دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 An Integrated Approach to Organizational Purchasing Strategies: A Scoping Review نگاهی یکپارچه به استراتژی‌های خرید در سازمان: یک مرور حیطه‌ای 1 29 4240 10.22070/cs.2023.17710.1308 FA مهدیار رهرو دانشجوی دکتری مدیریت راهبردی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران 0000-0001-9116-0373 اسدا... کردنائیج استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران (نویستده مسئول) 0000-0003-0540-6141 جلیل دلخواه استادیار گروه مدیریت و برنامه‌ریزی، مرکز مطالعات مدیریت و توسعه فناوری، دانشگاه تربیت مدرس، تهران، ایران اصغر مشبکی اصفهانی استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران سید حسین کاظمی استادیار گروه مدیریت دولتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران Journal Article 2023 05 22 Aim and Introduction: Over the last two decades, significant research has been conducted on the role that a strategic approach to purchasing can play in organi-zations. Despite conducting significant research to identify and develop the di-mensions of the issue using theoretical and operational approaches, and in some cases, a pathological point of view to identify and address existing gaps, it ap-pears that a holistic and integrated perspective is necessary for addressing the is-sue of purchasing strategies. Therefore, the current research focuses on describ-ing studies on purchasing strategies. Its purpose is to provide a comprehensive overview of this subject.<br />Methodology: In line with the research's purpose, the systematic review methods were evaluated in the first step, and out of the 14 review methods, the scoping review method was chosen. Next, a six-step methodological framework has been introduced and applied to guide the scoping review. These steps include the following. 1) Identifying and defining the research question, 2) Identifying the relevant researches, 3) Selecting studies related to the research question,4) Showing data in tables,5) Sorting, summarizing and reporting findings,6) option-al consulting with the stakeholders about the findings.<br />In summary, a scoping review approach was used to examine five credible scientific databases: Scopus, Ebsco, ProQuest, Google Scholar, and Emerald. This examination resulted in the extraction of 4697 articles. After three stages of screening, including: 1) evaluating the publication date, title, keywords, and abstract, 2) checking for non-repetitiveness of articles, and 3) conducting an in-depth evaluation of their content, 82 articles were selected for detailed review. The screening framework used was PRISMA, which holds high credibility in the literature of review research.<br />Finding: Based on the results obtained, the publication of articles in this field has been increasing since the beginning of the 21st century. The investigation re-vealed that empirical methods were used in more than 50% of the articles, while conceptual methods were used in about 16%, and interpretive methods in 11%. Europe, Asia, and America account for 37%, 20%, and 17% of the frequency of empirical articles, respectively. A significant portion of the reviewed articles (49%) have been conducted across various industries, irrespective of a specific sector, with industrial equipment ranking next. In terms of content, the types of purchasing strategies, the impact of purchasing strategies on the organization's performance, and purchasing portfolio models have all gained significant atten-tion. Researchers have examined the factors influencing purchasing strategies and the importance of aligning purchasing strategies with other organizational strategies.<br />Discussion and Conclusion: Conducting research using a scoping review ap-proach has advantages over non-systematic review studies, as it ensures greater accuracy and credibility, reducing the likelihood of deviating from the primary research goal. The reason for this is a lack of attention to the research subject and questions, and reliance on improper and sometimes unreliable databases and sources. In this topic, some studies conducted using a systematic review method have attempted to enhance the subject of purchasing strategy by drawing from other concepts and topics. The current research aims to identify the areas explored in the field of organizational purchasing strategies to either advance existing studies or fill gaps in the research.<br />Reviewing and analyzing various types of research conducted since 1994 re-vealed a significant increase in the number of studies focusing on purchasing strategies and related concepts such as purchasing management, supply man-agement, and supply strategies since the early 21st century. A descriptive and content analysis of these studies was conducted, highlighting the key accom-plishments in terms of content.<br /><br />{revised} Despite the equivalent use of "purchase" and "supply" in many types of research and reports, there is a difference between these two concepts.<br />The strategy formation and selection are influenced by internal and environ-mental factors that impact purchasing strategies (as antecedents).<br />Depending on various internal and environmental conditions, organizations can adopt a wide range of actions and strategies in the field of purchasing. Usually, organizations create strategies by classifying the items they need and implementing methods that may not even be mentioned in the existing literature.<br />In recent years, there has been a growing interest in exploring the connection between purchasing strategies and various factors such as purchasing portfolio models, organizational performance, alignment with other strategies across dif-ferent organizational levels, product life cycle, and supplier relationship man-agement. This issue has been addressed and developed in the scoping review of this research.<br /><br />5. We highlight the gaps concerning the importance of creating diverse, distinct, and adaptable purchasing strategy models. Additionally, there is a need to focus more on conducting industry-level studies in this area that are applicable across various industries هدف از این پژوهش، تمرکز بر مطالعات حوزه استراتژی­های خرید می­باشد تا با تشریح و تحلیل آن­ها، تصویر جامعی از این مبحث ارائه شود. بدین منظور، از بین 14 روش مرور نظام­مند مطالعات، روش مرور حیطه­ای^[1] انتخاب شده است. با به کارگیری چارچوب معتبر6 مرحله­ای مرور حیطه­ای،   4697 مطالعه از پایگاه­های معتبر علمی اسکوپوس^[2]، پروکوئست^[3]، ابسکو^[4]، گوگل اسکولار^[5]، امرالد^[6] استخراج و بعد از سه مرحله غربالگری به ترتیب، شامل 1) محدودسازی تاریخ انتشار مطالعات، ارزیابی عناوین، کلمات کلیدی و چکیده 2) حذف  مطالعات تکراری 3) ارزیابی عمیق محتوای مطالعات، 82  مقاله جهت تحلیل انتخاب شده اند. نتایج نشان می­دهد، انتشار مقالات این حوزه از اوایل قرن 21 به طور محسوسی رو به افزایش است. به لحاظ تحلیل توصیفی، بیش از مقالات مفهومی(16%) و تفسیری(11%)، مقالات به روش تجربی(52%) انجام پذیرفته، که بستر اجرای بیشترآن­ها، مجموعه­ای از صنایع مختلف(49%) (بدون تمرکز برصنعتی خاص) درکشورهای اروپایی(37%) بوده است. به لحاظ تحلیل محتوایی، مطالعه بر روی انواع استراتژی­های خرید، تاثیر استراتژی­های خرید بر عملکرد سازمان و مدل­های سبدی خرید، با نسبت تقریبا مشابه، توجه بیشتر پژوهشگران را به خود جلب کرده­ و موضوعاتی نظیر عوامل موثر بر استراتژی­های خرید و همسویی استراتژی­های خرید با دیگر استراتژی­های سازمان، در رتبه­های بعدی قرار دارند. در ادامه، شکاف­های مطالعاتی در رابطه با ضرورت ارائه مدل­های متنوع و پاسخگوتر استراتژی­های خرید و همچنین لزوم تاکید بیشتر بر توسعه مطالعات کابردی این حوزه در سطح صنعت، بیان شده است. https://cs.shahed.ac.ir/article_4240_fd272fe04b7d4e68effd01bddcc6bb34.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Developing a Customer Experience Management Model in Multichannel (Case: Banking Industry) ارائه الگوی مدیریت تجربه مشتریان در کانال‌های توزیع چندگانه در صنعت بانکداری 30 50 4218 10.22070/cs.2023.17654.1311 FA معصومه دشتی پور دانشجوی دکتری، دانشکده مدیریت و حسابداری دانشکدگان فارابی، دانشگاه تهران، قم، ایران. 0000-0003-4103-9975 الهام ابراهیمی دانشیار گروه مدیریت، پژوهشگاه علوم انسانی و مطالعات فرهنگی، تهران، ایران. 0000-0002-2276-4453 حمیدرضا ایرانی دانشیار دانشکده مدیریت و حسابداری دانشکدگان فارابی دانشگاه تهران، قم، ایران. (نویستده مسئول) 0000-0003-4103-9975 Journal Article 2023 05 25 Aim and Introduction: In today's experience economy, businesses need to fo-cus on creating memorable experiences rather than just providing services and products. Building an excellent customer experience is crucial for companies in customer-oriented industries. Implementing unified customer experience man-agement across multiple channels may seem challenging, but it is necessary to stay competitive. Due to this, customer experience management has become a differentiating concept that focuses on integrating and coordinating customer experiences across various channels for providing banking services and products. Therefore, the current research aims to provide a model for managing customer experience in the banking industry across multiple distribution channels.<br />Methodology: The purpose of this research is to acquire an applied-developmental understanding of a specific topic. The research is qualitative in nature and implementation, utilizing the method of thematic qualitative analysis. This task involves editing and summarizing interviews, interpreting concepts and words to extract meaningful themes. To aid in the qualitative analysis, MAXQDA software was used. The sample population for this study consisted of theoretical and empirical experts in the fields of marketing and banking, specifically marketing professors and bank managers. The sampling method used was purposeful and non-probabilistic, meaning participants were selected based on their expertise and knowledge of the topic. Seven interviews were initially conducted. After reaching theoretical saturation in the data and codes, two more interviews were conducted to ensure the findings. In total, the research included the opinions of nine experts. The data collection tool used in this research was a semi-structured interview, which allowed for flexibility in exploring participants' perspectives and opinions. The thematic analysis method was employed to analyze these interviews, identifying recurring themes and patterns in the data.<br />Finding: fter conducting seven interviews, the data and codes reached theoreti-cal saturation. To further ensure the reliability of the findings, two additional in-terviews were also conducted. In the text extracted from the nine interviews con-ducted, the process of identifying the codes in the software involved back-and-forth iterations and encompassed 501 coding instances. This means that, first, the primary and general concepts regarding customer experience management in multiple distribution channels were extracted by reviewing the literature on the subject. By conducting interviews and introducing new and more specific con-cepts, the literature was revisited to explore the topics discussed in the interviews. With this iterative process of moving back and forth between literature and interviews, a total of 302 codes were identified. The process continued until all concepts were allocated to relevant themes. After allocating all concepts to sub-themes and categorizing sub-themes as main themes, the aforementioned process was reviewed several times. In fact, sub-themes and main themes were refined multiple times, and in some cases, they were separated, combined, delet-ed, or added. The process continued until a satisfactory thematic map of the data was obtained. This thematic map includes 125 concepts, 34 sub-themes, and 8 main themes.