Journal of value creating in Business Management

Abstract 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 Abstract The purpose of the present study is to design an interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq. In terms of purpose, this research is applicable, and in terms of execution, it is qualitative; the adopted strategy is exploratory, and the method utilized is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected based on purposive sampling and the data saturation technique. The data collection tool is semi-structured in-depth interviews. For data analysis, thematic analysis and MAXQDA software were employed. The findings of the thematic network analysis revealed 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing with an emphasis on its role in shaping digital consumers’ purchasing decisions. The (organizing) themes were presented in 6 dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results indicated that interactive content marketing, as an emerging and effective strategy, plays a significant and influential role in shaping and strengthening the purchasing decisions of digital consumers. Introduction In the current digital age, social networks have become one of the primary hubs for interaction, communication, and information exchange between businesses and consumers (Zamani et al., 2022). These platforms are not only used as a base for marketing and advertising but have fundamentally transformed the nature of marketing communications through their interactive capabilities (Bazi et al., 2020). Meanwhile, the concept of “Interactive Content Marketing” has emerged as a novel and effective strategy, capturing the attention of researchers and marketing professionals. Unlike traditional methods that were largely based on one-way message dissemination, this type of marketing emphasizes creating a two-way dialogue, encouraging active audience participation, and crafting personalized experiences. On the other hand, the consumer purchasing decision process, especially in the digital context, has undergone significant transformations (Lou & Xie, 2021). Today, digital consumers go through complex stages of information searching, option comparison, evaluating other users’ opinions, and interacting with brands in online spaces—particularly social networks—before taking action to buy. This process is not a simple linear sequence but rather a cyclical and dynamic path where the customer moves repeatedly between stages of awareness, consideration, evaluation, and action (Chang et al., 2025). This necessitates a deeper understanding of the factors influencing the formation of these decisions. Despite the increasing importance of interaction in virtual space, few studies have specifically examined the role of “interactive content” in shaping purchasing decisions within the context of developing markets like Iraq (Bianchi & Andrews, 2023). One of the concepts that marketers currently focus on regarding consumer consumption behavior is the creation of pleasant experiences and their impact on consumer behavior. Creating diverse experiences as a vital element in marketing strategies can create value and lead to a competitive advantage (Holliman & Rowley, 2024). The process of online shopping involves purchasing goods directly from the seller without intermediaries, which can be defined as the activity of buying and selling goods via the internet. Online shopping transactions provide customers with a variety of products and services, allowing them to compare these products with those of other intermediaries and select the best option (Daroch et al., 2021). In the Middle East region, and specifically in Iraq, the rapid expansion of internet penetration and smartphone usage has led to the emergence of a massive population of digital consumers who perform a significant portion of their daily activities—including searching for product information, interacting with brands, and shopping—through social networks. The Iraqi market, with its young and tech-savvy population, provides a dynamic environment for studying digital phenomena. Specific socio-cultural characteristics of this market, including the importance of word-of-mouth communication, trust in personal recommendations, and the strong role of family and community in decision-making, have made the potential of social networks and interactive content in influencing consumer behavior highly significant in this country (We Are Social & Hootsuite, 2024). Therefore, the present study seeks to answer the following scientific question: What is the interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq? Theoretical Framework Interactive Marketing Interactive marketing is an innovative form of marketing in which audiences can engage and communicate with your content. In this approach, a brand provides a relevant and appropriate response based on the specific actions and movements of each customer and audience member. This method allows brands to act more creatively and tell more compelling stories, thereby attracting a larger audience. Unlike outbound marketing methods, interactive marketing creates an environment where customers and the brand can engage in a two-way dialogue (Lufkin, 2024). Zhu et al. (2026) investigated the design of a content marketing process model aimed at strengthening customer purchase intention. The results of this research indicated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations should prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Ahmadi alinoudehi et al. (2026) analyzed the dimensions and components of digital transformation management based on Artificial Intelligence (AI). The results of their study indicated that AI-based digital transformation management is designed within four overarching categories: “contextual requirements,” “digital infrastructure,” “digital transformation management process,” and “organizational capital.” These include 12 organizing categories: “ethical requirements,” “cultural requirements,” “organizational requirements,” “hard digital infrastructure,” “soft digital infrastructure,” “digital transformation management process,” “digital transformation planning,” “prototyping,” “learning,” “human capital,” “process capital,” “structural capital,” and “social capital,” comprising a total of 73 basic categories. Methodology In terms of objective, this research is applicable, and regarding its execution, it is qualitative. The adopted strategy is exploratory, and the chosen method is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected through purposive sampling utilizing the data saturation technique. The data collection instrument employed is semi-structured in-depth interviews. Research Findings Data analysis was conducted through the thematic analysis method and MAXQDA software. The findings from the thematic network analysis identified 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing, emphasizing its role in shaping the purchasing decisions of digital consumers. The organizing themes were categorized into six dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results demonstrated that interactive content marketing, as an emerging and effective strategy, plays a vital and influential role in shaping and reinforcing the purchasing decisions of digital consumers. Conclusion The present study was conducted with the aim of designing an interactive content marketing model, emphasizing its role in shaping the purchasing decisions of digital consumers in Iraq. The results obtained from these findings are consistent with the research of Zhu et al. (2026), Ahmadi Alinoudehi et al. (2026), Jalalzadeh et al. (2025), Abolhasani Abrghan & Dadash Karimi (2025), Bagher Mosavi & Fadai (2024), Shakeri (2024), and Zamani et al. (2022). Notably, Zhu et al. (2026) demonstrated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations must prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Based on the research results, it is suggested that to reach the optimal state of marketing and customer loyalty, organizations should involve their employees across various fields and departments. The company should supervise and participate in business operations and the mapping of employees’ professional futures, while simultaneously pursuing competitive excellence in its programs.

Abstract Abstract The aim of this study is to design a sustainable consumption model in the health-based products market. The present study is applicable in terms of its purpose and qualitative in terms of its implementation method. The statistical population of the study includes 13 experts and specialists in the field of sustainable consumption, and the samples were selected using a purposive sampling method, and information collection continued until theoretical saturation. Data analysis in the qualitative section is performed using the data-driven method and MAXQDA software version 2020. The results of the research showed that the designed model, which includes causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, and environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors), intervening conditions (responsible consumption, sustainable consumption reduction behavior), category-centric, strategies (push marketing, sustainability incentives, use of celebrities, etc.), and consequences (life satisfaction, conservation of natural resources, health-oriented product purchasing behavior) were identified to explain the components of sustainable consumption in health-oriented products. Introduction Sustainable consumption behavior emphasizes the importance of reducing resource consumption and adopting circular economy principles to achieve sustainable development. By examining the impact of environmental awareness, hedonic and functional aspects on sustainable consumption and purchase intention, it can be concluded that environmental awareness has a significant impact on sustainable consumption (Khalid, M. et al., 2024). Today, companies and organizations are forced to include environmental protection issues in their activities in order to meet customer needs, act on social responsibility, and protect consumer rights (Emamgholi, 2011). It seems that lack of awareness of green products is the biggest obstacle to consuming such products (Teseng & Hung, 2017). By providing information and building trust in customers, a bond is created between the customer and the company, and this emotional bond with a place created as a result of the experience is effective on the individual's positive evaluation of that company and his behavioral tendencies in the future. (Yuskel et al., 2016) Another very important issue is that sustainable consumption, as a responsible approach to using resources, plays an important role in preserving the environment and improving the quality of life. With the increase in environmental challenges such as climate change, pollution and biodiversity loss, the importance of sustainable consumption has become more apparent than ever. Sustainable consumption is not limited to purchasing environmentally friendly products, but also includes everyday behaviors such as reducing waste, reusing goods, choosing sustainable food and reducing energy consumption. With increasing public awareness and global efforts, societies are seeking to adopt more sustainable practices to meet current needs while preserving resources and suitable conditions for future generations. However, the number of studies that specifically address the effects of sustainable consumption in various aspects is limited. On the other hand, most of the concerns of people in today's world and in our country are the health of the used products which cause less damage to the environment; and this doubles the importance of sustainable consumption in health-oriented products and explains the need to address this category. In fact, the main concern of the present study is the same, and an attempt has been made to fill the existing gaps and present a paradigmatic research model. Therefore, given the importance of the subject, an attempt has been made to address most of the aspects affecting sustainable consumption. Accordingly, the main issue of the present article is: How is the sustainable consumption model designed in the market for health-oriented products? Theoretical framework - Sustainable consumption Sustainable consumption includes the use of products and services that meet basic needs and improve the quality of life, while minimizing the consumption of natural resources, toxic substances, and the emission of waste and pollutants throughout the life cycle so that the needs of future generations are not jeopardized. At its core, sustainable consumption requires a change in consumer behavior, encouraging individuals and communities to make more environmentally conscious decisions. This includes reducing consumption of goods, choosing products with lower environmental impacts, and adopting practices such as recycling and reuse. The principle emphasizes the importance of consumers paying attention to the environmental footprint of their choices and moving them towards lifestyles that help preserve the environment. Sustainable consumption is not limited to individual choices, but also involves making systematic changes to production processes and supply chains to embed sustainability into the structure of consumer products and services (Khajuria, A & Verma, 2025). Some researchers consider sustainable consumption behavior as an act of voluntary convenience or anti-consumption (MoradiDehkordi & Barrani, 2022); while others define it as the adoption of green lifestyle activities. Diverse perspectives and explanations make sustainable consumption behavior a complex phenomenon to describe and predict. Some marketers and policymakers have emphasized the need to understand the social and institutional actions that may encourage the development of environmentally friendly behavior among consumers. Other studies have discussed the role of individual values ​​in influencing sustainable behaviors (Jain, 2021). In addition, the higher price of sustainable products compared to conventional options is another important factor in sustainable consumption. Given the associated economic challenges, the issue of affordability must be taken seriously. Local and major news media point to higher prices for eco-friendly products, and claims like “buying green is too expensive for the average consumer” are proposed, and consulting firms are examining why “today’s pricing is a barrier to sustainability.” While previous studies have shown that product price is a barrier to green purchasing, new research shows that not only consumers’ actual financial resources, but also their financial withdrawals predict sustainable consumption. However, consumers who follow plant-based diets actually spend less on food purchases than other consumers. Therefore, actual financial ability and withdrawals can have similar or different effects on consumer choices (Schnack, A. & Gan, C., 2024). Research Methodology This research is applicable in terms of purpose, and qualitative in terms of implementation. A purposive sampling strategy was used to explore the phenomenon under study. Given that the subject of presenting a sustainable consumption model in the health-oriented product market was to collect information, academic experts and university professors specializing in the field of consumer behavior who had published articles on this topic were consulted, and data collection continued until theoretical saturation was reached. In this research, semi-structured interviews were conducted with 13 participants from the aforementioned statistical population. Finally, the research data were analyzed through a coding process based on the systematic approach of Strauss and Corbin's data theory. In this method, the stages of data analysis were carried out through open coding, axial coding, and selective coding. Data analysis were carried out through coding the interviews in the 2020 MAXQDA software. Research findings In this study, considering the meaning of these codes, each has been categorized into a similar concept, and thus the research concepts were determined. The categories were written in the form of components based on the analysis of the interviews. The findings from this stage indicate that such a systematic and comprehensive study has not been conducted so far, and each of the studies has focused on a specific aspect and has not been presented in a comprehensive and systematic framework. The coding process consists of three stages: open coding, axial coding, and selective coding. The results of this study provide a model with 26 indicators in sustainable consumption. Factors include causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, green management education, environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors, political antecedents), focal category (sustainable consumption, health-oriented products), strategies (marketing, sustainability incentives, understanding economic models, green management education, sustainable identity formation, use of celebrities), consequences (satisfaction with life, purchasing behavior of health-oriented products, conservation of natural resources), and intervening conditions (responsible consumption, sustainable consumption reduction behavior) that explain the components of sustainable consumption in health-oriented products were identified. Conclusion The main result of this study is to provide a comprehensive model of sustainable consumption in the health-oriented products market. The results of this study indicate that using strategies in the field of sustainable consumption such as sustainable incentives, which include promoting simple procedures for sustainable consumption and training in creating business models based on sustainable consumption and using creative and intelligent strategies to attract customer attention, which ultimately results in things such as life satisfaction, conservation of natural resources (choosing products with the least environmental pollution, reducing greenhouse gases, reducing global warming due to the use of health-oriented products), and purchasing behavior for health-oriented products. The results of this study are consistent with the results of Kumar, S, & Yadav (2021), Simeone, M. et al., (2025), Abbasi & Rezaei (2017), Haung (2022), Milas Zewicz (2022), and Ambuli et al., (2022). The results of these factors showed that sustainable consumption attitudes and mental norms, and consumer perception have a significant impact on sustainable behavior and can play an effective role in marketing health-oriented products. Sustainable consumption behavior is influential in adopting appropriate strategies and actions; and background conditions such as supportive policies, integration of innovation policies, and environmental policies can provide a suitable platform for the activities of health-oriented product manufacturers in developing sustainable consumption. According to the present study, the following suggestions are presented: • Ethical consumerism training patterns • Granting bank loans to health-oriented product manufacturers • Availability of health-oriented products • Using creative and intelligent strategies to attract customer attention • Supporting local economy and innovation in sustainable consumption

Abstract Abstract The objective of the present study is to provide a model to explain the factors affecting the implementation of Electronic Customer Relationship Management (ECRM) with an emphasis on Artificial Intelligence (AI) components and its outcomes for banking customers. In terms of its objective, the research method is developmental-applicable; and in terms of its execution, it is a mixed-methods (qualitative-quantitative) study. The statistical population in the qualitative section includes 10 experiential and academic experts, and the statistical population in the quantitative section consists of 8 experiential and academic experts, selected through purposeful snowball and judgmental sampling methods. Data collection tools included semi-structured interviews in the qualitative section and an ISM questionnaire in the quantitative section. To analyze the findings, thematic analysis based on open, axial, and selective coding was applied in the qualitative section, while Interpretive Structural Modeling (ISM) and interactive matrices were employed in the quantitative section. Research findings indicated that the successful implementation of ECRM in banks is influenced by a set of key factors, including technological factors (IT infrastructure, data quality, AI tools), organizational factors (top management support, organizational culture, processes), and human factors (employee skills, technology adoption). Furthermore, the results indicate that the application of AI components in ECRM leads to a significant improvement in outcomes such as customer satisfaction, trust, loyalty, customer experience, and value creation. Introduction The digital initiatives of governments undertaken since the beginning of the last decade, coupled with the increasing penetration of the Internet in recent years, have led to a surge in the global digital population (this increase has been reported to be over 50% in the last decade) (Statista, 2020). The Internet has become a powerful tool for electronic customer relationship management (Almajali et al., 2022). As digital technology begins to blur the distinctions between data platforms, a relatively new field of science—namely, Electronic Customer Relationship Management (E-CRM)—is developing. Customers interact with companies through a variety of information channels, some of which are connected to Information and Communication Technology (ICT) applications via the Internet (Santy & Hardiyanti, 2019). Intense competition, increasing globalization, and rising consumer expectations have forced banks to provide the best possible services to their customers, both to retain customers and to increase financial profitability (Gul et al., 2025). As a result, the business model has shifted from being bank-centric to customer-centric. Product homogeneity has only added to the burden of the banking industry, becoming a major challenge for maintaining customer satisfaction and loyalty during a significant transition in technology and customer behavior. Banks utilize various ICT strategies to improve their customer relationships (Al-Dmour et al., 2019). The rapid expansion of digital banking has forced banks to transform their current strategy into an omni-channel strategy that includes the Internet, web, or physical branches (Shastri et al., 2020). Consequently, banks offer a wide range of digital products, including online banking, mobile banking, telephone banking, neobanking, self-service technology, and more. Every marketing campaign is primarily aimed at enhancing business profitability and developing and maintaining good customer relationships (Kotler & Keller, 2015). In managing a customer relationship system, it is necessary to analyze customer interaction data using appropriate tools. Today, these tools are developed and utilized through information technology capabilities. Therefore, to succeed in implementing a customer relationship management system, the factors affecting its implementation must first be examined and an appropriate model must be adopted. This will be addressed in this thesis through a mixed-methods (qualitative-quantitative) approach. Thus, the main question is formulated as follows: How can the factors affecting the implementation of Electronic Customer Relationship Management (ECRM) be explained, emphasizing artificial intelligence components and their subsequent outcomes for banking customers? Theoretical Framework Electronic Customer Relationship Management Electronic Customer Relationship Management (ECRM) is an online delivery system of sales, marketing, and service designed to identify, attract, and retain a company’s customers. The form of customer relationship management that is established through the use of information technology is referred to as Electronic Customer Relationship Management (Fuad & Abdullah, 2023). Artificial Intelligence Artificial Intelligence refers to the study of how computers can be made to perform tasks that humans currently perform correctly or better, and it is defined as the intelligence demonstrated by a machine or the computer science that attempts to create it (Zolghadr et al., 2025). Asadi et al. (2025) investigated the identification of primary elements and components affecting electronic customer relationship management, and their results showed that variables related to causal factors—including human, technological, and support factors—along with contextual factors such as cultural and industry factors, and organizational factors including organizational design and customer-related factors, were identified and categorized as influential variables on electronic customer relationship management; furthermore, satisfaction and loyalty were recognized as the outcomes of implementing electronic customer relationship management. Additionally, Emami et al. (2025) examined the design of an AI-based customer relationship management model in digital service marketing within the health tourism industry, where the research results indicated that causal conditions included market competition enhancement, relationship improvement, automated data analysis, and empowerment, while contextual conditions consisted of customer data management and intelligent services; moreover, intervening conditions included efficient planning, resource savings, and customer behavior management, while the strategies in the study involved solving integration problems, information management issues, and planning challenges, leading to outcomes such as increased customer satisfaction, improved financial strength, customer loyalty, and time savings, with structural equation modeling results demonstrating that the dimensions loaded well onto the research variables and provided an appropriate description of them. Research Methodology The research method, based on its objective, is developmental-applicable; and in terms of execution, follows a mixed-methods (qualitative-quantitative) approach. The statistical population of the study in the qualitative phase consists of 10 experimental and academic experts, and in the quantitative phase, it includes 8 experimental and academic experts selected by purposeful snowball and judgmental sampling methods. The data collection tool in the qualitative section is semi-structured interviews, while the quantitative section utilizes the Interpretive Structural Modeling (ISM) questionnaire. Research Findings To analyze the findings, thematic analysis based on open, axial, and selective coding was utilized in the qualitative phase, while the Interpretive Structural Modeling (ISM) method and interactive matrices were employed in the quantitative phase. The research findings revealed that the successful implementation of ECRM in banks is influenced by a set of key factors, including technological factors (IT infrastructure, data quality, and AI tools), organizational factors (top management support, organizational culture, and processes), and human factors (employee skills and technology adoption). Furthermore, the results indicate that the application of artificial intelligence components in ECRM leads to a significant improvement in outcomes such as customer satisfaction, trust, loyalty, customer experience, and value creation. Conclusion The present study was conducted with the objective of providing a model to explain the factors affecting the implementation of Electronic Customer Relationship Management (ECRM), with an emphasis on artificial intelligence components and their subsequent outcomes for banking customers. The results of this research are consistent with the findings of Asadi et al. (2025), Emami et al. (2025), Hosseinimanesh et al. (2025), Karimi & Mahmoodi Ranani (2025), Zolghadr et al. (2025), Shiri & Hassoumi (2024), Pousti (2024), Sahoo et al. (2024), Amin Ravan & Ferdous Makan (2023), Sarfarazi et al. (2023), and Fuad & Abdullah (2023). Karimi & Mahmoodi Ranani (2025) demonstrated that the adoption of artificial intelligence in e-commerce has a significant relationship with improving the business performance of small and medium-sized enterprises (SMEs). Furthermore, their research emphasizes the pivotal role of dynamic capabilities and entrepreneurial orientation in advancing AI adoption within the e-commerce sector, which in turn contributes to enhanced business performance; these results highlight the importance of developing technological capabilities and innovative approaches in SMEs to effectively exploit artificial intelligence and achieve growth and success. Given the dependence of intelligent ECRM on data and artificial intelligence, it is suggested that regulatory bodies facilitate the sustainable development of these systems by formulating transparent frameworks in the areas of privacy, AI ethics, and data security.

