Journal of value creating in Business Management

Abstract Extended Abstract
Abstract
The aim of this study was to investigate the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. The present research is applied in terms of purpose and descriptive-correlative in terms of nature and method of data collection; And is specifically based on structural equation modeling. Quantitative research data were used as a distance scale using the standard Research Questionnaire of Lobel Trong Tovi (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran, and due to the large number of the target community, 100,000 people have been considered. According to Morgan''s table, 384 people were selected as a sample in this study. The sampling method in this study was simple random. The results show that the effect of the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is equal to 0.47, i.e. about 47% of the total perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is explained. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values and average values of R Squares shows that the value of GOF is equal to 0.62 which indicates a strong fit of the model.
Introduction
With the increasing growth of the Internet and related technologies, the concept of brand has changed, thus today the value of online brands has grown significantly. The most important factor influencing the success of online brands is the frequent interaction of users with the brand, which achieves as a result of having a positive consume experience from that online brand. Managers need to create the conditions for a favorable experience for their customers and identify the factors effective on online brand consistency, because the undesired customer experience leads to the loss of a large share of the company''s potential sales; which is due to customers'' inability to find whatever they are searching for. Customer dissatisfaction will also lead to a large decrease of visit frequency percentage, which is also due to the initial negative experiences of users and customers (Abdollalipour, 2020)
Research in the field of e-commerce shows that advances in Internet technologies have enabled companies to sell their products directly to consumers through e-commerce platforms (Fan et al, 2020), thus leading to increased sales. Is (Lee et al, 2018). But consumers can not physically examine products in online shopping, thus leading to uncertainty to product (Song et al, 2020).
Research shows that online consumer information is collected and tracked based on data-driven marketing tasks, but there is insufficient protection for this information (Bandaraet al, 2020). Security risk (disclosure of personal information) has had strong negative effects on online transactions (Hubert et al, 2017). This is important because e-commerce platforms now offer a variety of products and services online, from electronics to single products, sanitary and cosmetics, food, and fashion to sports and travel facilities with high volume exchanges. Thus, perceived perceptions of customer information protection to ensure the security of online transactions increase the continuity of intent and motivation to write positive comments about products and services. As a result, online protection is very important for personal information and transactions (Liao & Shi, 2017).
The world has seen an increase in pandemics in recent decades, such as SARS in 2003, H5N1 in 2006, and H1N1 in 2009 and Covid 19 in 2019, each of which hindered business activity and economic growth (Chung, 2015). As scientists have warned long ago, infectious diseases can lead commercial activity to a new reality that strongly influences these activities; unfortunately, there are no clear guidelines for managers on how to respond effectively to these conditions (Hudecheck et al, 2020). Fear of a pandemic refers to a new disease that people are not immune to, and has spread around the world (World Health Organization, 2019). Pandemics have become one of the biggest threats in the world today (Harvard Global Health Institute, 2020). Research on consumer behavior shows that fear refers to the negative consequences of a particular event that may lead to changes in consumer''s behavior and attitudes (Solomon, 2017). As a result of the effects of Covid 19 disease, consumers are increasingly turning to online shopping. Accordingly, the Covid 19 pandemic has altered consumer shopping behavior because consumers are afraid of contracting the disease (Laato et al, 2020; Prentice et al, 2020).
Covid 19 has issued a global warning because it spreads quickly through human-to-human contact (Harvard Medical School, 2020). The virus can be spread through droplets of cough or inhalation of an infected person (The World Health Organization, 2020). To reduce the spread of the virus, therefore, the consumption method should be turned to e-commerce platforms; because it increases purchasing efficiency, enables new purchases, and increases access to information and online communication between the consumer and the seller (Guillen-Royo, 2019). But the managers who look for online sales execution do not currently have any specific guidelines for improving the consumer''s decision for sustainable consumption over time and on environmental conditions (Guillen-Royo, 2019؛ Hernant, 2017 & Rosengren).Given the above, the main issue of the research is whether the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic.
Theoretical literature
The Covid 19 pandemic, and the fear of contagion caused by that, have also created chaos around the world, such as hoarding, market rotation, and travel restrictions (McNulty, 2020). A pandemic has led to fears of infection and social distance, which is increasingly leading to online shopping; and as a result, the importance of e-commerce platforms is increasing. Naeem (2021) in his research investigated that if social media platforms expand the customers'' nervous shopping, while they are afraid of corona disease. Findings show that there is evidence of uncertainty, purchase due to persuasion, evidence of product inaccessibility, official announcements, global connectivity, and expert opinion are some of the reasons on social media platforms that has created the consumer''s nervous shopping situation during the Covid 19 crisis. Abdollalipour (2020) in his research reviewed the role of cooperative online distribution platforms and brand loyalty. The results show that the most important factor influencing the success of online brands is the frequent interaction of users with the brand, which is the results of having a positive consumption experience of that online brand.
Methodology
The present research is applicable in terms of purpose, and is a descriptive correlative type in terms of nature and method of data collection, and specifically based on structural equation modeling. The research method was quasi-experimental with pre-test and post-test design with control group. Quantitative research data has been used as a distance scale using the standard research questionnaire of Lob Trung Tui (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran and due to the large number of the target community, 100,000 people have been considered as the statistical population. And according to Morgan''s table, 384 people will be selected as a sample in this study. The sampling method in this research will be simple random.
Discussion and Results
In order to test the research hypothesis, Structural equation modeling (SEM) method was used with the help of SmartPLS 3 software, and the results showed that the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. Online customers'' fear of the Covid 19 epidemic moderates the perceived effectiveness of e-commerce platforms and economic advantage. Online customers'' fear of the Covid 19 epidemic moderates the relationship between economic advantage and sustainable consumption.
Conclusion
The present study aimed at the perceived effectiveness of e-commerce platforms on the perceived economic advantage of consumers in predicting sustainable consumption during an epidemic. The findings are consistent with Laato et al. (2020), who, in their study entitled Unusual Purchasing Behavior in the Early Stages of Covid 19Epidemic: Stimulus-Organism Response Approach. Further results showed that exposure to online information sources has led to a too much increase in information and cyberchondria. Overload Information was also a strong predictor of cyberendria. Perceived severity and cyberchondria had a significant effect on people''s intentions for unusual purchases and voluntary isolation. Accordingly, the Covid 19 pandemic has altered consumer purchasing behavior because consumers are afraid of contracting the disease. Lobel Trong Thuy (2021) in his research considered the effectiveness of e-commerce platforms in an epidemic. The results of this study showed that fear of pandemic positively modulates the relationships among e-commerce platforms, economic benefits and sustainable consumption. The results showed that the economic benefits of the relationship between e-commerce platforms and sustainable consumption are related to the level of fear of epidemic and moderate it. The results of this study are consistent with the results of Mark Peterson (2021) research, entitled Sustainable Marketing and Consumer Support for Sustainable Business. The results show that: 1) values ​​based on consumer nature have the most positive effect on consumer support for sustainable businesses, 2) then the attitude towards corporate altruism, and 3) and then concern about corporate ethics has the most impact. Assessing social justice and acknowledgement of the role of business in improving the quality of life of the customer had no effect on consumer support for sustainable businesses.

Abstract Abstract
The purpose of the present research was to analyze the impact of social responsibility on consumer's repurchase intention with regard to the mediating role of brand personality and reputation. The statistical population of the research is made up of Digikala online store customers. The sample size was determined using Cochran's formula of 384 people and the samples were selected by available sampling method. The questionnaires of social responsibility (Salamon Olajide, 2004), intention to repurchase (Ko et al., 2009), personality (Brandaker, 1997), and reputation (Brandback et al., 2010) were used to collect data, and their validity was confirmed by academic experts and their reliability was also confirmed through Cronbach's alpha coefficient test. The structural equation technique was applied to analyze the data, and the Lisrel statistical software and also the statistical software Spss were used. The findings of the research showed that social responsibility has a positive and significant effect on brand reputation, brand personality and customers' repurchase intention. Brand reputation has a positive and significant effect on customers' intention to repurchase. Brand personality has a positive and significant effect on customers' repurchase intention. The results of the research showed that brand personality and personality played a mediating role in the effect of social responsibility on the repurchase intention of Digikala online store customers.
Extended Abstract
Introduction
The dramatic increase in competition in the field of business has led to the growing importance of establishing, maintaining and expanding relationships with customers. On the other hand, the widespread use of information technology in businesses has created new ways and methods for communication with customers (Phan & Vogel, 2003; cited by Ghaffari et al, 2019). Considering that the business world is moving from traditional to digital, online communities are also growing every day (Husain et al, 2020), and the buying and selling of products and services has moved from offline to online. For this reason, the buying behavior and communication behavior of customers have also been affected by social networks (Veza & Hernuning, 2020). Corporate social responsibility is a move beyond the minimum legal requirements that are accepted voluntarily, because economic institutions consider it among their long-term interests (Aguinis et al, 2020). In this way, the internal function of social responsibility can lead to the improvement of the company's position and ultimately increase efficiency and profitability and finally their long-term survival (Sanchez et al, 2010; quoted by Garusi et al, 2020). Among the issues raised in the field of brand reputation is the issue of corporate social responsibility. Many researchers have tried to establish a relationship between corporate reputation and social responsibility (Esmaeil Por et al, 2014). According to researchers, the reputation of a company derived from its ethical activities can be considered as a part of the special value of that company's brand (Rust et al, 2021).
In this research, an attempt is made to answer the question: whether social responsibility has a significant effect on consumers' repurchase intention, considering the mediating role of personality and reputation of the Digikala online store brand?
Theoretical framework
Tarabashkina et al. (2020) investigated the question of whether corporate social responsibility improves the responsible and active personality dimensions of brands. The results of the research showed that brands with a strong active or responsible personality, experienced brand erosion after being exposed to less CSR message or lack of improvement when aligning CSR message with responsible and proactive behavior.
In a research, Asgari & Baghestani (2020) analyzed the mediating role of brand equity in the effect of social responsibility on customers' behavioral tendencies. The results of the research showed that the special value of the brand has a mediating role in the effect of the social responsibility of the financial and credit institution on the behavioral tendencies of customers.
Methodology
The current research is practical in terms of purpose, and descriptive-survey in terms of nature. The statistical population of the research is made up of Digikala online store customers, 378 of whom were selected as the sample size of the research using Cochran's formula and available sampling method. In order to collect data, valid questionnaires of social responsibility by Salamon Olajide (2004), repurchase intention by Ko et al. (2009), brand personality by Aker (1997), and brand reputation by Bek et al. (2010) were used.
Discussion and Results
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then Lisrel software was used to test the hypotheses or conceptual model of the research; and the results showed that the power of social responsibility on brand reputation was calculated equal to (0.78), which indicates a favorable effect. The t-statistic of the test was also obtained (8.76), which is greater than the critical value of t at the 5% error level, i.e. (1.96); and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the brand reputation of Digikala online store. The influence of brand reputation on repurchase intention has been calculated to be equal to (0.67), which indicates a favorable effect. The t statistic of the test was also obtained (7.65), which was greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the observed effect is significant. Therefore, it can be said that brand reputation has a positive and meaningful effect on the intention to repurchase Digikala online store. The strength of the impact of social responsibility on brand personality has been calculated to be equal to (0.74), which indicates a favorable effect. The t-statistic of the test was also found to be (8.72), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the brand personality of Digikala online store. The influence of brand personality on customers' repurchase intention has been calculated as equal to (0.63), which indicates a favorable effect. The t-statistic of the test was also obtained (7.61), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed effect is significant. Therefore, it can be said that the brand personality has a positive and significant effect on the repurchase intention of Digikala online store customers. The strength of the effect of social responsibility on customers' repurchase intention has been calculated equal to (0.45), which indicates a favorable effect. The t-statistic of the test was also obtained (5.43), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the repurchase intention of Digikala online store customers. In order to investigate the mediating effect of brand reputation in the discussed hypothesis, the direct effect of two constructs should be examined with the indirect effect in the case of mediating variables being involved, so that if the effect increases, the mediating effect can be considered acceptable. In the current hypothesis, the direct effect is equal to (0.45). The indirect effect in the presence of the mediating variable of brand reputation is 0.522, which due to the fact that the effect of the direct path is less than the indirect paths, so the presence of the mediating variable of brand reputation increases the effect; and the mediating role in the present hypothesis is confirmed. In order to investigate the mediating effect of brand personality in the discussed hypothesis, the direct effect of two constructs should be examined with the indirect effect in the case of mediating variables being involved, so that if the effect increases, the mediating effect can be considered acceptable. In the current hypothesis, the direct effect is equal to (0.45). The indirect effect in the presence of the mediating variable of brand personality is 0.466, which due to the fact that the effect of the direct path is less than the indirect paths, so the presence of the mediating variable of brand personality increases the effect; and the mediating role in the present hypothesis is confirmed.
Conclusion
The present research was conducted with the aim of the effect of social responsibility on consumer's repurchase intention with regard to the mediating role of personality and brand reputation (case study: Digikala online store). The test results are in line with the following research findings: (Nazari, 2018; Garanti et al, 2019; Asgari & Baghestani, 2020; Matzelr et al, 2016; Esmaeil Por et al, 2014; Tarabashkina et al, 2020). Social responsibility is known as one of the most important elements of the existential philosophy of organizations, in such a way that putting importance for organizations to comply with it in the framework of social identity theory not only leads to the possibility of organizational commitment, but also maintains the satisfaction of stakeholders outside the organization to legitimize it. Paying attention to the fact that the services provided by the Digikala store have a reputation and the store's customer relationship management systems work very intelligently will make the Digikala store engraved in the minds of customers as a good store. The successful functioning of the Digikala store in providing distinctive services and products is effective in encouraging customers to use the Digikala store. On the other hand, the credibility of the infrastructure for providing services and products of Digikala store from a technical point of view, as well as providing valuable products to customers, leads to customer loyalty and the establishment of a good bilateral relationship. According to the present research, it is suggested that the management of the Digikala online store should pay more attention to their customers and keep in touch with them after the sale, and try to retain and motivate them by maximizing the expected benefit of the customer and creating strong relationships. The services and products provided in the Digikala online store have a high social aspect.
 