<br />Discussion and Conclusion: The present research was conducted with the aim of presenting a model for managing customer experience in multi-channel distri-bution channels in the banking industry. After collecting data, analyzing and in-terpreting it, the model was presented, and the research findings were summa-rized. According to the model mentioned in this study, organizational, psycho-logical, marketing, and communication factors affect the configuration of bank-ing services, products, and channels. These factors contribute to the customer experience and ultimately lead to customer satisfaction, loyalty, repurchase, and word-of-mouth advertising. Environmental and industrial factors also have an impact on the overall situation. In the research model, novel components such as security and risk management infrastructure, customer perspective, customer engagement, service channel scope, support in service channels, customer journey mapping, and the economic function of customer experience were provided. These components have not been directly addressed or thoroughly studied in previous research. مدیریت یکپارچه تجربه‌ مشتریان در کانال‌های توزیع چندگانه  مفهومی است که در صورت غافل ماندن از آن، سازمان‌ها و به‌ویژه شرکت‌های خدماتی مانند بانک‌ها در عرصه رقابت شدید امروزی و ارتباطات و تعاملات سطح بالا با مشتریان، از عرصه رقابت خارج خواهند شد. توجه به این موضوع، مدیریت تجربه‌ مشتریان را به یک مفهوم تمایزآفرین در یکپارچه سازی و هماهنگی تجارب اندوخته مشتریان در کانال­های مختلف ارائه خدمات و محصولات بانکی تبدیل کرده است. پژوهش حاضر با هدف ارائه الگوی مدیریت تجربه مشتریان در کانال‌های توزیع چندگانه و در صنعت بانکداری انجام شد. این پژوهش از لحاظ هدف کاربردی است. ابزار گردآوری داده‌ها شامل مصاحبه‌های نیمه‌ساختاریافته بود و از روش تحلیل تم برای تحلیل داده‌های پژوهش استفاده شد. همچنین نرم‌افزار MAXQDA  برای سهولت کدگذاری و تحلیل داده‌ها مورد استفاده قرار گرفت. جامعه آماری پژوهش شامل خبرگان نظری-تجربی و اساتید بازاریابی و مدیران بانکی بودند. نمونه‌گیری با استفاده از روش غیراحتمالی و به صورت هدفمند صورت گرفت و پس از انجام هفت مصاحبه، داده‌ها و کدها به حد اشباع نظری رسیده و برای اطمینان بیشتر دو مصاحبه‌ دیگر نیز انجام شد. لذا از دیدگاه نُه نفر از خبرگان استفاده شد. نتایج پژوهش نشان داد براساس مدل پژوهش عوامل سازمانی، عوامل روانشناختی و عوامل بازاریابی و ارتباطی بر پیکربندی خدمات و محصولات بانکی و کانال‌های ارائه خدمات تاثیرگذارند. مولفه‌های مذکور منجر به ایجاد تجربه مشتری شده و در نهایت تجربه مشتری پیامدهایی نظیر رضایت مشتری، وفاداری مشتری، تکرار خرید مشتری و تبلیغات دهان به دهان مشتری را ایجاد می‌نماید. همچنین عوامل محیطی و صنعت بر کل این مجموعه  تاثیرگذار بودند. https://cs.shahed.ac.ir/article_4218_d278df4919453195d221030324127a0e.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 The Effect of Strategic Focus Dimensions on Relational Capital in Family and Non-Family Firms in the Tehran Stock ExChange تاثیر ابعاد تمرکز استراتژیک بر سرمایه رابطه-ای در شرکتهای خانوادگی و غیرخانوادگی بورس اوراق بهادار تهران 51 72 4163 10.22070/cs.2023.17667.1305 FA محمد راغبی دانشجوی کارشناسی ارشد، مدیریت بازرگانی دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران. 0000-0001-5095-9517 ناصر یزدانی عضو هیات علمی و دانشیار، گروه مدیریت بازرگانی دانشکده علوم انسانی، دانشگاه شاهد، تهران،ایران. (نویستده مسئول) 0000-0002-5033-4944 Journal Article 2023 04 27 Aim and Introduction: Until the last few decades, there was a belief that the reason for the backwardness of developing countries was the lack of financial and physical capital. Based on this belief, countries focused their efforts on ad-dressing this issue by attracting physical and financial capital through various means. In the past, capital expenditure was prioritized, but it is now evident that relying solely on this type of capital is insufficient for a country's development. Nations that leverage knowledge-based human resources and robust knowledge infrastructures, along with the capacity to manage physical and financial capital effectively, will position themselves for comprehensive growth. In today's world, the creation and accumulation of wealth often stem from intangible assets. The economic success of the most efficient organizations demonstrates that value creation depends more on intangible assets than on physical and financial ones. The concept of relational capital has gained global attention in the past decade from a theoretical perspective. It is recognized as a valuable resource for organi-zations and, ultimately, for the country. The level of attention and its expansion have shown a remarkable pace, making it a strategic indicator for a country's development. Today, what makes organizations competitive is the effective management of knowledge and other intangible assets, such as their relational capital. The purpose of this study is to investigate the impact of strategic focus dimensions on relational capital in family and non-family companies listed on the Tehran Stock Exchange.<br />Methodology: This research employs a descriptive and correlational approach to data collection, utilizing structural equation modeling. This research is applied research in terms of its purpose. The statistical population of the research in-cludes managers of family and non-family companies listed on the Tehran Stock Exchange. There are 38 family companies and 757 non-family companies. The sample size using the Cochran formula is 34 for family companies and 255 for non-family companies, employing the cluster random sampling method. The main tool for data collection is a researcher-developed questionnaire that utilizes the indicators and questions from Debicki et al.'s (2020) study.<br />Finding: In this research, the main hypothesis that the dimensions of strategic focus on relational capital in family and non-family companies listed on the Tehran Stock Exchange were confirmed. Additionally, two sub-hypotheses were confirmed, while four sub-hypotheses were rejected.<br />Main hypothesis: The dimensions of strategic focus have an effect on relational capital in family and non-family companies listed on the Tehran Stock Ex-change.<br />The first sub-hypothesis states that market orientation affects relational capital in family and non-family companies listed on the Tehran Stock Exchange.<br />The second sub-hypothesis states that entrepreneurial orientation has no effect on relational capital in family and non-family companies listed on the Tehran Stock Exchange.<br />The third sub-hypothesis examines whether learning orientation affects relational capital in family and non-family companies listed on the Tehran Stock Exchange.<br />Fourth sub-hypothesis: Family ownership does not moderate the relationship be-tween market orientation and relational capital.<br />Fifth sub-hypothesis: Family ownership does not moderate the relationship be-tween entrepreneurial orientation and relational capital.<br />Sixth sub-hypothesis: Family ownership does not moderate the relationship be-tween learning orientation and relational capital.<br />Discussion and Conclusion: The general conclusion that can be drawn is that ownership type, whether family or non-family, does not moderate the relation-ship between strategic focus and relational capital. In other words, this relation-ship does not significantly differ between the two categories of companies listed on the Tehran Stock Exchange. Therefore, it is necessary to mention that in practice, family companies, which are not numerous in the Tehran Stock Exchange, are unable to leverage their capabilities in market orientation, entrepreneurial orientation, and learning orientation to enhance relational capital effectively. In other words, there is no significant difference in this relationship between both categories of companies. Therefore, family companies should focus on enhancing and utilizing these capabilities more effectively, as outlined in the following suggestions:<br /><br />Consider the impact of strategic focus dimensions on family and non-family companies and the difference it makes in their strategies.<br />Invest in family-owned companies because the markets trust these companies and provide them with many facilities.<br /><br />For future research, it is suggested:<br /><br />Pathology of lack of superiority of family-owned companies in Tehran Stock Exchange, in raising relational capital using the dimensions of strategic concen-tration.<br />Using other variables in the used research model.<br />This research can be conducted in other statistical communities as well. De-pending on the demographics, social norms, cultural aspects, and preferences of the individuals in that particular society, different outcomes may be obtained. آنچه امروزه سازمانها را رقابت پذیر می کند، مدیریت اثربخش دانش و دیگر دارایی های نامشهود، مانند سرمایه­های رابطه­ای آنهاست. هدف پژوهش حاضر بررسی تاثیر ابعاد تمرکز استراتژیک بر سرمایه رابطه ای در شرکتهای خانوادگی و غیرخانوادگی پذیرفته شده در بورس اوراق بهادار تهران می باشد. این پژوهش از نظر ماهیت یا روش گردآوری داده ها از نوع توصیفی و از شاخه همبستگی و مبتنی بر مدل­سازی معادلات ساختاری است و از نظر هدف از نوع تحقیق کاربردی است. جامعه آماری پژوهش در برگیرنده مدیران شرکتهای خانوادگی و غیرخانوادگی پذیرفته شده در بورس اوراق بهادار تهران است که شرکت های خانوادگی 38 شرکت و شرکت های غیرخانوادگی 757 شرکت است. حجم نمونه با استفاده از فرمول جامعه محدود کوکران، 34 شرکت برای شرکت های خانوادگی و 255 شرکت برای شرکت های غیرخانوادگی بدست آمد. روش نمونه گیری تصادفی طبقه ای می باشد. ابزار اصلی گردآوری داده ها، پرسشنامه محقق ساخته با بهره گیری از شاخص ها و سوالات تحقیق دبیکی و همکاران (2020) می باشد. در این پژوهش<strong> </strong>فرضیه اصلی، تاثیر ابعاد تمرکز استراتژیک بر سرمایه رابطه ای در شرکت های خانوادگی و غیرخانوادگی پذیرفته شده در بورس اوراق بهادار تهران تایید گردید و دو فرضیه فرعی تایید و چهار فرضیه فرعی رد شد. بنابراین مالکیت خانوادگی و غیرخانوادگی رابطه تمرکز استراتژیک و سرمایه رابطه ای را تعدیل نمی کند، یعنی این رابطه عملا در هر دو دسته شرکت های خانوادگی و غیرخانوادگی پذیرفته شده در بورس اوراق بهادار تهران تفاوتی ندارند. https://cs.shahed.ac.ir/article_4163_60495b4e033e9f60b32a6607b587aadd.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Identifying the Antecedents and Consequences of the Use of Artificial Intelligence in Developing a Marketing Plan With a Mixed Approach: Bibliometric Analysis and Meta Synthesis شناسایی پیشایندها‌ و پسایندهای‌ کاربرد هوش مصنوعی در تدوین برنامه بازاریابی با رویکرد ترکیبی: تحلیل کتاب سنجی و فراترکیب 73 99 4238 10.22070/cs.2023.17544.1297 FA زهرا کاظمی سراسکانرود دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد و علوم اداری، دانشگاه مازندران، بابلسر، ایران. (نویستده مسئول) 0000-0002-0854-485X امیررضا کنجکاو منفرد دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران 0000-0002-3087-250X Journal Article 2023 04 04 Aim and Introduction: Today, we are witnessing the widespread use of artificial intelligence in various marketing fields. For example, Prime Air Amazon.com uses drones to automate transportation. Domino's Pizza is experimenting with self-driving cars and delivery robots to deliver pizzas to customers' doorsteps. Lexus uses IBM Watson to script its "Intuition Drive" TV commercials. Based on emotional analysis, affective technology detects the emotions of consumers while watching advertisements. Replica is a chatbot based on machine learning that offers emotional support to customers by mimicking their communication styles. It has even been claimed that artificial intelligence will fundamentally change the future of marketing. However, academic marketing research to date has not provided sufficient guidance on how to best leverage the benefits of AI for marketing impact. Artificial intelligence systems and programs have become widespread in various industries and sectors of companies and organizations. This widespread adoption has intensified competition among them and has also created numerous opportunities for marketing strategies and processes. However, research on the application of artificial intelligence in marketing planning has been scattered, and there is a need for comprehensive research on the past and future trends of this issue. The current study aims to identify the antecedents and consequences of applying artificial intelligence in developing a marketing plan.