Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Examining the Impact of Cognitive and Emotional Factors on Consumer Behavioral Responses in Online Behavioral Advertising Examining the Impact of Cognitive and Emotional Factors on Consumer Behavioral Responses in Online Behavioral Advertising 1 33 97187 10.22059/jibm.2023.352929.4511 FA Hossein Norouzi Associate Prof., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran. 0000-0002-0340-329X Bahareh Osanlou Assistant Prof., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran. 0000-0003-2012-4484 Ali Saleh Gohari MSc., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran. 0000-0002-4707-5582 Journal Article 2022 12 25 <strong>Objective</strong> With the rapid advancement of technology, it has become possible to track consumers' behavior on the Internet. Consequently, marketers can tailor advertisements to align with consumers' needs and characteristics. However, this raises concerns about consumer privacy. Some researchers have concentrated on the positive aspects of Online Behavioral Advertising (OBA), while others have delved into its negative implications. Therefore, this study seeks to examine the impact of cognitive and affective factors on consumers' behavioral responses to OBA. It aims to explore both the positive and negative facets of this advertising approach.   <strong>Methodology</strong> This survey research adopts an applied approach and targets Internet users from Tehran Universities as the study population. A total of 385 questionnaires were distributed among the sample members. To identify individuals with experience in viewing online behavioral advertisements, a screening question was placed at the beginning of the questionnaire. Of the respondents, 299 reported having seen OBA in the past six months during the survey, and subsequently answered the questions. Descriptive statistics were conducted using SPSS 26, while Smart PLS3 software was employed for inferential statistics.   <strong>Findings</strong> The findings reveal that perceived personalization positively influences perceived relevance, diminishes perceived intrusiveness, and enhances behavioral responses to advertisements. Additionally, information control demonstrates a negative impact on perceived intrusiveness and privacy concerns, while persuasion knowledge exhibits a positive correlation with privacy concerns. Consumers possessing high levels of persuasion knowledge express increased privacy concerns regarding OBA. Mitigating privacy concerns leads to improved attitudes toward OBA, subsequently enhancing behavioral responses to advertisements. However, privacy concerns do not directly impact behavioral responses to advertisements. Moreover, perceived relevance and perceived intrusiveness serve as mediators in the relationship between perceived personalization and behavioral responses to advertisements. <strong> </strong> <strong>Conclusion</strong> OBA, due to its relevance to the consumer's needs and the reduction of perceived intrusiveness, increases the response to advertisements (a direct and indirect positive mechanism, respectively). This method of advertising is a suitable approach to increase the response rate to online advertisements. Allowing users to control their information will reduce perceived intrusiveness and privacy concerns. Improving consumers' persuasion knowledge by emphasizing the benefits of OBA will reduce their privacy concerns and improve their attitudes toward it, ultimately increasing behavioral responses to the advertisements. In contrast to some past research, privacy concerns do not affect behavioral responses; this may be because of the nature of OBA, which uses different data compared to personalized advertising. Also, OBA is known as a double-edged sword, but the effect of the negative side (privacy concern) is less than the positive side (perceived relevance). This research will contribute to the literature on personalized advertising, specifically online behavioral advertising, and include practical implications for marketers, brand managers, and advertising agencies. <strong>Objective</strong> With the rapid advancement of technology, it has become possible to track consumers' behavior on the Internet. Consequently, marketers can tailor advertisements to align with consumers' needs and characteristics. However, this raises concerns about consumer privacy. Some researchers have concentrated on the positive aspects of Online Behavioral Advertising (OBA), while others have delved into its negative implications. Therefore, this study seeks to examine the impact of cognitive and affective factors on consumers' behavioral responses to OBA. It aims to explore both the positive and negative facets of this advertising approach.   <strong>Methodology</strong> This survey research adopts an applied approach and targets Internet users from Tehran Universities as the study population. A total of 385 questionnaires were distributed among the sample members. To identify individuals with experience in viewing online behavioral advertisements, a screening question was placed at the beginning of the questionnaire. Of the respondents, 299 reported having seen OBA in the past six months during the survey, and subsequently answered the questions. Descriptive statistics were conducted using SPSS 26, while Smart PLS3 software was employed for inferential statistics.   <strong>Findings</strong> The findings reveal that perceived personalization positively influences perceived relevance, diminishes perceived intrusiveness, and enhances behavioral responses to advertisements. Additionally, information control demonstrates a negative impact on perceived intrusiveness and privacy concerns, while persuasion knowledge exhibits a positive correlation with privacy concerns. Consumers possessing high levels of persuasion knowledge express increased privacy concerns regarding OBA. Mitigating privacy concerns leads to improved attitudes toward OBA, subsequently enhancing behavioral responses to advertisements. However, privacy concerns do not directly impact behavioral responses to advertisements. Moreover, perceived relevance and perceived intrusiveness serve as mediators in the relationship between perceived personalization and behavioral responses to advertisements. <strong> </strong> <strong>Conclusion</strong> OBA, due to its relevance to the consumer's needs and the reduction of perceived intrusiveness, increases the response to advertisements (a direct and indirect positive mechanism, respectively). This method of advertising is a suitable approach to increase the response rate to online advertisements. Allowing users to control their information will reduce perceived intrusiveness and privacy concerns. Improving consumers' persuasion knowledge by emphasizing the benefits of OBA will reduce their privacy concerns and improve their attitudes toward it, ultimately increasing behavioral responses to the advertisements. In contrast to some past research, privacy concerns do not affect behavioral responses; this may be because of the nature of OBA, which uses different data compared to personalized advertising. Also, OBA is known as a double-edged sword, but the effect of the negative side (privacy concern) is less than the positive side (perceived relevance). This research will contribute to the literature on personalized advertising, specifically online behavioral advertising, and include practical implications for marketers, brand managers, and advertising agencies. https://jibm.ut.ac.ir/article_97187_774176a4558aa45697ee5c42b47a92b2.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Investigating the Role of Artificial Intelligence Enablers and Companies' Readiness in Adopting an Artificial Intelligence-integrated Customer Relationship Management System Investigating the Role of Artificial Intelligence Enablers and Companies' Readiness in Adopting an Artificial Intelligence-integrated Customer Relationship Management System 34 58 97032 10.22059/jibm.2023.352689.4509 FA Soheila Mohammadzadeh Vanestan MSc., Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran. 0000-0002-6596-7058 Rahim Abedi Assistant Prof., Department of usiness Management, Faculty of Economics and Management, Urmia University, Urmia, Iran. 0000-0001-6158-0078 Journal Article 2022 12 20 <strong>Objective</strong><br />Escalating competition and environmental uncertainty drive business owners towards adopting agile and intelligent communication functions with customers. Also, due to the vital importance of the customer in the success or failure of businesses, it is necessary to pay special attention to agility and flexibility in the communication activities with the customers. The use of new technologies such as artificial intelligence, especially when faced with a huge amount of data, with high data processing capacity, rapid response speeds, and the potential for personalization and customization, helps organizations in achieving efficiency and effectiveness of processes.<strong><em> </em></strong>Artificial intelligence, as one of the top technological trends of the fourth industrial revolution and fifth-generation marketing creates extensive capacity and benefits for businesses by integrating into customer relationship management systems. A fundamental aspect in this domain revolves around the acceptance of technology. Considering the novelty of using artificial intelligence in customer relationship management, the purpose of this research is to investigate the effect of some organizational factors on the adoption of intelligent customer relationship management systems and to provide appropriate solutions for improving these factors for the successful adoption, deployment, and institutionalization of intelligent technologies.<br /> <br /><strong>Methodology</strong><br />To align with the research topic and ensure compatibility with the common characteristics of the studied community, data collection involved surveying a sample of 384 businesses specializing in the sale of goods. The selection was made using simple random sampling, and the investigation was conducted by administering a standard questionnaire. To test the research hypotheses, structural equations were tested using a partial least squares approach, employing the third version of SMART-PLS software.<br /> <br /><strong>Findings</strong><br />The results showed that AI empowerment (including technology roadmap, attitude, and professional expertise) and AI readiness (including awareness, infrastructure, and technical level) affect adopting artificial intelligence integrated with customer relationship management systems. Based on these findings, business organizations should prioritize certain factors within the organization, particularly in the context of artificial intelligence enablers or activators. These include developing a technology roadmap, fostering a positive attitude toward technology, and acquiring the necessary expertise through training or leveraging experts in the field. Also, in terms of organizational readiness, increasing the level of awareness, creating the required infrastructure, and organizational understanding regarding the technical level and complexity of these systems are required for establishing a solid foundation for the successful adoption and deployment of intelligent systems. Business owners can enjoy the extensive benefits of intelligentizing customer communication processes with a conscious decision.