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

Abstract The aim of the research was to investigate the effect of autobiographical memory on tourists' travel intentions, the role of matching the destination with desires, satisfaction and attachment to destination. This research, in terms of practical purpose and in terms of data collection, is descriptive-survey and causal. The statistical population of the research includes tourists who have traveled to Mashhad city more than once, according to the statistical population, 384 people were randomly selected as a statistical sample according to Morgan's table. The required data were collected using a standard questionnaire and Cronbach's alpha coefficient was used to measure the validity of the instrument from face validity and construct validity and to measure the reliability of the instrument, the value of which was estimated at 0.905. SPSS and Smart PLS software were used for data analysis.Based on the results, it is suggested to the tourism planners to consider the autobiographical memory in order to increase the travel intention of the tourists and according to its dimensions, try to create more attachment in the tourists in order to increase the possibility of the travel intention from the tourist destination.
Extended Abstract
Introduction
Tourism is one of the most important economic sectors that play an important role in the development of a country (Khuong & Phuong, 2017). In the current period, due to the increasing needs of communities in order to develop a sustainable industry, the field of tourism is trying to find ways to create trips based on green experience in the face of the mass tourism method with negative effects (Pouring et al, 2022; Gunter et al., 2016). Achieving a worthy position among the world's tourism destinations and realizing Iran's power in the field of tourism industry requires the use of new ways to acquire and retain current customers, and in the next step, attract new market segments and develop their number in order to develop tourism in our country. (Mohammadi et al, 2022). Therefore, it is necessary to have a special opinion on the tourism industry and recognize and strengthen the indicators that affect its success. Creating and strengthening the brand for tourism destinations is essential for long-term success. Therefore, the thinkers and marketing managers of tourism areas should try to improve their share of the profits and other advantages of this growing global industry by creating a brand for tourism and strengthening it (Philips, 2013). Travel intention can be defined as a mental possibility if the customer during which will take certain actions in order to receive tourism services or not. These travel intentions by potential customers are their perceived likelihood to visit the destination in a specific time period (Hennessey et al, 2016). In general, studies show that autobiographical memory can play a role in shaping consumer behavior and decisions. By evoking memories or targeting specific product categories, marketers may be able to influence consumers' judgment processes and increase purchase intentions (Yin et al, 2017: Stocchi et al, 2021). Since marketers in the field of tourism seek to identify the factors that increase the probability of travel intention for tourism destinations as one of the most important positive outcomes of improving the brand value of the tourism destination, it is necessary to address the factors that increase the intention to travel from the tourism destination.
Based on this, the upcoming research seeks to find the answer to the question that: does the autobiographical memory have an effect on the intention of tourists to travel to Mashhad? Does attachment to the destination play a mediating role? What is the role of matching the destination with the tourist's desires and his satisfaction?
Literature:
Zhao et al., (2022) have conducted a research titled Reviving the Old Dream: Autobiographical Memory of Rural Tourism in Behavioral Intention. This research was carried out by available sampling method and by distributing 301 questionnaires among Chinese tourists. The results showed that two dimensions of tourists' autobiographical memory (memory practice and memory effect) influence tourists' intention to revisit and recommend. Attachment to a place plays a mediating role in the autobiographical memory of tourists, the intention to revisit and the intention to recommend.
 Stocchi et al., (2021) have conducted a study titled the effect of autobiographical memory on brand recovery and purchase intention. This research was conducted by systematic random sampling method and by distributing 384 questionnaires among consumers of memorable brands. Experimental results obtained in three online experiments show that product category knowledge accessible in the consumer's memory has a greater impact on brand recall and purchase intention than direct recall of specific autobiographical memories represented by the product category. Perceived importance of choice moderates this effect, which is primarily related to purchase intention. Specifically, consistent with previous research on confusion, product category knowledge reduces purchase intention, especially for highly familiar (or prototype) brands.
Research Methodology
The current research is applicable in terms of purpose, and survey-analytical and causal type in terms of implementation method. The statistical population of this research is tourists who have traveled to Mashhad and their trip has been at least more than once. According to the statistical population of the study, the size of the population is assumed to be unlimited, and according to Morgan's table, 384 people were randomly selected as a statistical sample. Autobiographical memory questionnaire (Grayson & Shulman, 2000; Ely & Mercurio, 2011), destination brand attachment questionnaire (Yuksel et al, 2010), travel intention questionnaire (Jun et al, 2014), the questionnaire of matching the destination with the desires and satisfaction of tourists (Yin et al, 2017): containing 17 questions, was used to collect research data. To check the validity, content validity and the approval of professors and experts and construct validity was checked using factor loadings, and the reliability of the present questionnaire was used using the alpha coefficient and composite reliability, the results of which are reported in Table 1. Descriptive and inferential statistics and SPSS and Smart PLS3 software have been used to analyze research data and test hypotheses.
Research Findings
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then pls software was used to test the hypotheses or conceptual model of the research. According to the first hypothesis, autobiographical memory has a significant effect on travel intention. The results of the analysis show a positive path coefficient (0.359) and a t-statistic or significance (4.677). The findings of the second hypothesis showed that, in general, the matching of the destination with the tourists' desires has a positive and significant effect on the travel intention. The results of the analysis show a positive path coefficient (0.326) and a t-statistic or significance (3.181). According to the second hypothesis, it can be said that the tourists who found more concordance between the personality of the tourist destination and their desires, showed more desire to remember the memories of the tourist destination. Based on the third hypothesis, the research findings showed that autobiographical memory has a significant effect on his attachment to the destination. The analysis results show a positive path coefficient (0.677) and a t-statistic or significance (25.311). According to the fourth hypothesis, attachment to the tourist destination has a significant effect on the intention to travel. The results of the analysis show a positive path coefficient (0.230) and a t-statistic or significance (2.477). According to the fifth hypothesis, tourists' satisfaction with the tourist destination has a positive and significant effect on the autobiographical memory. The results of the analysis show a positive path coefficient (0.684) and a t-statistic or significance (26.872). According to the sixth hypothesis, the tourist's satisfaction with the destination has a significant effect on his intention to travel to the tourist destination. The results of the analysis show a positive path coefficient (0.649) and a t-statistic or significance (8.859). According to the seventh hypothesis, autobiographical memory has a positive and significant effect on travel intention through the mediating role of attachment to the tourist destination. The results of the analysis show a positive path coefficient (0.155) and a t-statistic or significance (3.50).
Conclusion
The present study was conducted with the aim of investigating and analyzing the effect of autobiographical memory on travel intention, as well as investigating the role of attachment to the destination, compatibility of the destination with the tourist's desires and satisfaction. The results of this research are consistent with the findings of Veansa et al, (2013), Yin et al, (2017), Prayag & Ryan (2011), Yuksel et al, (2010), Vlachos & Vrechopoulos (2012), Zhang et al, (2018), Kim et al, (2013), Mendes et al, (2010), Jang & Feng (2007), Ekinci & Hosany (2006), and Murphy (2007). Studies from theoretical bases and backgrounds have shown the effect of this type of memory on purchase intention, as well as repurchase intention and customer loyalty; therefore, in this research, the travel intention of tourists was based on whether this memory can have an effect on the travel intention of tourists. Also, the effect of matching the destination with the tourist's desires and his motivation to travel was investigated and analyzed that the more a tourist travels with an inner motivation consistent with the tourist destination, the more his travel intention is affected. Finally, the effect of attachment to the tourist destination and tourist satisfaction on his travel intention was analyzed, which ultimately had a positive effect.

Abstract Abstract The purpose of this research is the effect of knowledge management on organizational performance considering the mediating variable of business process management. The current research is applicable in terms of purpose, and descriptive-survey in terms of data collection, and correlative type. The statistical population of the current research includes managers and experts of a company active in the field of export and import as many as 160 people, which was considered to be 113 people using Cochran's formula, and non-random sampling method was used. The collection tools in this research include knowledge management questionnaires by Fong et al., (2009), business process management by Rouhani et al., (2014), and organizational performance by Choi and Rainey (2010). The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. PLS software was used to fit the conceptual model of the research. The findings of the research showed that based on the significant values ​​of them, all three hypotheses were confirmed. The impact of knowledge management on business process management was 0.742, the impact of knowledge management on organizational performance was 0.422, and the impact of business process management on organizational performance was 0.652. Therefore, the most important proposal of the research is to pay attention to the preservation, sharing and application of knowledge, which is effective both in managing business processes and in increasing the level of organizational performance. Extended Abstract Introduction The activity environment of public and private organizations has undergone great changes in the last decade. This environment has changed from a static and motionless environment to a highly variable and dynamic environment. Therefore, organizations need flexibility in almost all aspects of their existence for their survival. On the other hand, preserving knowledge capitals and continuing to use them is also a reason for organizations to seek the use of knowledge management and its application (Bayat et al, 2022). Business process management is also one of the latest process management strategies and focuses on the continuous improvement of business processes using information technology as one of the basic elements of process implementation. Business process management strategy seeks to achieve flexibility and agility in the growth and evolution and dynamics of business processes and technological systems related to them. Business process management is a set of methods and technologies to identify, model, analyze, implement, control and improve business processes (Fernández et al. et al., 2020). The evidence of past research shows that knowledge management is a variable that is effective in business process management; and its dimensions can strengthen business process management. Also, many researchers, in the business environment, have examined the relationship between business process management and the performance of organizations, and have reached positive results based on effectiveness (Wei & Ling, 2015). Knowledge management can have a positive effect on improving the performance of organizations and on the other hand, it can strengthen the components of business process management. Also, focusing on the components of business process management leads to better utilization of resources and has an effective role in the better performance of organizations (Bayat et al, 2022). Therefore, the researcher is trying to answer the question, what is the effect of knowledge management on organizational performance with regard to the mediating variable of business process management? Theoretical Framework Knowledge management The most basic definition of knowledge management is to find a way to create and distribute organizational knowledge to people in need. Knowledge management includes the provision of wisdom and value-added experiences of people within the organization; so that it facilitates the retrieval and use of knowledge and protects it as an asset of the organization (Jalali & Jafari, 2022). Business process management Business process management is a proper balance of several sets of actions and tasks that must be done to effectively provide the needs and demands of customers and clients. This management approach increases the efficiency and effectiveness of the business to bring about certain changes in the system and achieve the goals and objectives of the company (Khajunjad, 2023). Organizational Performance Organizational performance is a complex phenomenon, and perhaps the simplest interpretation for it can be considered as a set of activities aimed at achieving organizational goals, therefore, organizational performance is related to how much an organization has achieved its goals. Organizations in difficult conditions should be able to identify organizational performance indicators that allow responding to new problems with the maximum speed of adapting to changes in the business environment (Brumand & Panahi, 2023).  Karamipur (2023) investigated the design of artificial intelligence competency model on organizational performance considering business-to-business marketing capabilities. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed by considering the aspect of business-to-business marketing capabilities. Agheshlouei et al, (2023) investigated the presentation of a new business model to help entrepreneurs develop new businesses and e-commerce startups. The results of the research show that in addition to improving the business model of Strowalder and Pignor, the business model presented in the present study leads to a better understanding of the elements of the business model by entrepreneurs, and it improves investment negotiations by creating convergence and common understanding of business concepts between entrepreneurs and investors. Using this business model, entrepreneurs focus on the value proposition in addition to the technical details. Research methodology The current research is applicable in terms of purpose, and descriptive-survey in terms of data collection, and correlative type. The statistical population of the present study includes managers and experts of a company active in the field of export and import in the number of 160 people, using Cochran's formula, the number of 113 people was selected and the available non-random sampling method was used. The collection tools in this research include knowledge management questionnaires by Fong et al., (2009), business process management by Rouhani et al., (2014), and organizational performance by Choi and Rainey (2010). Research findings SPSS and PLS software were used to analyze the research data. The findings of the research showed that based on the significant values ​​of the hypotheses, all three of them were confirmed. The impact of knowledge management on business process management was 0.742, the impact of knowledge management on organizational performance was 0.422, and the impact of business process management on organizational performance was 0.652.   Conclusion The current research was conducted with the aim of the effect of knowledge management on organizational performance with regard to the mediating variable of business process management. The results of this research are in agreement with the results of Karamipur (2023), Agheshlouei et al, (2023), Asgharneghad & Haghdoust (2022), Jalali & Jafari (2022), Bayat et al, (2022), Purrashidi (2021), Nobari (2021), Abi (2020), Pirayesh et al, (2020), Payal et al, (2019), and Zaim et al, (2019). The results related to the first hypothesis showed that knowledge management is effective on the performance of the organization. Therefore, in order to improve the performance of the organization, it is important and necessary to use the knowledge and experiences of employees. The results related to the second hypothesis showed that knowledge management has an impact on business process management. The sharing and exchange of knowledge in the organization causes better regulation and performance of the processes in the organization and leads to the management of processes related to the performance of various tasks in any organization. The results related to the third hypothesis showed that business process management is effective in organizational performance. Management of processes and, if necessary, modification, reengineering and their evaluations based on different conditions can lead to the improvement of organizational performance. According to the results of the research, it is suggested that by using information and software systems, processes should be formulated and their compliance should be periodically monitored. It is suggested to other researchers to conduct such a research in other organizations and compare their results with the results of this research, so that according to the conditions of the studied organizations, models for improving knowledge management and organizational entrepreneurship are discussed, and the results are precisely analyzed. It is also suggested to use other data collection methods such as interview and observation to strengthen the results.  

Abstract Abstract The purpose of the current research is the mixed effect of marketing on blockchain technology with the mediating role of perceived usefulness in the customers of Bank Melli Iran in Tehran. The research method is applicable in terms of purpose, and descriptive-survey based on the method of data collection. The statistical population of this research is all the customers of the Bank Melli Iran in Tehran in 2023. For this purpose, according to Cochran's formula, 384 people were selected as the sample size, 420 questionnaires were distributed among the customers of the Bank Melli Iran in Tehran by a simple random method, and 393 questionnaires were collected. The data collection tool of this research is a questionnaire. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. The reliability of the current research questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.815. Also, to analyze the data, structural equation modeling method using Smart-PLS3 software has been used. The research results indicate that senior management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk has not affected blockchain technology. Finally, the role of the marketing mix on perceived usefulness is demonstrated. Also, the perceived usefulness is affective on blockchain technology. Extended Abstract                                           Introduction Blockchain is used for various technology concepts related to databases of value exchange, security and identity among others. Blockchain technology is very important for business today. This technology is constantly evolving. Leading companies in the field of information and communication technology use blockchain technology because of its high security (Akbari Ganjeh et al., 2022). In today's era, experts have called blockchain technology the second internet, which is capable of transforming a large number of current patterns. One of the sectors that can use blockchain is the banking industry. Blockchain is a developing technology and is actually a place in the web world that records the data and information of a group of people in files, but this information is not available in a single place, and people from different parts of the world trade and communicate to each other without any records. Also, the information stored in the blockchain is a digital collection of decentralized records that is not maintained by any person or organization (Ekramifard et al., 2020). The banking industry is the most important industry in the world. Today, banks in advanced countries act as professional consultants, experts in increasing the financial resources of companies, and collecting and exchanging the necessary information for their customers, and they are considered one of the economic drivers of every country. In modern banking, there are various components that affect the process of mobilizing monetary resources of banks and financial institutions. Determining and identifying the degree of influence and the type of connection of these components with the success of banks in mobilizing monetary resources is a very important issue. Today, the position and conditions of financial institutions and banks are different from each other, and it is possible that the factors affecting the provision of monetary resources are different even for each branch of a banking group, which has caused a close competitive atmosphere between them. Therefore, in this research, we tried to answer this question: what role does the marketing mix have on blockchain technology with the mediating role of perceived usefulness? Theoretical Framework Ahmadi et al., (2022) carried out a research titled marketing future research in the banking industry with a focus on blockchain technology. The findings showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain and the development of decentralized banking had the highest priority and were selected for scenario planning. Hosseingholipour & Einabadi (2022) in a research addressed the effects of international sanctions on the international banking interactions of Iranian companies on the blockchain platform. The results showed that international sanctions in the international banking interactions of Iranian companies can be presented as an opportunity in the context of blockchain, and by using blockchain, international banking interactions can be implemented and managed in a more effective way. Da Silva & Moro (2021) in a research addressed blockchain technology as a factor of consumer trust: literature analysis using the method of texts. Their findings indicate the relationship between some blockchain features such as tracking and privacy with customer trust. For this reason, marketing, social and economic researchers are advised to focus on the use of blockchain to improve consumer trust. Ali, Ally & Dwivedi (2020) performed a systematic and analytical review of articles related to blockchain technology in the financial services industry. The proposed classification framework of this research has three components: financial advantages, challenges, and functions enabled by blockchain. Methodology The current research is an applicable research which has been implemented by descriptive-survey method of causal type. The statistical population of the research is the customers of Bank Melli Iran in Tehran in 2023; and to determine the number of samples, since the size of the population is unknown, Cochran's formula will be used to determine the sample size. Therefore, according to Cochran's formula for the unknown population size, the number of samples was 384 people, in which data have been quantitatively analyzed. It has also been analyzed using SPSS and Smart-PLS3 software. In order to collect and measure data, a 43-item questionnaire with a five-point Likert scale (1-completely disagree, 2-disagree, 3-I have no opinion, 4-agree and 5-completely agree) was used. Also, its validity has been confirmed by professors and experts, and its reliability by Cronbach's alpha coefficient.   Discussion and Results The results of the analysis of demographic variables, Cronbach's alpha coefficient value and composite reliability for each construct, the values ​​of factor loadings between constructs and the average extracted variance of the research variables, the results of the coefficient of determination and the Stone-Geisser coefficient for the endogenous construct, the output of the software in the effectiveness coefficients, the software output in significant coefficients and the impact coefficients, the value of the test statistic and the results of the research hypotheses and anti-value values ​​and effect intensity of mediating variables were given. Conclusion The purpose of this study was to investigate the impact of marketing mix on blockchain technology with the mediating role of perceived usefulness, on the basis of which 7 hypotheses were investigated, and the effect of all factors on blockchain technology was confirmed except for the fourth hypothesis: the impact of supply chain risk on blockchain technology. Based on the first research hypothesis: marketing mix has a significant effect on perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, their perceived usefulness will also increase. Therefore, since the marketing mix has an effect on perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising activities, and individual image. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects perceived usefulness. Based on the second hypothesis of the research: the support of senior management has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the support of the senior management of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since senior management's support has an impact on blockchain technology, they should pay special attention to indicators such as attention and active response, confirmation of access to resources, willingness to accept risks, and motivating employees. In line with the result obtained in this hypothesis, Wong et al., (2020) showed that top management support affects blockchain technology. Based on the third hypothesis of the research: supply chain integration has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the integration of the supply chain of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the integration of the supply chain affects blockchain technology, they should pay special attention to indicators such as understanding the needs of employees, information sharing, cooperation and coordination and strategic alliance, public and private partnerships, and sharing knowledge and innovation. In line with the result obtained in this hypothesis, Chiarini, Belvedere & Grando (2020) showed that supply chain integration affects blockchain technology. Based on the fourth research hypothesis: supply chain risk has a significant impact on blockchain technology. This hypothesis, based on statistical analysis, has not been confirmed. In other words, it can be predicted that if the supply chain risk of Bank Melli Iran customers in Tehran increases, the use of blockchain technology will not change. Therefore, since supply chain risk does not affect blockchain technology, it is necessary to pay attention to indicators such as delays in delivery and selection of products, storage capacity and inappropriate delivery, demand fluctuations, poor forecasting, labor shortages, closures, and price fluctuations. Contrary to the result obtained in this hypothesis, Wang et al., (2020) concluded in their research that supply chain risk has a positive and significant relationship with blockchain technology. Based on the fifth hypothesis of the research: innovation capability has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the innovation ability of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the ability to innovate affects blockchain technology, it is necessary to pay special attention to indicators such as using innovative techniques, regular improvement in operations, adopting innovative and technical solutions, using standard and simple operations, and protecting against risks. In line with the result obtained in this hypothesis, Wang et al., (2020) showed that innovation ability affects blockchain technology. Based on the sixth hypothesis of the research: perceived usefulness has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the perceived usefulness of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since perceived usefulness affects blockchain technology, they should pay special attention to indicators such as obtaining information, saving money, being helpful, and being useful. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that perceived usefulness affects blockchain technology. Based on the seventh hypothesis of the research: there is a significant relationship between the marketing mix of blockchain technology and the mediating role of perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology with the role of mediating perceived usefulness will also increase. Therefore, since the marketing mix has an effect on blockchain technology with the mediating role of perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising measures, and the image of a person. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects blockchain technology with the mediating role of perceived usefulness.