Abstract Abstract The primary aim of this study is to provide a comprehensive and systematic analysis of the complex relationship patterns among stakeholders within the artificial intelligence ecosystem of Iran’s automotive industry, and to precisely identify the loci of power concentration, interest misalignments, and potential capacities for strategic convergence. To this end, a mixed‑method (qualitative–quantitative) research design grounded in futures studies was employed. In the first phase, through a systematic literature review and expert panel consultations with industry and academic specialists, 48 key stakeholders along with their core objectives were identified. In the second phase, the required quantitative data were collected through standardized impact–influence matrices and actor–objective position matrices, and subsequently analyzed by the mathematical model implemented in the MACTOR software. The findings from the internal analysis indicate that the network structure is highly unbalanced; specifically, 66.7% of stakeholders fall within the “strategic isolation” quadrant, while the only actor positioned in a state of “mutual dependence” is the automotive manufacturing sector. Conversely, the external analysis reveals the formation of a powerful coalition within the industrial–governmental bloc (including automakers; the Ministry of ICT; the Ministry of Industry, Mine and Trade; and the military sector), primarily aligned around hardware‑driven objectives such as infrastructure development and data security. In contrast, actors such as media, universities, and civil society organizations exhibit minimal convergence with these strategic objectives. Introduction Today, artificial intelligence (AI) has emerged as a significant driving force across various industries (Soleymanpoor et al., 2025). This transformative technology plays a pivotal role, particularly in the automotive industry—a sector recognized as a leading economic engine in many nations. AI not only optimizes manufacturing processes and supply chains but also facilitates the design of innovative products such as autonomous vehicles and advanced driver-assistance systems (ADAS) (Tripathi et al., 2024). Furthermore, AI-driven smart after-sales services have enhanced customer satisfaction and operational efficiency (Mehta et al., 2024). Nevertheless, AI remains an emerging phenomenon within the automotive technological ecosystem; its sustainable development, involving diverse stakeholders with multifaceted objectives, necessitates rigorous investigation (Pourshahabi, 2023). Stakeholder interactions within technological ecosystems are critical dimensions of their development and success. These ecosystems comprise complex networks of relationships among organizations, individuals, and resources involved in the creation, production, and commercialization of new technologies (Tripathi et al., 2024). Deciphering these relationships—including the identification of key stakeholders, their goals, and their interaction patterns—is a fundamental necessity for managers and policymakers. Through a meticulous analysis of these relations, more effective strategies can be formulated for resource allocation, collaboration facilitation, and risk management (Khizar et al., 2025). Moreover, examining the structures and dynamics governing these ecosystems can foster open innovation, improve organizational performance, and enhance global competitiveness (Iglesias-Sánchez et al., 2022). Ultimately, managing stakeholder relations in technological ecosystems contributes to sustainable development and value creation for all participants (Li et al., 2022). Addressing stakeholder relations is essential because technological ecosystems represent interconnected clusters of agents collaborating to advance innovation and technological growth (Reiter et al., 2024). Understanding these relationships assists policymakers in leveraging the ecosystem’s full potential by creating efficient and effective policy environments (Grimm & Walz, 2024). Identifying the mutual interests and objectives of diverse stakeholders—including technology firms, academia, investors, and the government—enables the formulation of strategies that encourage collaboration and innovation while mitigating dysfunctional competition (Hayatmehr et al., 2025). In the contemporary era, the automotive industry has undergone a paradigm shift from a purely mechanical domain to a “software-centric” and “intelligent” industry. This transition is fraught with fundamental challenges and conflicts of interest among stakeholders. The current status quo reflects a “strategic rift” between the various layers of this ecosystem. On one hand, large automakers, characterized by traditional and bureaucratic structures, often resist the agile transformations necessitated by AI. On the other hand, the innovation landscape and AI firms face obstacles such as lack of access to automakers’ operational data, absence of sustainable cash flow, and a void of transparent regulatory standards. Consequently, these challenges have prompted the researcher to address the following core question: What is the nature of stakeholder relations within the AI ecosystem of Iran’s automotive industry? Theoretical Foundations Technology Ecosystem A technology ecosystem is a complex and multidimensional concept referring to a network of activities, actors, and technologies that operate in a coordinated and interdependent manner to generate innovation and create value (Hayatmehr et al., 2025). The origin of this concept dates back to the past two decades, coinciding with the growing attention of scholars and managers to the development and management of inter-organizational relationships and technology-driven activities. Specifically within the domain of digital technologies, the ecosystem concept is employed to facilitate innovation and entrepreneurship, benefiting from advanced developments such as blockchain and financial technologies (Hijriah et al., 2024; Kitsantas & Chytis, 2022). Soleymanpoor et al. (2025) examined the development of a model for identifying factors influencing the socialization of artificial intelligence technologies. Their study, applied in purpose and quantitative in method, was conducted as a descriptive–survey research design. The results indicated that both independent and dependent variables had a direct, positive, and statistically significant relationship. Rostam Zadeh Ganji et al. (2025) explored a model for developing cognitive trust among employees in the context of artificial intelligence. Their findings revealed that causal factors—including transparency, training and awareness‑building, ethical alignment, and the definition of shared roles and objectives—alongside contextual factors such as organizational culture and resources, as well as intervening factors like employee resistance and system complexity, all contribute to shaping cognitive trust. Additionally, strategies such as employee training and empowerment were identified as key tools for enhancing human–machine interaction. Research Methodology This study is applicable in purpose, and qualitative‑analytical in nature, employing a futures studies approach combined with stakeholder analysis. The core methodological framework is grounded in actor‑based analysis and designed using the strategic MACTOR model. To this end, key stakeholders and the strategic objectives of the artificial intelligence ecosystem in Iran’s automotive industry were initially identified through a systematic review of policy documents and relevant literature. Subsequently, the required data were collected by means of a specialized questionnaire and based on the insights of an expert panel comprising technical specialists, industrial managers, and policymakers selected through purposive sampling. The final analysis was conducted by constructing matrices of mutual influence and actor–objective positions (3MAO), enabling the extraction of levels of influence, dependency, and strategic coalitions among the actors. Research Findings The findings of this study indicate that the network structure is highly unbalanced, with most stakeholders positioned in isolation, while primary power and bilateral interactions are concentrated exclusively within the automotive manufacturing institutions. This configuration stems from a predominantly top‑down managerial orientation and limited cross‑sectoral collaboration. In fact, a strong coalition has formed among industrial, governmental, and defense‑related sectors, whose central focus is confined to hardware‑oriented and security‑driven issues, whereas academic, media, and civil stakeholders possess minimal influence within this ecosystem. Therefore, overcoming this condition requires governance mechanisms to be reformed through legal and economic incentives that would enable private‑sector and academic actors to integrate more effectively into the core of power and decision‑making. Discussion and Conclusion According to the findings of the influence matrix, although professional drivers operate within the operational layer, their direct impact on macro‑level policymaking is estimated to be zero. Nevertheless, their central objective is “reducing human error and increasing safety in long‑distance driving.” The analysis reveals that shareholders are among the most powerful economic actors. Their primary focus lies in “profit maximization” and “improving financial returns.” This result is fully consistent with the findings of Kanani et al. (2023) and Laskin & D’Agostino (2024), who argue that the main driver behind the adoption of artificial intelligence in the automotive industry in developing countries is not environmental concerns, but rather the reduction of operational costs and the enhancement of the financial attractiveness of automotive firms. The public expresses a diverse set of concerns, including “improving safety” and “data security.” The results show that society views AI as a tool for promoting fairness in mobility and reducing accidents. This perspective aligns with Karimlou & Zakeri (2020), who emphasized the role of “public trust” derived from enhanced safety. The findings also indicate that startups, due to their very low influence, have not yet secured their true position within the Iranian automotive industry. Their limited focus on “autonomous vehicle technologies” reflects the significant barriers to entering this highly exclusive market. This result corresponds with the concerns raised by Kolekar et al. (2021) regarding the “gap between innovative ideas and the production lines of large manufacturers”. Suppliers predominantly focus on “profit maximization” and “specialized human resources.” Automakers, with the highest overall scores, serve as the principal compass of the industry. They occupy leading positions across all indicators, including “profit,” “competitiveness,” and even “data security.” This concentration of power is consistent with Castells’ Network Society theory (2010), which posits that the central nodes of a network control the greatest flow of data and resources. Banks constitute key players in financing large‑scale AI projects. Their primary orientation toward “profit generation” and “infrastructure development” supports the premise presented by Kanani et al. (2023), who argued that without financial intermediary institutions, the transition from a traditional automotive industry to an intelligent one would face severe liquidity challenges. Technology companies, however, occupy a significantly lower‑than‑expected position within the ecosystem. Their limited emphasis on “infrastructure development” and “human resources” suggests that the technical sector has not yet been fully integrated into the value chain of large automakers. This finding markedly differs from the Karimlou & Zakeri (2020) model, in which technology companies (such as Tesla or NVIDIA) constitute the primary driving forces. Municipalities act as “urban infrastructure facilitators.” Their balanced focus on “supporting innovation” and “infrastructure development” illustrates the strong dependence of autonomous vehicle implementation on the progress of smart city initiatives. This result aligns with Kanani et al. (2023), who emphasized that without physical urban infrastructure—such as smart traffic lights—automotive AI alone cannot be effective. The Traffic Police (Law Enforcement) shows the highest level of concern regarding “safety” (and “human resources”). The findings suggest that this institution views AI as a tool for enhancing traffic discipline, which corresponds with the results reported by Kanani et al. (2023). The Environmental Protection Organization achieves the highest score on the “environmental protection” indicator. This is consistent with Murphy & Navani (2024), who argued that AI, through route optimization and reduced fuel consumption, represents one of the few viable solutions for alleviating pollution in large metropolitan areas. The Supreme Council of the Cultural Revolution primarily contributes to “foresight” and “cultural impact assessments”. Its emphasis on “human capital development” and “data security/privacy” reflects concerns about the ethical dimensions of advanced technologies. The Judiciary plays a vital role in “developing legal frameworks”, and is expected to become the primary stakeholder in addressing legal cases related to autonomous vehicles. This finding corresponds with the challenges discussed by Kanani et al.

Abstract Abstract The present study aims to explain how customer mindset affects the tendency to order food online. The research method is applicable in terms of its purpose, with a quantitative approach. The statistical population of this study was 384 customers of food ordering applications and the sampling method was available sampling. A questionnaire was developed to collect data and PLS Smart software was used to analyze the findings. The findings showed that advertising (impact coefficient: 0.410 to 0.480) and the ordering experience with the app (0.428 to 0.454) have the greatest effect on the relevance of content, competitors, and app features. Customer mindset with a coefficient of 0.861 is one of the most important variables, strengthened through time savings (0.328), rewards (0.526), ​​and support (0.590). Also, living conditions (up to 0.519), food quality (up to 0.271), and food price (up to 0.187) play a significant role in interaction with the application. The results showed that food quality, food price, and living conditions are independent variables. These factors affect advertising and ordering experience. The aforementioned components affect the components of app features, app content relevance and competitors. Therefore, it is suggested that food ordering application developers focus on these key factors to improve customer experience and increase the willingness to buy on digital platforms. Introduction Today, buying goods and receiving services is no longer limited to physical stores, but with the expansion of e-commerce, people can use online stores and digital platforms to buy and receive services. This evolution in business models allows companies to reach a wider audience and make the purchasing process easier for customers. Online stores have provided consumers with many advantages, including ease of price comparison, shopping anytime and anywhere, and access to a wide variety of goods and services (Al Maalouf et al., 2025). Therefore, businesses are increasingly using Internet technology to improve their business processes, allowing companies to deliver their services and products to customers faster and more efficiently, create a competitive advantage, facilitate customer relationship management, and reduce costs (Alalwan, 2020). In recent decades, online food ordering services have been rapidly changing and evolving in the food service industry market. These changes, especially in the food retail sector, have led researchers to carefully examine how consumers interact with these platforms. Despite the significant use of these services, there has not been enough research on consumer behavior towards online food ordering (Yang, 2024). In particular, studies that have examined consumer behavior in this area are limited in number, and more up-to-date research is needed to better understand this trend (Alvarez et al., 2022). Some studies have focused on factors such as convenience, accessibility, and delivery time that influence consumers' decision-making in using these services, but in general, there is still no complete understanding of the long-term effects of these platforms on consumer purchasing behavior (Siddiqi et al., 2024). Given that consumer mindset is a new topic that is mostly studied in the field of psychology and has many gaps in the field of consumer behavior, this study attempts to evaluate the role of customer mindset in the willingness to order food online. So far, no research has focused on the mindset of Iranian consumers. This article examines the impact of mindsets and other psychological factors on the willingness to order food online in Iran. Despite the growing body of research in psychology, sociology, and to some extent marketing on the role of mindsets, there is little information on the role of mindsets in online shopping behavior. Therefore, there is a significant gap in the existing knowledge regarding the role of mindsets and their relationship with individuals' willingness to use online space. Thus, the researcher intends to answer the fundamental question: what are the factors affecting customers' mindsets for using online ordering applications? Theoretical Framework Online Ordering While e-commerce is rapidly expanding, the food industry has also gradually found its place in this growing space (Alagoz & Hekimoglu, 2012). Online food ordering applications, as a specific type of e-commerce, provide convenience and time savings to consumers (Dirsehan & Cankat, 2021) and have increased consumers' willingness to use these applications, which is one of the main reasons for the boom of this industry (Ramesh et al., 2023). In fact, applications have helped consumers eliminate unnecessary processes and have more time to do other things (Yeo et al., 2021). These applications have great potential to provide a better quality of life for consumers if they include certain features (Sobnath et al., 2017). Online food ordering is especially suitable for people who live in busy urban environments and have little time because they can place their order online and pick up the food at a designated location (Zulkarnain et al., 2015). These services are very convenient to use because they offer consumers a variety of food options (Idris et al., 2021) and help exchange experiences and feedback between customers and restaurants (Shah et al., 2021). In online food ordering applications, price acts as a determining factor in consumers' purchasing behavior (Lin et al., 2014), and food quality refers to its overall characteristics that affect the customer's experience of the restaurant (Suhartanto et al., 2019). Research Methodology This study is applicable and focuses on quantitative analysis of the relationships between variables. The data collection method is a questionnaire that includes 14 dimensions and 71 items. To verify the validity of the questionnaire, the content validity method was used; in this way, experts in the fields related to consumer behavior and online food ordering were first consulted and the necessary amendments were made based on their opinions, and Cronbach's alpha coefficient was calculated for the reliability of the questionnaire; therefore, the desired variables had the required reliability. Then, the questionnaire was presented to 384 consumers of online food ordering applications as a sample. Research findings SPSS software was used to analyze the findings, and structural equations and PLS Smart software were used to fit the model. The research findings showed that food ordering applications lead to improved customer experience and increased willingness to buy on digital platforms. Conclusion The present study was conducted based on the CMOFO model with the aim of customer mindset and its role in the willingness to order food online. The results showed that food quality and living conditions as independent factors have a significant impact on advertising and ordering experience variables. This result is clearly in line with previous studies such as the studies of Tewari et al., (2022) and Papadopoulou et al., (2023). Privacy and ordering rewards also affect time savings and follow-up support. These variables are known to be influential factors in consumer decision-making and are in line with the studies of Valenti et al., (2023) and Murphy & Dweck (2016). According to the present study, the following suggestions are made: Accurate, realistic and practical information in effective advertising Continuous application updates Assuring users to protect personal information Providing services tailored to specific segments of society

