, qualitative in terms of data type, and developmental–exploratory in terms of purpose. The study population consists of experts in the pharmaceutical industry, among whom 15 individuals were selected as the sample through purposive sampling until theoretical saturation was reached. To ensure the validity of the research instrument, the opinions of professors familiar with the subject were used. Inter‑coder reliability was applied to measure the reliability of the interviews, and MAXQDA software was used for data analysis. The extracted model follows Strauss and Corbin’s paradigm model, addressing all its dimensions, including causal conditions, core phenomenon, contextual conditions, intervening conditions, strategies, and consequences. In the strategies dimension, the components include improving monitoring and control systems, increasing transparency and trust‑building, identifying and classifying customers, providing services tailored to the target community, strengthening interaction and continuous communication, and digitalizing processes and communications. In the consequences dimension, the identified components include increased trust, improved satisfaction, strengthened mental image, reduced complaints, increased loyalty, reduced hidden anomaly‑related costs, decreased overdue claims, improved supply chain, enhanced competitive advantage, and reduced product bundling. Introduction Today, the consumer is considered the key determinant of a company’s success or failure. Therefore, understanding and studying consumer behavior is of great importance (Seifi Shojaei et al., 2024). In the pharmaceutical industry, consumer behavior and the way individuals interact with pharmaceutical products after purchase represent a fundamental aspect of the performance of pharmaceutical and healthcare companies (Khaja Mansouri et al., 2024). Consumer purchasing behavior refers to the decision‑making process and the choices individuals make during the buying process (Shoa Kazemi et al., 2025). Given the current competitive environment in which companies seek to attract consumers and maintain their loyalty, paying attention to post‑purchase issues and managing the anomalies that may arise at this stage is essential (Azar et al., 2020). Post‑purchase anomalies refer to problems that consumers encounter after purchasing a product, which may negatively affect customer satisfaction, trust in the brand, and ultimately the credibility of pharmaceutical companies. Proper management of these issues requires careful and strategic attention (Khang et al., 2024). In addition, in this industry, managing relationships between distribution companies and pharmacies (business‑to‑business) as part of the pharmaceutical supply chain is critically important. Anomalies that occur in the post‑purchase stage between distribution companies and pharmacies can disrupt pharmacy operations, reduce final consumer satisfaction, and even lead to irreparable harm to public health. The role of distribution companies as a vital intermediary between manufacturers and pharmacies is highly significant, and failure to properly fulfill this role leads to challenges related to post‑purchase anomalies. Neglecting timely resolution of such issues can result in disruptions in patient access to essential medicines, bringing about severe socio‑economic consequences (Kuo et al., 2020). Studies conducted in Iran have predominantly focused on end‑consumer behavior, and deeper understanding of the complex interactions between distribution companies and pharmacies has been overlooked. To date, no comprehensive or localized framework has been proposed for explaining and analyzing the management of post‑purchase anomalies in the relationships between distribution companies and pharmacies in the pharmaceutical industry. This gap presents a serious challenge and underscores the need for further research. Moreover, previous research approaches have mainly examined the effects of variables such as customer relationship management, brand image, and digital marketing on purchasing behavior, while less attention has been paid to designing efficient managerial models for controlling post‑purchase anomalies. There is a strong need for studies that, through an exploratory and qualitative approach, systematically and deeply clarify the process of anomaly formation, managerial strategies, and their consequences. Therefore, the main question of the present study is: What is the model for managing post‑purchase anomalies in the pharmaceutical industry? Theoretical Framework Consumer Behavior Definitions of consumer behavior in the scientific literature are diverse; however, the American Marketing Association defines consumer behavior as “the study of the processes individuals and groups apply to select, purchase, use, and dispose of goods, services, ideas, or experiences.” This definition emphasizes that when making decisions, the consumer is not merely a passive buyer but an active agent influenced by psychological factors (attitudes, perceptions, motivations), social factors (culture, reference groups), and economic factors (income, price) (De Mooij, 2019). Post‑Purchase Anomalies “Post‑purchase anomaly” is a psychological state that arises after an important or high‑cost purchase decision is made regarding a product or service. This phenomenon is especially significant in marketing and consumer behavior because of its considerable impact on customer satisfaction, brand loyalty, and repeat purchase behavior (Kuo et al., 2020). Okok et al. (2024) examined the effect of marketing capability on the performance of pharmaceutical companies in Kenya. Their findings indicate that marketing capability has a positive and significant effect on the performance of pharmaceutical firms. The study emphasizes the necessity of using modern marketing techniques and paying close attention to customer feedback to enhance the performance of pharmaceutical companies. Sarafarazi et al. (2023) investigated the role of customer relationship management (CRM) quality and brand image in customer trust and loyalty. The results showed that high‑quality CRM and a strong brand image significantly increase customer loyalty in this industry. Research Methodology This study is applicable in terms of its outcomes, qualitative in terms of data type, and developmental‑exploratory in terms of purpose. The study population consists of experts in the pharmaceutical industry, from