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

Abstract Abstract
The purpose of this research is to investigate the effect of Sanctions’ Reduction and the financial strength of companies on the development of garment exports, considering the mediating role of direct exports and indirect exports. The research method is practical in terms of purpose and descriptive-survey-correlation in terms of method. The statistical population of this research includes the managers of garment manufacturing and exporting companies, and the sample size was determined to be 344 people using random sampling method. To analyze the data, the method of structural equations modeling has been used using Smart PLS software. The tool used for data collection is standardized questionnaire. The findings of this research show that the Sanctions’ Reduction has a direct and significant effect on the development of garment exports. Also, the financial Strength of companies has a direct and significant impact on the development of garment exports. Direct exports play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports, the mediation role of indirect exports on the relationship between the Sanctions’ Reduction and the development of garment exports was also confirmed.
Extended Abstract
Introduction
A review of the latest statistical report on world trade, which was recently published by the World Trade Organization, shows that the dollar value of the world's textile and clothing exports was 315 billion and 505 billion dollars respectively in 2018, the ratio of the previous year increased 6.4 and 1.11 respectively, the increase was the fastest growth in the world's textile and apparel trade since 2012. It is also predicted that the annual growth rate of about 5% from 2019 to 2025 will bring the world's textile and clothing exports to about 1207 billion dollars in 2025. In Iran, many companies are active in the country's textile and clothing industries with operating licenses from the Ministry of Mining Industry and Trade, which constitute a significant percentage of all active industrial enterprises in the country. Also, these industrial units account for a significant percentage of the country's industrial employment. It is worth mentioning that this amount is related to industrial units, and due to the large number of small and trade units, the number of employees in the country's textile, clothing and leather industry is a significant amount of the entire industry (Ebadi et al, 2021). While the industries upstream of the apparel industry are also very important, the fashion industry is $1.3 trillion global business that employs more than 300 million people worldwide and represents a significant economic force and a significant driver of worldwide GDP (Gazzola et al, 2020). Considering that the export of clothing has high value added and foreign exchange earnings, it is also considered as one of the industries that have a very high employment generation capacity, and its capital-intensiveness considering its created sustainable employment is much lower compared to other industries (oil and petrochemical). Also, the growth of this industry affects other industries, and exports in this field can be driving force of upstream and downstream industries. Neglecting attention to Iran's garment exports has resulted that Iranian companies are not identifying the procedures and influencing factors for entering and stabilizing in these markets for consecutive years, and the managers of these industries have no effective strategy to develop their exports and overcome sanctions and improve their financial strength. Therefore, with the existing assumptions, this research seeks to answer the question of whether sanctions and the financial strength of companies can affect the development of garment exports, and whether direct export and indirect export can play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports.
Theoretical Literature
Financial strength is a scientific process that helps an organization measure the effective use of company resources to maximize financial resources (Bei & Wijewardana, 2012). In other words, financial strength is an indicator to measure the probability of a company needing the support of third parties such as shareholders, banks, government, or official institutions to finance and pay the company's debt (Salimi et al, 2017).
Export is a set of actions and activities that are carried out to transfer the goods and services of commercial or governmental companies from one country to another for receiving currency or exchanging it for other goods and services (Moshabaki & Khademi, 2012). The most important export methods are direct export and indirect export. Direct export is an export in which goods and services move directly to foreign markets (Grozdanovska et al, 2017). Indirect export means the export of goods through intermediaries. They can be agents or companies that carry out the export. Agents act as brokers or establish a relationship between the exporter and foreign buyers (Grozdanovska et al., 2017).
Export development programs include all commercial, informational, and educational actions. In addition to sourcing, these programs also evaluate the export performance of the current period compared to the previous period. Despite planning for export development, these export programs are always accompanied by obstacles (Malca et al, 2020).
Sanctions are sets of restrictive measures applied by a country or a group of countries against a country that violates international laws or has violated accepted moral standards (Khaledi & Ardestani, 2022).
Research Methodology
The current research is applicable in terms of the purpose, and descriptive-survey-correlation in terms of the method. The tool used for data collection is a standard questionnaire (5-point Likert scale) as a result of the Alidaie et al, (2023) qualitative research work. The statistical population of this research includes the managers of garment manufacturing and exporting companies (N = 987); random sampling method was used to select the sample and finally, by Cochran's formula, at least 276 garment industry managers were selected to conduct the research, and 344 questionnaires were collected.
Research Findings
To analyze the hypotheses or the conceptual model of the research, Smart PLS 3 software was used, and the results showed that the effect of sanctions’ reduction on the development of garment exports was calculated as (0.415), which indicates a favorable effect. The t-test statistic was also obtained (7.586), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of financial strength on the development of Iran's garment export has been calculated as (0.468), which indicates a desirable effect. The t-test statistic was also obtained (4.557), which is greater than the critical value at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The effect of indirect export on the development of garment export has been calculated equal to (0.457), which indicates a favorable effect. The t-statistic was also obtained (4.497), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct garment export on the development of garment export has been calculated equal to (0.581), which indicates a relatively strong effect. The t-test statistic was also obtained (9.211), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on direct export of clothing has been calculated as (0.927), which indicates a very strong effect. The t-test statistic was also obtained (81.106), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on indirect export of clothing has been calculated as (0.574), which indicates a favorable effect. The t- test statistic was also obtained (43.805), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on financial strength has been calculated as equal to (0.451), which indicates a favorable effect. The t-test statistic was also obtained (3.144), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct export on financial strength has been calculated equal to (0.414), which indicates a favorable effect. The t-test statistic was also obtained (4.711), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of indirect export on financial strength has been calculated equal to (0.515), which indicates a desirable effect. The t-test statistic was also obtained (4.379), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct exports on the relationship between the sanctions’ reduction and the development of garment exports shows that the partial mediation of direct exports is confirmed with an intensity of 0.56. The effect of indirect export on the relationship between the sanctions’ reduction and the development of garment exports also indicates that the partial mediation of indirect export is confirmed with the intensity of the effect of 0.33.
Conclusion
The results of the hypothesis "the sanctions’ reduction impacts on the development of garment exports" are confirmed. The results of this hypothesis are in line with the research of Pourebadollahan et al, (2019) and Jafari et al, (2023). The results of the hypothesis "financial strength on the development of Iran's garment export" are confirmed. The results of this hypothesis are in line with the research of Rasoulinezhad & Kazemnia (2019) and Khorshidi et al. (2015). The results of the hypothesis "direct exports play a mediation role on the relationship between the sanctions’ reduction and the development of garment exports" are confirmed. Therefore, the direct export plays a mediating role. Also, the results of the hypothesis "indirect exports have a mediation role on the relationship between the sanctions’ reduction and the development of garment exports" are confirmed, which indicates the mediation role of indirect exports. Considering that the current research is exploratory and has innovation, it does not have a similar research history in the field of garment export.
The policy makers of the country should try to reduce the sanctions as much as they can, and in the situation of sanctions, it is recommended to the garment manufacturers and exporters to switch to indirect exports if there is a problem with direct exports. Increasing communication with brokers in this field is the key to the success of these companies in indirect export. These companies can increase their financial strength through appropriate and optimal financing methods and select target markets that have high export value added. These companies can transform their distribution network into internet sales and distribution networks in the export target markets and do brand development in the export target markets and avoid exporting products with fake brands.

Abstract The purpose of this research is to provide a model of social entrepreneurship in the development of rural tourism in the target villages of Gilan province. The research method is qualitative and applicable. The statistical population of the research includes 10 managers, experts and university professors in the field of tourism, selected by purposeful sampling and inviting interviewees. The results of the qualitative questionnaire and open interview with the sample members, after taking notes and transferring to the system, were analyzed using coding and the data-based method and Maxqda software, and the output and the final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business; which may in turn cause more harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to address various social problems through tourism entrepreneurship.
Extended Abstract                                          
Introduction
Tourism entrepreneurship is a popular research topic due to its ability to combine different topics such as technological innovation, economic geography, and cultural change. In general, it includes the use of innovation, risk-taking, and being active in a tourism environment (Ratten, 2020). Social entrepreneurship refers to innovations, new business ventures, and models as strong business objectives. On the other hand, social entrepreneurship is more ethical in entrepreneurial activities, with a detailed social change plan, influenced by social and environmental values ​​(Branzei, 2012; Haugh & Talwar, 2016). This is due to the drastic changes caused by technology innovation; like entrepreneurship through the sharing economy, which leads to direct interaction of people with tourism services (Yu & Wang, 2019). This emphasis on technology in tourism entrepreneurship is important because new innovations are constantly changing industry dynamics (Yu & Spencer, 2021; Buhalis et al, 2019). Since entrepreneurship is a broad field in general, there are many opportunities for researchers in this field to focus on areas of interest which have been neglected (Fu et al, 2019). The phenomenon of social entrepreneurship in the development of rural tourism has been raised as a critical issue in the field of improvement and welfare of communities. Instead of maximizing profit, it focuses on social problems; because it brings local social benefits such as cultural integration and employment (Celebi et al, 2020).
Considering the importance of social entrepreneurship criteria and the lack of studies in the field of examining these criteria to achieve development goals, the purpose of this research is to identify social entrepreneurship criteria in the development of tourism in rural areas in Gilan province. Therefore, in this research, the researcher intends to answer the basic question that what the model of social entrepreneurship in the development of rural tourism in the target villages of Gilan Province is.
Theoretical Framework
Rural entrepreneurship
Rural entrepreneurship is an activity that helps rural people to turn opportunities into profitable economic activities and provides employment, increased income and wealth production, improves the quality of life, and helps local people to participate in the economy (Reagan, 2002).
Entrepreneurship and tourism
The creative use of the concept of entrepreneurship for community-based tourism is known as an approach to improve the quality of life of communities as well as provide livelihood and sustainable development (Tan et al, 2018). The most important advantage of promoting entrepreneurship in tourism can be said that since the tourism sector is one of the country's economic sectors and in fact, one of the axes of the country's economic development, thinkers and policy makers have paid special attention to the development of entrepreneurship in tourism and solving its problems (Hesam et al, 2015).
Tourism social entrepreneurship
Sheldon et al, (2017) have defined the tourism social entrepreneurship as follows: a process that uses tourism to create innovative solutions for urgent social, environmental and economic problems in the destination by mobilizing ideas, capacities, resources and social agreements, from inside or outside the destination, for its sustainable social transformation (Sheldon et al, 2017).
Mansoori et al, (2024) investigated the presentation of the model of factors affecting the development of scientific tourism in Iran's higher education system. The obtained results showed that the nine main factors affecting the formation of higher education tourism in Iran in order of influence are: dynamic political exchanges with the world at the national level, the existence of macro-national policies in the field of academic interaction, facilitating the process of acceptance in political and administrative dimensions, the existence of economic and technical infrastructures for foreign students, the international language level of faculty members and staff as well as the structure of dynamic and accepting higher education, the existence of a sense of security in social, security and political dimensions for foreign students, and branding factors of universities and introducing historical, cultural and religious attractions to the world.
Ratten (2020) in a research comprehensively examined researches in the field of entrepreneurship in tourism and it is noted that it focused on lifestyle and sustainable forms of tourism entrepreneurship without considering emerging technologies and other forms of entrepreneurship like digital and social.
Research methodology
The research method is qualitative and applicable. The statistical population of the research includes 10 managers, experts and university professors in the field of tourism, selected by purposeful sampling and inviting interviewees.
Research findings
The results of the qualitative questionnaire and open interview with the sample members, after taking notes and transferring to the system, were analyzed using coding and the data-based method and Maxqda software, and the output and the final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business; which may in turn cause more harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to address various social problems through tourism entrepreneurship.
Conclusion
The present study was conducted with the aim of providing a model of social entrepreneurship in the development of rural tourism in the target villages of Gilan province. The results of this research are aligned with the results of Mansoori et al, (2024), Yahya Zadeh et al, (2023), Vukovic et al, (2023), Falah Tafti et al, (2023), Buruj Ali (2022), Ratten (2020), Meitriana et al, (2019), Aquino et al, (2018), Mahmoudzadeh & Arjamandian (2016), Hesam et al, (2015), and Roknodin Eftekhari et al, (2013). Fallah Tafti et al, (2023) introduced two criteria of belief in entrepreneurship and creative use of resources at the ninth level at the end of the model specified in their research, as the most effective criteria affecting other criteria.
Considering the importance of the categories of technological factors and innovation in the development of tourism, it is suggested to create disruption in the traditional tourism industry, rely on the aspect of continuity of innovation in it, which is an inseparable aspect of social entrepreneurship. On the other hand, in order for tourism destinations to be able to create a competitive advantage, businesses related to local tourism should follow the model of social businesses that use innovative strategies related to the provision of products and services, organizational structure, operational processes, procurement and marketing.