Abstract Abstract The aim of this research is to design a data-driven human resources system deployment model using digital and intelligent tools in Tehran Blood Transfusion Organization. This research is fundamental in terms of its purpose, and mixed in terms of its implementation method (qualitative and quantitative). The statistical population in the qualitative section includes 15 academic experts and scholars, faculty members, and managers of the blood transfusion organization, selected by a purposeful and theoretical (judgmental) method. The statistical population in the quantitative section includes 700 active employees in the Tehran Blood Transfusion Organization, with a sample size of 196 people selected by a simple random method. The data collection tool in the qualitative section includes semi-structured interviews and in the quantitative section, a questionnaire. MAXQDA2020 software was utilized to analyze the findings in the qualitative section, and SPSS and SmartPLS software were utilized in the quantitative section. The results of the qualitative section showed that through axial coding, 44 initial codes were categorized into 22 axial codes that express the key and structuring concepts of the data-driven human resources system. The quantitative section analysis also confirmed that causal, contextual, intervening, and strategic factors significantly affect the establishment of the data-driven human resources system. Coordination between organizational structure, technology, and policies was proposed as a prerequisite for the success of data-driven decision-making and increasing human resources effectiveness. By presenting an integrated and data-driven model, this research highlights the role of digital and intelligent tools in improving human resources processes and strategic decision-making and can provide valuable practical and theoretical guidance for organizations on the path of digital transformation. Introduction Today, in the fast-paced and complex world of organizations, human resource management is recognized as one of the key factors for success. With the significant advances in digital technologies and artificial intelligence, this field is rapidly evolving, and organizations need data-driven management systems to remain competitive and respond to changing market needs (Okon et al., 2024). Data-driven HR refers to the accurate and targeted use of employee-related data to make management decisions based on real and analyzed information, not just experience or guesswork. This is especially important for organizations that play a vital role in the health of society, as optimal human resource management can have a direct impact on the quality of services and patient health (Conte & Siano, 2023). Therefore, the use of new technologies and the creation of a smart and data-driven system in the field of human resources have become a strategic necessity for organizations (Mujtaba, 2020). In this system, data related to various factors such as skills, job satisfaction, productivity, work history and even psychological factors of employees are collected and by analyzing them carefully, managers can gain a more comprehensive understanding of their workforce (Mateen et al., 2024). This understanding provides the basis for making strategic decisions such as optimizing human resource allocation, designing targeted training programs and predicting future workforce trends (Ajalli et al., 2023). Digital and intelligent tools include advanced human resource management software, big data analysis systems and artificial intelligence technologies such as machine learning and data mining, which enable the processing and analysis of very large volumes of data (Stankeviciute, 2024). These tools can identify hidden patterns in human resource data and predict various trends such as turnover rates, job satisfaction levels, or weaknesses in employee skills (Toghiani-Pezouh et al., 2025). In addition, smart technologies can automatically provide management suggestions and facilitate daily human resource processes. Using these tools in the Tehran Blood Transfusion Organization can increase the accuracy and speed of decision-making, reduce costs, and improve human resource productivity, while also allowing for faster response to environmental changes and organizational needs (Damnjanović et al., 2025). Conducting this research will not only help solve existing problems, but can also provide a usable and generalizable model for other similar organizations and help develop data-driven management in the field of human resources at the national level. Therefore, in line with this goal, the main question of the present study is: What is the design model for establishing a data-driven human resources system using digital and smart tools in the Tehran Blood Transfusion Organization? Theoretical Framework Establishing a Data-Driven Human Resources System Establishing a data-driven human resources system is a process in which an organization employs accurate and comprehensive data related to human resources, including performance information, skills, behaviors, and employee needs, to design, implement, and optimize human resource management processes (Rohmah et al., 2025). Khashi & Pourshahabi (2026) examined the design of a symbiotic optimization model of artificial intelligence and human capital in providing urban services to municipalities in Sistan and Baluchestan province. The findings showed that the final research model has a good fit and includes six main constructs including contextual factors, artificial intelligence components, human capital components, mediating factors, coexistence strategies, and desired outcomes. The strongest relationship in the model was observed between contextual factors and artificial intelligence components with a path coefficient of 0.98. This study presents a local model for optimizing human-AI collaboration in municipalities in underserved areas. Tizfahm Fard et al. (2026) examined the impact of digital technologies on the transformation of human resource management practices and its consequences on employee outcomes. Findings showed that causal factors including technology-driven leadership, managerial support for innovation, and a data-driven decision-making culture play a key role in facilitating human resource transformation. Contextual factors including organizational learning culture and employees’ digital literacy level provide the necessary platform for successful implementation of digital processes, while financial resource constraints, administrative rules, and employee resistance act as intervening factors. Strategies such as employee digital empowerment, cross-functional collaboration, and technological infrastructure development enhance employee productivity, satisfaction, and commitment. The study provides a comprehensive theoretical-practical framework that organizations can apply to effectively and sustainably implement human resource management practices by utilizing digital technologies. Research Methodology This research is fundamental in terms of purpose, and mixed in terms of implementation method (qualitative and quantitative). The statistical population in the qualitative section includes 15 academic experts and experts, faculty members and managers of the Blood Transfusion Organization, selected by a purposeful and theoretical (judgmental) method. The statistical population in the quantitative section includes 700 active employees in the Tehran Blood Transfusion Organization, with a sample size of 196 people selected by a simple random method. The data collection tool in the qualitative section includes semi-structured interviews and in the quantitative section, a questionnaire. Research Findings MAXQDA2020 software was applied to analyze the findings in the qualitative section and SPSS and SmartPLS software in the quantitative section. The results of the qualitative section showed that through axial coding, 44 initial codes were categorized into 22 axial codes that express the key concepts and structure of the data-driven human resources system. The quantitative analysis also confirmed that causal, contextual, intervening, and strategic factors significantly affect the establishment of a data-driven human resources system. Coordination between organizational structure, technology, and policies was proposed as a prerequisite for the success of data-driven decision-making and increasing human resources effectiveness. By presenting an integrated and data-driven model, this study highlights the role of digital and smart tools in improving human resources processes and strategic decision-making and can provide valuable practical and theoretical guidance for organizations on the path of digital transformation. Conclusion The present study was conducted with the aim of designing a model for establishing a data-driven human resources system using digital and smart tools in the Tehran Blood Transfusion Organization. The results of this research are in agreement with the results of Khashi & Pourshahabi (2026), Tizfahm Fard et al. (2026), Toghiani-Pezouh et al. (2025), Mujtaba (2025), Ghosh (2025), Liu (2025), Damnjanović et al. (2025), Iyer (2025), Toghiani-Pezouh et al. (2025), Ajalli et al. (2023), Bahari & Taheri Roozbhani (2023), Yang et al. (2021), Foroutan Eghlidi et al. (2021), Seyyed Naqavi et al. (2022), Zhang et al. (2025), Niu (2024), and Kambur & Yildirim (2023). Domestic research such as Mohammadi et al. (2022) and foreign research such as Okon et al. (2024), Owusu-Berko (2025), and Mateen et al. (2024) show that data-centricity increases the accuracy and speed of decision-making, reduces human biases, improves transparency and employee trust, enhances the effectiveness of human resource management, and ultimately creates a sustainable competitive advantage for the organization. These outcomes are realized when there is complete coordination between infrastructure, organizational culture, human capabilities, and supportive policies. Research suggestions based on the results include strengthening data-driven leadership through training managers, investing in smart technologies, prioritizing areas requiring data-drivenness, developing technology infrastructure and secure networks, explaining a transparent organizational structure, creating a data-driven culture, formulating data security and privacy policies, increasing organizational flexibility, managing change and reducing employee resistance, redesigning human resources processes with a data-driven approach, developing analytical skills and digital literacy, implementing predictive and prescriptive analytics, designing key performance indicators, and observing ethical principles in the use of data.

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 present study was conducted with the aim of modeling the factors affecting customer orientation in the insurance industry. This research is explanatory, exploratory, and developmental in nature. The participants consisted of 384 employees of agencies representing ten leading insurance companies in the northwest of the country in 2023, including Iran Insurance, Mellat, Asia, Parsian, Alborz, Dana, Saman, Karafarin, Moallem, and Razi Insurance Companies, selected through random cluster sampling based on the Morgan table. The data collection instrument was a questionnaire derived from the qualitative findings, and data analysis was carried out through descriptive statistics and structural equation modeling in SPSS23 and AMOS software at a significance level of 0.05. The findings showed that the research model had a good fit and that all factors, including the development of financial solvency (sig = 0.007), customer satisfaction (sig = 0.009), improvement of information and communication technology (sig = 0.011), brand development (sig = 0.003), development of insurtechs (sig = 0.001), development of content marketing (sig = 0.019), advanced customer relationship management (sig = 0.008), and organizational excellence (sig = 0.013), had a positive and significant effect on customer orientation in the insurance industry. Therefore, customer orientation in the insurance industry is influenced by various factors, including the development of financial solvency, customer satisfaction, improvement of information and communication technology, brand development, development of insurtechs, development of content marketing, advanced customer relationship management, and organizational excellence. Managers and officials of insurance agencies in the northwest of the country can enhance these factors in order to adopt a customer-oriented approach in their organizations. Introduction In today’s world, with technological advancement and easy access to information, few individuals remain unaware of the diversity of insurance products and services (Appelbaum & Albin, 2024). This variety of products and services, along with the large number of insurance companies, has created an increasingly competitive market among insurers (Zhang, 2019). Under such conditions, insurance companies, in order to increase profitability and gain a larger market share, need to utilize up-to-date technologies to attract and retain customers and to enhance policyholders’ satisfaction (Yu, 2024). Regardless of the specific product being promoted, marketing approaches in the insurance industry, as well as service delivery and responsiveness to customer requests, must be carried out in a mechanized manner within an integrated interactive platform. This approach helps meet customers’ need for a continuous and personalized relationship with the insurance company and ultimately increases customer satisfaction (Pan et al., 2023). A review of previous studies in the field of customer orientation in the insurance industry indicates several shortcomings. First, many existing studies have been conducted in a fragmented manner and without a comprehensive perspective on the various dimensions of customer orientation in this specific industry, often focusing mainly on general aspects of customer relationship management. However, due to the complex nature of insurance products, information asymmetry, and the high sensitivity of customer trust, the insurance industry requires a dedicated and industry-specific model. Second, recent technological developments, such as the emergence of insurtech and the changing expectations of customers in the digital era, have received limited attention in traditional customer orientation models. Third, the impact of industry-specific environmental and regulatory factors, such as insurance regulations and competition among insurance companies and emerging financial institutions, has not been sufficiently examined in previous models. These limitations highlight the necessity of comprehensively and contextually examining the factors influencing customer orientation while taking into account both the inherent characteristics of the insurance industry and recent transformations. The need for this research arises from the fact that, despite increasing competition, changing customer behavior, and the expansion of digital services, the insurance industry in Iran still faces significant challenges in accurately understanding and responding to customer needs. The main research problem is that, despite the vital importance of customer orientation for the survival and growth of insurance companies, the factors affecting its formation and reinforcement have not been coherently identified and modeled. Consequently, it remains unclear which variables influence customer orientation, through what mechanisms, and to what extent. Therefore, the present study seeks to answer the question: What are the factors affecting customer orientation in the insurance industry, and how do these factors influence customer orientation in this sector? Theoretical Framework Customer Orientation Customer orientation, as one of the behavioral elements of market orientation, refers to having a sufficient understanding of people in order to continuously create superior value for them. Employee planning is directed toward meeting needs and responding to requests in accordance with job conditions (Emami et al., 2025). Listening to the voice of customers and providing products and services that match their highest preferences, along with delivering the best possible services, are all part of this approach (Asadi et al., 2025). Customer orientation establishes the necessary evaluations through resource allocation priorities in order to assess superior value and customer satisfaction. Insurance In 1947, the first health insurance program was introduced for employees of the Iranian Tobacco Company. By 1948, several government organizations were covered by health insurance through different mechanisms. In the same year, an organization called the Government Employees Insurance Organization was established to provide coverage for government employees and to pay their medical expenses up to a specified limit. In 1973, the Health Insurance Organization was established, and in 1977 the Health Insurance Organization and the Social Security Organization were merged into the Ministry of Health. After the victory of the Islamic Revolution in Iran in 1979, the Social Security Organization was separated again from the Ministry of Health and continued its activities independently. The Medical Services Organization continued its activities under the title of the Department of Insurance, Revenue, and Medical Records within healthcare organizations until October 1995, when, through the efforts of policymakers and legislators and with the approval and implementation of universal insurance, a new phase of hope emerged for all members of society. With the continuous efforts of the officials of the Health Insurance Organization, the outcomes of this initiative became visible and tangible. However, it remains necessary for this humanitarian initiative to continue while addressing the existing challenges and obstacles within the administrative system and identifying appropriate, principled, scientific, and legal pathways for making effective progress toward societal development (Hadavand et al., 2020). Kaur and Singh (2025), in their study titled “Examining the Impact of Insurance Technology Adoption in the Indian Life Insurance Industry: A Customer Satisfaction Perspective”, concluded that customer orientation is a key factor in ensuring the survival of an organization or institution. Retaining existing customers and attracting new ones is therefore essential for all organizations, particularly insurance companies. Kim and Yi (2025) conducted research titled “Customer Orientation and Sales Orientations of Insurance Planners, Seller Influence Tactics, Relationship Quality, and Their Impact on Sales Performance”. Their findings emphasized the role of relationship quality and effective interaction with insurance customers in enhancing customer orientation and ultimately improving sales performance. Research Methodology This study is explanatory, exploratory, and developmental in nature. The statistical population consisted of representatives of the ten leading insurance companies in the northwest region of Iran in 2023, including Iran Insurance, Mellat Insurance, Asia Insurance, Parsian Insurance, Alborz Insurance, Dana Insurance, Saman Insurance, Karafarin Insurance, Moallem Insurance, and Razi Insurance. Considering that the number of representatives in the northwest region exceeded 10,000, the Morgan table was utilized to determine the sample size, and 384 individuals were selected as the statistical sample. The sampling method was cluster random sampling. For data collection, since this study was derived from a doctoral dissertation conducted by a mixed-methods approach, a structured questionnaire based on the qualitative findings of the dissertation was utilized. The questionnaires were completed online. Regarding data analysis, descriptive statistics were used to describe, collect, and classify the information obtained from the sample. In addition, Structural Equation Modeling (SEM) was employed to test and fit the research model. In this study, SEM analysis was conducted through AMOS software, while descriptive statistical analyses were performed by SPSS version 23 at a significance level of 0.05. Research Findings The results related to the gender of the respondents indicated that 39% of the sample were women and 61% were men. Regarding age distribution, 6% of the respondents were in the “30 years and below” age group, 54% were in the “31–40 years” age group, 35% were in the “41–50 years” age group, and 5% were in the “above 50 years” age group. The educational background of the respondents showed that 5% had a diploma or less than a diploma, 30% held an associate degree, 51% had a bachelor’s degree, and 14% held a master’s degree. The inferential results also indicated that the research model had an acceptable fit. All examined factors had a positive and significant effect on customer orientation in the insurance industry. These factors included financial solvency development (sig = 0.007), customer satisfaction (sig = 0.009), improvement of information and communication technology (sig = 0.011), brand development (sig = 0.003), development of insurtech (sig = 0.001), development of content marketing (sig = 0.019), advanced customer relationship management (sig = 0.008), and organizational excellence (sig = 0.013). Conclusion The present study aimed to model the factors influencing customer orientation in the Iranian insurance industry. The key findings indicate that the proposed conceptual model demonstrates a satisfactory statistical fit and that all independent variables have a positive and significant effect on customer orientation. Based on the magnitude of their effects, these factors are prioritized as follows: advanced customer relationship management, development of insurtech, development of content marketing, brand development, improvement of information and communication technology, organizational excellence, customer satisfaction, and finally, development of financial solvency. The findings of this study show substantial alignment with prior research in the field of customer orientation. For instance, the emphasis on advanced customer relationship management as the most influential factor is consistent with the results of studies such as Shadpour et al. (2024), which demonstrated that CRM directly affects customer orientation and customer experience through service personalization. Overall, this research reveals that achieving customer orientation in the Iranian insurance industry requires a multidimensional approach, with the optimization of customer relationship management positioned at its core. Accordingly, based on the research results, the following recommendations are proposed: insurance companies should make substantial investments in modern CRM platforms, customer data analytics, and employee training to ensure effective use of these tools. In addition, establishing or collaborating with insurtech startups is essential for delivering innovative services, simplifying processes, and enhancing user experience. Furthermore, producing educational, informative, and value-creating content tailored to the needs and concerns of insurance customers can contribute significantly to attracting and retaining them.

