Journal of value creating in Business Management

Abstract The aim of this study is to identify the dimensions of customer misconduct and its costs in the banking industry. The research method is applied 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 front desk employees in Tehran. The sample size was carried out with a purposive sampling method and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information. Coding and content analysis method of Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer misconduct consists of two sub-themes of non-communicational misconduct and communicational misconduct, and the costs of misconduct 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; 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 validation of the coding and the research findings were supported by positive feedback from the participants. Therefore, customer misbehavior imposes costs on banks and involves service employees in various harms and unproductive behaviors.

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

Abstract The present study was conducted with the aim of identifying and explaining a customer experience model and the factors influencing the formation of loyalty in financial technology services within the leasing industry. This research is applied in purpose and qualitative in method, implemented based on the grounded theory approach using Strauss and Corbin’s systematic methodology. Data were collected through in-depth and semi‑structured interviews with 18 experts and active customers of digital leasing platforms, and analyzed via the three-stage coding process—open, axial, and selective—using MAXQDA18 software.The findings led to the development of a paradigmatic model indicating that customer experience is shaped by causal conditions such as the inefficiency of traditional processes, the need for speed and convenience, and advancements in financial technologies. In this model, intervening conditions—including the level of digital trust, information security, and the quality of technical support—together with contextual factors such as digital literacy and regulatory infrastructures, moderate the experience process.The identified strategies consist of user-centered design, process transparency, and personalization of financial services, which act as key enablers driving the core phenomenon, namely the perception of convenience and security. The consequences of this model emerge in both psychological and behavioral dimensions, including enhanced loyalty, positive word-of-mouth, improved financial well-being, and the creation of competitive advantage for leasing firms.Overall, the results of this study bridge an existing theoretical gap in the fintech domain and provide practical insights for managers seeking to design a pleasant and sustainable customer experience within the digital ecosystem.

Abstract The aim of the current research was to design an interactive content marketing model emphasizing its role in shaping the purchase decisions of digital consumers in Iraq. The research community included 21 faculty members and experts in the field of digital and interactive marketing in Iraq, who were selected based on purposeful sampling and using the data saturation technique. Data collection was done by semi-structured in-depth interview method and data analysis was done using theme analysis method. The findings of theme network analysis showed 6 (organizing) themes and 14 basic themes and 58 primary codes of interactive content marketing components and categories with emphasis onIts role in shaping the purchasing decisions of digital consumers. Themes (organizers) were presented in the format of 6 dimensions, which are: strategic factors, consumer factors, brand factors, consumer value creation attitude, content personalization strategy, responsiveness and feedback were obtained. Conclusion: Interactive content marketing as an emerging and effective strategy has an important application and influence in shaping and strengthening the purchasing decisions of digital consumers.

Abstract The aim of this research is to present a model to investigate the formation of habits in purchasing life insurance policies in Iran. The present research is applied in terms of its purpose and descriptive in terms of its nature and method. The statistical population of the present research includes all the activists in the insurance industry in Iran. The method and sample size in determining the appropriate degree of the proposed model was also carried out by the convenience sampling method with 30 experts and experts. The collection tool in the present research includes a researcher-made questionnaire derived from the qualitative method, which includes 4 areas of economic factors, non-economic factors, factors affecting customer withdrawal and long-term factors affecting life insurance demand. SPSS software was used to analyze the findings, and structural equations and LISREL software were used to fit the model. The research findings showed that the statistical value of the previous year's insurance demand variable was measured significantly, so it can be stated that the hypothesis of habit formation in purchasing life insurance using the conditional heteroscedasticity multivariate autoregression approach has a significant effect. In addition, other variables have a direct and significant relationship with life insurance demand.