Abstract The purpose of this research is to identify and prioritize the organizational capacities effective on the brand positioning of food companies. The research method is applicable in terms of purpose, and qualitative in terms of execution method. This research is based on interpretative philosophy, inductive approach. The statistical population of the research includes 13 senior managers and marketing and sales managers active in the food industry, and sampling was done in a targeted manner. Semi-structured interview was used in this research. To collect and analyze data, data-based theory was used, and in the analysis, MAXQDA 2020 software was used to code the interviews, and the analysis hierarchy technique (AHP) was used for ranking. The results showed that a total of 164 primary codes were categorized into 20 categories. The value of Kappa index was calculated as 0.743, which is at the appropriate level of agreement. Delphi results were conducted in two rounds, and no questions were omitted in the second round, which is a sign of the end of the Delphi rounds. Also, the difference between the two stages was reported to be smaller than the low threshold (0.8). In the following, fuzzy hierarchical analysis was used for the final ranking. The results of this analysis showed that the consequences with a weight of 0.293 ranked in the first place, followed by strategies with a weight of 0.268 in the second place, contextual factors with a weight of 0.249 in the third place, the interventionist with a weight of 0.165 in the fourth place, causal factors with a weight of 0.154 in the fifth place, and the central category with a weight of 0.007 in the sixth place.
Introduction
Today, the expansion of similar products, multiple choices, globalization and intense competition force manufacturers to differentiate their products from competitors, and create value for their buyers. In a market where products are becoming more and more compatible, a strong brand may be the only feature that differentiates products from competitors. In this regard, the food industry has faced increased competitive pressure due to the entry of current and new competitors in the global food industry market (Lomer et al, 2018; Yu et al, 2018). Brands are invisible and intangible assets and represent a type of value that provides an opportunity for higher pricing (valuation) as well as more receipt from customers for the company's goods and services (Iyer et al, 2018).
Researchers believe that in order to properly understand the brand, attention should be paid to the recognition and evaluation of the company's brand capacities, which emphasize intangible aspects, because companies shape their brand position based on their capacities. Using the approach of organizational capacities as a new approach of strategic management and influenced by the interest-based approach in the field of brand provides the possibility of presenting a coherent and strategic framework to brand management (Asaadi Kavan et al, 2021). Effective capacity building can lead to the strengthening of mutual communication and cooperation of the government, institutions, organizations, communities, groups and individuals. Capacity building refers to a tool through which the community or individuals can consolidate their position which creates an enabling environment with specific and legitimate policies and frameworks for communities, especially rural communities. Capacity building is used as a tool to support issues related to social and human structures, a social planning tool and a tool for empowerment (Molodi et al, 2022).
Based on this, the current research is looking for an answer to this question: How is the identification and prioritization of organizational capacities effective on the brand positioning of food companies?
Theoretical Framework
brand
A brand is not only a symbol that distinguishes a product from others, but also includes all the features that come to mind when a buyer thinks of that brand. These characteristics are the objective, abstract, psychological and social characteristics of that product (Xiangbo et al, 2021).
Capacity Building
Capacity and capacity building are defined as the ability of individuals, groups, institutions and organizations to meet needs and solve problems over time. The capacity of the organization includes the management of knowledge resources and processes. The concept of organizational capacity building is a relatively new concept in management and organization literature. Capacity building is the ability of the organization to develop management, strengthen and improve its plans and strategies to achieve the goals of capacity development, a targeted approach and a professional treasure in order to stimulate guidance, strengthening, liberating, shaping and growing capacities beyond existing capacities (Farajollahi, 2017).
Yallka et al, (2022) investigated customers' perceptions of brand positioning of luxury fashion brands from mobile marketing: evidence from communication channels and multiple marketing. Their model conceptualizes four dimensions of customers' perceptions of their mobile marketing journey that can drive customer engagement and purchase behavior. This integrated model offers attractive avenues for further research on the effects of multiple mobile marketing and communication channels and the perceptions of luxury fashion consumers.
Miri et al, (2022) investigated the relative role of Seroqual components in brand positioning of Persepolis and Esteghlal football teams in Tehran. They came to the conclusion that Seroqual components had a positive and significant impact on the branding of Tehran Persepolis and Esteghlal teams. According to the findings, the requirement for the sustainable development of the brand of Esteghlal and Persepolis football teams in Tehran is to focus on improving the Seroqual quality and its components, which can ultimately lead to the establishment and consolidation of the brand of these teams in the minds and hearts of the fans.
Research methodology
The research method is applicable in terms of purpose, and qualitative in terms of execution method. This research is inductive approach based on interpretative philosophy. The statistical population of the research includes 13 senior managers and marketing and sales managers active in the food industry; and sampling was done in a targeted manner. Semi-structured interview was used in this research. Collecting data, first extracting the theoretical literature, records of the problem, and the research subject, through the library study method, and then the data-based theory and hierarchical analysis technique were used to collect and analyze the data.
Research findings
For data analysis, MAXQDA 2020 software was used to code the interviews; and Analytical Hierarchy (AHP) technique was used for ranking. The results showed that a total of 164 primary codes were categorized into 20 categories. The value of Kappa index was calculated as 0.743, which is at the appropriate level of agreement. Delphi results were conducted in two rounds; and no questions were asked in the second round, which is a sign of the end of the Delphi rounds. Also, the difference between the two stages was reported to be smaller than the low threshold (0.8). In the following, fuzzy hierarchical analysis was used for the final ranking. The results of this analysis showed that the consequences with a weight of 0.293 ranked in the first place, strategies with a weight of 0.268 in the second place, contextual factors with a weight of 0.249 in the third place, the interventionist with a weight of 0.165 in the fourth place, causal factors with a weight of 0.154 in the fifth place, and the central category with a weight of 0.007 in the sixth place.
Conclusion
The current research was conducted with the aim of identifying and prioritizing organizational capacities effective on the brand positioning of food companies. The results of this research are in line with the results of Yallka et al, (2022), Miri et al, (2022), Asaadi Kavan et al, (2021), Biesenthal et al, (2019), Rasuli et al, (2018). Recognizing and paying attention to the individual characteristics and preferences of customers in relation to the required services is also an issue always occupied the minds of managers and employees of organizations that provide services and products. Saturation of markets, intensification of competition, and changes in customers' tastes and needs have faced large stores with many challenges in their activities. With the rapid growth of department stores in recent years, the department store industry has become very competitive; therefore, new methods are needed to manage such businesses. The increasing acceleration of changes in the environment around organizations due to the continuous change in the needs of customers has caused the formation of competition in the market to meet the needs of customers. In this regard, there is no doubt that those stores will achieve success that identify the needs of customers in the shortest possible time and respond to them in the fastest possible way.
According to the research results, the following suggestions were made:
Having a strategy and defining long-term, medium-term and short-term goals and vision not only defines the direction of movement, the way of resources allocation and other frameworks, but also provides a suitable basis for measuring the organization's performance. Knowledge should be considered as a vital factor for survival and competition and creating a serious attitude in the field of using intra-organizational networks, which allows the organization to benefit more and more from the advantages of transformation management, the ability to compete, create innovation and productivity in line with new investment, and customer attraction. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract This study aims to explain the indigenous and cultural characteristics influencing the formation and development of hybrid entrepreneurship in Mazandaran province, with a particular focus on the integration of tourism and agriculture. A qualitative research approach, specifically phenomenology using Colaizzi’s method, was employed to deeply understand the lived experiences of local hybrid entrepreneurs and to identify the cultural and indigenous factors shaping their entrepreneurial paths. Data were collected through in-depth semi-structured interviews, using purposive and snowball sampling among 25 local tourism-agriculture entrepreneurs, and continued until data saturation. Data analysis followed Colaizzi’s seven-step process, emphasizing the extraction of fundamental concepts and thematic clusters. Research findings were categorized into three main themes: environmental and local variables, hybrid entrepreneurship-related variables, and facilitating factors. The results indicate that the interplay of cultural, geographical, and climatic characteristics, along with local networks and support structures, provides a suitable foundation for the emergence and continuity of hybrid entrepreneurship in Mazandaran. Accordingly, strengthening support infrastructures, focusing on education and knowledge transfer, and leveraging indigenous cultural capital are recommended as practical strategies.
Introduction
In recent years, hybrid entrepreneurship, as a new approach in which individuals engage in entrepreneurial activities alongside their main job, has attracted much attention in Iran and the world. Despite the significant development of this type of entrepreneurship, the role of environmental, social, and cultural factors in the formation and success of hybrid entrepreneurs has not yet been fully elucidated. Mazandaran Province, with its specific local and cultural characteristics (such as cooperative culture, family values, strong social connections, and ethnic diversity), has created a unique context for examining the impact of these variables on entrepreneurial behavior. However, most of the research conducted so far has focused more on economic or motivational factors and has paid less attention to explaining regional cultural and indigenous characteristics on the behavior and sustainability of hybrid entrepreneurs. This research gap becomes more serious when tangible differences in the success rate, motivations, barriers, and opportunities of hybrid entrepreneurship are observed among different regions of Iran. As a result, the main issue of the present study is to explain the specific cultural and indigenous characteristics of Mazandaran province, the path of formation and continuation of hybrid entrepreneurship. The answer can, in addition to enriching the theoretical literature, also provide the necessary basis for policymaking, empowerment, and targeted support for hybrid entrepreneurs in Mazandaran.
Theoretical Framework
Hybrid Entrepreneurship
Hybrid entrepreneurship refers to the situation of individuals who simultaneously work in a formal job (either full-time or part-time) and launch or manage an independent entrepreneurial business (Uriarte et al., 2024). The distinctive feature of this type of entrepreneurship is the dual employment of individuals, the reduction of risk arising from the failure of a new business by maintaining a fixed job income, and the possibility of flexible planning for dividing time and resources between organizational and entrepreneurial activities (Crider et al., 2024). Hybrid entrepreneurs, by utilizing the knowledge and experiences gained in both fields, can transfer learnings and skills between their main job and their business and benefit from the profites of both. The process of forming hybrid entrepreneurship usually proceeds gradually; in such a way that the individual first works with his main job, then starts a new business on a small scale or as a side project, and then continuously evaluates the success of the new business by managing both activities in parallel (Carr et al., 2023). If the new business is established and profitable, some of these individuals decide to leave their main job and enter the entrepreneurial field completely. This gradual nature of the path, reduced risk, and the possibility of continuous assessment of conditions have made hybrid entrepreneurship a desirable option in societies with unstable economic conditions or conservative work cultures, and has led many entrepreneurs to prefer this path to full-time entrepreneurship (Demir et al., 2020).
Research Methodology
The statistical population of this study consists of all hybrid entrepreneurs active in the field of agritourism in Mazandaran province. Hybrid entrepreneurs here are people who simultaneously play a role in two specific fields—i.e., agricultural activities (agriculture, horticulture, animal husbandry, and rural by-products) or tourism (such as setting up ecotourism lodges, agritourism, or ecotourism). This group plays an important role in developing the local economy and preserving the socio-cultural characteristics of the province by linking local businesses and the new wave of entrepreneurship based on regional capacities. To select statistical samples for interviews, a purposive sampling method with maximum diversity was used, followed by a snowball sampling method to identify key individuals with diverse experiences. The inclusion criteria for samples included: simultaneous activity in two tourism or agriculture sectors, such that both sectors constitute a significant portion of the individual's time and income; a history of at least three years of continuous activity in both sectors; being native or long-term resident of Mazandaran province; willingness and readiness to participate in in-depth interviews and transfer lived experiences; geographical diversity (different cities/villages in the province), gender, education level, and age (to increase data richness). After initial identification of samples through local communication networks, unions, and recommendations from informed individuals; semi-structured interviews were conducted with 25 entrepreneurs (based on the principle of data saturation). The data analysis process was conducted based on the seven stages of the Colaizzi’s method: (repeated study of the collected data for general understanding, extraction of meaningful expressions, formulation of fundamental concepts and meanings, classification of meanings into conceptual clusters, formulation of a comprehensive description of the phenomenon under study, structural description (semantic construction) of experiences, validation of findings through feedback from participants). The validity and reliability of the research were ensured by criteria such as participant review, data richness, and use of a research collaborator. Specialized MAXQDA software was used to analyze textual data.
Research Findings
The findings of the present study are categorized into three main categories and several related clusters, each of which explains different aspects of the process of formation and continuation of hybrid entrepreneurship in Mazandaran Province. The first category, “Environmental and Local Variables,” emphasizes the role of indigenous cultural values ​​and beliefs and the geographical and climatic conditions of the province in creating opportunities and shaping entrepreneurial behavior; in such a way that indigenous culture and natural conditions of the region provide a unique platform for the development of hybrid businesses and, as an advantage and sometimes a challenge, are influential in policymaking and the choice of business model. In the category of “Variables Related to Hybrid Entrepreneurship”, the motivations and incentives for entering this field are highlighted and show that individual preferences, livelihood requirements, the search for economic sustainability, and the desire to maintain and strengthen cultural identity have been among the most important factors driving entrepreneurs to launch and continue hybrid businesses. Also, the issue of business model and structure explains the diverse approaches in managing and organizing these activities, which are designed in accordance with the local characteristics of the region and the necessities of integrating the two fields of tourism and agriculture. Finally, the category of “enabling and facilitating factors” reveals the determining importance of government and local supports and facilities, as well as the role of education and knowledge transfer (formal and informal). These results imply that access to support facilities and the creation of appropriate learning platforms both lead to strengthening the individual capabilities of entrepreneurs and facilitate the sustainability, development and effectiveness of hybrid businesses at the regional level. In this way, the classification of findings reflects the systematic and multilayered link between cultural-environmental components, local management motivations and models, and the role of supporting policies and infrastructure.
Conclusion
According to the results of the present study and comparison with previous studies, it is suggested that training programs and specialized workshops focusing on the transfer of local knowledge, successful experiences, and new skills of hybrid entrepreneurship in the field of tourism-agriculture be held for activists and interested parties at the provincial level. This work can be done with the participation of universities, local entrepreneurs' networks, and institutions in charge of rural and urban development to facilitate the transfer of experience and practical knowledge to the new generation and interested parties. It is also suggested that by creating support packages based on the specific needs and characteristics of hybrid entrepreneurs (such as financial support, access to infrastructure, reducing bureaucracy, and receiving expert advice) and focusing on utilizing eco-oriented capacities; the formation and continuity of hybrid businesses can be facilitated. It is suggested that these supports, in addition to economic aspects, be applied in the field of market access, marketing, and facilitating networking. It is recommended that provincial policymakers and planners, when designing entrepreneurial development models, pay special attention to strengthening the link between hybrid businesses and indigenous values, beliefs, and rituals of Mazandaran, because strengthening local identity will increase the sustainability and differentiation of entrepreneurial models. Platforms for cooperation between business owners in different fields (tourism, agriculture, information technology, etc.) and the development of interdisciplinary networks along with local entrepreneurial clusters can pave the way for the transfer of experience, innovation, and acceleration of the growth of successful hybrid entrepreneurial models in the province. These networks, with the support of government and academic institutions, can play a facilitating role in interactions and social capital. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract Abstract The purpose of this research is to design a commercialization model for knowledge-based products in the country's pharmaceutical industry. The current research is applicable in terms of its purpose, mixed (qualitative-quantitative) in terms of implementation, type of thematic analysis, and an exploratory research in terms of its nature. The statistical population of the research included 12 experts in the qualitative part by non-probability sampling with multiple strategies (intensity and snowball), and in the quantitative part included 151 employees of knowledge-based companies. The research collection tools are semi-structured interviews and questionnaires. To analyze data through coding, MAXQDA software and SPSS and PLS software were used in the quantitative part. The results showed that the formation of the concept of commercialization indicators of knowledge-based goods in the country's pharmaceutical industry includes 67 concepts in the form of 9 major concepts. During the investigated relationships, the conceptual model of the research has been implemented. The results of the research show that the influence between the components in the quantitative study had a necessary and appropriate level. Conclusion of the commercialization reforms of knowledge-based products in the country's pharmaceutical industry is very important in the economic and social development of countries. By improving commercialization and related reforms, it is possible to achieve added value, sustainable development, and improvement of social competencies. Introduction Rapid progress in such different fields of knowledge, in addition to the significant increase in the economic value of companies, also causes the economic and technical growth of society. Thus, the commercialization of knowledge-based goods is described as a vital factor, because it can guarantee the success and survival of an organization. This clearly shows the importance of commercialization in knowledge-based industries, especially the pharmaceutical industry (Amini et al, 2016). Knowledge-based companies refer to those companies that have emerged with large profits and high added value from products and services. Such companies and organizations have established their mission and main basis based on knowledge and benefiting from ideas, creativity, and innovation (Taifeh & Abedi, 2023). The process of commercialization in knowledge-based companies is highly influenced by the level of knowledge of the economic base. With the advancement of knowledge, knowledge-based economies continue to develop with greater dependence on the production, distribution and application of knowledge to production and employment in high-tech industries (Azma et al, 2020). But there are also challenges in the commercialization of knowledge in the pharmaceutical industry. One of the most important challenges is the development of the commercialization process. Most knowledge-based companies face these challenges in achieving the desired commercialization performance (Maghsoudi Ganjeh et al, 2019). The importance of this issue becomes more important, especially in a critical industry such as pharmaceuticals, which is based on intellectual property rights. In fact, innovation is the biggest driving force in the pharmaceutical industry, so attention to innovation and new drug production is essential for the development of this industry (Liu & Lyu, 2020). Therefore, the main research question is: What is the commercialization model of knowledge-based products in the country's pharmaceutical industry?  Theoretical Framework The importance of commercialization It is important to pay more attention to the category of commercialization and to choose and design a suitable model and strategy for commercialization because acquiring the ability to transform market-oriented research ideas into documented technical and economic technologies can transform a third world country from a seller of raw materials to an advanced country and seller of technical and economic knowledge; therefore, the commercialization of products based on knowledge and technology is the main priority of the country today to improve the economic cycle (Asadi et al, 2023). Considering the importance of the issue of commercialization and the existence of challenging obstacles in the commercialization process of products and created ideas, it is very necessary to emphasize more on the commercialization process in the industries of our country (Tabatabaian et al, 2018). The importance of paying attention to commercialization models Choosing the right commercialization model is essential for achieving financial success and exploitation of intellectual property. For this purpose, in order to succeed, a company must be able to choose and use the appropriate mechanism to implement the commercialization process of its new knowledge and technology (Gbadegeshin, 2017). Innovation process from conception to commercialization Commercialization is an important part of the innovation process in which new technologies and innovations are transferred from the development and testing stage to the production stage and widespread commercial supply to the markets. No technology and product can successfully enter the market without passing through this section. Creating platforms for the commercialization and supply of knowledge and technology, in addition to providing significant economic values for companies, also leads to the economic and technological growth of society (Safarzad et al, 2020). Characteristics of knowledge-based companies Knowledge-based companies have unique characteristics compared to other companies and traditional industries; for example, the ratio of active professional forces in these companies to their total employees is higher than in other companies, universities have a stronger role in their management; also, technological changes and attention to the research and development process are more in these companies; their competitive advantage is based on the knowledge base and innovation in technology, which increases the speed in conquering new markets (Ramzanpour Nargesi et al, 2022). Aghababayi et al, (2023) conducted a research entitled "Identification of factors of commercialization of technological projects in new knowledge-based companies". The findings of the research show that it is important to pay attention to the 5 criteria of technology, skill, knowledge, market, and policy and law for the commercialization of technological projects in new knowledge-based companies. Asadi et al, (2023) conducted a research entitled "Providing a model for commercializing knowledge-based ideas in companies located in science and technology parks". The findings of this research indicate that with the influence of various factors such as individual and team competence, the nature of innovation and technology, market readiness, the level of technological readiness and supporting factors, science and technology parks and government support: knowledge-based companies are able to Commercialize the ideas based on knowledge. This commercialization leads to sustainable entrepreneurship, product quality improvement, sales promotion and better profitability, and better service to society.  Research methodology The current research is applicable in terms of its purpose, mixed (qualitative-quantitative) in terms of implementation, type of thematic analysis, and an exploratory research in terms of its nature. The statistical population of the research included 12 experts in the qualitative part by non-probability sampling with multiple strategies (intensity and snowball), and in the quantitative part included 151 employees of knowledge-based companies. The research collection tools are semi-structured interviews and questionnaires. Research findings To analyze data through coding, MAXQDA software and SPSS and PLS software were used in the quantitative part. The results showed that the formation of the concept of commercialization indicators of knowledge-based goods in the country's pharmaceutical industry includes 67 concepts in the form of 9 major concepts. During the investigated relationships, the conceptual model of the research has been implemented. The results of the research show that the influence between the components in the quantitative study had a necessary and appropriate level. Conclusion of the commercialization reforms of knowledge-based products in the country's pharmaceutical industry is very important in the economic and social development of countries. By improving commercialization and related reforms, it is possible to achieve added value, sustainable development, and improvement of social competencies. Conclusion The current research was conducted with the aim of designing a commercialization model of knowledge-based products in the country's pharmaceutical industry. The results of this research are in agreement with the results of Aghababayi et al, (2023), Asadi et al, (2023), Stiri & Mehraayin (2022), Amiri & Rezaee (2022), Fakhari (2021), Masama Khosrowshahi & Sultanzadeh (2021), Papi et al., (2021), and Kapoor et al, (2020). Stiri & Mehraayin (2022) showed that the 5 main themes classify the key success factors of knowledge-based companies in 5 levels of individual characteristics, organizational factors, environmental factors, company strategy, and supply and allocation of resources; which interpretative structural modeling has been used to interpret and specify the relationship between factors and specify the role of each variable. Based on the results of the survey, it seems that after the environmental factors, the provision and allocation of appropriate financial resources (the amount and time of allocation) and the appropriate human resources (educated, experienced, skilled, creative and innovative) are more important than other factors. It was also found that individual characteristics and organizational factors have a mutual effect, and the company's strategy has the most influence over other factors. Finally, the best implementation method was determined among the five characteristics of the research to employ managers to achieve success, growth and development of knowledge-based companies. According to the results of the research, the following suggestions are presented: The commercialization of knowledge-based products in Iran's pharmaceutical industry can help the development of research and innovation in this industry. It is suggested to conduct research in the field of knowing more about diseases and their treatment methods by producing and supplying innovative drugs. This research can lead to scientific and medical progress in the country and improve treatment methods.   