Abstract Abstract This research aims to model the decline in the value of the Myket brand, as one of the leading platforms for distributing mobile applications in Iran, using Weibull distribution. Data were collected from Myket's financial statements (including operating income of 357 billion Tomans and evaluation costs of 8 billion Tomans per year (2024) and non-financial indicators such as 26 million monthly active users and reports from global platforms such as Google Play and App Store). The statistical population consisted of 10 active digital brands in Iran, of which Myket was purposefully selected. The research method was quantitative and descriptive-analytical, and the analyses were conducted with Python (lifelines package) and R (survival package) software and the maximum likelihood method. The findings showed that the Weibull model predicted the trend of brand value decline with high accuracy (R²=0.92) and identified the decrease of 2.6 million monthly active users and increasing competition with platforms such as Cafe Bazaar as the main factors of the decline in value. Monte Carlo simulation showed that a 10% decrease in users increases the acceleration of brand value decline by 15%. This research was conducted with Providing a localized model suggests that Myket managers maintain and enhance brand value by strengthening the digital platform and developing innovations such as expanding digital content. This model can also be generalized to other native Iranian digital platforms. Introduction Brand valuation is a process that determines the economic and competitive value of a brand and is used in strategic management, capital raising, and market development (Guzmán & Baalbaki, 2021). A brand is not only a symbol that distinguishes one product from others, but also includes all the characteristics that come to mind when a buyer thinks of that brand. These characteristics are the tangible, abstract, psychological, and social characteristics of that product (Meysamiazad et al., 2024). A brand is a fundamental asset of a company. Brands occupy a very special place in the lives of many customers. People try to generalize themselves by using brands and consuming them (Asgari & Naghdi, 2021). In fact, a brand is defined by individuals, not companies, because each person's inner feeling and perception are different and ultimately each person creates their own personal version of the brand; as a result, a brand is a completely relative concept, with part of the brand in the mind of the individual and part of it in the mind of society (Moghaddam, 2023). In today's competitive era, brand valuation has always been a major concern for all business owners in the world. When an organization's or company's brand is valued, hidden, fundamental, and accurate information is obtained about the strength of the brand compared to competitors. As a native digital platform, Myket plays a pivotal role in Iran's digital ecosystem, and maintaining its brand value is of strategic importance to compete with local (such as Cafe Bazaar) and global platforms (such as Google Play and App Store). Iran's digital market faces numerous challenges such as fierce competition, rapid technological advances, economic fluctuations, and regulatory restrictions that lead to nonlinear behavior of brand value. The importance of this research is notable from several perspectives: first, native digital platforms such as Myket have a special place in Iran's digital economy, and strengthening their brand value is vital for competitiveness against domestic and foreign competitors. Second, the lack of localized analytical models for valuing digital brands in Iran has challenged strategic decision-making and reduced development opportunities. Third, the use of Weibull distribution, which is known for its flexibility in modeling nonlinear trends (Lawless, 2003), offers an innovative approach to analyzing brand value in specific Iranian conditions, such as sanctions and high inflation. By providing a comprehensive framework, this study not only fills the gap in the Iranian scientific literature, but also provides a generalizable model for other digital platforms, such as fintech (Zarinpal, App), e-commerce (DigiKala), and digital services (Snap). Unlike traditional methods (ISO 10668), this study provides a localized framework by integrating financial and non-financial data that is generalizable to other Iranian digital platforms and contributes to the theoretical understanding of brand depreciation in volatile markets. This study, using financial and non-financial data from Myket, presents a new model for brand valuation and fills the gap in the application of Weibull for local digital brands; therefore, this research aims to develop a localized and accurate model for valuing Myket's brand and predicting its dynamic trends, including the potential decrease or increase in brand value, using Weibull distribution. The main question of the research is: how is Myket's brand value evaluated accurately using a model based on Weibull distribution and predict its dynamic trends? Theoretical Framework According to the American Marketing Committee (1960), a brand is a name, symbol, or design that distinguishes products or services from those of competitors. The Customer-Based Brand Management (CBBE) model emphasizes the role of brand awareness, perceived quality, and customer loyalty (Yoo et al., 2000). Traditional valuation methods include the income approach (based on future cash flows, such as the DCF model), the cost approach (based on brand creation costs), and the market-based approach (based on the selling prices of similar brands and the ISO 10668 standard). However, these methods have limitations in the digital environment due to the rapid changes and nonlinear behaviors of brands (Christodoulides & Veloutsou, 2022). Brand decline in digital platforms may occur due to reasons such as reduced user engagement, market saturation, or increased competition (Iglesias et al., 2020). The Weibull distribution, as a continuous probability distribution, is widely used in survival and reliability analysis due to its flexibility in modeling temporal and nonlinear data (Lawless, 2003). This distribution, with shape (k) and scale (λ) parameters, can model different patterns of brand decline, from rapid initial decline to gradual decline in later stages. If (k < 1), the decline is rapid at first and then slows down; if (k = 1), the decline is at a constant rate (similar to an exponential distribution); and if (k > 1), the decline is slow at first and then accelerates (Ausubel & Meyer, 1999). These features make the Weibull distribution suitable for analyzing the decline of Myket’s brand in the competitive and economic conditions of Iran. Brand depreciation on digital platforms may occur due to reasons such as reduced user engagement, market saturation, or increased competition (Iglesias et al., 2020). This phenomenon is more complex due to its dependence on dynamic variables such as the number of active users, engagement rate, and annual revenue. Traditional models usually use simple distributions such as exponential or logarithmic, which cannot properly model nonlinear patterns of depreciation (Hyun et al., 2024). Ko (2025) in a study investigated a put option pricing model for car leasing that was designed based on the Weibull distribution. This study compares the performance of the Weibull model with the lognormal model and shows that the Weibull model is more accurate in predicting put option pricing. This study used data from two popular car models in South Korea (Hyundai Sonata and Tucson). After removing outliers (including sales to employees and vehicles with more than 20,000 km per year), the final dataset included 57,472 transactions for Sonata and 14,931 transactions for Osman. Khorasani et al. (2025) in a study, identified and prioritized organizational capabilities that affect brand positioning of food companies. The statistical population of the study included 13 senior managers and marketing and sales managers active in the food industry. A semi-structured interview and a data-driven approach were used, and the results showed that consequences, strategies, contextual factors, intervening factors, and causal factors had the highest weight, respectively. Research methodology This research used a quantitative and descriptive-analytical approach and was conducted with a case study design. Myket was purposefully selected from among 10 active digital brands in Iran, based on criteria such as the number of monthly active users (MAU), market share, and annual revenue. Data is collected from the following sources: • Financial data: Myket’s financial statements, including operating income of 357 billion riyals (223 billion from software sales, 90 billion from advertising, 41 billion from digital traffic, and 3 billion from e-books) and valuation costs of 8 billion riyals in 2024. • Non-financial data: 26 million MAUs, 140 million monthly downloads, 50 million active installs, 180 million monthly searches, and 900 million minutes of digital content streaming in 2024. • Global data: Reports from platforms such as Google Play and the App Store from reputable sources such as Interbrand (2021) and Statista. Due to the lack of complete non-financial data for the years 2020 to 2023, it was assumed that MAU decreased from 30 million in 2020 to 26 million in 2024, which is consistent with the competitive trends in the Iranian market. The independent variable time (t) was defined in monthly intervals from 2020 to 2024, and the dependent variable Myket brand value (V(t)) was measured through financial and non-financial indicators. The moderator variables included competition intensity (cafe market), customer loyalty, marketing budget, and innovation (digital content expansion). The control variables included industry activities, economic conditions, and regulatory constraints. Data analysis was performed with Python (lifelines package) and R (survival package) and the maximum likelihood estimation (MLE) method. The Weibull model was fitted as (V(t) = V_0 \cdot \exp\left(-\left(\frac{t}{\lambda} \right) ^k\right)), where (V_0) is the initial value, (k) is the shape parameter, and (\lambda) is the scale parameter. The validity of the model was assessed with (R^2), MAE, and RMSE. Monte Carlo simulation and tests of stationarity (Augmented Dickey-Fuller, Phillips-Perron), collinearity (VIF), and autocorrelation (Durbin-Watson) were used to ensure the robustness of the model. Research findings The Weibull model showed high prediction accuracy ((R^2 = 0.92), MAE = 0.12, RMSE = 0.15), and outperformed the exponential ((R^2 = 0.78)) and lognormal ((R^2 = 0.80)) models. The estimated parameters ((k = 1.8), (\lambda = 24) months) showed a slow initial decline and a subsequent accelerated decline, which is consistent with the nonlinear behavior of digital brands (Al-Momani et al., 2024). Key factors in the decline included a 2.6 million MAU decline (from 30 million in 2020 to 26 million in 2024) and competition from Cafe Bazaar. Monte Carlo simulations showed that a 10% decline in MAU increases the acceleration of decline by 15%, while an increase of 8 billion riyals in marketing budget reduces it by 8%. Innovations such as streaming 900 million minutes of digital content moderated the decline by 10%. Cox regression analysis confirmed the significant effects of the moderator variables: customer loyalty (HR = 0.52, 48% risk reduction), marketing budget (HR = 0.66, 34% risk reduction), and competitive intensity (HR = 2.18, 118% risk increase). The validity of the model was confirmed with AIC = 233.42, BIC = 240.88, and Anderson-Darling test (p < 0.05). Stationarity tests (ADF: -4.81, (p = 0.00005); PP: (p < 0.05), VIF (< 5), and Durbin-Watson (1.92) showed the robustness of the model. Conclusion This research uses Weibull distribution to model the decline in the value of the Myket brand as one of the leading platforms for distributing mobile applications in Iran. The Weibull model shows a slow decline in brand value in the early stages and an accelerated decline in the later stages, which is consistent with the nonlinear behavior of digital brands. This finding is consistent with the study (Lawless, 2003) that proposes Weibull to model nonlinear temporal phenomena. Compared to (Ko, 2025) that used Weibull to price car put options with high accuracy (compared to lognormal), the present model also showed higher accuracy compared to lognormal. Based on the results, Myket managers are advised to: Focus on user retention strategies, platform improvement, and innovation (such as digital content expansion). An increase of 8 billion riyals in marketing budget could offset the decline by 8%. Policymakers can strengthen the digital ecosystem by providing financial incentives and easing payment restrictions. Also, restrictions include incomplete non-financial data for 2020–2023. Future research could integrate Weibull with LSTM or ARIMA, conduct comparative studies, and examine cultural factors.

Abstract Abstract The aim of this research is to identify the factors affecting the energy market ecosystem (Case Study of the Iranian Electricity Market). The research method is applicable-exploratory in terms of its purpose, and qualitative in terms of its implementation method, based on the data-based method. The statistical population of the research includes 22 market management experts, as well as energy industry activists. The sample size was carried out using the purposive sampling method and the snowball method, and the interviews continued until theoretical saturation. Semi-structured interviews were used to collect information. The data-based method and Maxqda software were used to analyze the data. According to the findings, the concepts in the subcategories include: causal conditions (power grid instability, non-integrated governance); background conditions (energy exchange, power plant capacity money (generation) and technology, modularity, shared production and trust, cooperative stability); Intervening conditions (governance organizations/policymakers, production and consumption core, production cycle completers); strategies (decentralization, orchestration, energy pricing, new development investments, diversified financing, foreign energy trade and win-win self-regulation); and consequences (network, ecosystem attractiveness, multi-dimensionality of low-cost and network interactions and multiple satisfaction (governance, business, social) and development synergies and increased regional power). Introduction Today, ecosystems are developing and becoming widespread as a new method of value creation with an approach to creating shared and focal value resulting from the performance and cooperation of different institutions (Ghods et al., 2023). Most businesses have paid attention to ecosystems in their macro strategy in two ways: creating their own business ecosystem or connecting to existing ecosystems. In the organizational literature, the term ecosystem was first used in business by James Moore in 1993. He described an ecosystem as “a complex network of interconnected businesses that depend on and feed off each other to deliver value to their customers, end users, and key stakeholders. This concept reflects the emergence of business environments that are characterized by co-evolution and complexity, which is in contrast to the traditional hierarchical organizational forms that have dominated markets and industries for many years. Recently, there have been efforts to systematize the understanding of ecosystems (Jacobides et al., 2018). Jacobides & Lianos (2021) consider ecosystems as communities of cooperating companies that collectively produce a good, service, or solution and co-evolve their products under a common vision that requires the creation of a specific structure of relationships and alignment to create value.” Mitleton-Kelly (2003) consideres that an ecosystem consists of organizations and companies that both affect and are affected by it. Due to the breadth of the meaning, multiple interpretations of this concept have been made according to the need and type of its function and application. Platform ecosystems are one of the definitions of the ecosystem in the literature (the definition intended for this study). In this ecosystem, a company uses a platform to utilize the capabilities of other companies as a complement to create a specific value. In this case, the ecosystem is a model and method of organization (Jacobides et al., 2018). Electricity, as a key infrastructure, plays a prominent role in economic growth and development. Sustainable electricity supply is a prerequisite for growth (KHosravani et al., 2023). This research aims to identify the dimensions and provide a framework for the B2B platform ecosystem in the electricity market, providing a tool for organizations in this industry to become aware of creating or joining an ecosystem. The results of this research can help increase the literature in this field, as well as fill existing gaps and provide practical solutions in this field. Therefore, the main research question: What are the factors affecting the energy market ecosystem? Theoretical Framework Ecosystem The concept of ecosystem emerged from biological sciences and generally means “an interactive system created between living organisms and the environment in which they live” (Jucevičius & Grumadaitė, 2014). In fact, an ecosystem is considered an environment in which different factors exist and interact with each other (Abdi et al., 2023). Ghavidast Kouhpayeh et al. (2024) examined the role of blockchain technology in creating trust in customers in the marketing ecosystem. The results of the present study showed that trust resulting from transparency arising from blockchain technology is able to have significant effects on various financial and non-financial outcomes for businesses that use this technology in their marketing ecosystem. Mir et al. (2024) examined the design of an entrepreneurial ecosystem model in a university with a knowledge-based approach. The results in the qualitative section showed that 67 initial codes, 11 basic themes and 5 constructive themes in the main clusters of infrastructure and support (2 themes), technology and knowledge integration (2 themes), education and culture (3 themes), policy and planning (2 themes) and integrated management (2 themes) were identified and the relationships between them were drawn and presented in the form of a paradigm model. The results of the quantitative section showed that 5 indicators and 11 components with factor loading, average variance extracted and high convergent validity (0.4), Cronbach's alpha coefficient and composite reliability (0.7), and high t-significance coefficients (1.96) were confirmed, and the model has a strong fit. Research Methodology The research method is applicable-exploratory in terms of its purpose, and qualitative in terms of its implementation method, based on the data-based method. The statistical population of the research includes 22 market management experts and energy industry activists. The sample size was determined using purposive sampling and snowball method, and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information. Research Findings The data-driven method and Maxqda software were used to analyze the data. According to the findings, the concepts in the subcategories include: causal conditions (power grid instability, non-integrated governance); contextual conditions (energy exchange, power plant capacity money (generation) and technology, modularity, shared production and trust, participatory stability); intervening conditions (governance organizations/policymakers, production and consumption core, production cycle completers); Strategies (decentralization, orchestration, energy pricing, new development investments, diversified financing, foreign energy trade, and win-win self-regulation) and consequences (network attractiveness, ecosystem attractiveness, multi-dimensionality of low-cost and network interactions, and multiple satisfaction (sovereignty, business, social), and synergistic development flows and increased regional power). Conclusion The present study was conducted with the aim of identifying the factors affecting the energy market ecosystem (case study of the Iranian electricity market). The results of this study are in line with the research of Ghavidast Kouhpayeh et al. (2024), Mir et al. (2024), Suuronen et al. (2023), Bonina & Eaton (2023), Wecht et al. (2021), Gawer (2021), Hadad et al. (2021), Hein Andreas et al. (2020), and Aulkemeier et al. (2019). Suuronen et al. (2023) introduced digital business ecosystems as networks of shared value creation and the importance of digitalization in how organizations collaborate and compete in the current era, and identified the opportunities and challenges that these ecosystems create by providing a systematic review of the prerequisites, challenges, and benefits of DBEs. According to the research results, the following suggestions were made: Creating ecosystems as new organizational types and alternatives to traditional organizations and management methods requires a change in the thinking, outlook, and performance of influential managers. Based on the research findings, creating ecosystems basically requires creating new paradigms such as decentralization, transferring activities to the private sector, non-interference in buying and selling processes, and eliminating rent and monopoly. At first glance, this seems to be very difficult and complicated, but it is one of the requirements of B2B platform ecosystems and plays an important role in its fundamental formation. The independence of actors must be accepted and the role of guidance should be performed by the government and the government instead of control and policymaking instead of mediation. Providing new capital attraction platforms as a factor for the continued health of the energy ecosystem should be considered. Investment facilities, the challenge of exchange rate and its fluctuations and its allocation, lack of incentive for private sector investment due to lack of profitability, return on investment, contractual attractiveness, high investment costs of power plants and facilitating laws including the Electricity Industry Barrier Removal Law, new and attractive investment models and attraction of foreign capital are among the important factors on investment in an electricity energy ecosystem that should be given special attention. Governance and the government will play the most important role in this category.

Abstract Abstract The aim of this research was to present a local model of health tourism in the Ministry of Health, Treatment and Medical Education. This research is applicable in terms of purpose, and qualitative in nature, with an exploratory approach implemented based on the strategy of grounded theory and focusing on the systematic approach of "Strauss and Corbin". The required data were collected through in-depth and semi-structured interviews with 15 health experts, tourism strategists and relevant senior managers. The selection of participants was carried out through purposive sampling and continued until the stage of theoretical saturation. The data analysis process was carried out in three stages of open, axial and selective coding by the MAXQDA18 qualitative analysis software to ensure accuracy and transparency in extracting categories. The research findings led to the extraction of a paradigmatic model that showed that the local model of health tourism is based on a set of causal, contextual, intervening factors, strategies and consequences. In the causal factors section, components such as quality of medical services, tourism infrastructure, natural factors, transportation, organizational factors, globalization of health services, and destination security were identified. Contextual factors also included changes in health costs, transition to health supersystems, attraction of health tourists, and patient experience. The main strategies included institutional coordination, international marketing, national branding, and promotion of Iranian tourism. Finally, economic, social, infrastructural, and international consequences were extracted for this model. Introduction Today, growth and development are considered the goals and aspirations of every country and society. Different societies are trying to provide the basis for sustainable growth and development by identifying their capabilities in different fields and by utilizing them appropriately. One of the areas that has received attention from different societies in recent decades for investment in growth and development is the field of tourism (zhang et al., 2023). Tourism as an industry has various potential areas for investment. One of the new areas in tourism that has the potential to invest and generate income for growth and development is health tourism, which is considered one of the most profitable and competitive industries in the world (Heung et al., 2021). For this reason, many governments at the macro level are interested in benefiting from the economic benefits of this industry, and increasing competition has begun between different countries, especially developing Asian countries, to attract health tourists (Zhao et al., 2024). Health tourism or medical tourism is extensive and includes quality health care services as well as some other facilities such as better accommodation, shopping, and sometimes recreational facilities. In fact, health tourism is a form of tourism that includes all natural and cultural resources, rehabilitation and sports activities, facilities and places with services related to the health and treatment sector and the tourism sector to serve people who travel for physical and mental health reasons (Cha et al., 2024). Nowadays, people travel for health as well as fitness, well-being and relaxation, and in response to this growing demand, countries, healthcare providers and hospitality and tourism organizations are striving to offer a wider range of medical, health and wellness tourism experiences (Zhong et al., 2021). In countries like Iran, which have good healthcare infrastructure in many areas such as dentistry, cosmetic surgery, infertility treatment and traditional medicine; health tourism can be considered as a valuable economic opportunity to attract foreign exchange earnings and create employment. However, to exploit these opportunities, strategies are needed that are specifically dedicated to this industry (Jabari Nezhad esfahlan, Divsalar & Hoseini Ghoncheh, 2022). Iran will become one of the main health tourism hubs in the region based on its 20-year vision development goals in 2025. Iran should use its capabilities in the health care industry to benefit from the benefits of health tourism, and is currently among the world's leading countries in medical science such as stem cells and spinal cord injury repair. Also, in the field of infertility, invasive radiology topics of the kidney and liver are able to compete with advanced countries in the world. There are no extensive studies in the field of health tourism in Iran, and comprehensive identification of the enablers of medical tourism in Iran and evaluation of their relationships and effects on each other seems necessary. Understanding the above, the main research question is: What are the factors shaping the indigenous health tourism model in the Ministry of Health and Medical Education? Theoretical foundations Health tourism Health is one of the inalienable rights of all human beings. Almost in the middle of the last century and at the beginning of the work of the World Health Organization, world thinkers emphasized that health is not just the absence of disease, but the enjoyment of complete mental, physical, social and spiritual well-being as the definition of health in past centuries was accepted and agreed upon by thinkers (Emami et al., 2025). The term health tourism was proposed by Goodrich in 1991 and then began to spread in American and English universities (Monroy-Rodriguez et al., 2025). Health tourism is a trip designed to maintain and maintain the physical and mental health of an individual on a regular basis (Fernando et al., 2023). Rastegari et al. (2025) conducted a study entitled "Health Tourism Destination Branding in Yazd Province Medical Centers". The findings of the study indicate the need to pay attention to infrastructure factors, cultural factors, and economic factors in the form of the health tourism destination country variable, tourism factors and destination city branding factors, and advertising, sales promotions, brand communities, and public relations in the form of communication tools variables, as well as doctors and nurses, medical center employees, and managers in the form of human resources variables, and medical equipment and facilities and services in the form of product or service variables. Farzinmehr et al. (2025) conducted a study entitled "Investigating the Presentation of a Marketing Model in the Line of Health Tourism with an Emphasis on Medical Equipment". The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Research Method The present study is applicable in terms of purpose, and qualitative in nature, with an exploratory approach conducted thrugh the data-based theory with the systematic approach of "Strauss and Corbin". The main goal of this approach is to identify and explain the processes, relationships, and interactions effective in forming the indigenous health tourism model in order to ultimately provide a theoretical framework for explaining and analyzing this phenomenon. The research population included specialists and experts in the field of health tourism who had executive and decision-making backgrounds in related organizations and institutions and were known as "informed experts". Sampling began purposefully and continued until theoretical saturation was achieved. In total, 15 in-depth semi-structured interviews were conducted with experts in the field of health tourism. The interview protocol was also designed based on a review of the research background, document review, and consultation with experts; and the validity of the questions was also approved by the experts. Before the interview began, the research objectives and questions were sent to the participants, and a brief explanation of the research topic was provided at the beginning of each session. With the consent of the interviewees, the interview process was recorded and the key points of each session were simultaneously noted. The average time for each interview was about 45 minutes. Data analysis was conducted based on a systematic approach of grounded theory and by MAXQDA18 software, and included three stages of open, axial, and selective coding. In the open coding stage, after several times of studying and organizing the interview text, initial concepts were extracted and similar codes were categorized into initial categories. Then, a title appropriate to the content of the codes was selected for each category. In the axial coding stage, the relationship between the axial category and other categories was determined in the form of a paradigmatic model. Finally, in the selective coding stage, the central category was extracted and the relationships between other categories were explained in the form of a final model. Research findings The findings of this study led to the design of a local model in the Ministry of Health, based on which the quality of services and specialized infrastructure were identified as the main drivers (causal conditions). The results showed that adopting strategies such as national branding and inter-institutional coordination, under the influence of political and legal intervening conditions, can lead to the key outcome of developing currency and promoting health diplomacy. This model, relying on the patient experience and the developments of health supersystems, offers an integrated path for the transition from traditional management to a comprehensive health tourism system. Discussion and Conclusion Analysis of the research findings shows that the identified causal conditions (including service quality, technological infrastructure, natural attractions, security, and organizational factors) constitute the hard core and main driving force of the model. These factors directly affect the “perceived value of the destination” and ultimately the “intention to choose Iran” by international patients. These results are fully consistent and harmonious with the new approach to medical tourism in the world. The present study confirms the fact that today, health tourists, beyond simply receiving treatment, are looking for a set of “quality, security, and a unique experience”. This finding is consistent with the results of zhao et al. (2024) studies that emphasize the simultaneous role of medical expertise and smart infrastructure in attracting tourists. The contextual conditions in this study represent the specific context and environmental characteristics that affect the implementation of health tourism strategies. These conditions, which include changes in health spending trends, the transition to smart supersystems, a focus on patient experience, and diversification of services, provide a context in which Iran can emerge as a strategic destination. The analysis of the findings shows that the underlying conditions emphasize “creating economic advantage” and “improving patient-centered standards.” These results are in line with the new developments in the global health industry; because in the new paradigm, the success of a destination is not limited to treatment alone, but also depends on the “digital ecosystem” and “cost management.” Changes in health spending trends indicate the impact of the “medicalization of society” and the growth of the share of health in GDP on tourism demand. The findings of the study are in line with the study of Chowdhary & Majumdar (2025) who consider changes in health behaviors and increasing costs as a driver for the search for affordable options in developing countries. In fact, the price gap between countries is the main factor that has led to the formation of this pattern in the Ministry of Health. The emergence of new technologies such as digital medicine and remote monitoring forms the modern platform for health tourism. This finding is fully consistent with the study of Zhao et al. (2024) on the role of artificial intelligence in the future of medical imaging and health services. The transition to these intelligent systems reduces the physical distance between international doctors and patients and strengthens trust in cross-border treatments. Intervening conditions in this study include macro-environmental variables that influence the selection and implementation of strategies. These factors, which are categorized into three areas: political, legal, and economic; can act as “facilitators” or “structural barriers” In fact, these conditions determine to what extent Iran's potentials (causal factors) can be realized in the real world. The analysis of the findings shows that the intervening conditions emphasize "system resilience" and "stability of implementation procedures". These results are in line with the theories of strategic management in the field of health; because in international markets, even with the best medical services, sustainable development will not be achieved without legal and diplomatic supports. Coordination between the government, banks and medical centers acts as a catalyst for the implementation of the model. This finding is consistent with the structural model of Mansour et al. (2023) that emphasizes inter-institutional interaction. The existence of comprehensive plans and order in processes reduces implementation barriers and makes the partnership between travel agencies and medical centers that you have brought in the codes productive. The research findings are in line with the study of Chowdhary & Majumdar (2025). Strategies in This research is a set of targeted and planned measures that the Ministry of Health and relevant institutions use to manage and develop health tourism. These strategies, which include structural coordination, scientific branding, and smart marketing, are actually considered a "roadmap" for transforming Iran's potential into tangible economic and medical outputs. Analysis of the findings shows that the strategies emphasize process integration and marketing intelligence. These results are in line with modern tourism management models in the world; because in the present era, traditional marketing has given way to "holistic management" and "digital branding based on trust". This category is consistent with the findings of Chowdhar & Majumdar (2025).