whom 15 individuals were selected as the sample through purposive sampling. Interviews were conducted with these experts until theoretical saturation was achieved. Research Findings To ensure the validity of the research instrument, the opinions of experts familiar with this field were utilized. To measure the reliability of the interviews, inter‑coder reliability was applied, and MAXQDA software was utilized for data analysis. The extracted model was developed based on Strauss and Corbin’s grounded theory approach, covering all elements of the model, including causal conditions, the central phenomenon, contextual conditions, intervening conditions, strategies, and consequences. In the strategies dimension, the study found that improving monitoring and control systems, enhancing transparency and trust‑building, identifying and classifying customers, providing services tailored to the target audience, strengthening continuous interaction and communication, and digitalizing processes and communications are the key strategic actions for managing post‑purchase anomalies in the pharmaceutical industry. In the consequences dimension, the results revealed that implementing these strategies leads to increased trust, improved customer satisfaction, a stronger brand image, reduced customer complaints, higher levels of loyalty, a reduction in the hidden costs associated with anomalies, a decrease in overdue receivables, improved supply chain performance, enhanced competitive advantage, and a reduction in product‑bundle selling practices. Conclusion The present study was conducted with the aim of presenting a conceptual model for managing post‑purchase anomalies in the pharmaceutical industry (case study: Darou Mofid Iran Company). The findings of this research are consistent with the results of previous studies including Okok et al. (2024), Pourheidari et al. (2023), Raman Akar Reddy (2023), Soltani (2023), Sarafarazi et al. (2023), Khosravi Laqb et al. (2022), Khojeh et al. (2022), Taherpour et al. (2021), Mohammadipour et al. (2021), Mousavi Nasab et al. (2021), Lob et al. (2020), Khankhiro et al. (2021), Kuo et al. (2020), Majd et al. (2020), Mirnezami et al. (2020), Asadi et al. (2019), Hult and Sharma (2019), Fatemi Moghaddam (2016), and Pujari et al. (2016). Okok et al. (2024) demonstrated that marketing capability has a positive and significant impact on the performance of pharmaceutical companies. Their study emphasizes the necessity of employing modern marketing techniques and paying close attention to customer feedback in order to improve the performance of pharmaceutical firms. Based on the results of this study, several suggestions are proposed for future research. These include examining the impact of digital transformation on operational processes and transparency in the pharmaceutical industry with a focus on analyzing its effects on anomaly management, as well as investigating the role of customer relationship management systems in increasing customer satisfaction and managing anomalies through a case study in the pharmaceutical industry.

Abstract Abstract The purpose of this research is to design a strategic model of online banking relational marketing in the fourth industrial revolution with a data-based approach. The research method is applicable-developmental in terms of its purpose, and exploratory in terms of its nature. The statistical population of the research included 11 experts from the banking industry, and the sampling was done in a purposeful and snowball type. Data-based theory was used to collect and analyze data. The data collection tool is a semi-structured interview. Data analysis and model design were done in three stages of open, central and selective coding. The findings showed that emerging behaviors and new developments in relational marketing are key causal conditions, while the development of relational marketing components, customer behavior changing, and the fourth industrial revolution were identified as ground conditions. This study also showed the need for banking transformations, external disruptions, relationship management and human capital transformation, and barriers to online banking as intervener factors. Tactical transformative programs in the open banking system, using customer data for banking strategy, opportunism and loyalty with a constructivist perspective were identified as effective strategies. The consequences of this model include the transformation of the banking system and new banking, investing in new forms, increasing income by aligning online services, and managing relationships with virtual customers. Extended Abstract                                           Introduction The first industrial revolution changed life and economy in general and changed the agricultural economy to an economy in which industry and machines are dominated by humans. Oil and electricity facilitated mass production in the second industrial revolution, and information technology was used to automate production in the third industrial revolution. Finally, in the fourth industrial revolution, attention was paid to increasing the cognitive power of human productions and this power was strengthened (Xu et al., 2018). Considering the fourth industrial revolution and the decline of traditional marketing and the emergence of relational marketing, organizations are determined to create strong links with their customers by using relational marketing strategies. Relational marketing is today's business art (Talari & Khoshroo, 2022). Online banking relational marketing is one of the important factors in the fourth industrial revolution. Due to the advancement of information and communication technology, banks need to find new ways to attract and retain their customers. In this regard, the use of online relational marketing methods can be effective in providing customers with a positive banking experience. Currently, the business environment is witnessing deep and fundamental changes, and many experts in the field of business and economics believe that this evidence indicates the beginning of a new era, the fourth industrial revolution (Basyazicioglu & Karamostafa, 2018). The first industrial revolution changed life and economy in general and changed the agricultural economy to an economy in which industry and machines are dominated by humans. Oil and electricity facilitated mass production in the second industrial revolution, and information technology was used to automate production in the third industrial revolution. Finally, in the fourth industrial revolution, attention was paid to increasing the cognitive power of human productions and this power was strengthened (Xu et al, 2018). Based on this, the current research is looking for an answer to this question: What is the strategic model of online banking relational marketing in the fourth industrial revolution with the data-based approach?  