Abstract Abstract The aim of the current research is to analyze the scientific metrics of the studies conducted in the field of value creation of electric cars based on the studies indexed in WOS. In terms of the goal, the research is developmental, and its approach is scientometric; the most important authors and thematic clusters have been identified using the techniques of co-lexical and co-authorship of vocabularies; and it has finally led to the drawing of a scientific map in this field. 14235 scientific documents indexed in the WOS database during the years 1955 to 2023 have been analyzed as the statistical population of this research by relying on descriptive statistics and VOSviewer software. The upward trend in the publication of articles during the last 68 years has been one of the findings of this research (the largest number of articles was published in 2021 (2258)). With the investigations carried out, the evolution of key words from the attention of engineering and operations and production management to the field of clean transportation towards the movement of countries towards optimization was observed, using computer science in the direction of sustainable development with the formulation and implementation of effective strategies by the government. The analysis of the thematic clusters of this study has shown that examining the effects of electric vehicle technology and formulating incentive strategies by governments are among the areas of interest for researchers in recent years. This framework can be used for a better understanding and more effective use of the electric vehicle development model with more value creation in the sustainable development of electric transportation. Introduction The transportation sector accounts for about 28% of the global final energy demand, 65% of the global final oil energy demand, and 24% of the global greenhouse gas emissions; of which 77% belongs to road transportation. The road transport sector, the least diverse final energy consumption sector, relies almost entirely on fossil fuels at over 95% (Zimm, 2021). In 2017, as one of the largest producers of fossil gases in recent years, Iran is affected by inefficient energy consumption, which plays a significant role in the global emission of greenhouse gases (Jiang et al, 2020). The emission rate of pollutants caused by the traffic of traditional road transport vehicles in Iran is 47%, which has caused a significant increase in the level of air pollution in urban environments (Bidva and Hasanzadeh, 2018). Therefore, electric cars have become a political goal; it is necessary to focus on future-oriented innovations in the production of electric vehicles in order to resolve political concerns (Di Felice et al., 2021). Often, these problems are not caused by the development or technology itself, but environmental problems are caused by not paying attention to the side results and incorrect application of industry and technology (Abdi et al, 2024). Therefore, organizational value creation is the requirement for an effective and useful response to these changes; the development of technology and gaining a competitive advantage from the opportunities resulting from them (Ajalli, 2023). Value creation is a lofty goal in business and means an approach that an organization takes towards all its stakeholders and especially its customers, in which it puts the customer at the center of all its activities and processes. In this sense, in today's highly competitive environment, there are organizations that are aware of the needs of customers and their surroundings, and identify opportunities faster than competitors and take advantage of them (Qanbarzadeh, 2021). Based on this, it is important to review the research literature and draw a scientific map to review the development of electric vehicles. The analysis of social networks is known as a systematic method that presents a sociological paradigm by analyzing keywords; and it also enables the possibility of identifying scientific collaboration networks by analyzing network nodes and communication lines between them and determining the joint authorship of researchers and co-authorship of countries (Darvish et al, 2018). Theoretical literature Todorovic et al, (2023) found, by evaluating the number of scientific publications related to the transition and conducting scientometric and literature analyzes, that there are general concerns about safety, sustainability, environmental effects, and ecological footprint. Although there is dominance in the areas related to technical evolution of electric and self-driving cars, the increasing growth of various fields of research, including artificial intelligence, is evident. This study shows that progress in artificial intelligence technology, innovation in business models and regulations, as well as continuous and comprehensive integrated studies should be considered. Kovačić et al, (2022) in a research entitled the new paradigm of sustainable urban mobility showed that the use of electric and self-driving electric vehicles is one of the optimal solutions to reduce noise pollution or pollution caused by the operation of internal combustion engines, and transformation and development of planning methods is essential to increase their sustainability. Sayadi et al, (2024) identified and prioritized the obstacles to the promotion of electric cars in Iran in a research, taking into account the special conditions of the country's automobile industry. The obtained results showed that infrastructural barriers, creative destruction barriers, supply side barriers, and demand side barriers are the most important barriers to promoting electric cars in Iran. Sheikhi et al, (2021) in a research to identify the key factors affecting the promotion of green innovation capabilities in the automobile industry showed that the key factors of stakeholder pressure and legal requirements, green research and development, green product innovation, and sustainable network collaborations respectively have the greatest impact on promoting the capabilities of green innovation in the automobile industry; senior managers and policy makers of the automobile industry should pay special attention to this category of capabilities and strive to strengthen these factors. Research methodology The research is descriptive in terms of its purpose and developmental in terms of the type of use, which was carried out with the help of scientometric techniques along with co-lexical and co-authorship analysis. The community of this research includes all the scientific productions carried out by the world's researchers in the field of electric vehicles, whose research results have been indexed in the Web of Science database during the years 1955 to 2023. Therefore, the search in the core collection section of the WOS database was conducted on January 6, 2023 without time limit in order to collect the data and retrieve the records needed for this research (search method: Electric vehicle, publication field: Title), which out of 1168 keywords related to 13093 articles with 151 keywords that were repeated at least 3 times were identified and selected as basic keywords. Co-lexical and co-authorship analyzes of the subject area were done with the help of VOS viewer software, and data analysis was done using Excel software. Research findings The results of the topic search conducted in the WOS database in the last 68 years led to the recovery of 14,235 sources in the field of electric vehicles, of which 99.038% of the mentioned researches were published in English. The results indicate that in the last few years, since 2020, the governments have sought to create the necessary infrastructure for the development of electric vehicle technology by formulating and implementing appropriate strategies. With the issue of electric cars in scientific sources, great emphasis has been placed on the development of incentive strategies by governments and their implementation in order to achieve sustainable production and environmentally friendly consumption. Conclusion The current research was conducted with the aim of scientometric analysis of the studies conducted in the field of electric vehicle business value creation based on the studies indexed in WOS. The results of this research are consistent with the results of Wang et al, (2019), Kubiczek and Hadasik (2021), Khan et al, (2020), Pelegov and Pontes(2018), Foster et al, (2018), and Rietmann and Lieven (2019). The results of the research showed that the environmental and energy security issues have prompted governments to provide many incentive policies to promote electric vehicles with the aim of promoting sustainable and environmentally friendly mobility, reducing resource wastage and increasing value creation. Due to the fact that Iran's traditional automotive industry is not able to keep pace with the global automotive industry because of its deep backwardness, and based on the results of the research, it is suggested to refrain from huge investments in the field of ordinary cars; and instead, put the development policy of the electric automotive industry on the agenda of the government. In order for the automobile industry to become a leading sector in the national economy, it is necessary to change the government's approach from the traditional automobile industry to the support of electric automobile manufacturing. The government should put incentive programs for the development of the market in the initial stage of the electric vehicle industry. Continuous monitoring of the country's progress in the area of new technologies in the field of electric vehicles and persuading universities and research institutions to create capacities for electric vehicle technological innovations can be effective.

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 This study aims to design an e-business strategic model based on effectiveness outcomes in line with value creation. This study is fundamental in terms of its objective, descriptive-analytical in terms of nature, and based on a qualitative approach to data-based theorizing in terms of its method. The tools used in this study were interviews and a statistical sample consisting of 15 academic experts and e-business managers. The sampling method in this study was theoretical, which continued from in-depth interviews with experts until theoretical saturation. In the analysis process; open, axial, and selective coding were used, and the content of related reports and interviews was analyzed using MAXQDA software, and 81 open codes (concepts) and 16 subcategories were obtained. The results of data analysis showed that causal conditions consists of 3 subcategories (Planning and evaluation, market needs assessment, and customers' online shopping experience), contextual conditions consists of 3 subcategories (technical requirements, electronic maturity, and e-commerce infrastructures), intervening conditions consists of 3 subcategories (specific characteristics of each business, government policies, and facilitators), pivotal conditions consists of 3 subcategories (characteristics of distribution of goods and services, characteristics of exchange of goods and services, and characteristics of communication between buyer and seller), strategies consists of 2 subcategories (economic strategies of business, and marketing and sales strategy), and the main category of consequences consists of 2 subcategories (effectiveness consequences for business, and effectiveness consequences for customers).
Introduction
Rapid developments in information and communication technology have transformed the business environment and provided unprecedented opportunities for the development of electronic businesses. These changes have enhanced value creation for organizations and customers by providing access to broader markets, improving processes, and providing innovative services. E-business goes beyond online buying and selling, and includes process integration, internal and external communications, and effective stakeholder engagement that is value-creating through transparency, efficiency, and strengthening relationships. Success in this area requires adapting to changes and designing strategic models that maximize effectiveness and anticipate customer needs.
Value creation in e-business is achieved by improving customer experience, reducing costs, accessing global markets, and optimizing processes. Data analysis to understand customer behavior and provide personalized services creates competitive advantage. However, there are challenges such as intense competition, market changes, and gaining customer trust. Effectiveness, as a pillar of value creation, creates mutual value for the organization and customers by increasing revenue, reducing costs, and improving efficiency. Technologies such as artificial intelligence enhance this value by responding to needs more quickly.
This research, with a qualitative data-driven approach, presents a strategic model that integrates causal, contextual, intervening conditions, strategies, and outcomes of effectiveness. Unlike previous studies that focused on technical or marketing aspects, this study fills the gap in the comprehensive analysis of value creation and answers the question: How can a strategic model for e-business be designed that ensures value creation for businesses and customers?
Theoretical Framework
Effectiveness and Value Creation of E-Business
Effectiveness of e-business is multifaceted and affects different aspects of business operations. This effectiveness is achieved by reducing communication costs, improving operational efficiency, and strengthening relationships with customers and suppliers (Pustovit, 2023). E-commerce platforms create economic advantage and contribute to sustainable consumption by providing user-friendly and reliable services (Jalali, 2021). Optimal inventory and supply chain management reduces costs and increases the agility of the organization in the competition (Sharma, 2024). E-commerce facilitates information exchange and improves collaboration between buyers and suppliers (Moharana et al., 2017). In a dynamic business environment, continuous value creation for customers and companies is essential (Zhong & Chen, 2023). Digital marketing strategies, such as eye-tracking technology-based advertising, increase value at the market, company, and customer levels by enhancing brand awareness (Mirmotahari et al., 2025). Company value is measured through metrics such as customer lifetime value, customer referrals, and customer feedback (Singh et al., 2023). E-businesses, by accessing global markets, smooth competition for small and large companies and help business sustainability and growth by improving supply chains (Pustovit, 2023). Ethical marketing and strengthening brand identity on digital platforms increase customer loyalty and repurchase intention and create sustainable value (Rezaeian & Asgari, 2021). Effective e-business models lead to value creation by identifying customer needs and emphasizing innovation. These models improve customer experience and market share by strengthening brand equity (Rezaeian & Asgari, 2021). Optimizing processes and reducing costs through these models creates more value for customers and businesses (Sugiharo, 2024). Information technology enhances value creation by improving decision-making and process efficiency (Hosseini et al., 2020). Value co-creation between businesses and customers through digital platforms creates added value and contributes to business sustainability (Molaei et al., 2023).
Research Method
This fundamental research with a qualitative approach based on grounded theory is classified as a non-experimental study and examines e-business. The target population consisted of two groups of theoretical experts (university professors with relevant articles in the field of e-business) and industry experts (managers with at least 10 years of experience in this field). Theoretical sampling continued by conducting in-depth semi-structured interviews until theoretical saturation achieved with 15 interviews. The grounded method was used to collect and analyze data. The data were analyzed with open, axial, and selective coding; and concepts were extracted, integrated, and categorized into larger categories to form a paradigmatic research model.
Research Findings
In this research, the coding of interview data was carried out with the grounded method in three stages: open, axial, and selective coding. In open coding, interviews with 15 experts were analyzed, and 81 open codes and 16 subcategories were identified. In axial coding, the categories were linked with Strauss and Corbin's tool: causal conditions including planning, market needs assessment and shopping experience; contextual conditions including technical requirements, e-maturity and e-commerce infrastructure; intervening conditions including business characteristics, government policies and facilitators; focal category including distribution, exchange and buyer-seller relationship characteristics; strategies including economic and marketing strategies; and outcomes including effectiveness for business and customers. In selective coding, the categories were integrated and e-business indicators were presented based on effectiveness outcomes.
Conclusion
The present study, using a data-based approach and its analysis with MAXQDA software, presents a strategic model for the success of e-businesses based on the interaction of the following factors:
Causal conditions; including planning, market needs assessment and online shopping experience, ensure success by optimizing resources, aligning with demand and strengthening loyalty (in line with Norouzi et al., 2023; Malihi & Hassanbeygi, 2024; Hosseini et al., 2020). Contextual conditions; such as technical requirements, electronic maturity and infrastructure, provide a platform for sustainable operations (in line with Norouzi et al., 2023; Kanishchenko & Kuznetsova, 2020; Hosseini et al., 2020). Intervening conditions including government policy, business characteristics and facilitators (trust building) drive development (consistent with Kanishchenko & Kuznetsova, 2020; Almasi et al., 2024; Molaei et al., 2023). The central category focuses on optimal distribution and effective buyer-seller communication, which reduces costs and strengthens trust (consistent with Nourbakhsh, 2021; Malihi & Hassanbeygi, 2024; Molaei et al., 2023). Strategies including economic and marketing strategies promote growth and sales (consistent with Sanayeie & Sobhani, 2018; Sugiharto, 2024; Nourbakhsh, 2021). The outcomes include business effectiveness (revenue, efficiency) and customer satisfaction (consistent with Nourbakhsh, 2021; Almasi et al., 2024; Malihi & Hassanbeygi, 2024).
According to the research results, the following suggestions are made:
Digital user experience with smart tools, strengthening technological infrastructure and e-maturity with artificial intelligence, synergy with government policies, development of data-driven digital marketing, innovation in smart distribution and logistics, strengthening customer communication channels and establishing performance monitoring systems. Integrated implementation of these solutions ensures value creation and efficiency (consistent with Norouzi et al., 2023; Malihi & Hassanbeygi, 2024).