<br />Methodology: This study was conducted using a mixed approach. The quantita-tive section involved bibliometric network analysis of existing research published between 2010 and 2022, while the qualitative section utilized the meta-synthesis strategy. A comprehensive review of 115 articles indexed in the Scopus database helped identify the performance of scientific actors, such as the most suitable authors and sources. In addition, co-authorship and co-occurrence analysis using VOSviewer software suggested a conceptual and rational network. By applying the meta-synthesis method to investigate the dimensions of marketing plans based on artificial intelligence, 59 out of 115 indexed articles were   analyzed.<br />Finding: According to the results, only one paper was published in 1985 in the field of "Artificial Intelligence and Marketing." Until 2010, when this issue was gradually noticed by researchers, the trend of publishing articles from 2010 to 2022 showed an upward trajectory. In 2021, 50 articles were published, and in 2022, 21 articles have been published so far. Most of the articles related to artifi-cial intelligence and marketing have been published in the Australian Journal of Marketing. To determine the most effective source, five of the most suitable sources were compared based on their H-index and SJR index. The Journal of Business Research has the highest H-index, while the Journal of Marketing Sci-ence Academy ranks highest in terms of SJR index. These two sources are con-sidered the most reputable and suitable for research purposes. "Liu Wai" achieved the highest rank among all researchers by publishing 3 articles in the field of artificial intelligence and marketing. "Liu Wei" has an H-index of 8 and 16 published articles, while "Huang" has an H-index of 75 and 328 published ar-ticles, indicating that "Huang" has more citation records than the other authors. Among the analyzed articles, the highest percentage of studies focused on the product/consumer factor (38%), while the lowest percentage of studies examined the price/cost factor (14%). Based on the results of the meta-synthesis study, it is possible to use mechanical artificial intelligence for standardization, intellectual artificial intelligence for personalization, and emotional artificial intelligence for relationalization. Based on the results, the antecedents of using artificial intelligence in developing a marketing plan include technological, organizational, environmental, behavioral, and individual factors. The consequences include customer experience, customer journey management, profitability, competitive advantage, customer satisfaction, customer loyalty, customer relationship management, and customer engagement.<br />Discussion and Conclusion: The research findings of the review of all scientific sources conducted from 2010 to 2022 show that, so far, no comprehensive re-search has been done on the integration of the Rabazi program stage. Therefore, the most important finding of this research is the review, analysis, and classifica-tion of the planning phase of artificial intelligence based on metacombination. In this research, 59 articles that directly examined the issue of marketing planning based on artificial intelligence were selected for analysis. The selected studies were coded, and ultimately, 152 distinct primary codes were identified. In the next step, the codes were categorized into 35 concepts or sub-categories. Finally, based on the results of the analysis, concepts were grouped into 4 main categories as dimensions of the evaluation program based on artificial intelligence, 5 main categories as antecedents of the evaluation program based on artificial intelligence, and 7 main categories as suffixes of the marketing program based on artificial intelligence. The quality test also confirmed their validity. Finally, based on the analysis, a model for incorporating artificial intelligence into the development of a marketing plan is proposed. The model consists of three dimensions of artificial intelligence: mechanical, intellectual, and emotional. The benefits of this model include standardization, personalization, and relationship building. It utilizes marketing mix dimensions. استفاده روز افزون از سیستم‌ها و برنامه‌های هوش مصنوعی در صنایع و بخش‌های مختلف شرکت­ها، منجر به رقابت تنگاتنگ بین واحدها و فراهم­سازی فرصت‌های متنوعی برای فرآیند بازاریابی شده است. با این حال، تحقیقات در زمینه کاربرد هوش مصنوعی در تدوین برنامه بازاریابی پراکنده بوده است و نیاز به یک پژوهش جامع در زمینه روند تحقیقات گذشته و پیش‌روی این موضوع وجود دارد. مطالعه­ی حاضر با هدف تدوین برنامه بازاریابی مبتنی بر هوش مصنوعی با رویکرد ترکیبی و با استفاده از تحلیل شبکه­ی کتاب سنجی پیشینه­ی تحقیقاتی موجود منتشر شده بین سال­های 2010 تا 2022 و استراتژی فراترکیب انجام  شده است. مرور جامع 115 مقاله به شناسایی عملکرد کنشگران علمی مانند مناسب­ترین نویسندگان و مناسب­ترین منابع کمک کرده است. علاوه براین، تحلیل هم­نویسندگی و هم­رخدادی با استفاده از نرم افزار VOSviewer، شبکه­ی مفهومی و عقلانی را پیشنهاد نموده است. با به‌کارگیری روش فراترکیب برای بررسی ابعاد برنامه بازریابی مبتنی بر هوش مصنوعی تعداد 59 مقاله مورد بررسی قرار گرفت که در بین مقالات مورد بررسی، بیشترین درصد مطالعات انجام شده مربوط به عامل محصول/ مصرف­کننده (38%) و کمترین درصد مطالعات انجام شده مربوط به عامل قیمت/ هزینه (14%) می­باشد. بر اساس نتایج مطالعه فراترکیب انجام گرفته جهت تدوین برنامه بازاریابی، می­توان از هوش مصنوعی مکانیکی برای استانداردسازی، از هوش مصنوعی فکری برای شخصی‌سازی و از هوش مصنوعی احساسی برای رابطه‌سازی استفاده کرد. برای بررسی پیشایندها و پسایندهای استفاده از هوش مصنوعی در  تدوین برنامه بازریابی تعداد 34 مقاله مورد بررسی قرار گرفت که پیشایندها شامل عوامل تکنولوژیکی، سازمانی، محیطی، رفتاری و فردی  و پسایندها شامل تجربه مشتری، مدیریت سفر مشتری، سودآوری، مزیت رقابتی، رضایت مشتری، وفاداری مشتری، مدیریت ارتباط با مشتری، درگیری مشتری می­باشند. https://cs.shahed.ac.ir/article_4238_d40e0a2a2f466a90ee2630fc925e7af9.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Investigating the Mediating Role of Relationship Quality in the Impact of Customer Experience on Customer Behavior (Case Study: Shahrekord Banks and Financial Institutions) تأثیر تجربه مشتری بر رفتار مشتریان بانکها و موسسه‌های مالی شهرکرد (بررسی نقش میانجی تعهد و اعتماد مشتری) 100 125 4285 10.22070/cs.2023.18135.1338 FA مرضیه حسینی سرتشنیزی کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران 0000-0003-4827-4943 سیدمحمد طباطبایی نسب استاد گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. (نویستده مسئول) آذرنوش انصاری دانشیار گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران 0000-0001-8412-0541 Journal Article 2023 09 16 Aim and Introduction: With the advent of new technologies, customer expecta-tions from banks are on the rise. This is due to customers becoming more edu-cated and informed, leading them to anticipate a superior banking experience. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature highlights the significance of establishing, nurturing, and sustaining long-term relationships with consumers. Such relationships result in positive word-of-mouth advertising, customer loyalty and retention, and enhanced sales performance. The role of customer relationship management in the bank as a strategic tool in the development of service activities is undeniable. Today, with the introduction of new electronic communication technologies, the discussion of customer relationship management has evolved. This evolution is attributed to the creation of new communication platforms, offering organizations and economic enterprises numerous possibilities. Experience the benefits firsthand. Successful experience in providing banking services can be interpreted as customer experience. Customer experience refers to the experience of using banking services, which serves as a tool to evaluate whether consumers will continue using the services. Consumers' success in conducting transactions at a financial institution or bank will result in a positive customer experience, whereas consumers' failure to receive services will result in a negative customer experience. The key to the banking industry's success lies in how banks can create a positive customer experience.<br />Methodology: In terms of practical purpose, this research is descriptive survey research in nature and method. The statistical population of the research includes customers of banks and financial institutions in Shahrekord. A Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, both content validity and construct validity methods were employed. This involved distributing the questionnaire to multiple professors, who unanimously confirmed its validity. Convergent and divergent validity were utilized to assess the construct validity, and the results indicated that the questions demonstrate good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and composite reliability coefficient were obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling. Considering the unlimited size of the population and utilizing Morgan's table, the estimated number of samples is 389 people. The method of data analysis involved structural equation modeling using SmartPLS software.<br />Finding and Discussion: The research results show that customer experience has a positive and significant effect on customer trust. In this regard, it is suggested that trust-building activities should be taken into consideration. The research results show that customer experience has a positive and significant effect on customer commitment. It is suggested that employees create a distinctive ex-perience for customers. The research results show that customer experience has a positive and significant effect on customer satisfaction. The research results show that customer experience has a positive and significant effect on customer loyalty. It is suggested that banks involve customers in service activities to pique their curiosity. This way, customers will contemplate the superior services offered by the bank and financial institutions even when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should strive to create an exceptional customer experience to guide their clients. The research results indicate that cus-tomer trust has a positive and significant impact on customer satisfaction. Im-plementing periodic lotteries for customers can help maintain customer satisfac-tion and incentivize the use of competitive and easily accessible banking ser-vices. Providing high-performance software for customers can also contribute to maintaining customer satisfaction and enhancing loyalty. The results of the re-search indicate that customer trust has a positive and significant impact on cus-tomer loyalty. Banks can protect customers' accounts and information to ensure that customers feel their information is secure with the bank. The research results show that customer trust has a positive and significant effect on customer citi-zenship behavior. If the customer has the necessary trust in the bank and its ser-vices, they will be willing to take the time to explain to other customers. Such customers also contribute to creating a competitive advantage for banks. The re-search results show that customer commitment has a positive and significant ef-fect on customer satisfaction.The employees and officials of the bank should engage in dedicated activities aimed at strengthening the relationship between the customer and the bank. This can be achieved through proper treatment, professional appearance of the employees, and providing service with a welcoming demeanor.The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners at banks and financial institutions should strive to encourage customers to return for additional banking services.