Theoretical Framework Relational marketing Relational marketing consists of Creating, maintaining, and promoting relationships with customers and stakeholders of the company, which is achieved through building trust as a result of fulfilling obligations. In fact, relational marketing is defined as a type of marketing that attracts, develops, maintains, and promotes relationships with customers. The rationale for using relational marketing is that it forces the company to focus on the long-term financial benefits that can occur when a customer first enters the organization, and this is because acquiring new customers for the company is 5 to 10 times more expensive than retaining existing customers (Ghosal et al, 2020). Principles of marketing in the fourth industrial revolution Apart from the design principles of the fourth industrial revolution, marketing throughout the new industrial revolution has been accompanied by redefined marketing principles based on connectivity, communication, and collaboration in the digital ecosystem. Unlike traditional marketing, where marketers and organizations are in control, Industry 4.0 requires that all stakeholders—including customers, business partners, and suppliers—in the digital ecosystem be treated equally (Ramadhani et al, 2019). The main empowering technologies of the fourth industrial revolution in marketing Emerging technologies provide opportunities for companies to change their practices and adapt them to customer demands and expectations. Therefore, with new technologies in Industry 4.0, companies can achieve the sustainable competitive advantage needed for better market positioning and performance (Jančíková et al, 2019). Pfajfar et al, (2022) conducted a research entitled the value of corporate social responsibility for multiple stakeholders and social impact - relationship marketing perspective. The results confirm a positive relationship between employee-oriented CSR and the perceived usefulness of CSR actions for society, customers, and employees (but not suppliers). Differences between small and medium-sized companies and large B2B companies are observed with contrasting perceptions of relationship quality antecedents and outcomes. Rosário et al, (2022) conducted a research titled Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda. This paper shows that there are several research avenues for marketing researchers to conduct research in, but the most important areas are the five principles of marketing in Industry 4.0: collaboration, dialogue, co-creation, recognition, and connection. Future research should focus on the quantitative study of these five principles. Research methodology The research method is applicable-developmental in terms of its purpose, and exploratory in terms of its nature. The statistical population of the research included 11 experts from the banking industry, and the sampling was done in a purposeful and snowball type. Data-based theory was used to collect and analyze data. The data collection tool is a semi-structured interview. Research findings Data analysis and model design were done in three stages of open, central and selective coding. The findings showed that emerging behaviors and new developments in relational marketing are key causal conditions, while the development of relational marketing components, customer behavior changing, and the fourth industrial revolution were identified as ground conditions. This study also showed the need for banking transformations, external disruptions, relationship management and human capital transformation, and barriers to online banking as intervenor factors. Tactical transformative programs in the open banking system, using customer data for banking strategy, opportunism and loyalty with a constructivist perspective were identified as effective strategies. The consequences of this model include the transformation of the banking system and new banking, investing in new forms, increasing income by aligning online services and managing relationships with virtual customers. Conclusion The current research was conducted with the aim of designing a strategic model of online banking relational marketing in the fourth industrial revolution with the data-based approach. The results of this research are in agreement with the results of Pfajfar et al, (2022), Rosário et al, (2022), Talari & Khoshroo (2022), Adetyoa et al., (2021), Zalkani Andarvar (2021), Mohammadi fateh et al, (2022), Najafzadeh Ziaodin et al, (2021), Mosavi et al, (2020), Vazifehdoust et al, (2017), and Kosiba et al, (2018). Mohammadi fateh et al, (2022) showed that the technologies of the fourth industrial revolution are big data, biological identification system, fraud detection technologies, contactless ATM, data mining, cloud computing, marketing, versatile channel, artificial intelligence, fintech, biometrics, blockchain, intelligent social networks, artificial neural networks, remote monitoring technologies, commercial Internet of Things, and digital account, respectively. Then, by these experts, the application rate of these technologies is specified in four areas of banking, i.e. marketing, human resource, risk management, and customer orientation in a three-level spectrum (low, medium and high). According to the opinion of experts, all the identified technologies have medium to high application in four areas of banking. According to the results of the research, the following suggestions are presented: It is suggested that online relational marketing is one of the important aspects of banking in the fourth industrial revolution. Online relational marketing can improve customer loyalty. To manage relationships with virtual customers, banks must use the principles of marketing in the fourth industrial revolution, including collaboration, dialogue, co-creation, recognition and connection. These principles create an innovative approach to the marketing mix under new conditions in the fourth industrial revolution.  