Abstract Marketing has reached a point of transformation where adopting digital trends is essential.Although this seems to put a lot of pressure on marketers,in reality,all automated systems and applications that are based on digital tools require special attention to digital marketing in businesses.The present study was conducted with the aim of analyzing the path of the designed model from the impact of causal conditions to the consequences of digital marketing in businesses active in the Mashhad leather industry.The present study is applied in terms of purpose and descriptive-survey in terms of data collection.The statistical population of this study is all people active in the leather industry,whose number is unknown.The sample size was determined based on the formula of 5to10 times the items in the questionnaire and using a non-random method available to 247people.The data collection tool in this study was a researcher-made standard questionnaire.Cronbach's alpha was used to verify the reliability of the questionnaire,and confirmatory factor analysis was used to verify the validity of the questionnaire.The values obtained indicate the verification of the reliability and validity of the questionnaire.In addition,divergent validity was also confirmed,and data analysis was performed using the structural equation modeling method and smart pls software.The research findings showed that causal conditions have a significant impact on the pivotal phenomenon of digital marketing in the leather industry.The pivotal phenomenon has a significant impact on the underlying conditions,intervening conditions,and strategic factors in the digital marketing of the leather industry.Strategic factors have a significant impact on the outcomes of digital marketing of the leather industry.The results indicate that organizations must move in line with current science and portray innovation and creativity in the world of digital marketing to achieve customer satisfaction.

Abstract The purpose of this study is to design and explain a neuro-digital marketing model for home-based businesses using the grounded theory method. Given the growing expansion of home-based businesses in Iran and their role in reducing unemployment and increasing GDP, the need for effective and low-cost marketing models for these businesses is increasingly felt. This research was conducted within a qualitative approach. Data were collected through in-depth interviews with 25 experts and specialists in the fields of neuromarketing, digital marketing, and home-based businesses, selected using purposeful snowball sampling. Data analysis was performed in three stages of open, axial, and selective coding using MAXQDA 10 software. To assess reliability and validity, independent coding by two researchers and calculation of Cohen's Kappa coefficient (0.92) were employed. Additionally, the test-retest reliability, obtained by recoding four interviews at two different time intervals, was 87%, indicating high credibility and stability of the results. The research findings led to the identification of 88 subcategories and 13 main categories. The proposed model in this study suggests a combination of neuromarketing and digital marketing techniques with minimal cost for home-based businesses. This model assists home-based business owners in achieving sustainable growth and development by effectively influencing customers' subconscious minds. It can serve as a framework for implementing neuro-digital marketing in home-based businesses.

Abstract The aim of the present study is to validate the factors affecting the development of digital banking services, with a focus on information technology in Iran Zamin Bank. In terms of purpose, this research is applied, and in terms of implementation, it is quantitative. The statistical population consisted of 307 customers of Iran Zamin Bank in Tehran, who were selected through convenience sampling. Data were collected using a researcher-made questionnaire, and its reliability and validity were confirmed through Cronbach’s alpha, composite reliability, and content validity methods. For data analysis, structural equation modeling with the partial least squares approach was employed, and PLS software was used for testing and final model fitting. The findings showed that information technology and infrastructure, digital strategy, security and risk, user experience, product development and innovation, organizational structure and culture, environment and competition, change management, and data management and decision intelligence have a significant relationship with the development of digital banking services. Ultimately, this study demonstrates that the success of banks depends on the factors influencing digital development, in a way that intelligently integrates advanced technological capabilities with strategic requirements, security, customer orientation, and organizational agility.

Abstract Abstract The aim of this research is to analyze the model of factors affecting customer experience in the implementation of generation 4.0 retail. This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population includes customers of the Etaka chain store, and the sample size was determined as 384 people using the Cochran formula, and the simple random sampling method was used. The data collection tool was a researcher-made questionnaire, whose validity was confirmed by experts and its reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses and fit the conceptual model, structural equation modeling was used with AMOS software. The fit indices including CFI, GFI, IFI, and RMSEA were within acceptable limits, indicating a proper fit of the model. The research findings showed that technological progress and value creation have a significant impact on customer experience. Human and organizational factors also play an effective role in implementing Retail 4.0. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. The results indicate that intelligent use of new technologies, empowering human resources, and creating appropriate organizational infrastructure are essential prerequisites for achieving positive customer experience and sustainability in modern retail environments. Introduction Along with the industrial revolution, the retail industry has also evolved significantly. First, in relation to Retail 1.0, large stores began to emerge along with mass production using steam power. Accordingly, consumers enjoyed low-cost products in Retail 2.0, and as a result, more shopping malls were opened. Meanwhile, in Retail 3.0, consumers enjoy online shopping globally through the Internet, and therefore, shopping behavior has changed; because now we can buy anything without leaving home. And this evidence shows that Retail 4.0 can make our lives easier and better (Ren et al., 2024). In general, Retail 4.0 technologies include artificial intelligence, Internet of Things, cloud computing, big data analytics and augmented reality (Vhatkar et al., 2024). Artificial intelligence can replace employees in some routine jobs, while home and office applications can be managed through mobile applications thanks to the Internet of Things. The recorded data is then stored and analyzed in the cloud using self-service kiosks (Bonfer et al., 2022). When the 4.0 generation was first introduced in the industry in 2010, it also brought the retail industry into the fourth revolution. On the other hand, Retail 4.0 seems to be a new concept for retailers around the world; when Industry 4.0 technologies such as artificial intelligence, Internet of Things, cloud computing, big data analytics, and augmented reality were implemented in the retail industry (Har et al., 2022). The level of adoption of Retail 4.0 is high in developed countries such as the United States, the United Kingdom, and Europe. However, in less developed countries, with low internet access coverage, the adoption of these technologies seems challenging for them. Consumers and businesses are unable to take advantage of the emerging e-commerce opportunities due to persistent bottlenecks and barriers such as costly broadband services, over-reliance on cash, shortage of skilled workers among the people, and government indifference. Therefore, the researcher intends to answer the fundamental question: how is the analysis of the model of factors affecting customer experience in the implementation of Retail 4.0? Theoretical foundations Technological advancement and customer experience Technological advancement is recognized as one of the most important drivers of transformation in the retail industry. New technologies, including online shopping systems, mobile applications, artificial intelligence, the Internet of Things, and big data analytics, enable fast, accurate, and personalized services for customers (Mirzaee Azandariani et al., 2022). In particular, customer familiarity with technology and its ease of use improve the customer experience in interacting with the organization and increase satisfaction and trust (Alexander et al., 2022). Organizational factors and customer experience Organizational factors include the organization's culture, processes, structure, and strategies that shape the organization's overall performance. In retail environments, organizations that have a customer-centric culture, design their processes to respond quickly and effectively to customer needs, and have a flexible and innovative structure, and can significantly improve the customer experience (ham et al., 2021). Effective organizational processes, such as customer relationship management systems and supply chain optimization, increase service quality and reduce customer waiting times. Intra-organizational technology infrastructures, such as integrated data mining systems, enable customer behavior analysis and forecasting of customer needs. Behera et al., (2024) studied “Changing Customer Engagement with Artificial Intelligence in E-Marketing: An E-Retail Perspective in the Era of Retail 4.0”. The research method is quantitative. Primary data was collected from 305 e-retail customers and analyzed using structural equations. The results showed that AI-based e-marketing can predict customer desires, provide personalized messages and offers, increase customer engagement with the brand, and enhance the digital shopping experience in Retail 4.0. Blut et al., (2024) studied “Retail Customers’ Ease of Use of Artificial Intelligence-Based Virtual Assistants: A Meta-Analysis”. The meta-analysis included 2766 correlations from 244 independent samples. Data analysis showed that price value, social support, and humanization are the main drivers, and the performance of assistants varies depending on their type (intelligent/stupid, voice/text-based, avatar/non-avatar), and negative emotions play a mediating role. Research Method This study is applicable in terms of purpose and descriptive-correlational in terms of method. The population of the present study includes customers of the Eteka chain store, the sample size was determined as 384 people based on the Cochran formula, and the sampling method was simple random sampling. The findings from the Cronbach’s alpha test are reported. To examine the validity, content validity was used and its validity was confirmed. Then, the reliability of the questionnaire was measured by distributing the questionnaire. In order to test the research hypotheses, structural equation modeling was used in the Amos statistical software platform. Research findings The research findings showed that technological advancement, value creation, human and organizational factors each have a positive and significant impact on customer experience and the implementation of Generation 4.0 retail. It was also found that customer experience plays an important role in increasing interaction and effective communication between the store and the customer. Finally, general and market-specific factors also significantly affect the acceptance and success of the implementation of Generation 4.0 retail. Conclusion and Discussion The present study showed that the success of the implementation of Generation 4.0 retail is the result of the interaction and combination of several key factors. Technological advancement and the use of digital tools improve the shopping experience of customers, while providing real value increases their satisfaction and loyalty. Employee competence and skills, service quality and effective customer interaction play an important role in the success of digital stores, and appropriate organizational management and efficient internal processes facilitate the implementation of digital transformation. In addition, adaptation to market conditions, customer behavior and the socio-economic environment is a determining factor in the acceptance and success of Generation 4.0 retail. Overall, positive customer experience, value creation and market alignment form the focal point of any successful strategy in Generation 4.0 stores. The present study showed that technological advancement directly improves customer experience. Easy access to new technologies and ease of use of digital tools increase customer satisfaction and convenience in shopping. This finding is consistent with the studies of Akbari et al. (2022) and Rousta et al. (2023). Value creation is also a critical factor affecting customer experience. When customers receive real value from products and services, their satisfaction increases and their willingness to repurchase and loyalty is formed. The findings are consistent with the research of Mirzaee Azandariani & Arya (2022) and Akbari et al. (2022), which shows that creating a positive customer experience is not possible without providing tangible value. Therefore, stores should focus on enhancing the value provided to customers at all stages of the purchase process. Organizational factors have an important impact on the adoption and implementation of Generation 4.0 retail. Organizational culture, internal processes, and technology infrastructure are among the factors that facilitate the success of implementation. This finding is consistent with the studies of Aldrighetti et al. (2023) and Hoyer et al. (2020), which show that success in digital transformation is not achieved by focusing only on technology, but also by effectively managing human resources and organizational processes. Human factors also have a significant impact on the implementation of 4.0 retail. Employee empowerment and technology-related skills improve service quality and customer engagement. These results are consistent with the research of Behera et al. (2024) and Roustaee Gholpaygani et al. (2023), which shows that employee training and empowerment are crucial for the success of digital stores. Customer experience, as a key phenomenon, has a direct impact on the success of 4.0 retail implementation. A positive customer experience increases satisfaction, loyalty, and repurchase motivation; and encourages customers to interact more with the store. These findings are consistent with the results of Blut et al. (2024) and Behera et al. (2024), and show that customer experience is the focal point of any successful strategy in 4.0 stores. Market-related and general factors are also influential. Attention to customer behavior, changing tastes, social acceptance, laws and regulations, and economic conditions can ensure the success of stores. The findings are consistent with the research of Vhatkar et al. (2024) and Rousta et al. (2023) and show that the successful implementation of generation 4.0 stores requires compatibility with environmental conditions and market needs.

Abstract Abstract The present study aims to explain the vital role of smart geomarketing in export development. This study has a mixed approach (qualitative-quantitative) and an applicable research method. In the qualitative part, the statistical population included government experts, major exporters of kiwi products, and also academic experts in Gilan province (Iran), of whom 15 people were considered as a sample after data saturation. The sampling method was purposive. The data were analysed using the Grounded theory methodology. Then, the research strategy in the quantitative part was conducted as a survey. The statistical population included 316 individuals and legal entities active in kiwi exports, of which 173 people were selected as a sample through the Cochran formula in a limited population using non-probability sampling. The data collection tool was a questionnaire. The results of structural equation modelling using Smart PLS software showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart geomarketing. Smart geomarketing has a significant effect on the development of marketing capabilities, training and persuasion of officials for export development, and the development of spatial data infrastructure. The development of marketing capabilities, the development of spatial data infrastructure, and the training and persuasion of officials for export development have a significant effect on increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. Of course, training and persuasion of officials do not have a significant effect on increasing global reputation. Introduction Marketing plays a key role in export development. With the help of marketing, companies can identify their target market, understand the needs of foreign customers, and market their products or services in a way that is well-received in the target markets (Chishty & Sayari, 2024). Among them, agricultural products, especially horticultural products and fruits, are of great importance (Publication, 2024). Iran has many agricultural products, of which kiwi is an important export product mainly grown in the northern regions of the country, especially in Gilan province, but the cities of Rudsar, Talesh, and Astara are the production hubs of this product. However, despite high production, Iran's share in the global kiwi fruit markets is very low and less than 0.7 (Khalqi Eshkalek et al., 2021). In this regard, some studies have shown that the export sector of this product has not been able to develop well due to the lack of awareness of exporters about the locational indicators of consumers, including purchasing patterns, geographical location of purchases, service area and region, addresses and delivery locations, consumption levels, expectations, attitudes, etc. Today, with the growth and development of the market, the importance of locational indicators has increased (Oliveira & Spinola, 2020). Geomarketing allows marketers to better understand the needs and preferences of customers by focusing on specific regions and markets. By analysing geographic information, marketers can identify the best places to locate branches or stores, and as a result, access to customers will be easier and more effective (Alaoui & Abdelali Fateh, 2024). One of these intelligent methods is called Spatial Data Infrastructure (SDI), whose advantage over the previous method is that data is generated and collected only once, as a result of which parallelism is eliminated from the spatial data generation process. Additional costs are not spent on reproducing existing data (Bansal & Singh, 2024). Therefore, the exporting company must acquire the necessary and complete knowledge of the international marketing environment in order to increase its chances of success (Fathi Bajestani et al., 2025). This knowledge increases the company's ability to market and sell products and services effectively and efficiently according to the location of consumers. In fact, this type of knowledge includes familiarity with customer needs and local market characteristics, familiarity with business conditions, and the knowledge and skills required to promote offerings in export markets (Bartoli et al., 2021). Several studies have been conducted in this field. Of course, few studies were found that examined smart geomarketing in the export of kiwi products. Because most recent studies had conducted location marketing and geomarketing to examine the weekly market (Nath et al., 2024), hotels (Gu et al., 2024), and food products (Bartoli et al., 2021). Therefore, given this research gap and considering that currently, due to the high performance of the kiwi product and the acceptance of the gardeners of Gilan province, there are good capabilities in the field of exporting this product; but if the necessary measures are not taken to realize and develop the export of this product with respect to location marketing, the possibility of losing this golden opportunity is tangible. Therefore, it must be accepted that due to the need to develop the export of non-oil products and, in particular, the export of kiwi produced in Gilan province, which global markets have welcomed, and also due to the lack of comprehensive research related to the location marketing of this product, the present study was conducted with the aim of explaining the vital role of smart geomarketing in the development of exports. Research Methodology This study has a mixed approach and applicable research method. The statistical population included government experts, major exporters of kiwi products, and also academic experts in Gilan province, 15 of whom were considered as a sample after theoretical saturation. The sampling method was purposive. In total, about 450 minutes of interviews were conducted over a period of more than 3 months through coordination with them. The average interview with each person was about 30 minutes. The data were analysed manually using the data-driven method and three-stage coding (open, axial, and selective). Then, the research strategy in the quantitative part was conducted as a survey. The statistical population included 316 individuals and legal entities active in kiwi exports, of whom 173 were selected as a sample through the Cochran formula in a limited population using a non-probability sampling method. The data collection tool was a questionnaire. The data were tested through structural equation modelling using Smart PLS software. Research findings In the qualitative part, the results showed that the central phenomenon is geomarketing. Causal factors include management capabilities, government support policies, and export development marketing. Contextual factors include environmental factors and kiwi cultivation characteristics. Strategic conditions include developing marketing capabilities, training and persuading officials to develop exports, and developing SDI infrastructure. Intervening conditions include government weakness. Outcomes include increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. In the quantitative part, it showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart geomarketing, and smart geomarketing has a significant effect on developing marketing capabilities, training and persuading officials to develop exports, and developing spatial data infrastructure. Developing marketing capabilities, developing spatial data infrastructures, and training and encouraging officials to develop exports have a significant impact on increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. Of course, training and encouraging officials do not have a significant impact on increasing global reputation. The weakness of the government only interferes with some relationships. Conclusion The present study was conducted with the aim of explaining the vital role of smart geomarketing in export development. The results of this study are in line with the results of Turan and Abdiu (2024); Wanzala, Marwa, and Luanga (2024); Zhou et al. (2024); Zahir and Lu (2024); Kho, Nagya and Nam (2023); Ipek, Biçakçıoğlu-Pınarçı and Kobra Hizarci (2023); Tayen-Höke et al. (2022); Budlage and Ketter (2022); Pük et al. (2022); Zoğur and Qülu (2022); Keskin et al. (2021); and Alegre Vidal et al. (2022).According to the results obtained, the following suggestions are made: It is suggested to optimise production processes. For optimisation, it is recommended to analyse the processes in detail, because by carefully examining all stages of production, it is possible to identify points where waste, time and energy are. It is also better to design and implement lean production systems. Lean production systems, such as the Toyota system, focus on eliminating waste and resource wastage in all stages of production. By implementing these systems, efficiency and productivity can be significantly increased. To deliver goods and services to customers without using marketing intermediaries, it is better to use various distribution channels using up-to-date technologies such as GPS, SDI, big data analysis, machine learning and artificial intelligence, the Internet of Things, augmented reality, virtual reality, etc., to improve interaction with the consumer.To reduce supply chain challenges, it is recommended to carefully review the personality traits model of distributors before concluding a contract.