Abstract The aim of this research is to design, develop, and evaluate a Multi-Agent Artificial Intelligence (MAS) framework that significantly increases the efficiency of banking services marketing processes by utilizing a distributed architecture. This study specifically focuses on operational data and digital transformation challenges at Rafidin Bank in Iraq. This study uses the applied-developmental research methodology and intelligent systems modeling. The proposed framework consists of four independent key agents: Data Analysis Agent (DAA), Offer Personalization Agent (PA), Campaign Execution Agent (CEA), and Coordinator Agent. The agents interact and collaborate with each other through algorithms such as behavioral clustering, reinforcement learning for offer optimization, and linear programming for budget allocation. The effectiveness of the framework was measured through simulation on Rafidin Bank’s historical data and by comparing financial and operational metrics (ROMI, conversion rate, and CAC) with traditional approaches. The results indicated the high effectiveness of the MAS framework in optimizing marketing processes. This framework was able to: Increase Return on Marketing Investment (ROMI) by 36.1%. Improve the Conversion Rate of target customers by 46.4%. Reduce Customer Acquisition Cost (CAC) by 29.1%, which is due to precise targeting and optimal channel management. These improvements are the result of the system's ability to make prescriptive decisions and execute operations in a distributed and real-time manner.

Abstract This research aims to address the challenge of universities in commercializing technology and strengthen cooperation between universities and industry, presenting a comprehensive model for technology transfer from universities to industry. The research method is a mixed method, applicable in terms of purpose, and exploratory in nature. The statistical population in the qualitative section was articles in the field of technology transfer and academic commercialization published in the two databases Scopus and Web of Science from 2013 to 2023. The data collection tool was a systematic review of previous studies, selection of articles based on the criteria of the PRISMA method; and the data analysis method was the meta-synthesis method. In the quantitative part, a researcher-made questionnaire and library resources were used to collect data, and its statistical population was Iranian public universities in 2024 and the sampling method was purposive. SPSS and Smart PLS software were used to analyze and evaluate the results. In the qualitative section, first, the environmental factors affecting technology transfer from university to industry were categorized into 5 main categories: "technology supplier characteristics", "technology recipient characteristics", "technology characteristics", "region characteristics", and "laws and regulations". Then, their relationship to each other and to technology transfer methods was evaluated. The results showed that among the identified environmental factors; "laws and regulations" have the greatest impact on the methods of technology transfer from university to industry. Also, "technology characteristic" has a direct effect on "sales-based technology transfer methods", and "technology supplier characteristic" has a direct effect on "consultation-based technology transfer methods". However, the "technology recipient characteristics" and "regional characteristics" do not directly affect the methods of technology transfer.
Introduction
Today, the mission of universities is no longer limited to education and research, and their mission to contribute to the economic growth and social well-being of the regions in which they are located is obvious (Abramo & D’Angelo, 2022). In this regard, one of the duties of universities is technology transfer. Technology transfer is an iterative, continuous, and strategic process that requires close collaboration between all stakeholders (Bustamante et al., 2021). Despite the many benefits of technology transfer from university to industry, knowledge diffusion processes become more complex over time (Wang & Liu, 2022). Numerous evidences indicate that the complexities of the commercialization process and the existence of various obstacles in its path mean that despite the technical success of a large number of research projects, few of them successfully pass the commercialization stage (Battaglia et al., 2021). Each of the previous studies has looked at this issue from a specific perspective and by considering some factors. But the process of technology transfer from university to industry takes place in the dynamic environment of the "innovation ecosystem," where all interactions between its different elements influence the ultimate success of this process. Therefore, identifying all factors affecting technology transfer (internal and external factors of universities and industry) and examining the simultaneous relationship between these factors can lead to the identification of important factors in this process. In addition, different universities use different methods to transfer technology to industry. Therefore, examining whether universities can use any desired method for technology transfer, regardless of their environmental characteristics, can facilitate interaction between universities and industry in technology transfer policymaking. For this purpose, this research aims to provide a quantitative model to predict and determine the relationships between factors and measure their effects. In this regard, the main research question is: To what extent do environmental factors affect each other and the methods of technology transfer in technology transfer from university to industry?
Theoretical framework
Features of the technology provider (University)
There are several factors in universities that influence the commercialization of academic technology. Contextual factors such as the nature, size, and geographical location (Zhao et al., 2020), the diversity of academic disciplines (Abramo & D’Angelo, 2022), interdisciplinary research (Hsu et al., 2015), the online development of academic services (Petrunia et al., 2019), the university’s skills in communicating with the community and identifying entrepreneurial opportunities (Rocha et al., 2022), university human capital (Marozau & Guerrero, 2016), and individual characteristics of researchers such as age, gender, academic rank, and research performance (Abramo & D’Angelo, 2022) can influence academics’ opportunities to interact with industry. Also, technology intermediary structures are considered a resource for facilitating the transfer and commercial exploitation of academically produced knowledge (Marozau & Guerrero, 2016).
Technology Receiver Features (Industry)
According to the World Bank report, although universities play an important role in innovation systems, the importance of their role in most industrial economies is significantly influenced by factors such as the structure of the domestic industry, the size of the industry, the number and composition of human and social capital, and the business model of industrial firms (Calcagnini & Favaretto, 2016).
Technology features
The most important component in creating a link between university and industry is the existence of university technology with characteristics and features that meet the needs of industry and society (Amirghodsi et al., 2020). Academic technology will be valuable when it results in the production of a product that is competitively priced, in line with foreign models, environmentally friendliness, ergonomic, and resource-saving (Chukhray & Mrykhina, 2018).
Regional features
Factors such as the existence of social ties (Taheri et al., 2016), mutual benefits of innovation ecosystem stakeholders (Dell’Anno & del Giudice, 2015), interaction between regional universities (Rocha et al., 2022), the existence of a strong innovation network (Perkmann et al., 2013), the diversity of industrial sectors in geographical proximity to universities (Perkmann et al., 2013), and the characteristics and advantages of… (Agasisti et al., 2023) can enhance technology transfer from university to industry.
Rules and regulations
In university-industry relations, many policies and programs of the higher education sector; at national, regional, and university levels, have a direct impact on technology transfer.
The government's general policies towards higher education should be formulated according to the specific situation of the region and pay attention to regional factors that are beyond the control of university administrators (Agasisti et al., 2023). Institutional policies including financial incentives such as an inventor's share of the revenue from the commercialization of knowledge, or non-financial incentives such as the impact of patenting on faculty performance evaluation and promotion or awarding prizes for commercialized inventions, can foster university-industry collaboration (Cullen et al., 2020).
Research methodology
The present study is applicable in terms of purpose, exploratory in nature; and a mixed method including meta-synthesis and structural equation modeling was used to conduct the research. In the qualitative part, a systematic review of sources was conducted in two databases, Scopus and Web of Science, between 2013 and 2023. In the quantitative part, library sources (secondary data) and a researcher-made questionnaire were used to collect data. The sampling method was purposive sampling and the questionnaire was completed by research assistants, directors of industry liaison centers, directors of growth centers, or selected faculty members of public universities.
Research findings
In the qualitative part of the research, factors affecting technology transfer from university to industry were categorized into 137 concepts, 30 subcategories, and 5 main categories including "university characteristics," "industry characteristics," "technology characteristics," "regional characteristics," and "laws and regulations" (Saberi et al., 2025). The quantitative results showed that "technology characteristics" are related to "technology transfer methods based on sales"; "technology supplier characteristics" to "technology transfer methods based on consulting"; and "laws and regulations" to "technology transfer methods based on sales, consulting, joint ventures and service provision". The five main categories are also interconnected. “Technology supplier characteristics” are related to “technology characteristics”, “regional characteristics” are related to “technology recipient characteristics”, and “laws and regulations” affect all other factors.
Conclusion
The present study aimed to present a model of technology transfer from university to industry with an emphasis on environmental components. The findings of this study showed that the higher the level of a technology (Amirghodsi et al., 2020), the greater the demand from industrial companies or foreign entrepreneurs to acquire it. Technology supplier characteristics such as university reputation (Shen et al., 2022), researcher expertise (Rocha et al., 2022), marketing skills (Kalantaridis & Küttim, 2023), university's history of collaboration with industry (Carayannis et al., 2016), and the university's ability to brand technological products (Burkholder & Hulsink, 2022) are among the characteristics that increase industry's sense of trust in the university. Laws and regulations at three levels: internal university guidelines and regulations (Gu, 2023), regional guidelines (Agasisti et al., 2023), and national laws (Xia et al., 2022) were evaluated as factors influencing the success of technology transfer. Some other characteristics of technology suppliers, such as the diversity of academic fields at the university (Ma et al., 2022), interdisciplinary research (Kalantaridis & Küttim, 2023), specialized laboratories and advanced equipment (Gachanja, 2023), adequate financial resources (Kalantaridis & Küttim, 2023), and management support for researchers (Rosdi et al., 2022) can lead to the acquisition of valuable technologies. Regional characteristics such as population (Petrunia et al., 2019), poverty and crime rates in the region (Gachie & Govender, 2017), gross regional product (Mascarenhas et al., 2019), exports (Wang & Liu, 2022), local market capacity (Amirghodsi et al., 2020), ability to export outside the region (Calcagnini & Favaretto, 2016), and the number of industrial companies present in the region (Fedosova & Babikova, 2017) are also characteristics that can affect the presence of investors and large industrial companies in the region.
In this regard, for the success of technology transfer from university to industry, the consideration of these factores is suggested: the entrepreneurial motivation of researchers during recruitment, the requirement to formulate a sustainability annex for university technologies, strengthening alumni associations, the existence of an appropriate structure for technology intermediary centers in universities and the establishment of branches in faculties, strengthening interdisciplinary research, creating necessary incentives for researchers, allocating financial resources to applicable research in line with the priorities of the universities' strategic document, the existence of an independent center in universities for the social and economic valuation of university research, identifying and coding the research priorities of organizations and industries to guide student theses and research projects, and establishing a liaison organization between universities and industry in the governorates.

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

Abstract Abstract
The purpose of this research is to design a model of artificial intelligence competencies on organizational performance, taking into account business-to-business marketing capabilities. The research method is exploratory (qualitative-quantitative). In the qualitative part, it is considered with the Shannon entropy approach, and in the quantitative part, it is descriptive-survey. The participants of the present research in the qualitative part are faculty members and elites of artificial intelligence and marketing and management, which was conducted with 14 people based on the theoretical saturation rule, and in the quantitative part, the 540number of executive directors of industrial towns in northern Iran, of which 190 were selected as statistics sample. The data collection tool was semi-structured interview in the qualitative part, and researcher made questionnaire in the quantitative part. The method of data analysis was selected in the quantitative part of confirmatory factor analysis tests using SmartPLS software. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed considering the aspect of business-to-business marketing capabilities.
Extended Abstract
Introduction
The huge increase in the amount of data along with access to processing power capabilities and storage space on digital devices, have attracted new attention in the last few years to artificial intelligence in several fields and scientific courses (Enholm et al., 2021). The intense competition among organizations around the world has also accelerated the need to use artificial intelligence to achieve a competitive advantage over competitors (Ransbotham et al., 2018). Most C-level executives do not see AI as a core competency that organizations must employ to remain competitive in the long term (Kietzmann & Pitt, 2020). One of the key areas of using artificial intelligence in organizational activities has been business-to-business marketing (Mikalef et al., 2021). Smart solutions are needed to enhance business-to-business marketing capabilities in a complex business environment, because business-to-business operations are often associated with enormous information complexity and the need to make quick decisions. In this sense, artificial intelligence has the potential to revolutionize the way of performing common activities due to the ability to process increasing amounts of data and provide rich insights about key business partners and customers (Bag et al., 2021). In addition, it has been stated that artificial intelligence applications enable the automation of many manual processes, and this can help eliminate bottlenecks and increase operational efficiency in business-to-business activities (Paschen et al., 2020). In fact, a recent survey study on corporate executives conducted by Garner showed that the majority believe that artificial intelligence is likely to become a key development in their organization in the next few years (Shin & Kang, 2022).
Therefore, the main questions of this research are: What effect does artificial intelligence competencies have on organizational performance considering the B2B variable? Through what mechanism, the effects of artificial intelligence competencies on organizational performance are realized? And finally, what is the model of artificial intelligence competencies on organizational performance considering the aspect of B2B marketing capabilities?
Theoretical framework
Until now, there is not a complete understanding of how organizations should plan the development of artificial intelligence and turn it into a strategic asset applicable to achieve a competitive advantage. This issue is very evident and prominent in the field of business-to-business marketing, because there is still very little knowledge about the impact of artificial intelligence and the potential mechanisms of value generation from such technologies (Huang et al., 2019). Understanding the value of AI in business-to-business marketing and how to achieve it is critical to reducing the number of failed initiatives within organizations, as well as accelerating the development of AI in these types of operations. Similarly, recent survey studies of industry professionals show that there are still a number of significant bottlenecks preventing the adoption and use of AI that go beyond technical challenges. In addition, from the point of view of many managers, the value of adopting artificial intelligence is still not clear and certain, which prevents its further application in key organizational operations (Bhalerao et al., 2022). A recent study by McKinsey noted that the most popular use cases for AI in organizations relate to optimizing business-to-business marketing and service processes, and this is where respondents placed the most value. However, there are still several challenges associated with realizing such value by investing in AI and specifically with creating an AI competency that can always support business needs (McKinsey, 2022). To address this gap, this study uses the core competence theory (Prahalad, 1993) and provides a definition of the use of artificial intelligence within organizational boundaries, following the key followers of this theory. Especially, we express the concept of artificial intelligence competence as a central competence of organizations, which indicates the need for creative and coordinated use of artificial intelligence. The stated theories explain that organizations able to develop an artificial intelligence competency are organizations that are able to realize a competitive advantage over their competitors; because the application of artificial intelligence is unique in nature and requires comprehensive efforts from various organizational entities to produce artificial intelligence applications difficult to imitate and add value.
Methodology
In the current research, a systematic approach is used. This approach inductively uses a systematic set of procedures to formulate a theory in relation to a phenomenon. Content analysis is one of the documentary methods that deal with the systematic, objective, quantitative and generalizable examination of communication messages. This method is considered a concealer in the classification of methods, and it is used to check the obvious content of the messages in a text, and as a result, it does not enter into the interpretation and semiotics of the message content. The Delphi method is a structured communication method or technique that was originally invented and developed for the purpose of systematic and interactive forecasting by relying on the deliberation of experts. This method used in future research mainly pursues goals such as discovering innovative and reliable ideas or providing appropriate information for decision making. The Delphi method is a structured process for collecting and classifying the knowledge available to a group of experts, which is done through the distribution of questionnaires among these people and the controlled feedback of the answers and opinions received. Research method is fundamental-applied according to the goal; mixed (qualitative-quantitative) of sequential exploratory type according to the type of data; cross-sectional according to the time of data collection; and descriptive-survey according to the method of data collection or the nature and method of the research.
Discussion and Results
According to the results of Shannon's entropy technique for evaluating the capabilities of artificial intelligence, it can be seen that all the dimensions and indicators were higher than the average level of the group's weight, and remain in the model. Therefore, using the results of semi-structured interviews and inspired by the theoretical and empirical literature of the research, the identified categories will be categorized as described in the table below. As mentioned in the previous discussions, the sample size in the qualitative part of the research follows the principle of theoretical saturation, which is reflected in the next table on how to reach theoretical saturation.
Conclusion
The main goal of this research was to design a model of artificial intelligence competencies on organizational performance, considering the aspect of business-to-business marketing capabilities. The research method was exploratory (qualitative-quantitative). It was taken into account with the Delphi technique approach in the qualitative part, and descriptive-survey in the quantitative part. The participants of the present research in the qualitative part were academic faculty members and elites of artificial intelligence and marketing and management, which was conducted with 14 people based on the theoretical saturation rule; and in the quantitative part, 540 people of the industrial managers of the industrial towns in northern Iran, of which 190 people were selected a statistical sample. The data collection tool was a semi-structured interview in the qualitative part, and a researcher-made questionnaire in the quantitative part. The method of data analysis was carried out in the quantitative part of confirmatory factor analysis tests using SmartPLS software. One of the goals of this research was to try to understand whether, and under what conditions, artificial intelligence can lead to organizational value for companies. In order to answer this question, we grounded artificial intelligence based on the theory of core competencies. Therefore, the competencies of artificial intelligence were considered from the aspect of one of the key organizational capabilities that has the potential to create a competitive advantage for organizations. Therefore, the competencies of artificial intelligence are not only understood from the technical aspect, but also include management's ability to creatively anticipate applications that add value to the organization and include the ability to experience and test new methods of using artificial intelligence. Also, based on this approach, AI competency is considered as a core competency that organizations should strive to enhance, rather than just an ancillary and auxiliary set of capabilities that can support certain operations.
 