Abstract Extended Abstract
Abstract
The purpose of this study is to investigate the effect of relation-based marketing capabilities through the mediator variable of e-marketing on the business performance of online sales sites. The present research is applicable in terms of purpose and descriptive-correlative in terms of nature and method of data collection; and is specifically based on structural equation modeling. The statistical population in the present study includes customers of online goods sales sites in Iran such as Digi Kala, Tehran Kala, etc., and according to Morgan's table, 380 people were selected as the sample, among whom the electronic questionnaire was distributed. Sampling method of this research is available. The collection tool in the present study is three questionnaires, which include the business performance questionnaire of Myrles, Randall and Lai (2011), Asikhia (2009), the electronic marketing questionnaire of Tsiotsu and Villachoplo (2011), the questionnaire of relation-based marketing capabilities of Azadegan Foumani (2013). Findings of the research related to the first sub-hypothesis showed that relation-based marketing has a coefficient of 0.982; in other words as much as 98.2% is related to the business performance of electronic sales sites. Also, the research findings related to the second sub-hypothesis showed that relation-based marketing has a coefficient of 0.91; in other words, 91% is related to e-marketing. Findings of the research related to the third sub-hypothesis showed that e-marketing has a coefficient of 0.479; in other words as much as 47.9% is related to business performance. Also, the findings of the main hypothesis showed that the relation-based marketing index has a coefficient of 0.457, in other words as much as 45.7% is related to the business performance of online sales sites with emphasis on the mediating role of e-marketing.
Introduction
With the proliferation of e-businesses, consumers have become increasingly inclined to shop online, so that, due to the influence of the Internet on business, and the formation of the foundation of the digital economy, to achieve the goals of modern marketing in e-commerce, e-marketing has drawn attention and is a key factor in the competitiveness of international markets (Taj Zadeh Namin & Martaei Ghare Bagh, 2010). On the other hand, with the increasing expansion of the field of e-commerce, the speed and quality of customer service has also increased and has caused companies to have more control over quality components to ensure the accuracy of delivery of goods and its timeliness so that they can meet the growing needs of customers and satisfy them. The use of e-business in business activities requires attention to endogenous and exogenous factors influencing it (Amini & Ali Nezhad, 2019).
Given the importance of the two concepts of the capabilities of relation-based marketing and e-marketing in the field of domestic and foreign competition, companies have to acquire and strengthen marketing capabilities to improve their business performance, survival and growth in domestic and international markets and gain competitive position, and apply e-marketing as new technological activities (Taleghani & Mehdi Zadeh, 2016). E-marketing is, in fact, the use of the internet and other interactive technologies to create a relationship and mediation between the company and customers. This innovative activity develops new ways of interacting with customers and provides new service delivery systems, and leads to reducing costs, growth and profitability of companies and entering new markets, improving market share and creating a positive mindset about products, services and company's brand, and high business performance; and can improve service productivity, service quality and profitability (Tsiotsou & Vlachopoulou, 2011). Therefore, it can be argued that, given the importance of the two concepts of relation-based marketing and e-marketing capabilities in the field of domestic and foreign competition, companies have to acquire and trengthen the marketing capabilities to improve their business performance, survive, grow in domestic and international markets, and gain competitive position, and use e-marketing as a new technological activity. Therefore, in the present study, an attempt has been made to investigate the effect of relation-based marketing capabilities on the business performance of internet sales sites in Iran, and also by considering the electronic marketing moderator variable. relation-based marketing has been able to create shared values, as an important dimension in building the relationship between buyer and seller in online sales sites. This research tries to measure the commercial performance of these sites by using the e-marketing moderator variable. According to the above, the main issue of the research is whether the relation-based marketing capabilities through the e-marketing intermediate variable has an effect on the business performance of Internet sales sites or not.