Abstract Abstract
This study was conducted with the aim of investigating the effect of reducing customer confusion in choosing domestic automobile manufacturers' brands, based on brand quality and brand experience. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study consisted of sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, estimated at 384 people. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability methods were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the instrument was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that brand quality, brand experience, customer satisfaction, and addressing this confusion and providing solutions to reduce it can help improve the shopping experience of domestic automobile manufacturers' customers and increase their satisfaction.
Introduction
Today, the automotive industry is one of the key and vital industries in every country. With the rapid growth of technology and continuous changes in customer needs and demands, domestic automobile brands are facing serious challenges in attracting and retaining customers. Customer confusion, as a psychological phenomenon, can have a negative impact on customer purchase decisions. Customer confusion in choosing domestic car brands is a serious problem that can have a negative impact on purchasing decisions. By identifying the dimensions and components of this confusion and applying appropriate solutions, such as training and information, improving the user experience, providing quality after-sales services, and using modern technologies, the current situation can be improved. Ultimately, these measures can lead to increased customer satisfaction and strengthening their loyalty to domestic brands. (Karadayi-Usta, 2025).
Customer confusion is one of the important challenges in today's competitive markets (zeinalitajani et al., 2025). This concept refers to a situation where the customer, when faced with multiple options and extensive information, is unable to correctly interpret the features and benefits of products and his decision-making is delayed or erroneous. Confusion can be caused by a wide variety of brands, similarity of features, contradictory advertising messages and information overload, and ultimately negatively affect customer satisfaction, trust and loyalty. Reducing this confusion helps customers make faster and more confident decisions and increases the value of the shopping experience (baniasadi et al., 2025).
In the automotive industry, due to the complexity of technical features, the wide variety of models and extensive competitive information; the likelihood of customers encountering information overload or similarity between brands increases. In addition to increasing decision-making stress, this situation can undermine customer trust and reduce the perceived value of the brand, which ultimately has a negative impact on the final choice.
Brand quality is one of the determining factors in choosing a car. Brand quality is defined as one of the key factors in consumer decision-making, beyond the characteristics of the product or service; and includes the customer's perception of performance, durability, service, and brand reputation. Brand quality plays an important role in building trust, increasing satisfaction, and reducing decision conflict, and can reduce the effect of confusion (fereydouni et al., 2024). Research has shown that brands with high perceived quality encourage customers to make more confident choices and have a more positive experience, and in the long run, increase brand loyalty and equity (doroudi et al., 2024).
Customer confusion not only leads to delay in decision-making, but can also affect customer loyalty to the brand; therefore, reducing this confusion by increasing brand quality and enhancing brand experience can lead to more confident and satisfying customer choices. Hence, the researcher's concern led to the question: what is the effect of reducing customer confusion in choosing domestic automaker brands based on brand quality and brand experience?
Theoretical foundations
Customer experience
Customer experience, as a key concept in marketing and customer management, was first introduced as a set of customer perceptions and emotional, cognitive and behavioral reactions in interaction with the brand. Research shows that customer experience goes beyond mere satisfaction and includes all touchpoints or points of contact of the customer with the business (Kronheim et al., 2024). Every interaction, whether viewing a product, browsing a website, the purchase process, after-sales service or contacting support, can create a positive or negative experience for the customer that has a direct impact on his future purchasing behavior and loyalty (Gahler et al., 2023).
Brand quality
Brand quality, as one of the most important elements in brand management and consumer behavior, is a concept that has been considered in the marketing and strategic management literature for decades (Sugianto et al., 2022). This concept goes beyond the technical quality of a product or service and refers to the consumer's perception of the value, credibility, and effectiveness of the brand. In other words, brand quality not only includes tangible product features, such as durability, performance, and reliability, but also intangible dimensions such as brand credibility, customer loyalty, and overall brand experience (Ismail, 2025).
Baniasadi et al. (2025) investigated "The Mediating Effect of Customer Experience Variable on Reducing Customer Confusion in Corporate Banking: A Mixed Research Approach". After extracting the required data, the researchers presented their paradigm model in the form of 6 main dimensions and 27 sub-dimensions by analyzing the data and using open, axial, and selective coding. The goal of corporate banking is for a company to be able to receive all financial services in a fast and effective way, so that instead of providing limited services to a large number of customers, which leads to increased bank costs and prevents customization of the services provided, it can provide extensive and special services to its highly valued customers to reduce operating costs and increase the bank's long-term productivity. The result showed that consumer confusion has an impact on customer experience.
Ghasemi Naji (2024) studied "Customer experience, customer relationship management and service quality with the mediating role of customer satisfaction on customer profitability and loyalty". The results showed that 6 hypotheses were confirmed at a 95% confidence level, and 2 hypotheses were not confirmed. Customer experience with the mediating role of customer satisfaction has a positive and significant effect on customer loyalty of Kowsar Insurance in Gilan Province. Customer relationship management with the mediating role of customer satisfaction has a positive and significant effect on customer loyalty of Kowsar Insurance in Gilan Province.
Research Method
The present study is applicable in terms of purpose, and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of the study was formed by sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, and the sample size was estimated at 384 people. The sampling method was simple random sampling. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the composite reliability coefficient (cr). The value of Cronbach's alpha and the composite reliability coefficient for each variable are between zero and one, and if the value obtained is higher than 0.7, the questionnaire has appropriate reliability. The results of the Cronbach's alpha and composite reliability of the questionnaire confirm the appropriate reliability of the questionnaire used.
Research findings
The research findings showed that improving the quality of brand information, promoting brand quality, and creating a positive brand experience play a significant role in reducing customer confusion in the selection process. The results of path analysis indicate that reducing customer confusion directly increases their satisfaction, and this satisfaction in turn leads to strengthening positive word-of-mouth. Brand quality also has a positive and significant effect on customer satisfaction and can improve their perception of the brand. In summary, integrated management of brand information and quality, along with a focus on brand experience, pave the way for more informed customer decision-making and desirable behavioral outcomes for the brand.
Discussion and Conclusion
The results of the study showed that brand information has a positive and significant effect on reducing customer confusion. The positive path coefficient and the value of the T-statistic indicate a direct and significant effect of this variable. This finding is consistent with previous research; for example, Baniasadi et al. (2025) have stated that providing clear and accurate information to customers plays an effective role in reducing confusion and improving decision-making. Also, Ghasemi Naji (2024) showed that comprehensive and reliable information increases the customer's ability to process options and make informed choices. Based on these results, it can be said that improving the quality and transparency of brand information is an effective tool for managing customer confusion.
Brand quality also had a positive and significant effect on reducing customer confusion. The results showed that customers evaluated brands with high perceived quality more easily and made decisions faster. This finding is consistent with the studies of Ismail (2025) and Prabowo et al. (2023) that brand quality increases trust, reduces ambiguity, and reduces customer decision conflict. In general, brands that provide consistent messages and reliable quality have the ability to reduce customer confusion, which directly affects their informed choice and final satisfaction.
Brand experience or customer experience also plays an important role in reducing confusion. The results showed that a positive customer experience simplifies the information processing process and makes customer choices clearer. This finding is consistent with the studies of Kronheim et al. (2024) and Roustaee Gholpaygani et al. (2023) who state that brand experience includes emotional, cognitive and behavioral interactions of the customer and that a positive experience reduces conflict and confusion in decision-making. Therefore, designing an optimal brand experience is the key to reducing confusion and increasing customer satisfaction.
The results of the study showed that customer satisfaction has a positive and significant effect on reducing confusion. Satisfied customers, with greater trust in the brand and its information, are less confused and have more confident decision-making. This result is consistent with the research of Khanzadeh (2024) and Behera et al. (2024) that customer satisfaction, as a mediating factor, facilitates the shopping experience and information processing and strengthens customer loyalty behavior. Therefore, improving customer satisfaction is one of the most important strategies for reducing confusion and increasing the effectiveness of brand strategies.

Abstract Abstract The aim of the present study is to identify and prioritize key capabilities that affect marketing performance in small and medium-sized businesses. In the qualitative part, this study examined 5222 initial articles using a meta-synthesis and systematic review of research literature published between 2019 and 2025, and after staged qualitative and content screening, 42 eligible articles were selected for analysis. By analyzing the content of the selected articles in MAXQDA software, 224 initial codes were finally categorized into 8 final categories. In the quantitative part, in order to prioritize these capabilities, the analytic hierarchy process was used with the opinions of 10 industry experts, and the reliability of the results was confirmed with a discrepancy rate of less than 0.1. The results show that the most important final categories include integrating customer relationships and the effectiveness of marketing strategies, innovation and networking for sustainable competitive advantage, agile adaptation to market-driven innovation, data-driven digital transformation, developing digital support ecosystems, low-cost entrepreneurial marketing, and green marketing strategies. From the experts’ perspective, the three capabilities of “effective implementation of the marketing plan”, “product innovation”, and “multi-channel marketing” are of the greatest importance in improving the marketing performance of small and medium-sized businesses. It is suggested that managers of these businesses improve their marketing performance by developing documented marketing plans, developing product innovation based on customer interaction and integrating presence in online and offline channels. Introduction In today’s world, small and medium-sized businesses are known as the engines driving innovation, economic growth, and employment; but in the face of challenges such as resource constraints, lack of expertise and digital transformations, their marketing performance is increasingly under pressure (D’Angelo & Presutti, 2019; karamipour meysam, 2023). Marketing performance in these firms depends on their ability to achieve marketing objectives such as increasing sales, growing market share, and promoting customer loyalty. Numerous studies have shown that developing marketing capabilities, including internal and operational capabilities such as effective resource utilization, implementing innovative strategies, and promoting brand, play a decisive role in improving marketing performance (Adesoga & James, 2019). Factors such as product innovation, service differentiation, and the use of digital tools including social media and data analytics have been identified in the literature as key drivers of competitiveness enhancement (Al Koliby et al., 2024; Khan et al., 2019). However, small and medium-sized businesses have faced challenges in effectively utilizing these digital capabilities. Previous studies have mainly examined topics such as marketing performance and marketing capabilities in the context of specific industries or large organizations, and less has been done on the structured and prioritized analysis of these capabilities in the context of SMEs. (Agusdin et al., 2023; Hendar et al., 2020) Therefore, the present study first extracted marketing capabilities in the research literature using the meta-synthesis method; then these factors were prioritized from the perspective of industry experts using analytical hierarchy process. Therefore, the study seeks to answer its main question, "Which of the marketing capabilities, based on the evidence of past studies, has the greatest impact on improving the marketing performance of SMEs and what is their priority according to industry experts?" The answer to this question can lead to the development of a theoretical framework to guide managers' decisions in allocating limited resources and increasing the effectiveness of marketing strategies in small and medium-sized businesses. Theoretical Framework Marketing Performance in Small and Medium-sized Enterprises (SMEs) Marketing performance, as a key indicator for evaluating business success, indicates the extent to which a business achieves its marketing goals through metrics such as sales growth, market share, customer loyalty, and profitability. This performance is influenced by factors such as customer satisfaction, brand awareness, click-through rate, conversion rate, and social interaction. In domestic and foreign research, marketing performance has been measured quantitatively through financial indicators and qualitatively through customer perception. (Darmanto et al., 2022; Habib et al., 2021; Mamontova et al., 2024). Domestic studies have also shown that factors such as brand management, innovation, social media, and cultural adaptation of products play a key role in improving the marketing performance of SMEs in Iran (Ahmadi-Esfahani, 2024; Safari et al., 2018; Omidi & Moghimian, 2024). Marketing Capabilities in Small and Medium-Sized Businesses Marketing capabilities refer to the internal and operational capabilities of an organization in effectively utilizing resources, knowledge, and new technologies to create competitive advantage. These capabilities have been examined in the literature using the RBV theories, dynamic capabilities, relational capital, and the TOE framework (Teece, 2023; Farida et al., 2024; Salah & Ayyash, 2024). A review of studies shows that capabilities such as product innovation, digital marketing, market orientation, customer relationship management, and marketing intelligence play a key role in the success of SMEs (Rezvani & Fathollahzadeh, 2020; Wibawa et al., 2022). At the operational level, the development of intelligent marketing systems, information technology integration, and market sensing are considered to be the most important capabilities (Wirawan et al., 2021; Mulyana et al., 2024). In this regard, Hooley's (1999) three-layer model has also been used as a structured framework for classifying marketing capabilities at three levels of marketing culture, marketing strategy, and marketing operations (Hooley, 1999). This research attempts to redefine this classification by using the meta-synthesis and analytic hierarchy process method and provide a comprehensive and prioritized framework for improving marketing performance in SMEs. Research Methodology In the qualitative section, the meta-synthesis method was used as a systematic method to analyze previous studies. Data were extracted from 5222 articles indexed in reputable databases between 2019 and 2025. By applying the inclusion and exclusion criteria, 43 selected articles were analyzed using MAXQDA software and 224 conceptual codes were classified into 8 main categories. In the quantitative and analytical hierarchy process (AHP) section, data were collected through a paired comparison questionnaire from the perspectives of 10 experts in the field of marketing and SMEs. Data analysis was performed with Excel software, and a discrepancy rate index of less than 0.1 indicated the validity of the responses. Research findings Customer relationship integration and strategic marketing effectiveness, agile adaptation and market-oriented innovation in SMEs, sustainable competitive advantage through innovation and networking, data-driven digital transformation for smart marketing, supporting ecosystem and digital empowerment, cultural brand positioning in niche markets, entrepreneurial marketing with an agile and low-cost approach, and green marketing strategies for competitive sustainability are among the categories obtained. In the quantitative and hierarchical analysis section, data was collected through a paired comparison questionnaire from the perspectives of 10 experts in the field of marketing and SMEs. Data analysis was performed with Excel software and a discrepancy rate index of less than 0.1 indicated the validity of the responses. The most important categories according to the experts were respectively: implementation of the marketing plan (0.451), product innovation (0.233), multi-channel marketing (0.162), strategic collaboration (0.061), and aggressive sales (0.049). Conclusion This study aimed to identify marketing capabilities that have an impact on improving the marketing performance of SMEs and prioritize them according to industry experts. Based on the results, it was determined that “implementation of the marketing plan” has the greatest impact on improving marketing performance; because it is aligned with components such as “customer relationship integration”, “data-driven digital transformation”, and “agile entrepreneurial marketing” in previous research (Mishra et al., 2024; Salah & Ayyash, 2024; Sutanto et al., 2024). This capability, playing a key role in operationalizing strategies, is doubly important, especially in resource-constrained conditions in SMEs (Hendar et al., 2020; Rezvani & Fathollahzadeh, 2020; Shaferi et al., 2024). Also, “product innovation”, which is linked to components such as “agile adaptability”, “sustainable competitive advantage”, and “entrepreneurial marketing”, was identified as the second priority. This finding is consistent with previous studies that emphasize that innovation in SMEs should be fast, market-oriented, and low-risk (Afriyie et al., 2020; Khasanah & Sukresna, 2023; Wirawan et al., 2021). “Multichannel marketing” has also been proposed as a third capability, alongside “cultural brand positioning” and “digital transformation” (Agusdin et al., 2023; Hendar et al., 2020; Nuryakin & Maryati, 2022; Shaferi et al., 2024). This capability helps maintain customer loyalty and enhance customer experience through message consistency across different digital and traditional channels. For future research, it is suggested to follow three paths: (1) empirically testing the proposed model with quantitative methods such as structural equation modeling, (2) comparative analysis of marketing capabilities across industries or countries to explore cultural and structural differences, and (3) developing standardized metrics to measure these capabilities in practice.