Abstract Abstract The present study aims to examine the effect of a virtual store atmosphere on customer creativity, with perceived epistemic curiosity serving as a mediator in Digikala online shopping stores. The research method is a descriptive survey in nature and applied in terms of purpose. In addition, it employs a correlational research methodology. The current study collected data through library research and field methods. All students at the University of Isfahan constituted the statistical population for the present study. The sampling method was convenience sampling, and based on Cochran’s formula, the required sample size was calculated to be 384 individuals, of whom 336 students ultimately completed the questionnaire. A standard questionnaire was used to collect data, and its content validity and reliability were confirmed by experts using Cronbach’s alpha coefficient and composite scale reliability, respectively. SPSS and Smart PLS software were used to analyze the research data. All of the research’s hypotheses were confirmed. The significant effect of virtual store experience on consumers’ creativity, the significant effect of virtual store experience on perceptual curiosity, the significant effect of perceptual curiosity on consumers’ creativity, and the mediating hypothesis of the effect of virtual store experience on customers’ creativity via perceived epistemic curiosity were proven. Extended Abstract Introduction As the brick-and-mortar retail store evolves from its traditional form to a more advanced one, managerial and academic attention has shifted toward developing effective virtual stores. The proliferation of virtual stores has led to increased product and service similarity between them. As the instrumental feature of online shopping, such as convenience, comfort, and useful information, become significant predictors of online shopping attitudes and behavior, customers can shop from any Internet-connected location (Koo & Ju, 2010). In the current market environment, it is widely acknowledged that customer creativity is a crucial and indispensable factor for both customers and business owners (Zhu & Mehta, 2017). Consequently, marketers and a growing number of companies encourage customers to express their creativity, involve them in designing and developing new products, and utilize their ideas in online marketing campaigns (Kim & Choo, 2023). These campaigns strongly emphasize customer innovation to generate creative ideas or outputs (Wu et al., 2015). Customer creativity is defined as the consumer’s overall capacity to generate novel consumption-related ideas. Theoretical and anecdotal discussions have also linked epistemic curiosity to customer creativity; curiosity involves pursuing new knowledge and experiences. Creativity also involves transforming existing knowledge, ideas or objects into something novel and interesting. This definition reveals the overlap between the two terms. Both pivot on the axis of freshness and novelty (Gross et al., 2019). Curiosity and creativity are two fundamental human traits: the desire to learn and explore; and create new and valuable things (Harrison & Dossinger, 2017). Some organizations have recognized curiosity as a fundamental value, a stimulant of creativity, and a genesis of competitive edge; researchers tend to focus on what has been theorized as the beneficial effects of curiosity, such as creativity, rather than curiosity itself. Despite the importance of curiosity and creativity separately and the promising connection between them, these two constructs have rarely been the research focus simultaneously (Gross et al., 2020). In consumer behavior research, marketing researchers have found customer creativity an intriguing but unexplored topic. On the other hand, as the prevalence of virtual stores has grown, several studies have focused on enhancing knowledge of successful functional aspects and enhancing usability and value. However, previous research has examined the various aspects of online customer characteristics that may influence customers’ perceptions of environmental cues in a somewhat inconsistent and insufficient manner. Therefore, the primary question of this study is whether the experience of the virtual store condition influences consumer creativity through the mediation of perceived epistemic curiosity in the Digikala online shopping stores. Theoretical framework Virtual stores provide the highest quality images and allow customers to see a wide range of choices and specifications. Implementing virtual reality in virtual stores provides customers with a more realistic shopping experience from the comfort of their own homes compared to a unique and extraordinary online shopping experience. Moreover, the user can have a store experience by browsing and examining items as if they were being physically held, just as in a physical store (Billewar et al., 2022). Retailers invest in creating an inviting store environment that entices customers to visit and offers a pleasant shopping experience. However, retailers’ websites cannot accurately depict the store environment. Virtual reality is one way to offer a distinctive online store experience (Jin et al., 2021). A virtual store is a website offering multiple products or services in its storefront. Customers can purchase these services or goods at the store and pay for them online (Faezi & Nowrozi, 2013). Recently, curiosity has been introduced as a variable that influences creativity. Studying curiosity allows for a more accurate examination of its functioning. Individuals interact with the topic at the center of their creative endeavors. Intriguingly, the correlation strength for perceptual and epistemic curiosity was comparable, indicating that curiosity with a greater intellectual orientation and the desire for new sensory experiences may be necessary for creativity because curiosity increases the motivation to engage in creative activities (Gross et al., 2020). Methodology This survey-based research employed an applied objective and a descriptive-correlative data collection strategy. Students at the University of Isfahan constituted the statistical population (384 participants), of whom 336 were recruited through convenient sampling. As a data collection instrument, a questionnaire containing 11 items was used, the first three of which were related to the virtual store experience component (Yang et al, 2020), four were related to the perceptual curiosity component (Mehrabian & Russell, 1974), and four were related to consumer creativity adapted from prior studies (Lee & Choo, 2020). Discussion and Results The partial least squares structural equation modeling (PLS-SEM) with SMART-PLS software was used to investigate the research hypotheses. According to the findings of the first hypothesis, a virtual store’s atmosphere influences customers’ creativity. The results of the second hypothesis indicated that the virtual store environment influences perceptual curiosity. The results of the third hypothesis implied that perceptual curiosity influences customers’ creativity. The results of the fourth hypothesis demonstrated that perceptual curiosity mediates the effect of the virtual store atmosphere on customer creativity. Conclusion The present study aimed to investigate the effect of the virtual store experience on customer creativity by examining the mediating role of perceived epistemic curiosity in the online shopping stores of Digikala. The first hypothesis posited that interacting with a virtual store can increase customer creativity. The results of this hypothesis are consistent with the findings of Wetzel et al. (1994) and Alahuhta et al. (2014). Digikala stores can provide options for easy and quick access to different sections, including customer recommendations, by employing a group of website design specialists. Virtual store experiences may alleviate cognitive load, stimulate the imagination, and increase mental capacity for conceptualization. Virtual environments provide more advanced communication media than conventional systems, enabling users to interpret visual, auditory, and tactile cues to access information. Since the level of sensory information influences the customer experience in a virtual environment, the condition of the virtual store experience could stimulate customer creativity. Testing the second hypothesis also confirmed the effect of the virtual store experience on the customer’s perceptual curiosity. The results of this hypothesis are consistent with those of Beck and Crié (2018) and Yang et al. (2020). Exposure to high levels of sensory information, such as advertisements, is essential in provoking customer curiosity by enhancing the inclination for further knowledge regarding an object. In addition, sensory stimuli that customer experiences in a new way tend to evoke perceptual curiosity. This study focuses on perceptual curiosity triggered by visual, auditory, or tactile stimulation and motivates individuals to focus on the new perceptual stimulus. Customers are generally perceptually curious when they encounter novel sensory stimuli. Testing the third hypothesis of the study indicated that perceptual curiosity positively affects customer creativity. The results of this hypothesis are consistent with the findings of Pizzi et al. (2020). Curiosity is perceived as an important antecedent to individual creativity. An immersive virtual store experience can enhance consumer creativity through the curiosity mechanism. Customers may perceive higher curiosity in virtual settings since it provides a more lucid experience. Curiosity is an intrinsic motivation for the consumer and appears to be the most relevant variable for explaining consumers’ exploratory behavior. Moreover, heightened curiosity prolongs the time allocated and attention to specific information. Furthermore, curious individuals ask questions, persevere through challenging tasks, and examine intriguing objects. The positive effect of the mediating role of perceptual curiosity in the relationship between the virtual store and customer creativity was also revealed by testing the fourth hypothesis of the study. We anticipate that the complex sensory stimuli generated by virtual reality will stimulate perceptual curiosity. Moreover, perceptual curiosity, defined as the desire to motivate inquiry behaviors to pursue new information, positively influences customer creativity. The relationship between the virtual store experience and customer creativity is therefore mediated by perceptual curiosity.

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

Abstract The aim of this study is to identify the dimensions of customer misbehavior and its costs in the banking industry. The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the study includes 21 bank frontline employees in Tehran. The sample size was carried out with a purposive sampling method and the interviews continued until theoretical saturation. Semi-structured interviews were used to collect information. Coding and content analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer misbehavior consists of two sub-themes of non-communicational misbehavior and communicational misbehavior, and the costs of misbehavior include three overarching themes: supervisor response, short-term response, and long-term response of employees. Short-term response consists of two sub-themes of physiological and behavioral response and emotional response; the supervisor's response consists of two themes: punitive response and supportive response towards employees; and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave the job, and job stress. The coding validation and research findings were supported by positive feedback from participants. Therefore, customer misbehavior imposes costs on banks and involves service employees in various harms and unproductive behaviors.
Introduction
Service companies predominantly adopt customer-oriented service philosophies. In the service industry based on these philosophies, the role of customer-contact employees who provide the main service has been emphasized; however, these employees are exposed to a variety of stresses arising from unpredictable situations (Hwang et al., 2021). While misbehavior does occur, insights based on employee management view employees as responsible for a set of misbehaviors aimed at disrupting transactional and organizational activities, while the organization and employees are the victims of such events. This focus is in stark contrast to customer-focused research that highlights deviant customer activities. Such studies show that customers routinely misbehave during transactions (Harris & Daunt, 2013).
The service encounter is the point at which customers and employees interact, and these interactions can be positive or negative. The popular belief that “the customer is always right” is flawed because customers often engage in unfair behaviors that reveal the darker side of marketing. Service sectors such as restaurants, banks, airlines, theme parks, and hotels require frequent customer-employee interactions (Nawaz & Khan, 2024). Service management researchers and practitioners emphasize the importance of supporting employees who interact socially with customers. Although social support is vital for everyone in any organization, it is even more beneficial for customer-facing employees in the service industry, as they act as “front-line workers” and strive to meet both organizational and customer expectations simultaneously. Although a large number of studies related to social support have provided evidence of a negative effect, the function of social support in moderating these adverse effects remains controversial (Hwang et al., 2021). Consumer misconduct remains a vast area of ​​investigation and study. In other words, while it is widely accepted that consumer misconduct is a pervasive and potentially damaging phenomenon that can negatively impact the customer experience and that controlling such behavior is crucial, it is understudied and its aspects are still hidden. Given the simultaneous importance of external customers (service recipients) and internal customers (service provider human resources), it is essential for organizations and the adoption of an appropriate customer-centric strategy to identify the costs of customer misconduct in banks so that bank management can understand the consequences of customer misconduct and plan to control customer behavior and reduce its negative consequences on the organization's human resources. Therefore, the main research question is: What are the dimensions of customer misconduct and its costs in the banking industry?
Theoretical Framework
Customer Deviant Behaviors
Inappropriate consumer behavior is often a dark and negative aspect such as theft, queue jumping, vandalism, frivolous complaints, fraudulent behavior, verbal and physical abuse of employees and other customers, and misuse of company resources. People who exhibit such behavior are called "G customers", problem customers, and ineffective customers, and the behavior they exhibit is called deviance (Xiao et al., 2022).
Motives for Customer Misbehavior
Previous research has shown that customers have different motivations for engaging in misconduct. Some individuals engage in vandalism and others engage in abuse, such as teenagers or young adults. Most of these deviant behaviors may be infrequent, but nearly all consumers engage in some form of deviant behavior, and thus consumer misconduct is often overlooked and severely underreported in crime statistics (Dootson et al., 2017).
Employee Emotional Exhaustion
Emotional exhaustion refers to “a feeling of emotional overextension and a depletion of one’s emotional resources.” The World Health Organization has included burnout as an occupational phenomenon in the 11th edition of the International Classification of Diseases. In this classification, burnout is considered a syndrome resulting from chronic workplace stress that has not been successfully managed. This syndrome is characterized by three dimensions: (1) a feeling of reduced energy or exhaustion, (2) an increase in mental distance from work, or a feeling of negativity or pessimism related to work, and (3) a decrease in professional performance (Gaspar et al., 2024).
Bay & Arvand (2024) investigated the effect of customer mistreatment on the helping behaviors of sports club employees with the mediating role of job self-efficacy. It shows the negative effect of customer mistreatment on the job self-efficacy of employees. Also, customer mistreatment leads to a negative effect on the helping behaviors of employees. On the other hand, the indirect effect of job self-efficacy is significant in the relationship between customer mistreatment on the helping behaviors of employees.
Zhao et al. (2024) in examining the effect of customer misbehavior on work-family conflict and employee withdrawal behaviors, indicates the effect of customer misbehavior on work-family conflict and withdrawal behaviors, which supports the mediating role of rumination and moderates peer support processes.
Research Methodology
The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the research includes 21 bank front-line employees in Tehran. The sample size was determined using purposive sampling and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information.
Research Findings
Coding and thematic analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer mistreatment consists of two sub-themes of non-communicational mistreatment and communicational mistreatment, and the costs of mistreatment include three overarching themes: supervisor response, short-term response, and long-term employee response. Short-term response consists of two sub-themes of physiological and behavioral response, and emotional response; supervisor response consists of two themes of punitive response and supportive response toward employees, and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave, and job stress. The validation of coding and research findings was supported by positive feedback from participants. Therefore, customer mistreatment imposes costs on banks and involves service employees in various harms and unproductive behaviors.
Conclusion
The present study was conducted with the aim of designing a model of customer mistreatment and apology in the banking services industry. The results of this study are consistent with the research of Bay & Arvand (2024), Zhao et al. (2024), Nawaz & Khan (2023), Gillison et al. (2023), Jalili et al. (2023), Sharafi & Shahoseini (2023), Salari (2020), Xiao et al. (2022), Hwang et al. (2023), and Bhattacharjee & Purohit (2023). Gillison et al (2023) showed that the perceived frequency of customer violations, concerns about customer mistreatment, and concerns about enforcing rules with these customers increase employee burnout. Customer-induced burnout reduces organizational commitment and increases turnover intention.
According to the results of this study, the following suggestion is made:
Since perceived supervisor support can reduce employees' negative feelings caused by customer misbehavior, managers should understand and use the importance of supervisor support and take positive and effective measures to strengthen employees' perceived supervisor support. On the other hand, bank frontline employees are suggested to practice and focus on the ability to effectively cope and resolve the pressure caused by customer misbehavior and the negative emotional effects caused by it.