<br />Conclusion: The most important contribution of this research is the proposed conceptual model that illustrates the impact of customer experience on relation-ship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a posi-tive experience with a service are more likely to recommend it to others. The findings of this research indicate that the quality of customer experience in the banking industry significantly influences customer loyalty, satisfaction, and citi-zenship behavior. The present study offers new insights into the dynamic envi-ronment of the banking industry and consumer behaviors.<br />  خلق تجربه مناسب برای مشتریان به ذهنیت مشتری‌محور نیاز دارد. در محیط رقابتی امروز، مدیریت تجربه مشتری به یک استراتژی حائز اهمیت در خدمات بانکداری تبدیل شده است به گونه­ای که توجه به این عامل مهم می­تواند منجر به افزایش رقابت­پذیری خدمات بانکی شود. رمز موفقیت صنعت بانکداری این است که بانک­ها چگونه می­توانند تجربه مثبت مشتری را ایجاد کنند. هدف از انجام پژوهش بررسی تأثیر تجربه مشتری بر اعتماد، تعهد و رفتار مشتری می­باشد. پژوهش از نظر ماهیت و روش، توصیفی - همبستگی و از نظر هدف کاربردی است. جامعه آماری پژوهش، مشتریان بانک­ها و مؤسسات مالی شهر شهرکرد هستند و 389 نفر با استفاده از روش نمونه<strong>­</strong>گیری تصادفی طبقه­ای نسبی به عنوان نمونه<strong>­</strong>آماری بررسی شدند. ابزار جمع‌آوری داده پرسشنامه بود و روایی آن نیز با توجه روایی واگرا و روایی همگرا مورد تأیید قرار گرفت و پایایی با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی تأیید شد. پس از نرمال بودن داده‌ها، فرضیه‌های پژوهش با استفاده از ضریب همبستگی پیرسون و مدل معادلات ساختاری به کمک نرم افزار SPSS25 و SmartPLS آزمون شد.<strong> </strong>نتایج فرضیه‌های پژوهش نشان می‌دهد که تجربه مشتری تأثیر مثبت و معناداری بر  اعتماد و تعهد، رضایت، وفاداری و رفتار شهروندی مشتری دارد. اعتماد و تعهد مشتری تأثیر مثبت و معناداری بر رضایت، وفاداری و رفتار شهروندی مشتری دارند. همچنین نقش میانجی تأثیر تجربه مشتری بر رضایت، وفاداری و رفتار شهروندی مشتری از طریق اعتماد و تعهد مشتری تأیید شد. https://cs.shahed.ac.ir/article_4285_63cb524a9f51b7858733e1108bf556fa.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Identifying and Modeling Critical Success Factors for the Customer Behavior in Brand Co-Creation in Digital and Online Businesses شناسایی و مدل‌سازی عوامل کلیدی موفقیت برای رفتار مشتری در هم‌آفرینی برند در کسب‌وکارهای دیجیتال و آنلاین 126 146 4219 10.22070/cs.2023.17919.1323 FA محمود سلطانی کارشناسی ارشد مدیریت کسب و کار، دانشکده علوم مالی، مدیریت و کارآفرینی، دانشگاه کاشان، کاشان، ایران 0009-0003-6896-4121 محمدتقی رضوان استایار گروه مهندسی صنایع، دانشکده مهندسی، دانشگاه کاشان، کاشان، ایران 0000-0002-0164-2094 اسماعیل مزروعی نصرابادی استادیار، گروه مدیریت کسب و کار، دانشکده علوم مالی، مدیریت و کارآفرینی، دانشگاه کاشان، کاشان، ایران 0000-0002-0270-4293 Journal Article 2023 07 09 Aim and Introduction: The speed of information exchange among people and the rapid changes in markets have greatly accelerated with the growth of the Internet and social networks. Consequently, the customer brand co-creation approach has become particularly important. This approach offers an organic perspective of the brand, replacing the traditional view that limits brand management to the company's management and control. The concept of customer brand co-creation behavior highlights that the brand is shaped and evolved through collaboration with stakeholders. It involves a series of voluntary actions stemming from customer interactions, which are grounded in the relationship between the brand and the customer, and are aligned with value creation for the brand. The cost of switching brands is low for customers of digital and online businesses; therefore, this strategy can be highly effective. Accordingly, it is necessary to examine the critical success factors (CSFs) of customer brand co-creation behavior. The aim of this paper is to identify the Critical Success Factors (CSFs) of customer behavior in brand co-creation, as well as to model and determine the most important factors through scenario analysis.<br />Methodology: This paper is a mixed-methods research study consisting of two stages. In the qualitative stage, the Critical Success Factors (CSFs) were identified through semi-structured interviews conducted with 30 experts specializing in marketing and branding from academic and industrial backgrounds. The collected data is analyzed using a thematic analysis approach. In the quantitative stage, these Critical Success Factors (CSFs) were modeled using the fuzzy cognitive mapping approach and analyzed through scenario analysis. The requested data is collected using a researcher-designed questionnaire distributed among experts. This modeling leads to a better understanding of the relationships between Critical Success Factors (CSFs), helps determine the sequence of factors, and enhances performance. Finally, scenario planning is utilized through the creation of both forward and backward scenarios to enhance the analysis of the model.<br />Finding: Theme analysis reveals that there are 71 conceptual codes in the form of 19 semantic themes at three general levels that were identified for the Critical Success Factors (CSFs) of customer brand co-creation behavior. These levels are "organizational readiness," "community support and governance," and "customer willingness and interaction." The results obtained from scenario analysis illustrate that the "strategic attitude towards co-creation," "expert knowledge in the field of co-creation," and "preparedness of managers" are the most important influential factors. Furthermore, "brand loyalty," "brand trust," and "customer identification with the brand" are the most influential factors.<br />Discussion and Conclusion: Both forward-facing and backward-facing scenarios, as well as their overlap, highlight the significance of the "strategic attitude of co-creation" and the "readiness of managers." Therefore, companies need to pay special attention to these two factors. The results emphasize the importance of adopting a long-term perspective for managers in brand co-creation, hiring managers based on the necessary competencies for brand co-creation, and providing in-service training.<br />In developing a strategic approach to brand co-creation within an organization, it is recommended that company managers thoroughly comprehend this concept, understand its potential benefits and drawbacks, analyze the challenges associated with this strategy, and devise a comprehensive plan to attain long-term goals in customer relationships and enhance partnerships with customers. Furthermore, it is recommended that companies consider the benefits of partnering with customers as a strategy for brand growth and development. This approach can enhance their knowledge and enable them to make more informed decisions. Due to the limitations of empirical research, it is suggested that the validity of the causal relationships and hypotheses regarding customer brand co-creation behavior and other variables in branding and marketing should be investigated across different businesses. <strong>هدف:</strong> سرعت تبادل اطلاعات بین افراد و سرعت تغییر در بازارها  با رشد اینترنت و شبکه‌های اجتماعی، به‌شدت افزایش پیدا کرده و به‌دنبال آن، رویکرد هم‌آفرینی برند مشتری، اهمیت دوچندانی پیدا کرده است. برای کسب ‌و کارهای دیجیتال و آنلاین که هزینه تغییر برند برای مشتریان پایین است؛ این رویکرد می‌تواند بسیار تأثیرگذار باشد. در نتیجه، لازم است عوامل کلیدی موفقیت هم‌آفرینی برند بررسی شود. هدف این مقاله، شناسایی عوامل کلیدی موفقیت رفتار مشتری در هم‌آفرینی برند، مدل‌سازی و تعیین مهم‌ترین ابن عوامل از طریق تحلیل سناریو است.<br /><strong>روش‌شناسی:</strong> این مقاله در قالب یک پژوهش آمیخته دنبال شده است که در مرحله کیفی، عوامل کلیدی موفقیت با رویکرد تحلیل تماتیک شناسایی شدند و در مرحله کمّی این عوامل کلیدی با رویکرد نگاشت شناختی فازی، مدل‌سازی و در نهایت تحلیل سناریو شدند.<br /><strong>یافته‌ها:</strong> 71 کد مفهومی در قالب 19 تم معنایی در سه سطح کلی برای عوامل کلیدی موفقیت رفتار مشتریان برای هم‌آفرینی برند بوده است. نتایج نگاشت شناخت فازی نشان داد که «نگرش استراتژیک به هم‌آفرینی»، «دانش تخصصی در حوزه هم‌آفرینی» و «آمادگی مدیران» به‌عنوان تأثیرگذارترین عوامل کلیدی موفقیت بوده و «وفاداری به برند»، «اعتماد به برند» و «هم‌ذات پنداری مشتری با برند» به‌عنوان تأثیرپذیرترین هستند. سناریوهای روبه‌جلو و روبه عقب و همپوشانی آن‌ها، بیانگر جایگاه و اهمیت بالای «نگرش استراتژیک به هم‌آفرینی» و «آمادگی مدیران» است. ن<br /><strong>نتیجه‌گیری:</strong> تایج مقاله، بر لزوم وجود دیدگاه بلندمدت در رفتار هم‌آفرینی، جذب مدیران بر اساس شایستگی‌های لازم برای هم‌آفرینی برند و آموزش ضمن خدمت برای ارتقاء رفتار هم آفرینی برند مشتری تأکید دارد. https://cs.shahed.ac.ir/article_4219_d4b40e6113d6268363e7a93d4cbe6875.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 The Role of Social Media in Altruistic and Selfish Motives on the Purchase Intention of Consumers of Green Cosmetics نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز 147 170 4239 10.22070/cs.2023.17164.1272 FA آذرنوش انصاری دانشیار گروه بازاریابی دانشگاه اصفهان، اصفهان، ایران. (نویستده مسئول) پری شجاعیان دانشجوی دکتری بازاریابی، دانشگاه اصفهان، اصفهان، ایران. 0000-0002-4510-8192 مرجان آروانه کارشناس ارشد مدیریت بازرگانی، دانشگاه ایلام، ایلام، ایران. 