Abstract Abstract This study was conducted to investigate the mediating role of emulation and status-oriented consumption in the effect of consumer materialism on the intention to purchase Apple products. The research method is applicable in terms of its purpose, quantitative in terms of its implementation method, and descriptive-correlational in terms of its nature and method. The statistical population of the study was all consumers over 18 years of age of the Apple brand in Yazd. The statistical sample was selected from the aforementioned individuals using the convenience sampling method. A standard questionnaire based on the 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by experts and Cronbach's alpha method and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that consumer materialism does not have a direct positive and significant effect on Apple brand consumers' purchase intention. However, the mediating role of status-oriented consumption and emulation in the relationship between materialism and purchase intention was confirmed. Introduction Consumer materialism is one of the key variables in consumer behavior research. Consumer materialism is defined as a system of deep beliefs and values ​​on the importance of having and obtaining material goods; such that materialistic consumers place ownership and collection of goods at the center of their lives and see it as a way to achieve personal satisfaction, happiness, and social identity (Shammout et al., 2022). Consumer materialism can be described as a value-based orientation in which material goods and the consequences of owning them are the main criteria for measuring one’s success, happiness, and status in society; such consumers tend to exhibit more impulsive buying behaviors, dependence on goods, and status competition (Štefko et al., 2025). Studies show that the motivation to purchase luxury brands has increased significantly for Asian consumers. Cultural values ​​have been shown to influence consumer behavior in many studies. Establishing the relationship between cultural values ​​and the motivation to consume luxury goods is useful for luxury goods marketers. Materialism seems to be one of the important factors affecting the intention to purchase luxury goods (Shammout et al., 2022(. Status-oriented consumption, the tendency to wear expensive and flashy clothes, the tendency to consume expensive goods, the display of honors, and the desire to show off one's lineage are among the characteristics of the affluent class of societies (Safari, 2024). Other behavioral characteristics of this class include: avoiding productive and physical work, pretending to be comfortable, tendency towards conservatism to make oneself appear respectable, tendency to show off one's lineage, longevity, and a competitive and predatory nature. Along with competitive methods, this class is always busy with consumption, extravagance, and ostentatious self-display to show off their honors in order to vanquish others in the battlefield. Another type of consumption considered in this study is the display or show-off consumption, the main purpose of which is to attract the attention of others and differentiate themselves from others, which is done with the emulation (Yang et al., 2025). In Iran, consumer behavior patterns have undergone significant changes in recent years and have tended towards consumerism, which reveals the need for investigation and behaviorism more than ever. In describing the new wave of consumerism in the last few years, we can point to issues such as oil revenues (and as a result, the uncontrolled import of final consumer goods), the targeting of subsidies (the emergence of new consumer classes and the creation of a fixed monthly income for a part of society), the rejuvenation of society, etc. In light of the above explanations, the main issue of this research is the effect of consumer materialism on purchase intention with regard to the mediating role of the variables of emulation and status-oriented consumption among Apple brand consumers in Yazd. Theoretical foundations Consumer materialism Consumer materialism is a personal goal that leads individuals to have a greater commitment to buying and owning material goods. On the other hand, materialism is an individual's attachment to material things and worldly possessions to achieve their desires. Materialists consider the acquisition of goods as their personal goal, which affects their lifestyle (farhodi et al., 2025). Status-oriented consumption Status-oriented consumption refers to a pattern of consumer behavior in which individuals choose goods and brands to display their social status, success, and distinction from others. Contemporary research considers status-oriented consumption beyond mere display consumption and analyzes it as a multidimensional construct related to social identity, self-concept, and symbolic brand values ​​(Han et al., 2022). In today's markets, premium technology brands such as Apple have provided a suitable platform for the emergence of status-oriented consumption due to their global reputation, high price, and distinctive design. Prestige-seeking motives are even stronger predictors of purchase intention for prestige brands compared to functional factors such as perceived quality (Han et al., 2022). Emulation Emulation refers to a situation where an individual desires to have similar expensive objects or goods or to do relatively similar tasks and activities that his friends or those around him do; because the individual is worried about being considered less important than others in social terms. Emulation has caused consumers to focus on social and emotional needs in addition to functional needs, and emulation-based shopping is often an irrational purchase and is made to define the identity of the users by the product (Sojoodi, 2024). Štefko et al. (2025) examined the "Relationship between materialism, consumer ethnocentrism and compulsive shopping in the Slovak market". The results showed that higher levels of materialism are directly related to higher levels of compulsive shopping; but the mediating role of ethnocentrism between materialism and compulsive shopping was not confirmed. Barbieri et al. (2025) investigated the "Relationship between consumer materialism and impulse buying". The study included a systematic review and meta-analysis, and scientific literature was reviewed until March 2024. In total, 55 studies were selected according to the inclusion criteria. The results showed that there was a positive and significant correlation between impulse buying and all dimensions of materialism. Age and gender did not play a significant role in moderating the relationship. Şen Doğan (2025) investigated the "Effect of materialism on impulse buying through the Diderot effect among 416 adult consumers in Turkey in digital environments". The results showed that materialism increases the Diderot effect. The Diderot effect strengthens impulse buying. Materialism affects impulse buying both directly and indirectly through the Diderot effect. Research Methodology This study is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population of the study is all consumers of the Apple brand over 18 years of age in Yazd. To collect data, a researcher-made questionnaire on a five-point Likert scale was used. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. To examine the validity of the tool, content validity (expert opinion survey) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Findings The variables of status-oriented consumption and emulative behavior play a full mediating role in the effect of consumer materialism on purchase intention, and the findings also showed that consumer materialism affects the purchase intention of Apple brand consumers in Yazd through the variables of status-oriented consumption and emulative behavior. Discussion and Conclusion The results showed that the direct effect of consumer materialism on purchase intention is not significant. This is consistent with the findings of Shammout et al. (2022) which concluded that the direct relationship between materialism and the intention to purchase luxury goods of Jordanian consumers is not significant. In other words, they found that Jordanian consumers purchase luxury goods more to maintain their social status and to follow the current trends in their social groups. Another result indicated that consumer materialism has a significant and direct effect on status-oriented consumption. This finding is consistent with the findings of Dinh & Lee (2024) who found that exposure to social media content and influencers activates social comparison processes and strengthens materialistic tendencies and ultimately the tendency to status-oriented consumption (Dinh & Lee, 2024). The results showed that consumer materialism has a significant effect on consumers' purchase intention through the mediation of status-oriented consumption. The result of this study is consistent with Balabanis & Stathopoulou (2021) who found that materialistic consumers are more inclined to make status-oriented purchases. This indicates that consumers with high materialistic values ​​are more inclined to consume for prestige and status and are likely to be driven to purchase under the influence of the need for uniqueness (Balabanis & Stathopoulou, 2021). Materialists tend to buy symbolic goods to restore or enhance their social image, and this status-oriented behavior can lead to purchase intention (especially for luxury or symbolic goods) (Dinh & Lee, 2024). The results showed that consumer materialism has a significant effect on consumers' purchase intention through the mediation of mediatory and emulation. The result of this study was consistent with the study of Shammout et al, (2022). It showed that materialism in societies with higher percentages of social attitudes can be described as traditions and norms within a cultural environment where interpersonal influences are strong and people tend to conform to others until materialism becomes their social norm (Shammout et al., 2022).

Abstract Abstract The aim of this research is to design and validate a corporate governance measurement model with an emphasis on physical asset management with a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country). This research is classified as mixed research (quantitative-qualitative) in terms of strategy. The fuzzy Delphi method was used in the qualitative part and the first and second order confirmatory factor analysis was used in the quantitative part. The panel members in the fuzzy Delphi method were fifteen experts and the number of samples in the confirmatory factor analysis was estimated to be 156 samples. The fuzzy Delphi method was implemented in three rounds and the experts reached a consensus on the selected indicators. The number of panel members in this part was fifteen. The fuzzy Delphi method was used for data analysis in the qualitative part, and SPSS and PLS were used in the quantitative part. The results showed that the designed model consists of ten dimensions include 1) strategy; 2) process optimization; 3) equipment; 4) management and support systems; 5) supply chain management; 6) performance management and evaluation; 7) work management and organization; 8) primary care; 9) teamwork with a focus on a systems perspective and 10) employees. According to the results obtained in line with the identified dimensions, the process optimization dimension with a path coefficient of 0.856 was identified as the most important dimension, performance management and evaluation with a path coefficient of 0.832 as the second dimension and equipment with a path coefficient of 0.83 as the third important dimension in the model. Introduction Corporate governance is recognized as a requirement for achieving market integrity and efficiency, financial stability, and economic growth, and several mechanisms are used to strengthen the supervisory and control functions of corporate governance, effectively regulate management power, and protect stakeholder interests (Hassan & Saleh, 2023), and this view can be explained according to agency theory (Shepardson, 2019). In general, the role of corporate governance as a tool for legitimizing and its relationship with investment risk and return can be analyzed. In this analysis, legitimacy is understood as the adoption of voluntary practices to obtain the highest level of corporate governance and, as a result, gain more credibility in the market (Miranda et al., 2021). Hence, one of the main motivations for companies to adopt corporate governance practices is to legitimize them in the market. Legitimacy can be defined as the need for an organization to establish itself as an existential philosophy in the face of the market. For this reason, adopting management practices that are well accepted by the market can be a strategy for legitimizing the organization, which is beneficial to the investment environment and encourages investment. Legitimizing causes the organization to experience less volatility among other organizations in the event of financial crises and its investors to bear less risk. Therefore, for organizations, considering their ability to legitimize themselves and provide higher returns to investors, being at a higher level of corporate governance would be a logical strategy (Rossoni & Mendes-Da-Silva, 2018). Therefore, corporate governance with a focus on physical asset management can be one of the acceptable strategies in the market of various industries (Elnahass et al., 2022). The management of physical assets such as buildings, infrastructure, facilities, and transportation is a branch of the asset management discipline. Today, asset management is widely used in academia and industry as a business process and as a strategic discipline. Asset management is defined as a coordinated activity of an organization to monitor, control, use, and value the assets of an organization. This mechanism involves balancing costs, opportunities, and risks against the desired performance of assets to achieve organizational goals. The life cycle of a typical asset consists of five main stages: acquisition, deployment, operation, maintenance, and retirement. In this regard, physical asset management takes steps and moves with appropriate strategies for each of the five stages. However, physical asset management in various industries has shown that despite numerous measures, shortcomings were identified after its implementation, which led to poor performance for the organization. These shortcomings occurred not only from a safety and financial perspective, but also from a social and environmental perspective and have a destructive impact on organizations (Moerman et al., 2021). Considering the material presented in this article, we are looking for the question: how is the designing and validating of a corporate governance measurement model with an emphasis on physical asset management using a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country)? Theoretical Framework Physical Asset Management Physical asset management is known as a set of activities related to the identification of required assets, which generally follows the identification of financial needs; acquisition of assets; provision of logistical and maintenance support systems for assets and disposal or renewal of assets, to effectively and efficiently achieve the desired goal. Hence, physical asset management focuses on asset identification; identification of performance requirements; asset performance assessment; maintenance plan; management of repair and maintenance operations; life cycle cost analysis; life cycle analysis and asset life prediction (Brous et al., 2019). Farahmand et al. (2025) studied the modeling of corporate governance in the economic growth of companies listed on the Tehran Stock Exchange. In their research, they acknowledged that corporate governance has a significant effect on the economic growth rate. Yusefi et al. (2025) examined the provision of an integrated framework for managing physical assets of oil and gas wells with a focus on life cycle management. The results show that the six dimensions of cultural change and organizational context, well equipment information management, prevention of premature deterioration, optimization of programs and resources, life cycle management and performance management and continuous improvement, will have a significant impact on the coherence and optimal management of programs and activities in the management of physical assets of equipment-oriented manufacturing companies. Research Methodology This research is classified as mixed research (quantitative-qualitative) in terms of strategy. The fuzzy Delphi method was used in the qualitative part and the first and second order confirmatory factor analysis was used in the quantitative part. The panel members in the fuzzy Delphi method were fifteen experts and the number of samples in the confirmatory factor analysis was estimated to be 156 samples. The fuzzy Delphi method was implemented in three rounds and the experts reached a consensus on the selected indicators. The number of panel members in this section was fifteen. Research findings For data analysis in the qualitative section, the fuzzy Delphi method was used, and in the quantitative section, SPSS and PLS were used. The results showed that the designed model consists of ten dimensions, which include 1) strategy; 2) process optimization; 3) equipment; 4) management and support systems; 5) supply chain management; 6) performance management and evaluation; 7) work management and organization; 8) primary care; 9) teamwork with a focus on a systems perspective, and 10) employees. According to the results obtained in line with the identified dimensions, the process optimization dimension with a path coefficient of 0.856 was identified as the most important dimension, performance management and evaluation with a path coefficient of 0.832 as the second dimension, and equipment with a path coefficient of 0.83 as the third important dimension in the model. Conclusion The present study aimed to design and validate a corporate governance measurement model with an emphasis on physical asset management using a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country). The results of this study are consistent with the results of Farahmand et al. (2025), Yusefi et al. (2025), Aslani et al. (2025), Ghaeed et al. (2024), Kazemi (2024), and Maletič et al. (2020). Yusefi et al (2025) showed that six dimensions; cultural change and organizational context, well equipment information management, prevention of premature deterioration, optimization of programs and resources, life cycle management and performance management and continuous improvement, will have a significant impact on the coherence and optimal management of programs and activities in the management of physical assets of equipment-oriented manufacturing companies.To improve and strengthen corporate governance with an emphasis on physical asset management, it is recommended that special attention be paid to these three dimensions, process optimization, performance management and evaluation, and equipment, compared to other dimensions.

Abstract The aim of this study is to design an indigenous managerial model of the Central Bank’s digital supervision for forward‑looking policymaking in Iran’s banking system. This research adopts a qualitative descriptive–exploratory approach to examine the experiences and perspectives of experts. The study population consists of 20 senior managers from the Central Bank, state‑owned and private banks, as well as fintech specialists, who were selected through purposive sampling. Data were collected through semi‑structured interviews. The data were analyzed using MAXQDA software.The results revealed 184 initial codes, which were categorized into 42 sub‑themes and three main dimensions: (1) structural dimensions, (2) process dimensions, and (3) human dimensions. The findings indicate that the proposed model has the potential to reduce systemic risks by 40 percent and is compatible with Iran’s domestic conditions, including international sanctions and geopolitical tensions. This study addresses the existing gap in localized digital supervision models and offers practical recommendations such as the approval of the CBDC regulatory bill and the implementation of annual training programs by the Central Bank of Iran (CBI). Ultimately, the proposed model provides a strategic framework for forward‑looking policymaking in Iran’s banking system and contributes to enhancing financial sustainability and digital innovation.

Abstract Abstract The present study aimed to identify and explain the medical tourism marketing pattern with an emphasis on the quality of medical services. This study was designed in terms of qualitative methodology and based on a phenomenological approach to examine in depth the experiences and perspectives of experts in the field of medical tourism and managers of medical centers and hospitals with international units. The statistical population included academic experts and managers of medical centers in Tehran, and by conducting fifteen semi-structured interviews, the researcher achieved theoretical saturation. Data were collected and conceptually analyzed using an interview protocol, and to ensure validity and reliability, triangulation techniques, research audit, and data analysis by several independent coders were used. The findings showed that several factors, including competitive treatment costs, quality of services, access to specific specialties, effective marketing, provision of after-treatment services, and use of communication technologies, play a decisive role in patients' experience and satisfaction. The results of the study can help managers and policymakers to improve the quality of medical services and medical tourism marketing by designing effective strategies, improving the monitoring and nursing system after treatment, and paying attention to the experience of foreign patients. Introduction Medical tourism is one of the emerging and growing areas in the health and tourism industry that encourages patients to travel to destinations outside their home area to receive medical, diagnostic, or cosmetic services (tang et al., 2025). This type of tourism does not only include receiving medical services, but also the patient experience includes after-treatment care, interaction with personnel, use of new technologies, and benefiting from ancillary services such as accommodation and transportation. The importance of aftercare in medical tourism is twofold, as foreign patients do not have direct access to healthcare providers after returning to their home country, and follow-up on treatment status requires coherent and reliable systems (Tran & Rudolf, 2022). This area includes patients’ travel to receive diagnostic, therapeutic, rehabilitation or cosmetic services outside their place of residence, and the patients’ experience in this process is influenced by a set of medical, financial, cultural and social factors. Patients’ decision to choose a treatment destination depends above all on the quality of healthcare services and competitive costs. Providing high-standard healthcare services, the reputation of hospitals and the experience and expertise of doctors, along with transparent pricing of medicines and appropriate treatment packages, increases patients’ trust and strengthens their motivation for medical travel (kumar et al., 2025). In addition, access to specific specialties and modern information and communication technologies play a key role in the patients’ experience. Patients often seek treatments that are limited or unavailable in their home country, and the use of online technologies, such as consultation platforms and telemedicine services, provides easy access to information and specialized consultations before and after treatment. In addition to facilitating treatment planning, these reduce concerns and increase patient satisfaction (Cynthia et al., 2025). Medical tourism marketing, as one of the determining factors in attracting foreign patients, improves the treatment experience by providing special treatment packages, targeted advertising, and attention to the patient's culture and language. Creating user-friendly websites, displaying the cultural and social environment of the destination, and providing the possibility of comparing services and prices, helps patients make informed decisions. Also, paying attention to the patient's culture and language and providing multilingual services facilitates effective communication between patients and medical staff and increases their satisfaction (Hanna et al., 2021). Aftercare services and monitoring and care systems are also vital components of medical tourism. Tracking patients’ condition, providing rehabilitation and aftercare services, conducting periodic surveys, and analyzing feedback improve the quality of services and enhance the patient experience. Also, establishing quality control systems and continuous monitoring of the services provided play an important role in standardizing treatment and increasing the credibility of medical centers. These measures not only improve the quality of services, but also increase competition between medical centers and the sustainable development of the medical tourism industry (sadatreshadi et al., 2025). Given the increasing growth of medical tourism globally, hospitals and medical centers are facing the challenge of competing to attract international patients. Many medical centers lack a comprehensive model for effective marketing and managing the experience of foreign patients, and insufficient information about service quality, costs, and specialties reduces patient trust and choice. Also, the lack of monitoring and providing post-treatment services reduces the opportunity for patients to return and repeat visits. Therefore, the researcher seeks to answer the question: What is the medical tourism marketing model with an emphasis on the quality of medical services, a qualitative approach: phenomenology? Theoretical Basis Medical Tourism Medical tourism is an emerging and growing branch of health tourism that has attracted the attention of many researchers and decision-makers in the field of health and tourism in recent decades due to the development of medical technologies, increasing the quality of health services, and the globalization of access to information. In this type of tourism, patients travel from their place of residence to another destination in order to receive medical, diagnostic, or cosmetic services, and their experience includes a set of medical interactions, welfare services, and travel experiences. This phenomenon is not only considered an economic opportunity for countries, but also a tool for improving the quality of health services and improving the patient experience (yu et al., 2025). Research Background Farzinmehr et al. (2025) studied "Providing a marketing model for health tourism with an emphasis on medical equipment". The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and marketing and destination image directly enhance the development of health tourism. Emami et al. (2025) studied "Designing a Customer Relationship Management Model Based on Artificial Intelligence in Digital Marketing of Services in the Health Tourism Industry". The results of the study showed that the causal conditions in the study include promoting market competition, improving relationships, automatic data analysis, empowerment; and the contextual conditions include customer data management, intelligent services. Methodology The present study was designed to investigate the effective factors in medical tourism marketing, which is qualitative and based on a phenomenological approach. This approach allows the researcher to deeply understand the experiences, perspectives, and meanings of phenomena from the perspective of informed and relevant individuals in the field of medical tourism and to achieve conceptual analysis and accurate inference from the data. The statistical population of this study included two groups of experts and stakeholders in the field of medical tourism: first, academic experts who had scientific and research publications in the field of medical tourism marketing, and second, managers of medical centers and hospitals that had international units and were active in the field of medical tourism in Tehran. By conducting fifteen semi-structured interviews, the researcher reached a level of theoretical saturation; meaning that the information obtained was repeated and receiving new data did not provide additional and new information. The average time for each interview was about 60 minutes, and the sample composition included 7 women and 8 men with bachelor's, master's, and doctoral degrees and with different employment statuses, all of which are reflected in Table 1. The data collection tool in this study was a semi-structured interview protocol. This tool allows the researcher to clearly ask the main questions while maintaining the flexibility to follow up on emerging issues and unique responses from participants. Research findings The research findings show that high quality of healthcare services, competitive costs, and access to specific specialties play a major role in attracting foreign patients. Also, positive experiences of previous patients and the provision of transparent and accessible information increase patients’ trust and facilitate their decision-making to choose a treatment destination. Providing after-treatment services and patient monitoring improves patient satisfaction and return. Finally, combining these factors with targeted marketing and multilingual information forms a successful model for medical tourism. Discussion and Conclusion The results showed that the quality of healthcare services plays a major role in choosing a treatment destination. The credibility of doctors, their experience and expertise, and compliance with international standards increase patients’ trust and satisfaction. Studies by Kumar et al. (2025) show that improving the quality of treatment not only increases the level of patient satisfaction, but also leads to patients returning and recommending them to others. Therefore, implementing quality control systems and continuous training of staff is a vital strategy for the development of medical tourism. The results showed that competitive costs and transparency in prices are one of the most important drivers of choosing a treatment destination. International patients are looking for high-quality services at an affordable price, and comparing costs with the country of origin plays a decisive role in decision-making. The findings of Wang et al. (2023) emphasize that providing transparent treatment packages, discounts and various insurances increase the competitiveness of medical centers and facilitate improved marketing. Access to specialists and medical centers with unique capabilities, such as complex surgeries or innovative treatments, plays a key role in attracting foreign patients. Studies by Emami et al. (2025) have shown that foreign patients are more likely to seek out centers that are able to provide specialized services. Attracting experienced specialists, providing training courses, and introducing specialties in marketing are effective factors in the development of medical tourism. The results showed that positive experiences of previous patients, especially through online feedback and social networks, increase the trust of new patients. Farzinmehr et al. (2025) have shown that publishing real feedback and patient satisfaction, along with images and verbal descriptions, increases the credibility of the medical center and has a direct impact on successful marketing. Post-treatment monitoring and care, including telemedicine services, patient follow-up, and feedback analysis, are important factors in increasing patient satisfaction and return. This is consistent with the findings of Kumar et al. (2025) and shows that patient experience management is not limited to treatment alone, but also includes ongoing care and communication after treatment. In addition, medical tourism marketing increases trust and destination choice by providing complete, transparent, and multilingual information, introducing past patient experiences, and offering special service packages. These findings are consistent with the results of Emami et al. (2025) and emphasize that targeted advertising and the use of new information and communication technologies play an important role in the success of medical tourism.