Abstract The purpose of the research is to propose a sustainable consumption model in the market for health-oriented products. This research is applied in nature in terms of its purpose and qualitative in terms of its execution method. The statistical population of the study consists of 13 experts and specialists in the field of sustainable consumption, selected purposefully through sampling methods. Data collection continued until theoretical saturation was achieved. Data analysis in the qualitative section was conducted using the grounded theory method and MAXQDA software version 2020.The findings of the research showed that the designed model includes causal conditions (attitude toward sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, intention for sustainable consumption, and environmental awareness), contextual conditions (factors related to the marketing mix, environmental regulations,politicalfactors),interveningconditions (responsible consumption, reduction behavior in sustainable consumption), the central phenomenon, strategies (nudge marketing, sustainability incentives, use of celebrities, etc.), and outcomes (life satisfaction, preservation of natural resources, purchasing behavior of health-oriented products). These components were identified as determining factors of sustainable consumption in health-oriented product

Abstract I apologize if my previous responses caused any confusion. I am here to help you with your request.Here is the specialized management translation of the text you provided, aiming for precision and clarity in the field of management:The present research endeavors to establish a model that elucidates the determinants influencing the electronic implementation of Customer Relationship Management (ECRM), with a specific emphasis on Artificial Intelligence (AI) components and their consequential effects for banking clientele. The research methodology, aligned with its objective, is classified as developmental-applied and, in terms of execution, adopts a mixed-methods (qualitative-quantitative) approach. The study’s statistical population for the qualitative segment comprises 10 empirical and academic experts, while the quantitative segment includes 8 empirical and academic experts. Participants were meticulously selected through purposive sampling techniques, specifically snowball and judgmental sampling. Data collection instruments for the qualitative phase involved semi-structured interviews, whereas the quantitative phase utilized an Interpretive Structural Modeling (ISM) questionnaire. For the analysis of findings, the qualitative segment employed thematic analysis based on open, axial, and selective coding. In the quantitative segment, Interpretive Structural Modeling (ISM) and interactive matrices were utilized. The research outcomes revealed that successful ECRM implementation within banks is contingent upon a constellation of critical factors, encompassing technological elements (IT infrastructure, data quality, AI tools), organizational aspects (senior management support, organizational culture, processes), and human factors (employee competencies, technology acceptance). Furthermore, the results indicate that the integration of AI components within ECRM yields a statistically significant enhancement in key performance indicators such as customer satisfaction, trust, loyalty, customer experience, and value creation.

Abstract The main objective of this study is to conduct a comprehensive and systematic analysis of the complex stakeholder relationship patterns within Iran’s automotive artificial intelligence (AI) ecosystem, and to accurately identify the concentration points of power, interest misalignments, and the potential capacities for strategic convergence among stakeholders. To achieve this, a mixed‑method (qualitative–quantitative) research design grounded in futures studies was employed.In the first phase, a systematic literature review combined with expert panel consultations involving industry and academic specialists led to the identification of 48 key stakeholders along with their core objectives. In the second phase, the required quantitative data were collected through standardized questionnaires based on the Influence–Dependence Matrix and the Actors–Objectives Position Matrix, and then analyzed using the mathematical modeling capabilities of the MACTOR software.The findings, in the internal analysis section, indicate that the network structure is highly unbalanced; specifically, 66.7% of stakeholders fall within the quadrant of “strategic isolation,” while the only actor positioned in the “mutual dependence” category is the automakers’ institution. Moreover, the external analysis reveals the formation of a powerful coalition within an industrial–governmental bloc (including automakers, the Ministry of Communications, the Ministry of Industry, Mine and Trade, and the military sector), primarily aligned around hardware-oriented objectives such as infrastructure development and data security. In contrast, actors such as media, universities, and civil society organizations demonstrate minimal convergence with these strategic objectives.

Abstract The present study was conducted with the aim of designing an entrepreneurial marketing model for the development of the tourism industry. The research is applied in terms of its purpose and qualitative in terms of its implementation method and is based on the grounded theory method. The statistical population was senior managers and experts in the fields of marketing, entrepreneurship and tourism (with more than 10 years of experience). 12 people were surveyed using a non-probability purposeful sampling method using the snowball method until theoretical saturation was reached and in an in-depth semi-structured individual interview. MAXQDA 2018 software was used to code the data. The findings showed that 18 main categories were identified in six grounded theory categories. This study examined the factors affecting the development of the health tourism industry through the design of an entrepreneurial marketing model. In this regard, causal factors such as physician expertise, employee communication skills, and innovative medical services have been identified as key components. In the context of contextual factors, items such as economic conditions, physical and service infrastructure, and government support have a great impact on improving the health tourism market. Intervening factors include cultural differences, competition with similar destinations, and technological advances in the medical field that affect the success of marketing strategies. Ultimately, the implications of this research include increasing health tourism revenue, improving the quality of health services, and promoting international interactions, all of which contribute to the growth and sustainability of this industry. The results of this research can be used as a roadmap for managers and policymakers in the tourism industry to develop entrepreneurial marketing and improve the competitiveness of this industry.