0000-0002-9621-7495 Journal Article 2023 01 01 During the last decade, environmental concerns have become a global trend. This trend has led cosmetics companies to strive to be more environmentally friendly and to offer a more diverse portfolio of green products to meet the needs of new consumers. Meanwhile, new communication tools such as social media have widely shared environmental concerns to influence consumers' attitudes and encourage more environmentally conscious behavior. The purpose of this research is to investigate the role of social media in altruistic and selfish motives on consumers' purchase intention of green cosmetics. In terms of practical purpose, method, and time period of data collection, the current research belongs to cross-sectional survey research. The statistical population includes all Instagram social media users who follow pages related to green cosmetic products (Green Pearl, Green City, and Green Green cosmetic products). The statistical sample size was determined using the Cochran formula, which indicated a sample size of 384 people. The sample was then selected using the available sampling method. The research tool was a standard questionnaire. Its face and content validity were determined by experts' opinions, and its construct validity was assessed using factor analysis. The opinions of professors and experts were sought for the re-validation of the questionnaire. Cronbach's alpha was also used to assess reliability, and its value was determined to be 0.92, indicating high reliability of the tool. Structural equation modeling method was used to test the hypotheses of this research. The results obtained from the research demonstrate the positive and significant impact of social media on both altruistic and selfish motives influencing consumers' purchase intentions. Another finding is that the altruistic motive mediates the relationship between social media and consumers' attitudes. Selfish motivation also plays a mediating role in the relationship between social media and subjective norms. در طی دهه گذشته، نگرانی­های زیست محیطی به یک روند جهانی تبدیل شده است، که شرکت‌های آرایشی را متمایل می­کند دوستدار محیط­زیست باشند و سبد محصولات سبز متنوع­تری داشته باشند، تا نیازهای مصرف‌کنندگان جدید را برآورده کنند. این در حالی است که ابزارهای ارتباطی جدید مانند رسانه­های اجتماعی، نگرانی زیست محیطی را به طور گسترده­ای به اشتراک گذاشته­اند تا نگرش مصرف­کنندگان را شکل دهند که رفتار آگاهانه­تری نسبت به محیط­زیست داشته باشند. هدف<strong> </strong>از<strong> </strong>این پژوهش، <strong> </strong>بررسی<strong> </strong>نقش رسانه­های اجتماعی در انگیزه­های نوع­دوستانه و خودخواهانه بر قصدخرید مصرف­کنندگان لوازم آرایشی ­سبز می­باشد. پژوهش حاضر، از حیث هدف کاربردی و از نظر روش و بازه زمانی جمع‌آوری داده‌ها در زمره تحقیقات پیمایش مقطعی قرار دارد. جامعه آماری شامل کلیه کاربران رسانه­اجتماعی<strong> </strong>اینستاگرام می ­باشند که دنبال کننده صفحات محصولات آرایشی سبز (صفحات مروارید سبز، شهر سبز و محصولات آرایشی بهداشتی سبزگستر) هستند. نمونه<strong> </strong>آماری<strong> </strong>با<strong> </strong>توجه<strong> </strong>به<strong> </strong>فرمول<strong> </strong>کوکران<strong> </strong>384­<strong> </strong>نفر<strong> </strong>تعیین<strong> </strong>گردید<strong> </strong>که با استفاده<strong> </strong>از<strong> </strong>روش<strong> </strong>نمونه<strong>­</strong>گیری در دسترس پرسشنامه به تعداد اعضای نمونه توزیع گردید.ابزار<strong> </strong>پژوهش پرسشنامه استاندارد بود که<strong> </strong>روایی<strong> </strong>صوری<strong> </strong>و<strong> </strong>محتوایی آن<strong> </strong>با<strong> </strong>استفاده<strong> </strong>از<strong> </strong>نظر<strong> </strong>خبرگان<strong> </strong>و<strong> </strong>روایی<strong> </strong>سازه<strong> </strong>با<strong> </strong>استفاده<strong> </strong>از<strong> </strong>تحلیل<strong> </strong>عاملی مورد<strong> </strong>بررسی<strong> </strong>قرار<strong> </strong>گرفت. برای<strong> </strong>روایی<strong> </strong>مجدد<strong> </strong>پرسشنامه<strong> </strong>از<strong> </strong>نظرات<strong> </strong>استادان<strong> </strong>و<strong> </strong>خبرگان<strong> </strong>استفاده<strong> </strong>شد<strong> .</strong>برای<strong> </strong>پایایی<strong> </strong>آن<strong> </strong>نیز<strong> </strong>از<strong> </strong>آلفای<strong> </strong>کرونباخ استفاده و میزان آن 92/0تعیین شد که<strong> </strong>نشان<strong> </strong>از تأیید<strong> </strong>پایایی<strong> </strong>ابزار<strong> </strong>است. برای آزمون<strong> </strong>فرضیه­های<strong> </strong>این<strong> </strong>تحقیق<strong> </strong>ازروش مدلسازی معادلات ساختاری استفاده شده است. نتایج<strong> </strong>به<strong> </strong>دست<strong> </strong>آمده<strong> </strong>از<strong> </strong>پژوهش بیانگر نقش مثبت ومعنی­داررسانه­های اجتماعی<strong> </strong>در انگیزه­های نوع­دوستانه و خودخواهانه بر قصد­خرید مصرف­کننده می­باشد. از نتایج دیگر اینکه انگیزه نوع­دوستانه در رابطه بین رسانه اجتماعی و نگرش مصرف­کنندگان نقش میانجی ایفا می­کند. همچنین، انگیزه خود خواهانه در رابطه بین رسانه اجتماعی و هنجارهای ذهنی نقش میانجی دارد. https://cs.shahed.ac.ir/article_4239_887a185b1a4080193d5cf63873ac6d70.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Explaining Market Share of Knowledge-Based Firms through Social Media Use with the Mediating Role of Market Penetration Strategy and Customer Relationship Management تبیین سهم بازار شرکت‌های دانش‌بنیان از طریق استفاده از رسانه‌های اجتماعی با نقش میانجی استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری 171 194 4214 10.22070/cs.2023.18075.1333 FA حسین رحیمی کلور دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران. (نویستده مسئول) یونس نیکخواه دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران. 0000-0002-6683-2403 Journal Article 2023 08 13 Aim and Introduction: With the digitalization of marketing activities, marketing professionals are increasingly using social media as a strategic tool for effective interaction with customers and stakeholders. Experience shows that firms should have a social media presence for their activities. The strategic use of social media can be increasingly effective in enhancing the firm's competitiveness, creating a convenient and cost-effective user experience, and improving custom-er well-being. On the other hand, the potential benefits of social media technolo-gies are evident in business markets, where customers are more informed. Grow-ing evidence also indicates that social media can be strategically utilized to en-hance communication with customers, increase customer retention, and improve firm performance in comparison to competitors. Accordingly, social media use is a very good predictor of improved communication and performance develop-ment. With the changes and developments in the digital space and the accelera-tion of activities, most firms have turned to social media to enhance their market share. Based on this, the aim of this study is to investigate the mediating role of market penetration strategy and customer relationship management in the relationship between social media use and market share of knowledge-based firms.<br />Methodology: This research is a quantitative study, which is considered an ap-plied study due to its nature and results. The statistical population of this re-search includes knowledge-based firms active in the fields of information tech-nology, communication, and computer software in Iran. The number of these firms in the country is equal to 1891 companies, according to the statistics from the Vice-Chancellor for the Development of Knowledge-Based Companies. The data collection for this article was conducted using a questionnaire with a 5-level Likert scale among the statistical population. It should be noted that managing directors and senior managers of firms, who have greater control over firm poli-cies, were selected to complete the research questionnaire. Also, to ensure the re-liability of the research questionnaire, validity and reliability processes were scrutinized. Necessary corrections were made based on expert opinions, and the reliability of the variables was confirmed and reported. In this study, a stratified random sampling method was used to select participants from the population under study. Cochran's formula was employed to estimate the sample size based on the total population. Also, by collecting 218 data points from the statistical population, an analysis was conducted on the research subject. Several hypotheses were presented to establish the relationship between variables, which were analyzed using structural equation modeling and SPSS and Amos tools.<br />Finding: The outputs show that social media use has a positive effect on the market penetration strategy. Furthermore, social media use has a positive impact on customer relationship management. On the other hand, social media use has a direct and significant impact on the market share of knowledge-based firms. Another finding of the study is related to the mediating role of penetration strategy in the market. The results show that the market penetration strategy mediates the relationship between social media use and the market share of knowledge-based firms. Finally, the results indicate that the mediating role of customer relationship management in the relationship between social media use and market share of knowledge-based firms is significant.<br />Discussion and Conclusion: Nowadays, with the advent of the digital space, en-tering different markets has become easier for all types of firms. It is now possi-ble to reach numerous customers in various locations at a low cost and in a short amount of time. On the other hand, for firms to ensure their survival in these complex conditions, they must secure a significant portion of resources and cus-tomers within their industry. This will enable them to attain a substantial market share and sustain their operations. Based on this, the present study utilized stra-tegic social media use to enhance the market share of knowledge-based firms. On the other hand, in order to recognize this significance, we utilized market in-fluence variables and customer relationship management to accomplish this ob-jective in the relationship between independent and dependent variables, a con-nection that had not been acknowledged by researchers in prior studies. There-fore, the aim of the present study was to examine the mediating role of market penetration and customer relationship management in the relationship between social media use and the market share of knowledge-based firms active in the field of information technology, communications, and computer software. For this reason, the contribution of this study is significant in expanding the existing literature on the subject and introducing a new model that aligns with the re-search variables and the target population. The results showed that the mediating role of market penetration strategy is significant. In this regard, it can be stated that knowledge-based firms can implement their market penetration strategy by investing in social media platforms and activities to achieve the desired market share. Therefore, knowledge-based firms operating in the information technology, communication, and computer software sectors can tailor their market penetration strategy for social media to secure a substantial market share. On the other hand, the present study showed that customer relationship management is a mediating variable in the relationship between social media use and the market share of knowledge-based firms active in the field of information technologies, communications, and computer software. This finding shows that improving market share through the implementation of a social media strategy is not achieved directly; it requires enhancing the capabilities of managing customer relationships in the social media space. Based on this, managers of these firms should prepare their employees for online and digital environments, strengthen their capabilities, and enhance their skills in online communication with customers. Finally, based on the results, this research has provided practical suggestions for the statistical community. <strong>هدف:</strong> با تغییر و تحولات فضای دیجیتال و تسریع فعالیت‌ها، اغلب شرکت‌ها برای بهبود سهم بازار خود به رسانه‌های اجتماعی گرایش پیدا کرده‌اند. بر این اساس، هدف این مطالعه بررسی نقش میانجی استراتژی نفوذ در بازار و مدیریت ارتباط با مشتریان در رابطه بین استفاده از رسانه اجتماعی و سهم بازار شرکت‌های دانش‌بنیان است.