Theoretical literature
With the expansion of the Internet and customers turning to this phenomenon in order to meet their needs, companies have the opportunity to attract the customers through new Internet services and increase sales of goods. On the other hand, the intensification of competition between companies providing services through the virtual world has caused companies to seek to retain their existing customers rather than attract new customers. This has led to arise of concepts such as relation-based marketing and e-marketing and business practice in companies. Nowadays, due to the increasing development of information technology and increasing competition in global markets, the users of textual marketing methods stay away from the global market (Varmaghani et al, 2017) and the use of effective and modern tourism marketing tools such as e-marketing is essential for a country or a region. With the advent of e-commerce, organizations are changing their business (Montazari et al, 2014). E-marketing is defined as the use of the Internet and related technologies, along with other marketing communication tools, to achieve marketing goals (Ghareh et al., 2018). Zare Dare & Taghavi, (2020) examined relation-based marketing. They concluded that organizations are required to go beyond the basic needs of customers, meet customer expectations, and focus on satisfying the customer's need to build loyalty and trust, through long-term, two-way and profitable communication (communication quality). Rezaei et al (2020) examined the alignment of e-marketing with the overall strategy of commercial organizations. This study seeks to answer the question of how to align e-marketing programs used in online commercial organizations with the organization's enterprise level strategies to increase the success of the organization. The research result showed that the alignment of e-marketing and macro strategies of the organization is necessary, and a model for the purpose was provided.
Methodology
The present research is applicable in terms of purpose; and a descriptive correlative type in terms of nature and method of data collection, and specifically based on structural equation modeling. The statistical population in the present study includes customers of online sales sites in Iran, such as Digi Kala, etc. Based on the fact that students are also a large part of the buyers of goods on Internet sites, a group of students; associate, bachelor, master and doctorate of the Islamic Azad University of Tehran, approximately at least 40 thousand people, is considered. Based on the statistical population of 40,000 students, users of online sales sites, and according to Morgan's table, the electronic questionnaire were distributed among 380 people as a sample. The questionnaires of Mirles et al (2011) and Asikhia (2009) were used to collect data on business performance variable, and the questionnaires of Tsiotsou & Vlachopoulou (2011) and Asikhia (2009) for electronic marketing variable, and the research questionnaire of Azadegan Fomani (2013) for the variable of relation-based marketing capabilities.
Discussion and Results
In order to test the research hypothesis, structural equation modeling method was used with the help of SPSS software, inferential statistics was used to test the hypotheses. Then, amos software was used to test the hypotheses or conceptual model of the research, and the results of the main hypothesis showed that e-marketing mediates the relation-based marketing capabilities and business performance of online sales sites. The relation-based marketing index has a coefficient of 0.457; in other words as much as 45.7% is related to the business performance of online sales sites with emphasis on the mediating role of e-marketing. This means that the effect of the modifier variable on the relationship between marketing capabilities and performance is positive and significant, and relation-based marketing has the coefficient of 0.982, in other words, as much as 98.2% is related to the business performance of electronic sales sites. At the confidence level of 0.95 and considering the t-value which is equal to 8.678, it can be said that there is a significant relationship between relation-based marketing and business performance of e-sales sites, and relation-based marketing with a coefficient of 0.91 and in other words as much as 91% has a relationship with e-marketing. At the confidence level of 0.95 and considering the t-value which is equal to 12.472, it can be said that there is a significant relationship between relation-based marketing and electronic marketing of e-sales sites.
Conclusion
The aim of this study was to investigate the effect of relation-based marketing and e-marketing capabilities on the business performance of online sales sites. The results of this study are consistent with the results of Harandi et al (2017); in this study, the innovative effect of relation-based marketing strategies (financial, social and structural links) on customer relationship performance (duration, depth and breadth of communication) through communication satisfaction and communication commitment in using modern e-banking services has been investigated. It is also consistent with the results of Moein et al (2017). They discussed the relationship between relation-based marketing and improving customer satisfaction in Mellat Banks in Shiraz. The results showed that there is a significant relationship between relation-based marketing and customer satisfaction, which is also consistent with the results of Herandi et al (2017). In this study, the innovative effect of relation-based marketing strategies (financial, social and structural links) on customer relationship performance (duration, depth and breadth of communication) through communication satisfaction and communication commitment in using modern e-banking services has been investigated. According to the present research, it is suggested to the managers of the company to try to present their products with better advantages than the competitors through market tour and presence in the field of competition and exhibitions and getting acquainted with the latest market changes and discovering the strategies and tactics of competitors, and use advertising and promotions and capabilities of the company. Also, to attract more international customers for export, equip their databases to provide information and online support, provide online product catalogs to customers, provide or send newsletters, magazines and e-mails to customers, and by providing online ordering and purchasing opportunity, improve their performance