Abstract The present study aims to explain how customer mindset affects the willingness to order food online. The research method is applied in terms of its purpose and correlational in terms of its implementation. The statistical population of this study was 384 customers of food ordering applications and the sampling method was purposive sampling. A questionnaire was developed to collect data and PLS Smart software was used to analyze the findings. The findings showed that advertising (impact coefficient: 0.410 to 0.480) and the ordering experience with the app (0.428 to 0.454) have the greatest effect on the relevance of content, competitors, and app features. Customer mindset is one of the most important variables with a coefficient of 0.861, which is strengthened through time savings (0.328), rewards (0.526), ​​and support (0.590). Also, living conditions (up to 0.519), food quality (up to 0.271), and food price (up to 0.187) play a significant role in interaction with the application. The results showed that food quality, food price, and living conditions are independent variables. These factors affect advertising and ordering experience. The aforementioned components affect the components of app features, app content relevance, and competitors. Therefore, it is suggested that food ordering app developers focus on these key factors to improve customer experience and increase purchasing intention on digital platforms.

Abstract The objective of this research is to design a model for the implementation of a data-driven human resource (HR) management system utilizing digital and intelligent tools within the Tehran Blood Transfusion Organization. In terms of its goal, this study is classified as fundamental research, and in terms of its execution, it employs a mixed-methods approach (qualitative and quantitative).



The statistical population for the qualitative phase included 15 academic experts, faculty members, and managers of the Blood Transfusion Organization, selected through purposive and theoretical (judgmental) sampling. The quantitative population consisted of 700 active employees of the Tehran Blood Transfusion Organization, from which a sample size of 196 individuals was selected using simple random sampling. Data collection tools involved semi-structured interviews for the qualitative phase and questionnaires for the quantitative phase. Data analysis was performed using MAXQDA 2020 for the qualitative findings, while SPSS and SmartPLS were utilized for the quantitative analysis.



Findings from the qualitative phase revealed that through axial coding, 44 primary codes were categorized into 22 axial codes, representing the key concepts and structural components of a data-driven HR system. The quantitative analysis confirmed that causal, contextual, intervening, and strategic factors significantly impact the implementation of the data-driven human resource system. Furthermore, alignment between organizational structure, technology, and policies was identified as a prerequisite for successful data-driven decision-making and enhanced human resource effectiveness. By presenting an integrated and data-driven model, this study highlights the critical role of digital and intelligent tools in improving HR processes and strategic decision-making, providing a valuable practical and theoretical guide for organizations navigating the path of digital transformation.

Abstract The objective of this study is to design a development model for emerging small and medium-sized enterprises (SMEs) with an emphasis on employees’ social capital. In terms of purpose, the present study is applied, and in terms of implementation, it adopts a qualitative approach. The research population consisted of managers, experts, and owners of emerging SMEs in Tehran Province. From this population, 21 participants were selected using purposive sampling through the snowball technique.Data were collected through semi-structured interviews, and the data collection process continued until theoretical saturation was achieved. Thematic analysis was employed to analyze the data. The findings of the thematic network analysis revealed six organizing themes, fifteen basic themes, and fifty-four initial codes representing the components and categories related to the development of emerging SMEs with an emphasis on employees’ social capital.The organizing themes were presented in six dimensions: “administrative rules and policies,” “innovative production practices,” “human resources and organizational learning,” “empowerment and knowledge development of human resources,” “financial support,” and “creation and development of infrastructures.”Emerging SMEs are considered highly effective and fundamental mechanisms for the comprehensive development of a country. Therefore, the growth and prosperity of these businesses require achieving long-term objectives by relying on employees’ knowledge, expertise, and social capital.