<br /><strong>روش‌شناسی:</strong> این پژوهش به شکل کمی و به دلیل ارائه نتایج عملیاتی برای شرکت‌های موردمطالعه از انواع مطالعات کاربردی محسوب می‌گردد. جامعه آماری این پژوهش شامل شرکت‌های دانش‌بنیان فعال در زمینه فناوری اطلاعات، ارتباطات و نرم‌افزارهای رایانه‌ای در سطح کشور است. از سوی دیگر، از طریق پرسشنامه به گردآوری داده‌ها در این پژوهش اقدام شده است. قابل ذکر است که چندین فرضیه برای برقراری ارتباط بین متغیرها ارائه گردید که به روش مدل‌سازی معادلات ساختاری و ابزارهای <strong>SPSS</strong> و <strong>Amos</strong> تحلیل شدند.<br /><strong>یافته‌ها:</strong> خروجی‌ها نشان می‌دهند که استفاده از رسانه اجتماعی به صورت مثبت بر استراتژی نفوذ در بازار، مدیریت ارتباط با مشتری و سهم بازار شرکت‌های دانش‌بنیان اثر می‌گذارد. از سوی دیگر، استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری بر سهم بازار اثر مستقیم دارند. درنهایت، نقش میانجی متغیرهای استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری در رابطه بین استفاده از رسانه اجتماعی و سهم بازار شرکت‌های دانش‌بنیان معنادار حاصل شدند.<br /><strong>نتیجه‌گیری:</strong> این پژوهش با ارائه الگویی جدید نشان داد که رسانه‌های اجتماعی می‌توانند به عنوان یک استراتژی در جهت بهبود سهم بازار شرکت‌های دانش‌بنیان مورد استفاده قرار گیرند. همچنین، این مطالعه نشان می‌دهد که دو عامل میانجی استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری نقش بسیار کلیدی در فعالیت‌های دیجیتالی و بهبود سطح سهم بازار دارند. قابل ذکر است که این مهم در مطالعات قبلی موردتوجه پژوهشگران قرار نگرفته بود و سهم این مطالعه در افزایش ادبیات موضوعی و پر کردن این شکاف قابل‌توجه است. همچنین، این مطالعه بر اساس نتایج حاصل‌شده، پیشنهادهایی را برای جامعه آماری ارائه کرده است. https://cs.shahed.ac.ir/article_4214_76c538125fc5c9ec6ad1d05650a57de5.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Designing a Model for Gamification in E-Service Quality and its Effects on Customer Behaviors in the E-Retailing Industry طراحی الگوی بازی پردازی در کیفیت خدمات آنلاین و تاثیرات آن بر رفتارهای مشتری در صنعت خرده فروشی آنلاین 195 213 4292 10.22070/cs.2024.18278.1345 FA ریحانه السادات طبائیان دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران 0000-0002-6730-9120 مجید محمدشفیعی دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران. (نویستده مسئول) 0000-0002-2222-6006 آذرنوش انصاری دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران 0000-0001-8412-0541 Journal Article 2023 10 07 <strong>Aim and Introduction:</strong> In recent years, online channels have rapidly replaced traditional channels, leading to significant growth in shopping and consumption. The annual growth rate has exceeded 18% in the last decade. Gamification has quickly become a trend in service marketing. Gamification is a process of enhancing services by incorporating engaging game experiences. Its purpose is to assist users in creating value within the game. In fact, the use of game design elements (such as points, leaderboards, and badges) in non-game contexts is aimed at promoting user engagement. Many researchers refer to it as the primary goal in this field. Many studies on gamification have focused on the entertainment aspect and customer experience, while neglecting the rational and psychological impacts of gamification on customer behavior, including conflict. While the role and importance of perceived service quality in customer behavior cannot be ignored, the implementation of gamification can enhance service quality in the consumer's perception. Thus, this paper aims to investigate the effect of gamified e-service quality on customer behavioral intention through customer engagement as a mediator in e-retailing.<br /><strong>Methodology:</strong> The present research is a mixed-method study. The data for this research were collected in two stages, quantitative and qualitative. In the qualitative phase, a semi-structured interview was conducted to gather the opinions of elites and managers. Using the thematic analysis method, concepts and themes related to the variables were identified and categorized. By studying previous theoretical literature, the research conceptual model and research questions were designed. In the quantitative stage, confirmatory factor analysis was conducted for scale validation, as well as structural equation modeling. The sample population of consumers consisted of users of online retail stores who were non-randomly selected. Quantitative stage data was collected through a questionnaire designed using a 5-point Likert scale. The sample size for confirmatory factor analysis was 549 buyers. The collected data were used for confirmatory factor analysis using SMART PLS 3 software.<br /><strong>Finding:</strong> The outputs show that social media use has a positive effect on the market penetration strategy. Furthermore, social media use has a positive impact on customer relationship management. On the other hand, social media use has a direct and significant impact on the market share of knowledge-based firms. Another finding of the study is related to the mediating role of penetration strategy in the market. The results indicate that the market penetration strategy mediates the relationship between social media use and the market share of knowledge-based firms. Finally, the results indicate that the mediating role of customer relationship management in the relationship between social media use and market share of knowledge-based firms is significant.<br /><strong>Discussion and</strong> Conclusion<strong>:</strong> The results of the theme analysis introduced ease of use, reliability, interaction, visual appeal, emotional appeal, and security as dimensions of gamified e-services quality. Among these dimensions of interaction, visual appeal and emotional appeal were identified through thematic analysis. Identified outcomes include customer engagement and behavioral tendencies. According to the results, gamified e-services quality positively affects customer engagement and behavioral intentions. The relationship between customer engagement and customer behavioral tendencies is significant. In addition, customer engagement mediates the relationship between the quality of gamified e-services and customer behavioral tendencies. This study connects gamification to service marketing by exploring gamification as a service system, where game design elements can be viewed as services. Based on this, gamification served as a quality improvement process. Also, this study revealed that the quality of gamified e-services is a multidimensional variable comprising security, interaction, emotional appeal, and visual appeal. Second, investigations on indirect effects also showed that the impact of the quality of gamified e-services on customer behavioral intention is positive and strong through the mediating variable of customer engagement.<br />Confirming the impact of the quality of gamified e-services on customer engagement demonstrates that the player's participation in the game enhances the overall gaming experience by fostering interaction. This concept is also consistent with the definitions of games, where the player's voluntary commitment and participation are seen as one of the main building blocks of a game. According to service marketing theory, customer engagement with a brand or organization leads to positive performance by encouraging customers to provide feedback and endorse the organization. Gamification can serve as a customer feedback mechanism that establishes a cost-effective and potent channel for attracting and retaining customers. It also aids managers in concentrating on building superior brands in the perception of customers. Collecting and analyzing opinions and feedback from customers can provide companies with the knowledge needed to enhance product quality and development. In line with the results of this research, it was demonstrated that understanding the quality of electronic services can lead to increased customer engagement. Our results assist e-retail managers in identifying customers based on their personality traits. This enables them to focus their marketing efforts accordingly, aiming to capitalize on engaged customers. Service providers should utilize mass media effectively to establish a sense of connection with customers and emphasize the significance of the service to them. They should also continuously interact with customers through social media, where gamification can be implemented to enhance immersion.<br />These results help companies develop comprehensive and documented plans based on customer satisfaction surveys to understand their opinions about their purchases. Categorize customers based on the number of purchases and purchase frequency. Identify and target loyal customers for incentive programs. Encourage other customers to complete their purchase by gamifying the process.<br />Based on the results obtained from the model, retail companies can design and formulate a strategic document to enhance the customer journey by incorporating gamification elements. This includes fostering team building and communication between retailers and users, as well as considering personal identity characteristics. By doing so, companies can predict customer behaviors and influence their behavioral tendencies through gamification. Improving managers' understanding of customer expectations will help them respond quickly and effectively to the needs of customers who access and use the website. Meanwhile, game dynamics and mechanics should be used to create conflict and persuade customers to enhance their engagement. هدف از پژوهش حاضر ارائه الگوی کیفیت خدمات آنلاین بازی‌پردازی شده و تاثیرات آن بر رفتارهای مشتری در صنعت خرده فروشی می‌باشد. داده‌های این پژوهش در دو مرحله کمی و کیفی جمع‌آوری شدند. در مرحله کیفی برای جمع آوری نظرات نخبگان و مدیران از مصاحبه نیمه ساختار یافته استفاده شد و با نظریه زمینه‌ای، متغیرها و مولفه‌های مرتبط با متغیرها بدست آمده و دسته‌بندی شدند. سپس با مطالعه ادبیات نظری پیشین مدل مفهومی پژوهش و سوالات پژوهش طراحی گردید. مرحله کمی شامل تحلیل عاملی تاییدی برای اعتبارسنجی مقیاس، تحلیل عاملی تاییدی و انجام معادلات ساختاری است. جامعه نمونه مصرف‌کنندگان کاربران فروشگاه‌های خرده فروشی آنلاین در نظر گرفته شدند که به صورت غیر تصادفی دردسترس انتخاب شدند. داده‌های مرحله کمی از طریق پرسشنامه با مقیاس 5 تایی لیکرت طراحی شد و جمع‌آوری گشت. حجم نمونه برای انجام تحلیل عاملی تاییدی 549 نفر از خریداران می باشد. داده‌های جمع اوری شده برای مرحله تحلیل عاملی تاییدی<strong> </strong>از نرم‌افزار<strong>SMART PLS 3‌</strong> استفاده شد.<strong>‌</strong> براساس نتایج بدست آمده از بخش کیفی، سهولت استفاده، قابلیت اطمینان، تعامل، جذابیت بصری، جذابیت احساسی و امنیت به عنوان بعدهای مقیاس کیفیت خدمات آنلاین بازی‌پردازی شده معرفی شدند. از این بین ابعاد تعامل، جذابیت بصری و جذابیت احساسی  استخراج شدند. پیامدهای شناسایی شده نیز عبارتند از درگیری مشتری، قصد خرید مجدد. با توجه به نتایج، کیفیت خدمات الکترونیکی بازی‌پردازی شده به طور مثبت بر درگیری مشتری و قصد خرید مجدد تأثیر می‌گذارد. یافته‌ها به افزایش دانش ما در مورد<strong>‌</strong> اثرات کیفیت خدمات الکترونیکی بازی‌سازی شده را شناسایی می‌کند و طرحی را برای خرده‌فروشان الکترونیکی در تشویق مشتریان به قصد خرید از طریق متغیر میانجی درگیری مشتری ارائه می‌کند. https://cs.shahed.ac.ir/article_4292_8d8f733a7c2a2ea60df6439a28a2b9a3.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 A Phenomenological Analysis Of Consumers' Behavioral Responses During The Covid-19 Pandemic پدیدارشناسی پاسخ‌های رفتاری مصرف‌کنندگان در دوران همه‌گیری کووید 19 214 226 4299 10.22070/cs.2024.18350.1351 FA عادله گراوند دانشجوی دکتری مدیریت بازرگانی، مدیریت بازاریابی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. 0000-0002-8363-7220 کامبیز حیدرزاده هنزایی دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. 