Abstract Abstract
The present study analyzes the relationship between the role of perceived value and brand identity in improving customers' attitudinal loyalty. The results were obtained by examining the opinions of customers of Tejarat and Melli Banks in Mazandaran province. The research method is descriptive which was implemented by survey method. The sample size of the research was 384 people, which was obtained based on Cochran's formula according to an unknown statistical population. A non-probability sampling method was available. Data analysis was performed based on Q et al.'s (2009) perceived value questionnaires, Mael and Ashforth's (1992) brand identity, and Jacoby and Chestnut's (1978) brand loyalty questionnaires. The validity of the questionnaires was examined and verified based on the content validity using the opinions of experts, the validity based on the views of a number of the statistical community, and the structure using the factor analysis method. The reliability of questionnaires was estimated by Cronbach's alpha method; 0.77, for perceived value, 0.82 for brand identity, and 0.84 for attitudinal loyalty, respectively. Data analysis was carried out in two levels, descriptive statistics and inferential statistics, including modeling of structural equations by Lisrel statistical software. The results showed that brand identity and perceived value are related to attitudinal loyalty with impact coefficients of 0.84 and 0.79, respectively. Brand identity has a relationship with perceived value with an impact factor of 0.86. Finally, it can be said that brand identity has relationships directly and indirectly with customers' attitudinal loyalty, in other words, perceived value in the relationship between brand identity and customers' attitudinal loyalty has played a mediating role.
Extended Abstract
Introduction
Today, maintaining and strengthening customer loyalty in line with a company's products or services has generally become the main and central point of marketing activities; if the brand's characteristics are known and defined correctly, they can lead to customer loyalty. Rapid changes in today's world have made organizations face various challenges, but there are successful organizations that take advantage of the opportunities created with the help of management tools and new technologies. E-commerce environment is one of these tools. Brand identity expresses the ideal characteristics that the brand intends to offer to customers. In other words, brand identity is what the brand promises and offers to the market (Essamri et al. 2019). The main essence of the brand is what is supposed to be depicted in the future and imprinted in the mind of the customer. A neat appearance and whatever comes to the eye is the expression of a brand's identity. Perceived value is obtained by comparing the cost of the product or service that customers pay for a brand with the benefit they get from it. In fact, when a customer buys a product or service, he wants to receive more value than its costs. Perceived value is the customers' evaluation of the value that is created for them by the supplier according to the balance between all the benefits and related costs in a specific consumption situation (Kim et al, 2019). According to the above material, the researcher is trying to answer the question: does brand identity have a significant effect on attitudinal loyalty with emphasis on the mediating role of the perceived value of customers of commercial and national banks in Mazandaran province?
Theoretical framework
Gostin & Batz (2000) define value as the emotional bond created between a customer and a producer after the customer consumes the goods or services produced by that supplier (Hosseini & Ali, 2022).
A brand, in order to be strong and remain strong, has the duty to be loyal to its identity. Brand image is unstable and transient. Most of its dependence is on the appearance of the brand name, not its essence (the concept of identity, the main/central core). Brand name represents a competition which should make the communicational approach determiners move from surface to depth, and examine the brand name basically.
Customer loyalty to the organization is a category that is affected by many and diverse factors and conditions inside and outside the organization; the degree of this effect varies from one organization to another according to the type of organization. Accurately knowing these factors and determining the effectiveness of each of them is very important in helping managers to make the right decision (Shiri et al, 2017).
Lumi et al, (2022), conducted a research entitled "The effect of brand image and customer perceived value on customer loyalty". The statistical population includes all the customers who use the sports brand Nike in Spain, 318 people were selected as a statistical sample through available sampling method. The research method was a survey, carried out applicably. The results showed that the image and perceived value of the customers have a positive and significant effect on the satisfaction and ultimately on the attitudinal loyalty of the customers, in whom the repurchase intention increases.
Ezati & Mazhari (2021) in a research, investigated the effect of brand equity, brand identity and loyalty on the repurchase intention of the sports shoes industry in Tehran University physical education students. This research was applicable in terms of purpose, and descriptive-correlative in terms of data collection. Data collection tools were standard questionnaires, whose formal and content validity was approved by 10 sports management experts. Its reliability was also calculated using Cronbach's alpha coefficient of 0.86. Data analysis was done using SPSS and Amos software. The results showed that brand equity, brand identity and brand loyalty have a positive and significant effect on repurchase intention.
Methodology
The current research is applicable in terms of purpose, and descriptive in terms of correlational data analysis. The statistical population of this research was made up of all the customers of the Tejarat and Melli banks of Mazandaran province. 384 people were selected as a statistical sample through available sampling method. To collect data, standard questionnaires of perceived value (Kuo et al, 2009) in 3 items, brand identity (Ashforth & Mael, 1989) in 4 items, and customer loyalty (Jacoby & Chestnut, 1978) in 3 items were used.
Discussion and Results
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, Lisrel software was used to test the hypotheses or the conceptual model of the research, and the results related to the first hypothesis showed that the power of the bank's brand identity on the perceived value of customers was calculated as equal to (0.68), which shows that the correlation is favorable. The significance statistic of the test was also obtained (7.66), which is more than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed correlation is significant. Therefore, it can be said that the brand identity of the bank has a positive and significant effect on the perceived value of customers. The results related to the second hypothesis showed that the strength of the effect of customers' perceived value on their attitudinal loyalty was calculated as (0.76), which shows that the correlation is favorable. The significance statistic of the test was also obtained (8.74), which is more than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the observed correlation is significant. Therefore, it can be said that the perceived value of customers has a positive and significant effect on their attitudinal loyalty. The results related to the third hypothesis showed that the power of bank brand identity on customers' attitudinal loyalty was calculated equal to (0.43), which shows that the correlation is favorable. The significance statistic of the test was also obtained (5.41), which is more than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed correlation is significant. Therefore, it can be said that the brand identity of the bank has a positive and significant effect on the attitudinal loyalty of customers. The fourth hypothesis analyzes the mediating role of perceived value in the influence of bank brand identity on customers' attitudinal loyalty. The results showed that the direct influence of bank brand identity on attitudinal loyalty was calculated as equal to (0.43), which shows that the correlation is favorable. The power of indirect effect of bank brand identity on attitudinal loyalty considering the mediating role of perceived value is equal to (0.51). Considering that the power of the indirect path is greater than the direct path, therefore, the presence of the perceived value variable increases the power of the impact and the mediating role of this variable is confirmed.
Conclusion
The current research was conducted with the aim of the role of perceived value and brand identity in improving the attitudinal loyalty of customers. These results are consistent and supported with the research findings of Loureiro&etal (2019) and Fernandez & Lewis (2019) and Lumi et al (2022) and Ezati & mazhari (2021) Zarepour Nasirabadi et al, (2019); In line with this, it can be said that the formation of brand identity in the minds of customers will create value in customers and increase relative satisfaction among them. Furthermore, the attitude of the bank staff along with the service provision to the customers to introduce services can play a fundamental role (Buil&etal, 2016). The customer's perceived value is the customer's understanding of the bank's value, if this value is shown to him, it will make him satisfied with the bank's products (Chen & Lin, 2019).
It is suggested that the managers of Tejarat and Melli banks emphasize more on the intangible aspects of using services (emotional aspect of customers) in the advertising department; Advertisements that can convey the aspects of relaxation, pleasure and convenience in using the services provided by the bank to the society and try to create a positive attitude in the customers to buy.

Abstract Abstract The aim of the current research is to analyze the discourse of tourism development with a justice-oriented and moderate approach. The present research method was discourse analysis and applicable in terms of purpose. The statistical sample in this research was a total of 60 texts, including all texts expressed by government managers in the tourism sector in two historical periods of governance in the Islamic Republic of Iran, with justice-oriented discourse and moderation discourse in 8-year periods. The library method was also used to collect data. The findings showed that the characteristics of traditional public administration included: applying the authority of the government over all departments, intense hierarchical structures, integrity of regulations and working procedures, separation of administration from politics, and strict controls. Also, the characteristics of modern public administration included: deregulation, privatization, adjustment of manpower, and market competition. Justice-oriented discourse management is close to modern public administration and includes features of good governance. Also, moderation discourse management is closer to modern public administration and includes features of traditional public administration. Extended Abstract Introduction Tourism is an ancient phenomenon that has existed in human societies for a long time and has gradually reached its current technical, economic and social position during different historical stages (Razvani, 2007). In addition, due to its special geographical location and the existence of its culture and customs, historical works, art and cultural heritage, Iran has definitely been considered the best destination for travelers and tourists of the ancient era (Hasanpour et al., 2012). The tourism industry in Iran was officially formed half a century ago in order to introduce the greatness of Iran and the civilization of this ancient land, and for the first time since 1314, an office was established in the Ministry of Interior called the Department of Tourism Affairs. In 1385, with the approval of the Supreme Administrative Council, the Handicrafts Organization was merged with the Cultural Heritage and Tourism Organization. According to the above, it can be generally said that the tourism industry is a nascent industry in the country, which is still at the beginning of its work (Nemati, et al., 2014). Although in recent years various political, social, economic events and even natural disasters have brought many sudden shocks to the world tourism industry, this industry has shown that it has a lot of resistance and can continue to grow despite all these conditions and make more progress every day than yesterday (Bakar & Rosbi, 2020). Since Iran has been experiencing climate change and drought in the last few years, agriculture is not in a very favorable situation, and this is where the tourism industry becomes an important issue for employment. When we pay attention to the priority of the tourism sector, we see Iran at the 117th rank, a position that shows that even though everyone knows the colorful role of the tourism industry in economic prosperity and employment, little effort is being made to grow this industry in Iran. (Research Institute of Cultural Heritage and Tourism, 2016). Based on the mentioned materials, the purpose of this research is to answer the question: what is the analysis of the discourse of tourism development with a justice-oriented approach and moderation in Iran? Theoretical Framework Justice-oriented discourse: The election of the ninth presidential term with the inauguration of the Ahmadinejad government represented a fundamental change in the country. Ahmadinejad was the head of the government of the Islamic Republic of Iran in the years 1384 to 1392. The main orientation of Ahmadinejad's positions was around topics such as justice, self-belief, religiosity, reformism, fight against corruption, centralism, fight against the welfarism and luxury of managers, paying attention to the deprived and oppressed groups and the marginalized. The discursive approach of his government is on the way to return to the foundations of the Islamic Revolution, but in practice, the populist approach of the government presents a vulgar interpretation of the ideals of the revolution. In terms of basics, the discourse of the Ahmadinejad government should be understood in its mass nature and the tendency to see things in a mass way; hence, this discourse has been introduced as the duty-oriented mass discourse (Darabi, 2009). Moderation Discourse: After winning the elections of the 11th and 12th periods from 1382 to 1400, Rouhani assumed the presidency of the government of the Islamic Republic of Iran in this period, and according to himself and his colleagues in the government, he formed the moderation discourse. Rouhani tried to instill hope and peace and win the voters' opinion by using descriptive combinations as well as hopeful terms such as Alhamdulillah and Ansha'Allah. He considered his discourse of moderation different from other previous discourses and even his election rivals. Rouhani believed that the 11th government is the government needed by the Islamic Republic of Iran because progress in the economy, prosperity of business and creation of employment in the country requires the normalization of relations with neighbors and international forums, and the government has a very high ability in foreign and international relations (Mirzaei & Rabbani Khorasghani, 2015). Tourism is an important part of economic services. According to studies by the World Tourism Organization and the World Travel and Tourism Council in 2013, the total share of travel and tourism in the global economy has increased to 9.5% of the global GDP ($7 trillion), which not only produces wider economy, but also is growing faster than other important sectors such as financial and commercial services, transportation and construction; and in total, in 2013, it created nearly 266 million jobs (Pratt & Tolkach, 2018). The participation of indigenous people in the development of tourism is one of the main criteria of social power. It is obvious that if the natives do not have a correct view of the tourism industry, they will not provide proper services to tourists or even in some cases they may consider tourists as invaders and usurpers. In these conditions, the development of the tourism industry in the region will face serious problems (Iqbal et al., 2022). The received positive effects, as a result of tourism, encourage the society to support the development of the tourism industry and especially the activity in this industry. But the perceived negative impacts prevent residents from supporting tourism development (Shokohi et al., 2012). The cultural point of view of the people of the region in the field of tourism has a significant impact on the development of the tourism industry in tourism areas. Culture is an influencing factor that must be formed and promoted bilaterally. Cultivation and cultural acceptance are two important categories in the development of the tourism industry, which must be done by both the host and the guest (Hezarjaribi & Najafi, 2011). Research methodology The current research is among the qualitative researches and seeks to analyze the discourse of government management in the tourism development sector. Discourse analysis is a new method for research in communication texts that has been used to understand the message and meaning used in communication messages. In the beginning, this method was largely indebted to linguistics (Altamirano, 2022). The statistical population of this research includes all the texts expressed by government managers in the tourism sector in two historical periods of governance in the Islamic Republic of Iran, including the justice-oriented discourse (1384 to 1392), and the moderation discourse (1392 to 1400) in 8-year periods, published in newspapers, magazines and the website of the presidency etc. The sample size of the research was a total of 60 texts that were interpreted and analyzed. Finally, with the results of the investigations, it was concluded that all 60 are basic texts. Thematic analysis method was also used to analyze the data. Research findings Based on the analysis of the texts of each of the justice-oriented and moderation-oriented discourses and the statistics of the characteristics of each, the findings showed that the characteristics of traditional public administration include: applying the authority of the government to all sectors, intense hierarchical structures, the integrity of regulations and work procedures, Separation of administration from politics, and strict controls. Also, the characteristics of modern public administration included: deregulation, privatization, adjustment of manpower and, market competition. Justice-oriented discourse management is close to modern public administration and includes features of good governance. Also, moderation discourse management is closer to modern public administration and includes features of traditional public administration. Discussion In the justice-oriented period, modal constructions of coercion and obligation are almost at the level of the reform period, which indicates the democratic management style of delegation. During this period, Mr. Ahmadinejad delegated the affairs to the managers of the tourism department, Mr. Mashai and Baghai. In this period, the definite cognitive aspects have the highest rank, which indicates the high efficiency and performance in the development of the tourism sector. It should be noted that this research is based on the texts expressed by the discourse analysis method and only the literary aspect of the discourse has been examined. For this reason, since the intervening variables have not been examined in the research, the researcher's publication believes that according to the various influential variables, the efficiency and performance in all four periods in the tourism development sector was low, but considering the improvement of the country's conditions compared to the beginning of the Islamic Revolution, the justice-oriented period had better conditions and grounds for the development of the tourism sector. In this period, modal doubtful constructions are more than the period of moderation and less than the period of construction and reforms, and this is where the inefficiency of the managers of the tourism development sector is seen, because in this period, due to the improvement of the country's conditions compared to the previous periods and the absence of Corona and the increase in oil prices, this doubt is a sign of extreme weakness of the relevant managers. In the period of moderation, non-modal constructions of compulsion and obligation are at a higher level than average and indicate the existence of command management style and pressure from top to bottom. In this period, definite cognitive constructions are less than the justice-oriented period and more from the period of construction and reforms, which can, considering the increase in the number of tourists in this period and the existence of the corona crisis, sanctions and the reduction of oil prices, etc., the performance and efficiency of the government in this field considered high or relatively acceptable. In this period, the constructions of the doubt have the lowest level compared to other periods, and this indicates the sufficient knowledge and expertise of the government managers of the tourism sector. In this period of doubtful cognitive constructions are more than the justice-oriented period and less than the period of construction and reforms, which indicates an average level of transparency of government affairs in the tourism development sector in this period. Looking at the data in the table, it can be said that almost the level of expertise of the managers of all four periods is in the average level and it has affected the efficiency and effectiveness.

Abstract Abstract The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the data-based theory method. The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment). Extended Abstract Introduction With the increasing demand for banking services in the society and the competition to maintain the interests of the country's banks, especially in the private banks, each bank, in some way or other, tries to attract people as customers within their financial system in order to benefit from the resulting benefits. Therefore, the success of all banks, governmental or non-governmental, is influenced by several factors; one of the most important of which is customer satisfaction, in order to achieve excellence in business; and this customer satisfaction is one of the basic requirements of quality management systems (Akbari, 2019). An important issue in marketing management is the relationship between internal marketing and business success; internal marketing as a construct or concept is not universally accepted. One of the key features of internal marketing is its connection with the performance of the organization (Tahmasbi et al, 2019). In the banking industry, the role of human capital in providing services is quite significant. Employees in this industry facilitate the implementation of the organization's strategies and superior performance through effective interaction with customers. Therefore, the solution to guarantee the excellent performance of the organization should be sought in the successful activation of human capital; and in order to achieve the goal of providing productive financial resources for the organization, the work should start by paying attention to the employees, that is, those who interact with customers and take care of their affairs. In this aspect of the activity of service organizations, the issue of internal marketing is raised (Naami & Mazhari, 2014). Based on this, the current research is looking for an answer to this question: What is the model of the effect of internal marketing on the performance of the banking industry based on the data-based theory method?   Theoretical Framework Marketing Marketing is a set of activities and processes of creating, transferring, sending and exchanging everything valuable for customers, clients, business partners, and society as a whole. Marketing does not start with a new idea or an innovative product, but it is the beginning and end of every business, and the focus of marketing is also the customer (Hoseini et al, 2022). Internal marketing Internal marketing is defined as the use of a marketing perspective to manage the organization's human resources. To have high-quality services, employees must be motivated, which requires that internal marketing precedes external marketing because internal marketing depicts a win-win cooperation between employees and the company (Imani et al, 2020).  Zamaniyan & Yazdani Rad (2023) investigated the impact of internal marketing on competitive advantage by considering the mediating roles of strategic market tendencies, brand and value in the banking sector. The results of the structural equation model test showed that internal marketing directly has a positive effect on competitive advantage. Internal marketing has a positive and significant impact on competitive advantage indirectly through the roles of strategic orientations including market orientation, brand orientation, and value orientation. Sahraei & Mafibalani (2023) investigated the role of using electronic marketing and information technology in the business of Minoo food industry during the period of economic recession. The results of the survey showed that information technology support has a positive and significant effect on the business of Minoo food industry in the economic recession. The knowledge of information technology does not have a positive and significant effect on the business of Minoo food industry in the economic recession. The managerial beliefs of marketing preparations and the implementation of electronic marketing have a positive and significant effect on the business of Minoo food industry in economic recession conditions, and information technology and electronic marketing have a positive and significant effect on the business of Minoo food industry; but with the introduction of economic recession adjustment, no significant effect was observed.   Research methodology The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner, and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the data-based theory research strategy was used. Research findings For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry; and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment). Conclusion The current research was conducted with the aim of providing a model of the effect of internal marketing on the performance of the banking industry based on the data-based theory method. The results of this research are consistent with the results of Kim et al, (2016), Bahmani & Iman Khan (2018), Zamaniyan & Yazdani Rad (2023), Mohammadi et al, (2022), Asayesh & Famili (2022), Mazzarolo et al, (2021), Kakai et al, (2021). Rustaei et al, (2022) stated in their research that in today's growing and competitive world among banks, the motivation of employees and their individual improvement and acceptance of their needs before the organization has become a big issue. On the other hand, in order to create a distinctive image among customers, the bank should pay much attention to the category of internal marketing and better performance of financial interest; because effective performance leads to differentiation between private banks in the eyes of customers. It is necessary to pay attention to the needs and conditions necessary to provide a suitable platform for the expansion of internal marketing and to attract the participation of employees in order to create organizational commitment among employees. According to the research results, the following suggestions were made: - Setting up training courses or holding seminars in this regard for bank managers and employees in the field of internal marketing - Surveying employees and managers regarding the level of satisfaction of internal and external customers with their performance and creating a database in this field - Updating it regularly and examining the problems of employees and managers in the field of internal marketing and making appropriate decisions to solve them.