Abstract Abstract The purpose of the present study is to design a suitable network marketing model with an entrepreneurial approach in the food industry. This research is applicable in purpose, and qualitative in nature. Data were collected through semi-structured interviews with experts in the fields of marketing, entrepreneurship, and the food industry, and analyzed using thematic analysis. The findings led to the identification of a set of basic, organizing, and ten overarching themes, presented within a coherent model. The results indicate that success in this ecosystem depends primarily on the intelligent integration of “cultural–tribal authenticity” with “modern entrepreneurial and digital capabilities.” Themes such as adaptive–religious marketing strategies, tribal network dynamics, and governance based on trust and commitment were identified as the key pillars of social acceptance and market penetration. The findings also highlight that entrepreneurial orientation, knowledge management, and digital transformation are the main drivers for enhancing market performance and creating sustainable value. Ultimately, this research offers an operational framework illustrating how the synergy between traditional structures of trust and modern technologies can lead to resilience and competitive advantage in Iraq’s food industry. This model can serve as a roadmap for entrepreneurs and policymakers aiming to develop network marketing in similar markets. Introduction The present era is the age of information and networking. Information network technologies have influenced every corner of the world and have changed the way people receive and distribute information. Companies use new network technologies to transform their business philosophy, commercial organization, and business practices (Davijani et al., 2025). Network marketing is a new phenomenon that aligns with the development of network technologies and social changes in the network age. It is a business model that offers an exceptional opportunity for individuals who want to start a business but lack capital. Some refer to it as helping people conduct their own business (Gholami, 2021). Over the years, various deceptive practices carried out under the name of network marketing have caused the global community to lose its trust in the industry. Network marketing organizations are composed of groups of individuals who interact and communicate through relationships built on trust. When society gradually loses trust, the organization will not be successful (Heidari Haratemeh et al., 2023). Therefore, taking actions to improve trust levels is critical for the sustainability of this industry and is considered a serious and essential matter for all network marketing professionals. The food industry has become an inseparable part of human life and one of the most important factors in economic and social development worldwide. As one of the largest and most tangible global industries, it has attracted significant interest from investors toward entrepreneurship in this sector. Today, the economic dimensions of the global food industry have expanded greatly and hold potential for further development. In every country, substantial annual revenue is generated for stakeholders in this industry, which has further increased attention to it. Accordingly, the present study aims to answer the fundamental question: What is an appropriate network marketing model with an entrepreneurial approach for the food industry in Iraq? Theoretical Foundations Network Marketing Network marketing refers to communication processes in which individuals, groups, or companies use social networks and interpersonal connections to introduce and promote their products. This type of marketing typically operates based on networks of human relationships and direct or indirect interactions among individuals (Lu et al., 2024). Entrepreneurship Entrepreneurship is the process of identifying and exploiting new opportunities to create innovative businesses. This activity enables entrepreneurs to recognize existing problems and pursue new and valuable solutions through risk‑taking and creativity (Doozandeh Ziabari et al., 2024). One of the prominent characteristics of entrepreneurs is their ability to cope with uncertainties and market challenges. These individuals establish businesses using limited resources that can generate significant economic and social impact (Norouzi Seyed Hossini et al., 2024). Alizadeh Seyghalan et al. (2025) examined key factors in entrepreneurial opportunities and challenges and proposed a model for improving entrepreneurial performance. Their results showed that network marketing entrepreneurship offers considerable opportunities for market entry and meeting unmet needs, but it also faces challenges in adapting to rapid market changes and ensuring job security. Ajali et al. (2024) investigated the identification and ranking of factors influencing the creation of viral marketing behavior among customers. The findings indicated that 2 factors, 6 components, and 27 indicators were extracted based on the theoretical foundations of the study; among which, the organizational factor ranked first with a score of 0.702, while the external factor ranked second with a score of 0.269. Therefore, it can be stated that 70.2% of the intention toward viral marketing is shaped by organizational factors, while brand credibility accounts for 7.8% of the total intention toward viral marketing. Research Method This study is applicable in terms of purpose, and qualitative in nature and methodology. Given the exploratory nature of the topic and the necessity of identifying the deeper dimensions of entrepreneurial network marketing within the specific context of Iraq’s food industry, the thematic analysis strategy was employed. The primary data‑collection tool in this research consisted of semi‑structured interviews. The interview protocol was designed to explore various dimensions of experiences, challenges, and strategies related to network marketing within Iraq’s commercial ecosystem. The aim of these interviews was to identify the components and key factors influencing the success of entrepreneurial network marketing. The collected data were processed and analyzed using thematic analysis to extract the main concepts and components. In the quantitative phase, the model derived from the qualitative analysis was tested and validated through a questionnaire developed for this purpose, using responses gathered from members of active networks in the food industry. Research Findings The research findings indicate that success in the network marketing of Iraq’s food industry hinges on the intelligent integration of cultural-tribal authenticities with the novel capabilities of entrepreneurship and digitalization. This model, by relying on knowledge management and adaptive religious strategies, provides a platform for creating sustainable value, enhancing competitive performance, and increasing customer loyalty. In essence, the synergy between traditional trust structures and modern technologies is considered the fundamental cornerstone for resilience and penetration in this volatile market. Discussion and Conclusion The results indicated a strong relationship between the requirements for maintaining cultural authenticity, adaptive-religious marketing strategies, socio-tribal network dynamics, and digital transformation. This finding suggests that attention to preserving cultural authenticity can play a key role in guiding strategies and enhancing the digital transformation process. These results align with the studies by Alizadeh Seyghalan et al. (2025) and Ajali & Kargar Zanjani (2024), which emphasize that considering the cultural and local context increases the effectiveness of network marketing strategies. Regarding adaptive-religious marketing strategies, a moderate-level relationship was observed with socio-tribal network dynamics and digital transformation. This suggests that these strategies alone may not have a strong impact on network behavior and digital transformation and likely exert their effects through interaction with other factors. This finding is consistent with the results of Heidari Haratemeh (2023) and Doozandeh Ziabari et al. (2024), who state that adaptive marketing should be employed alongside other tools and network management for optimal effectiveness. Entrepreneurial orientation was identified as a key variable in the research, showing a strong or above-average relationship with most variables, including marketing strategies, network dynamics, network governance, food industry dynamics, knowledge management, and network marketing performance. These results highlight the pivotal role of entrepreneurial orientation in activating networks and strengthening organizational capacities, aligning with studies by Wong & Nasir (2022) and Guerola-Navarro et al. (2024), which indicate that entrepreneurial orientation can facilitate the implementation of marketing strategies and digital transformation. In the domain of network governance, its relationships with entrepreneurial orientation and digital transformation were strong, while its connection with network dynamics was at a moderate level. This pattern suggests that for network governance to effectively impact digital transformation, it must be combined with entrepreneurial motivations and behaviors, and network management alone is insufficient. The findings are consistent with the study by Monferrer et al. (2022), which highlights the importance of synchronizing network governance with dynamic capabilities to enhance performance and innovation. The results showed that food industry dynamics have a strong relationship with value creation, value acquisition, and knowledge management, and demonstrated an above-average connection with network marketing performance. These findings emphasize the significant role of food industry dynamics in the value chain and knowledge transfer within organizations, aligning with the results of Bazoukar & Bagheri (2025) and Davijani et al. (2023), who stress the importance of innovation processes and social entrepreneurship in network development. Furthermore, knowledge management exhibited a strong relationship with digital transformation and an above-average relationship with network marketing performance, while the relationship between network marketing performance and digital transformation was at a moderate level. This indicates that effective knowledge management and information transfer play a crucial role in the success of network marketing and advancing digital transformation, as also emphasized in the studies by Ebrahimi et al. (2022) and Lu et al. (2024). Overall, the analysis of the discovered hypotheses suggests that entrepreneurial orientation, network governance, and food industry dynamics are the key factors with the most significant impact on digital transformation and network marketing performance, while variables such as adaptive marketing strategies and requirements for maintaining cultural authenticity play a reinforcing and mediating role. This analysis underscores that a combination of entrepreneurial orientation, knowledge management, network governance, and food industry dynamics is essential for success in network marketing and digital transformation. Based on the research findings, the following practical suggestions are presented: · Organizations should meticulously consider the cultural and religious characteristics of their target audience when designing their marketing strategies to enhance customer engagement and acceptance. · To strengthen social and tribal networks, marketing programs and activities must be designed in compliance with cultural values and traditions to increase member participation. · The preservation of cultural authenticity should be considered a key factor in digital transformation projects, ensuring that technologies and innovations are compatible with the community’s cultural context, thereby increasing user adoption.

Abstract Abstract
The purpose of the present study is to design a suitable network marketing model with an entrepreneurial approach in the food industry. This research is applicable in purpose, and qualitative in nature. Data were collected through semi-structured interviews with experts in the fields of marketing, entrepreneurship, and the food industry, and analyzed using thematic analysis. The findings led to the identification of a set of basic, organizing, and ten overarching themes, presented within a coherent model. The results indicate that success in this ecosystem depends primarily on the intelligent integration of “cultural–tribal authenticity” with “modern entrepreneurial and digital capabilities.” Themes such as adaptive–religious marketing strategies, tribal network dynamics, and governance based on trust and commitment were identified as the key pillars of social acceptance and market penetration. The findings also highlight that entrepreneurial orientation, knowledge management, and digital transformation are the main drivers for enhancing market performance and creating sustainable value. Ultimately, this research offers an operational framework illustrating how the synergy between traditional structures of trust and modern technologies can lead to resilience and competitive advantage in Iraq’s food industry. This model can serve as a roadmap for entrepreneurs and policymakers aiming to develop network marketing in similar markets.
Introduction
The present era is the age of information and networking. Information network technologies have influenced every corner of the world and have changed the way people receive and distribute information. Companies use new network technologies to transform their business philosophy, commercial organization, and business practices (Davijani et al., 2025). Network marketing is a new phenomenon that aligns with the development of network technologies and social changes in the network age. It is a business model that offers an exceptional opportunity for individuals who want to start a business but lack capital. Some refer to it as helping people conduct their own business (Gholami, 2021).
Over the years, various deceptive practices carried out under the name of network marketing have caused the global community to lose its trust in the industry. Network marketing organizations are composed of groups of individuals who interact and communicate through relationships built on trust. When society gradually loses trust, the organization will not be successful (Heidari Haratemeh et al., 2023). Therefore, taking actions to improve trust levels is critical for the sustainability of this industry and is considered a serious and essential matter for all network marketing professionals.
The food industry has become an inseparable part of human life and one of the most important factors in economic and social development worldwide. As one of the largest and most tangible global industries, it has attracted significant interest from investors toward entrepreneurship in this sector. Today, the economic dimensions of the global food industry have expanded greatly and hold potential for further development. In every country, substantial annual revenue is generated for stakeholders in this industry, which has further increased attention to it.
Accordingly, the present study aims to answer the fundamental question: What is an appropriate network marketing model with an entrepreneurial approach for the food industry in Iraq?
Theoretical Foundations
Network Marketing
Network marketing refers to communication processes in which individuals, groups, or companies use social networks and interpersonal connections to introduce and promote their products. This type of marketing typically operates based on networks of human relationships and direct or indirect interactions among individuals (Lu et al., 2024).
Entrepreneurship
Entrepreneurship is the process of identifying and exploiting new opportunities to create innovative businesses. This activity enables entrepreneurs to recognize existing problems and pursue new and valuable solutions through risk‑taking and creativity (Doozandeh Ziabari et al., 2024). One of the prominent characteristics of entrepreneurs is their ability to cope with uncertainties and market challenges. These individuals establish businesses using limited resources that can generate significant economic and social impact (Norouzi Seyed Hossini et al., 2024).
Alizadeh Seyghalan et al. (2025) examined key factors in entrepreneurial opportunities and challenges and proposed a model for improving entrepreneurial performance. Their results showed that network marketing entrepreneurship offers considerable opportunities for market entry and meeting unmet needs, but it also faces challenges in adapting to rapid market changes and ensuring job security.
Ajali et al. (2024) investigated the identification and ranking of factors influencing the creation of viral marketing behavior among customers. The findings indicated that 2 factors, 6 components, and 27 indicators were extracted based on the theoretical foundations of the study; among which, the organizational factor ranked first with a score of 0.702, while the external factor ranked second with a score of 0.269. Therefore, it can be stated that 70.2% of the intention toward viral marketing is shaped by organizational factors, while brand credibility accounts for 7.8% of the total intention toward viral marketing.
Research Method
This study is applicable in terms of purpose, and qualitative in nature and methodology. Given the exploratory nature of the topic and the necessity of identifying the deeper dimensions of entrepreneurial network marketing within the specific context of Iraq’s food industry, the thematic analysis strategy was employed. The primary data‑collection tool in this research consisted of semi‑structured interviews. The interview protocol was designed to explore various dimensions of experiences, challenges, and strategies related to network marketing within Iraq’s commercial ecosystem. The aim of these interviews was to identify the components and key factors influencing the success of entrepreneurial network marketing.
The collected data were processed and analyzed using thematic analysis to extract the main concepts and components. In the quantitative phase, the model derived from the qualitative analysis was tested and validated through a questionnaire developed for this purpose, using responses gathered from members of active networks in the food industry.
Research Findings
The research findings indicate that success in the network marketing of Iraq’s food industry hinges on the intelligent integration of cultural-tribal authenticities with the novel capabilities of entrepreneurship and digitalization. This model, by relying on knowledge management and adaptive religious strategies, provides a platform for creating sustainable value, enhancing competitive performance, and increasing customer loyalty. In essence, the synergy between traditional trust structures and modern technologies is considered the fundamental cornerstone for resilience and penetration in this volatile market.
Discussion and Conclusion
The results indicated a strong relationship between the requirements for maintaining cultural authenticity, adaptive-religious marketing strategies, socio-tribal network dynamics, and digital transformation. This finding suggests that attention to preserving cultural authenticity can play a key role in guiding strategies and enhancing the digital transformation process. These results align with the studies by Alizadeh Seyghalan et al. (2025) and Ajali & Kargar Zanjani (2024), which emphasize that considering the cultural and local context increases the effectiveness of network marketing strategies.
Regarding adaptive-religious marketing strategies, a moderate-level relationship was observed with socio-tribal network dynamics and digital transformation. This suggests that these strategies alone may not have a strong impact on network behavior and digital transformation and likely exert their effects through interaction with other factors. This finding is consistent with the results of Heidari Haratemeh (2023) and Doozandeh Ziabari et al. (2024), who state that adaptive marketing should be employed alongside other tools and network management for optimal effectiveness.
Entrepreneurial orientation was identified as a key variable in the research, showing a strong or above-average relationship with most variables, including marketing strategies, network dynamics, network governance, food industry dynamics, knowledge management, and network marketing performance. These results highlight the pivotal role of entrepreneurial orientation in activating networks and strengthening organizational capacities, aligning with studies by Wong & Nasir (2022) and Guerola-Navarro et al. (2024), which indicate that entrepreneurial orientation can facilitate the implementation of marketing strategies and digital transformation.
In the domain of network governance, its relationships with entrepreneurial orientation and digital transformation were strong, while its connection with network dynamics was at a moderate level. This pattern suggests that for network governance to effectively impact digital transformation, it must be combined with entrepreneurial motivations and behaviors, and network management alone is insufficient. The findings are consistent with the study by Monferrer et al. (2022), which highlights the importance of synchronizing network governance with dynamic capabilities to enhance performance and innovation.
The results showed that food industry dynamics have a strong relationship with value creation, value acquisition, and knowledge management, and demonstrated an above-average connection with network marketing performance. These findings emphasize the significant role of food industry dynamics in the value chain and knowledge transfer within organizations, aligning with the results of Bazoukar & Bagheri (2025) and Davijani et al. (2023), who stress the importance of innovation processes and social entrepreneurship in network development.
Furthermore, knowledge management exhibited a strong relationship with digital transformation and an above-average relationship with network marketing performance, while the relationship between network marketing performance and digital transformation was at a moderate level. This indicates that effective knowledge management and information transfer play a crucial role in the success of network marketing and advancing digital transformation, as also emphasized in the studies by Ebrahimi et al. (2022) and Lu et al. (2024).
Overall, the analysis of the discovered hypotheses suggests that entrepreneurial orientation, network governance, and food industry dynamics are the key factors with the most significant impact on digital transformation and network marketing performance, while variables such as adaptive marketing strategies and requirements for maintaining cultural authenticity play a reinforcing and mediating role. This analysis underscores that a combination of entrepreneurial orientation, knowledge management, network governance, and food industry dynamics is essential for success in network marketing and digital transformation.
Based on the research findings, the following practical suggestions are presented:
· Organizations should meticulously consider the cultural and religious characteristics of their target audience when designing their marketing strategies to enhance customer engagement and acceptance.
· To strengthen social and tribal networks, marketing programs and activities must be designed in compliance with cultural values and traditions to increase member participation.
· The preservation of cultural authenticity should be considered a key factor in digital transformation projects, ensuring that technologies and innovations are compatible with the community’s cultural context, thereby increasing user adoption.