0000-0002-4592-3816 زهره دهدشتی شاهرخ دانشیار گروه بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران. 0000-0002-4736-224X محمدعلی عبدالوند استادیارگروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. 0000-0001-6581-5030 Journal Article 2023 10 31 Aim and Introduction: The COVID-19 pandemic has brought about significant changes in various aspects of people's lives around the world. The outbreak of Covid-19 is a reminder that epidemics, like other disasters and rare events, have occurred in the past and will occur in the future. Even if we cannot prevent the creation of dangerous viruses, we must be prepared to reduce their effects on so-ciety. The COVID-19 pandemic, which has impacted the entire world, has brought about changes globally and in various aspects of life. These changes have affected consumer behavior and continue to do so. Although past societies have been affected by several epidemics and pandemics, it is difficult to estimate their long-term economic, behavioral, or social impacts. These aspects have not been studied in the past. There are few studies that demonstrate the consequences of major historical pandemics on consumer behavior in recent years. In addition, scientists suggest that new pandemics continue to pose a risk in the future. Therefore, understanding consumer behavior in the context of this widespread disease and beyond is crucial for marketers, business planners, and policymakers. These changes have also affected consumer behavior. The purpose of this study is to explain consumer behavioral responses during the outbreak of the Covid-19 pandemic, with a focus on food consumption.<br />Methodology: To address the main research question, an in-depth interview was conducted, and the interview protocol was designed based on the literature re-view. By employing the purposeful sampling method, 40 interviews were con-ducted with consumers in Tehran and analyzed using MAXQDA software. In this research, Cohen's kappa index was used to measure the reliability of inter-view coding.<br />Based on the data analysis, consumers respond to the existing crisis in three stages: reacting, coping, and adapting during the outbreak of COVID-19. To analyze the data, the interviews were transcribed and then read multiple times. In the next step, coding started.<br />Finding: After data analysis and applying open, axial, and selective coding, 23 codes were identified. These codes were then categorized into three groups: reac-tion (postponing purchases, reducing consumption, replacing items, online shop-ping, telephone shopping, increasing purchases, decreasing purchases, increasing sensitivity to the shopping environment, complying with health protocols, visiting physical stores less frequently, visiting small local stores, and using virtual stores more), coping (engaging in DIY activities and trying new products or brands), and adapting (adopting a healthy diet, increasing consumption of dairy products and healthy foods, consuming more organic products and vegetables, changing lifestyles, being more health and hygiene conscious, reducing consumption of prepared and frozen foods, using disinfectants, paying more attention to hand hygiene, online shopping, cooking at home, and being more aware of the shopping environment). Finally, the results of the analysis were presented in the conceptual model.<br />Discussion and Conclusion: Combining and integrating the research, a compre-hensive model has been presented regarding consumer behavioral responses dur-ing the outbreak of Covid-19. The obtained results were presented in the form of a conceptual model. The results showed that at the beginning of the Covid-19 pandemic outbreak, people reacted by visiting physical stores less, postponing purchases, and shifting towards online and phone shopping to reduce their expo-sure to infection. After some time, individuals have coped with Covid-19 by en-gaging in activities such as cooking independently. Long-term adjustments like maintaining a healthy diet, being mindful of the shopping environment, making lifestyle changes, and utilizing online shopping have become essential. The Covid-19 pandemic has brought about changes in consumer behavior. The re-sults of this research showed that during the Covid-19 period, consumers tended to purchase from supermarkets and stores located near their residences. They al-so indicated their intention to continue visiting these establishments after the pandemic, in the post-Covid-19 period. Therefore, small and local retailers can seize this opportunity to offer products and services. During the pandemic, con-sumers turned to online shopping and phone orders to reduce their exposure to the virus. As a result, retailers, stores, and even small supermarkets should con-sider offering home delivery services to meet this demand. There is also the pos-sibility of subsequent epidemics. Therefore, marketers and stores, both large and small retailers, must acquire the necessary infrastructure preparation to mitigate its effects. Businesses must design new models to meet the changing or evolving needs of consumers in the post-COVID-19 era. <strong>هدف: </strong>همه‌گیری کووید 19، تغییرات چشمگیری در جنبه‌های مختلف زندگی افراد در سراسر جهان ایجاد کرده است. این تغییرات رفتار مصرف‌کننده را نیز تحت تأثیر قرارداد. الگوی انتخاب و نوع واکنشی که شخص در هر موقعیت از خود نشان می‌دهد به عوامل موقعیتی و غیر موقعیتی مختلفی بستگی دارد.  کووید 19 ، این موضوع را یادآوری کرد که همه گیری ها، به ندرت اتفاق می افتند، درگذشته اتفاق افتاده در آینده هم اتفاق خواهند افتاد.هدف پژوهش حاضر، بررسی پاسخ‌های رفتاری مصرف‌کننده در دوران شیوع همه‌گیری کووید 19 با تأکید بر مصرف مواد غذایی است.<br /><strong>روش شناسی:</strong> به‌منظور دستیابی به هدف پژوهش، روش پدیدارشناسی و مصاحبه عمیق مورداستفاده قرار گرفت. با به‌کارگیری روش نمونه‌گیری هدفمند،40 مصاحبه در شهر تهران با مصرف‌کنندگان انجام شد و با نرم‌افزار مکس کیودا مورد تجزیه‌وتحلیل قرار گرفت.<br />نتایج:پس از تجزیه‌وتحلیل داده‌ها و کدگذاری باز، محوری و انتخابی، 23 کد به دست آمد، که در سه مقوله واکنشی، مقابله‌ای و سازگاری بلندمدت طبقه‌بندی و درنهایت نتایج حاصل از تحلیل در قالب مدل مفهومی ارائه گردید.<br /><strong>بحث و نتیجه گیری:</strong> نتایج به‌دست‌آمده نشان داد که افراد در ابتدای شیوع همه‌گیری کووید 19 به‌صورت واکنشی در قالب مواردی از قبیل، مراجعه کمتر به فروشگاه‌های فیزیکی، به تعویق انداختن خریدها، خرید آنلاین و تلفنی به شیوع همه‌گیری کووید 19 پاسخ دادند تا کمتر در معرض ابتلا قرار گیرند. همچنین پس از مدتی، از طریق انجام کارها توسط خودشان از قبیل آشپزی به مقابله با کووید 19 پرداخته و درنهایت مواردی از قبیل، رژیم غذایی سالم، حساسیت نسبت به محیط خرید، تغییر سبک زندگی و خرید آنلاین ازجمله مواردی است که همچنان در بلندمدت موردتوجه قرار می‌دهند. https://cs.shahed.ac.ir/article_4299_cabad3b9bc0afe08cd9ec861638ed1d9.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 Digital Marketing Based On Visual Stimuli, A Research With A Mixed Approach (Qualitative-Quantitative) بازاریابی دیجیتال مبتنی بر محرک‌های دیداری یک پژوهش با رویکرد آمیخته (کیفی - کمی) 227 255 4284 10.22070/cs.2023.17575.1300 FA بهمن ناروئی دانشجوی دکتری مدیریت بازاریابی، گروه علوم انسانی، دانشگاه آزاد اسلامی واحد بیرجند، بیرجند، ایران 0000-0002-2626-3701 حسین حکیم پور استادیار، گروه مدیریت بازرگانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران. 0000-0002-0826-8293 مهدی محمودزاده واشان استادیار، گروه مدیریت بازرگانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران. 0000-0002-2168-5614 محمد محمدی استادیار، گروه مدیریت دولتی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران 0000-0001-5769-1058 Journal Article 2023 04 10 Aim and Introduction: Digital marketing is now considered the most important method for advertising and selling products. One of the main tools used in this method is engaging and diverse visual content, such as photos, videos, and graphics, which helps attract audiences. Despite this, the model focusing on vis-ual stimuli has received less attention. However, visual features are crucial in making digital marketing efforts effective. Therefore, this study aims to discover and analyze the components and factors that attract customers in digital marketing through visual stimuli.<br />Methodology: The research method employed in this study is a mixed, induc-tive-comparative approach. The qualitative part of the study follows a Glaserian or emerging grounded theory strategy, while the quantitative part involves a sur-vey. The tool for collecting information in the qualitative part involves semi-structured interviews, while in the quantitative part, an illustrated questionnaire is utilized. The questionnaire is adapted from the researcher's original questionnaire to assess the central phenomenon of the research. In Glaser's approach, at-tention was paid to the coding method, which included open, selective, and theo-retical coding. The quantitative analysis was conducted using confirmatory fac-tor analysis and structural equation modeling with the SMARTPLS software. The statistical population of the qualitative section consisted of experts with ex-tensive knowledge and experience in the fields of digital marketing and cognitive science. Theoretical saturation was achieved through interviews with 14 of these experts. In the quantitative part, the statistical population consisted of 384 cus-tomers and followers of the stone industry company's website and social media pages. They were selected according to Morgan's table and responded to the questionnaires. In the qualitative part, sampling is targeted using the snowball method among selected experts from the studied community. In the quantitative part, sampling is conducted among members of the statistical community. In order to ensure validity in the qualitative aspect of the research, emphasis was placed on criteria such as credibility (acceptability), trustworthiness, reliability, and seamless transferability. In order to assess the reliability of the qualitative component of this research, the agreement coefficient of two coders was utilized. For this purpose, approximately 15% of the interviews were recoded by a research associate. The calculated Cohen's kappa coefficient indicated a satisfactory value of 0.74. The calculation of this coefficient was also done using MAXQDA software. To assess the questionnaire's validity, face validity and expert opinions were utilized, while construct validity was examined using the factor analysis method. In order to assess reliability, Cronbach's alpha coefficient was used, demonstrating favorable values in this research.<br />Findings: The analysis of the interviews in the qualitative part of the research has resulted in 485 open codes, 53 concepts, and 15 main components from the perspective of the selected participants. These components include causes such as individual, organizational, and globalization factors; covariance factors like digital marketing mix and commercialization of technological knowledge; condi-tions such as the development of marketing capabilities, changing consumer be-havior, and optimal e-commerce; contingencies including unforeseen, legal, and cultural factors; and the research context involving social media and social net-works. The consequences identified include improving organizational and cus-tomer performance. These findings revolve around the central phenomenon of the research, which is visual stimuli in the 6C family of Glaser. This model was deemed suitable for this research. Also, the comparison of the findings of the quantitative part of this research with the findings of the qualitative part confirms the exception of using the color of the year to present content for the purpose of persuasion. This discrepancy appears to be influenced by cultural differences within society, which may impact the choice of color. It has not been widespread. Furthermore, it is important to consider the possibility that this case may have had a similar impact on the statistical population of this research, and its implications for other statistical populations should also be explored.