Abstract This study aims to develop a conceptual model for managing post-purchase anomalies within the pharmaceutical sector, focusing on Daroo Mofid Iran Company as a case study. Methodologically, the research is categorized as applied in terms of outcome, qualitative in data nature, and developmental-exploratory in objective. The target population comprised pharmaceutical industry experts, with 15 individuals selected via purposive sampling until reaching theoretical saturation. To ensure the instrument’s validity, expert judgment from specialized scholars was sought, while inter-coder reliability was applied to verify the consistency of the interviews. Data processing was performed using MAXQDA software. The resulting model, structured according to the Strauss and Corbin systematic approach, encompasses all fundamental dimensions: causal conditions, the core phenomenon, contextual factors, intervening conditions, strategies, and consequences. Identified strategic components include the optimization of monitoring and control systems, transparency enhancement, customer segmentation, tailored service delivery, sustained interaction, and the digitalization of organizational processes. Furthermore, the consequences of the model manifest as increased trust and loyalty, improved satisfaction, brand image reinforcement, complaint mitigation, reduction in the hidden costs of anomalies and outstanding claims, supply chain optimization, enhanced competitive advantage, and the mitigation of “basket selling” practices.

Abstract The present study was conducted with the aim of modeling the factors affecting customer orientation in the insurance industry. This research is explanatory, exploratory and developmental. The participants in the study were 384 employees representing the top ten insurance companies in the northwest of the country in 2023, including Iran Insurance, Mellat, Asia, Parsian, Alborz, Dana, Saman, Karafir, Moallem and Razi, who were selected according to the Morgan table and in a cluster random manner. The data collection tool was a questionnaire derived from qualitative findings and data analysis was also performed using descriptive statistics and structural equation modeling in SPSS23 and Amos software at a significance level of 0.05. The results showed that the research model has a good fit and all factors including financial wealth development (sig=0.007), customer satisfaction (sig=0.009), information and communication technology promotion (sig=0.011), brand development (sig=0.003), insurtech development (sig=0.001), content marketing development (sig=0.019), advanced customer relationship management (sig=0.008) and organizational excellence (sig=0.013) have a positive and significant effect on customer orientation in the insurance industry. Therefore, customer orientation in the insurance industry is influenced by various factors, including the development of financial wealth, customer satisfaction, the promotion of information and communication technology, the development of brand names and trademarks, the development of insurtechs, the development of content marketing, advanced customer relationship management and organizational excellence that by promoting these factors, managers and officials of insurance agencies in the northwest of the country can adopt a customer-oriented approach in their organization

Abstract This research aims to model the decline in the value of the Myket brand, as one of the leading platforms for distributing mobile applications in Iran, using Weibull distribution. Data were collected from Myket's financial statements (including operating income of 357 billion Tomans and evaluation costs of 8 billion Tomans per year (2024) and non-financial indicators such as 26 million monthly active users and reports from global platforms such as Google Play and App Store. The statistical population consisted of 10 active digital brands in Iran, of which Myket was purposefully selected. The research method was quantitative and descriptive-analytical, and the analyses were conducted with Python (lifelines package) and R (survival package) software and the maximum likelihood method. The findings showed that the Weibull model predicted the trend of brand value decline with high accuracy (R²=0.92) and identified the decrease of 2.6 million monthly active users and increasing competition with platforms such as Cafe Bazaar as the main factors of the decline in value. Monte Carlo simulation showed that a 10% decrease in users increases the acceleration of brand value decline by 15%. This research was conducted with Providing a localized model suggests that Myket managers maintain and enhance brand value by strengthening the digital platform and developing innovations such as expanding digital content. This model can also be generalized to other native Iranian digital platforms.

Abstract The purpose of this study is to design a policy model for the creation and development of digital entrepreneurship based on competitive advantage and innovation in knowledge-based businesses. From the perspective of its objective, the research is applied, and in terms of methodology, it is quantitative and descriptive–correlational. The statistical population consisted of 1,740 employees and managers of knowledge-based companies in Kerman in 2024, of whom 560 individuals were selected through simple random sampling. The data collection instrument was a researcher-developed questionnaire. Quantitative data were analyzed using structural equation modeling (SEM) with SPSS and AMOS software.The findings indicated that the proposed model for establishing and developing digital entrepreneurship based on competitive advantage and innovation in knowledge-based companies has an acceptable level of fit. Competitive advantage and innovation exert direct effects on the creation and development of digital entrepreneurship. The components of competitive advantage—including technical expertise and knowledge, branding, service quality, high standards, responsiveness, organizational agility, after-sales support, supply chain management, and superior efficiency—significantly influence the creation and development of digital entrepreneurship in knowledge-based companies. Collectively, the competitive advantage components explain 0.358 of the variance in the creation and development of digital entrepreneurship.

Abstract The aim of this research is to identify the factors affecting the energy market ecosystem (case study of the Iranian electricity market). The research method is applied-exploratory in terms of its purpose and qualitative in terms of its implementation method, based on the data-driven method. The statistical population of the research includes 22 market management experts, as well as energy industry activists. The sample size was determined using purposive sampling and the snowball method, and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information. The data-driven method and Maxqda software were used to analyze the data. According to the findings, the concepts in the subcategories include: causal conditions (power grid instability, non-integrated governance); contextual conditions (energy exchange, power plant capacity money (generation) and technology, modularity, shared production and trust, participatory stability); intervening conditions (governance organizations/policymakers, production and consumption core, production cycle completers); Strategies (decentralization, orchestration, energy pricing, new development investments, diversified financing, foreign energy trade, and win-win self-regulation) and outcomes (network attractiveness, ecosystem attractiveness, multi-dimensionality of low-cost and network interactions, and multiple satisfactions (sovereignty, business, social), and synergistic development flows and increased regional power) were categorized.

Abstract The aim of this study was to present an indigenous model of health tourism within the Ministry of Health and Medical Education. In terms of purpose, the study is applied, and in terms of nature, it is qualitative with an exploratory approach. It was conducted based on the grounded theory strategy, focusing on the systematic approach of Strauss and Corbin. The required data were collected through in‑depth, semi‑structured interviews with 15 experts in the field of health, tourism strategists, and relevant senior managers. Participants were selected using purposive sampling, and the process continued until theoretical saturation was reached. The data analysis process was carried out in three stages—open coding, axial coding, and selective coding—using the qualitative analysis software MAXQDA18 to ensure accuracy and transparency in extracting categories.The findings of the study led to the extraction of a paradigmatic model, which showed that the indigenous model of health tourism is based on a set of causal conditions, contextual factors, intervening conditions, strategies, and consequences. In the causal conditions section, components such as the quality of medical services, tourism infrastructure, natural factors, transportation, organizational factors, globalization of health services, and destination security were identified. Contextual factors included changes in healthcare costs, the transition toward health supersystems, the attraction of health tourists, and patient experience. The main strategies included institutional coordination, international marketing, national branding, and the promotion of tourism in Iran. Finally, the economic, social, infrastructural, and international outcomes of this model were identified.

Abstract The present study aims to identify the antecedents, components, and consequences of smart home technology adoption in Iraq. This research is applied in purpose and descriptive‑exploratory in terms of nature and methodology. The statistical population consists of 15 key experts and specialists in the field of technology as well as distributors located in major cities of Iraq, selected through purposive snowball sampling. Data were collected using semi‑structured interviews. The data analysis was conducted using thematic analysis, which ultimately led to the development of a three‑tier thematic network.The findings indicate that the model of smart home adoption in Iraq is strongly influenced by local contextual factors. In the domain of antecedents (barriers), electricity instability and infrastructural challenges (93.3%) and high initial cost (86.7%) were identified as the strongest obstacles. In the domain of components (drivers), locally perceived usefulness in electricity management and stability (80%) and trust in local importers and after‑sales services (73.3%) emerged as the most critical determinants of adoption, effectively substituting the traditional construct of perceived ease of use.Finally, the most significant outcomes of adoption were reduced operational costs and energy savings (86.7%), followed by gaining social credibility and prestige (60%). This study proposes a localized technology adoption model that emphasizes “survival‑oriented usefulness” (overcoming infrastructural deficiencies) and “perceived risk reduction” (through local warranties), rather than comfort or ease of use.