<br />Discussion and Conclusion: Digital marketing that relies on visual stimuli sig-nificantly enhances and reinforces the outcomes of digital marketing activities by taking into account the factors and components that influence this phenomenon. Visual stimuli in digital marketing, such as images, videos, designs, texts, and other visual elements embedded in the digital marketing process, can influence customers' mental interpretations towards the desired direction and situation when tailored to their behavioral characteristics and journey process. By increasing awareness, perception, and persuasion, these stimuli can facilitate and accelerate the customer's decision-making process, optimize the conversion rate, and enhance customer attraction. The results of this research demonstrate that digital marketing can have a positive impact on customer performance by enhancing interaction and marketing activities, as well as increasing customer loyalty, satisfaction, and attraction. The results of this study identify new ways to utilize visual stimuli in digital marketing and introduce the customer attraction model in digital marketing based on visual stimuli. This model aids in better understanding customers and their needs. It leads to a significant performance improvement for customers and businesses. It also enables businesses and marketers to utilize this model effectively in their marketing strategy, gaining a competitive advantage over other competitors. محتوای دیداری جذاب و متنوع ازجمله عکس، ویدئو و گرافیک ابزارهای اصلی برای جذب مشتریان در بازاریابی دیجیتال می‌باشد؛ اما تاکنون مدلی که بر اساس محرک‌های دیداری تبیین شده باشد کمتر موردتوجه قرار گرفته است.<br /><strong>اهداف:</strong> باتوجه‌به نقش حیاتی ویژگی‌های دیداری در بازاریابی دیجیتال، هدف این مطالعه، کشف، تجزیه‌وتحلیل مؤلفه‌ها و عوامل جذب مشتریان مبتنی بر محرک‌های دیداری و ارائه یک مدل مفهومی می‌باشد.<br /><strong>روش‌شناسی:</strong> در این مطالعه از رویکرد آمیخته برای دستیابی به اهداف پژوهش استفاده‌شده است. فاز کیفی با استعانت از  رهیافت ظاهر شونده روش داده‌بنیاد و فاز کمی از روش معادلات ساختاری به‌منظور بررسی پدیده محوری پژوهش استفاده گردید. جامعه آماریِ بخش کیفی خبرگان حوزه موضوع پژوهش و بخش کمی مشتریان شرکت چوب سنگ بود. نمونه‌گیری در بخش کیفی نوعِ هدفمند و در فاز کمی نمونه‌گیری در دسترس با استفاده از پرسش‌نامه بود.<br /><strong>یافته‌ها و نتایج</strong>: نتایج نشان می‌دهد محرک‌های دیداری در بازاریابی دیجیتال از طریق بالابردن سطح آگاهی، ادراک و متقاعدسازی به جذب مشتریان کمک می‌نماید. همچنین نتایج این مطالعه زوایای جدیدی از کاربرد محرک‌های دیداری در بازاریابی دیجیتال را شناسایی و با معرفی مدل جذب مشتریان در بازاریابی دیجیتال مبتنی بر محرک‌های دیداری به کم‌رنگ نمودن شکاف‌ها و ابهامات موجود کمک نموده است. این مدل می‌تواند به شناخت بهتر مشتریان و نیازهای آنها کمک کرده و بهبود قابل‌توجهی در ارتباط با مشتریان به دست آورد همچنین به کسب‌وکارها و بازاریابان کمک می‌کند تا با بهره‌گیری از این مدل، به نحوی شایسته از استراتژی‌های بازاریابی به‌منظور برتری رقابتی استفاده نمایند. https://cs.shahed.ac.ir/article_4284_41b0db49fd10d95920281dead0710f58.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 19 20 2023 01 21 A Phenomenological Study of the Lived Experience of Iraqi Buyers in the Consumer Markets of Khuzestan Province مطالعه پدیدارشناسانه تجربه زیسته خریداران عراقی در بازارهای مصرفی استان خوزستان 256 283 4244 10.22070/cs.2023.18041.1329 FA مریم درویشی استادیار، گروه مدیریت بازرگانی، واحد امیدیه، دانشگاه ازاد اسلامی، امیدیه، ایران 0000-0003-0528-7701 جمیله علی عطا الله التمیمی گروه مدیریت ، واحد اهواز، دانشگاه ازاد اسلامی، اهواز، ایران 0009-0007-4475-8226 Journal Article 2023 08 26 Aim and introduction: Tourism experience is the real source of attraction at destination and long-term competitive advantage. Understanding the main fac-tors of tourism experience in destinations is a vital step towards managing and providing a satisfactory destination experience to tourists. Purpose of the re-search is to study the phenomenological experience of Iraqi buyers in the con-sumer products markets of Khuzestan province. The phenomenological study of buyers' lived experience is a qualitative research method aiming to understand the nature of the experience of buying goods or services lived by people. The study seeks to examine the meaning and importance of the buyer's experience from their own perspectives rather than imposing preconceived concepts or theo-ries.<br />Methodology: This research is an applied research in terms of purpose and a de-scriptive-exploratory one regarding to method of data collection. Additionally; it is interpretive in terms of intellectual paradigm, and deep and qualitative in terms of nature of data. The population consists of all Iraqi buyers in the consumer products markets of Khuzestan province. the sample size reached out 13 interviewees based on the theoretical saturation. The study begins by describing the research context, including the type of goods or services purchased, market or locations of the stores, and cultural and social factors which could influence the buyers' experience. Then, a group of buyers selected to participate in the study . Snowball used as the sampling method in the qualitative phase of the research. The semi-structured interview utilized as the data collection tool. The interviews applied open-ended questions allowing participants to describe their experiences in their own words. After the step data collection, the phenomenological method used to analyze the data which involved interpreting meaning of the participants' experiences and patterns and common expressions of the data or analyzing the related data to existing theories and frameworks. A hermeneutic approach used to analyze the data which included interpreting the meaning of the participants' experiences. Data analysis done based on Vanmenen's (2006) approach called "thematic analysis". Finally; the model achieved by MAXQDA software.<br />Findings: 9 main themes and 30 sub-themes (first-level themes) were obtained by the interview with the participants of this research. The main topics included trade and economy, consumer culture, wealth and income, tourism and enter-tainment, the possibility of education and treatment, the reputation and credibil-ity of Iranian products, culture, religion and common customs, communication barriers and the current conditions in Iraq. Each of these mentioned factors found their own sub-topics.<br />Conclusion: Considering the contribution of Iraqi buyers in the purchase and export of small and partial consumer goods in the country, especially in Khuzestan province, it is important to pay attention to this phenomenon as an important factor in the growth of exports, as well as reducing marketing costs and creating demand for Iranian products, which directly affects the country's production. This plays a crucial role in highly strategic and business priorities. Consumer choice includes various dimensions such as financial, psychological, sociological and some other factors, so there is a wider scope for consumer re-search and analysis identifying needs and purchasing behaviors. The academic community as well as commercial companies have conducted a lot of research in the field of consumer behavior in different ways. As above-mentioned, the purpose of the study was to phenomenologically analyze the phenomenon of the lived experience of Iraqi buyers in the consumer products markets of Khuzestan province leading to a deeper understanding of the phenomenon and reveals new horizons on shopping of the consumer products markets of Khuzestan province as a guide for marketers in formulating marketing strategies. This study aimed to develop an integrated conceptual framework of tourism experiences in the destination based on the theoretical and conceptual understanding of tourism experience as an emerging topic in tourism research and consumer behavior. The framework helps tourism agencies organizations and policy makers expand their understanding of various factors and processes when considering the formation of the tourism experience. By doing so, tourism organizations agencies and other tourism stakeholders can manage the prerequisites for enjoyable experiences for tourists, which are likely to encourage tourists to return to the destination and recommend it to others. The findings of this study revealed several issues related to the lived experience of Iraqi buyers in the consumer products markets of Khuzestan province. One of the main topics was the importance of communication and social networks in facilitating trade between Iraq and Iran. The participants described how they advised their family members, friends and acquaintances to navigate the markets and find reliable sellers. Another key issue was the challenges faced by Iraqi buyers, including language barriers, cultural differences and discrimination. Participants described how they often felt like outsiders in markets and had to try hard to build trust with Iranian sellers. Overall, the study provided valuable insights into the life experience of Iraqi buyers in the consumer products markets of Khuzestan province. The findings can be used to inform policies and practices supporting cross-border trade and promote greater understanding between Iraq and Iran. تجربه گردشگری منبع واقعی جذابیت مقصد و مزیت رقابتی بلندمدت است. شناخت عوامل اصلی تجربه گردشگری در مقاصد، گامی حیاتی در جهت مدیریت و ارائه یک تجربه مقصد رضایت‌بخش به گردشگران است. هدف از این تحقیق بررسی پدیدار شناسانه تجربه خریداران عراقی در بازارهای مصرفی استان خوزستان می‌باشد.<br />این تحقیق ازنظر هدف، کاربردی و بر اساس شیوه گردآوری داده‌ها، توصیفی– اکتشافی است. همچنین این پژوهش ازنظر پارادایم فکری، تفسیری، ازنظر عمق ژرفانگر و ازنظر ماهیت داده‌ها کیفی است. جامعه آماری این پژوهش کلیه خریداران عراقی در بازارهای مصرفی استان خوزستان می‌باشد. با توجه به قضیه اشباع نظری حجم نمونه پژوهش 13 نفر می‌باشد. روش نمونه‌گیری از نوع گلوله برفی بوده و ابزار جمع‌آوری مصاحبه، نیمه ساختاریافته می‌باشد. تحلیل داده‌ها با رویکرد ونمنن (2006) که «تحلیل درون‌مایه‌ای» خوانده می‌شود، صورت گرفته است. مدل به‌دست‌آمده، نهایتاً به‌وسیله‌ی نرم‌افزار مکس کیودا ترسیم گردید.<br />از مصاحبه با شرکت‌کنندگان این پژوهش تعداد ۹ درون‌مایه اصلی (مضمون اصلی) و ۳۰ درون‌مایه فرعی (مضمون سطح اول) به دست آمد. درون‌مایه‌های اصلی شامل تجارت و صرفه اقتصادی، فرهنگ مصرف‌گرایی، ثروت و درآمد، گردشگری و سرگرمی، امکان تحصیل و درمان، شهرت و اعتبار محصولات ایرانی، فرهنگ، مذهب و آداب‌ورسوم مشترک، موانع ارتباطی و شرایط روز عراق بوده؛ که هرکدام از این عوامل ذکرشده دارای درون‌مایه‌های فرعی می‌باشند.<br />این مطالعه بینش‌ ارزشمندی در مورد تجربه خریداران عراقی از بازارهای مصرفی استان خوزستان ارائه می‌دهد. از یافته‌ها می‌توان برای تدوین استراتژی‌ها و طراحی برنامه‌هایی استفاده کرد که از تجارت فرامرزی حمایت می‌کنند و درک بیشتر تعاملات، مبادلات و معاملات بازارهای مصرفی ایران و عراق را ارتقا می‌دهند. https://cs.shahed.ac.ir/article_4244_7369f3c86bf3c0a354615432832d9e8f.pdf