<br /><strong> </strong><br /><strong>Conclusion</strong><br />According to the obtained results, AI readiness with a path coefficient of 0.641 has a positive and significant effect on the acceptance of customer relationship management systems integrated with artificial intelligence. It was also confirmed that AI enablers with a path coefficient of 0.315 have a positive and significant effect on the adoption of these systems. Business organizations can enhance their readiness for artificial intelligence adoption and implementation by prioritizing two main strategies. Firstly, they can focus on strengthening their organizational readiness for artificial intelligence by improving their understanding of the technical aspects and complexity of AI systems, establishing the necessary infrastructure, and raising awareness among stakeholders. Secondly, they can concentrate on empowering their organization with artificial intelligence capabilities by fostering a positive attitude towards technology, developing a technology roadmap, and acquiring the necessary expertise to successfully implement and manage AI systems. By integrating customer relations with artificial intelligence, businesses can leverage its extensive benefits to take proactive action and derive value. In terms of existing limitations such as time and financial limitations as well as human resources required for quick response and establishing online communication, the use of communication and response programs based on artificial intelligence seems to be an efficient and effective alternative that can improve the financial and non-financial performance of the organization. <strong>Objective</strong><br />Escalating competition and environmental uncertainty drive business owners towards adopting agile and intelligent communication functions with customers. Also, due to the vital importance of the customer in the success or failure of businesses, it is necessary to pay special attention to agility and flexibility in the communication activities with the customers. The use of new technologies such as artificial intelligence, especially when faced with a huge amount of data, with high data processing capacity, rapid response speeds, and the potential for personalization and customization, helps organizations in achieving efficiency and effectiveness of processes.<strong><em> </em></strong>Artificial intelligence, as one of the top technological trends of the fourth industrial revolution and fifth-generation marketing creates extensive capacity and benefits for businesses by integrating into customer relationship management systems. A fundamental aspect in this domain revolves around the acceptance of technology. Considering the novelty of using artificial intelligence in customer relationship management, the purpose of this research is to investigate the effect of some organizational factors on the adoption of intelligent customer relationship management systems and to provide appropriate solutions for improving these factors for the successful adoption, deployment, and institutionalization of intelligent technologies.<br /> <br /><strong>Methodology</strong><br />To align with the research topic and ensure compatibility with the common characteristics of the studied community, data collection involved surveying a sample of 384 businesses specializing in the sale of goods. The selection was made using simple random sampling, and the investigation was conducted by administering a standard questionnaire. To test the research hypotheses, structural equations were tested using a partial least squares approach, employing the third version of SMART-PLS software.<br /> <br /><strong>Findings</strong><br />The results showed that AI empowerment (including technology roadmap, attitude, and professional expertise) and AI readiness (including awareness, infrastructure, and technical level) affect adopting artificial intelligence integrated with customer relationship management systems. Based on these findings, business organizations should prioritize certain factors within the organization, particularly in the context of artificial intelligence enablers or activators. These include developing a technology roadmap, fostering a positive attitude toward technology, and acquiring the necessary expertise through training or leveraging experts in the field. Also, in terms of organizational readiness, increasing the level of awareness, creating the required infrastructure, and organizational understanding regarding the technical level and complexity of these systems are required for establishing a solid foundation for the successful adoption and deployment of intelligent systems. Business owners can enjoy the extensive benefits of intelligentizing customer communication processes with a conscious decision.<br /><strong> </strong><br /><strong>Conclusion</strong><br />According to the obtained results, AI readiness with a path coefficient of 0.641 has a positive and significant effect on the acceptance of customer relationship management systems integrated with artificial intelligence. It was also confirmed that AI enablers with a path coefficient of 0.315 have a positive and significant effect on the adoption of these systems. Business organizations can enhance their readiness for artificial intelligence adoption and implementation by prioritizing two main strategies. Firstly, they can focus on strengthening their organizational readiness for artificial intelligence by improving their understanding of the technical aspects and complexity of AI systems, establishing the necessary infrastructure, and raising awareness among stakeholders. Secondly, they can concentrate on empowering their organization with artificial intelligence capabilities by fostering a positive attitude towards technology, developing a technology roadmap, and acquiring the necessary expertise to successfully implement and manage AI systems. By integrating customer relations with artificial intelligence, businesses can leverage its extensive benefits to take proactive action and derive value. In terms of existing limitations such as time and financial limitations as well as human resources required for quick response and establishing online communication, the use of communication and response programs based on artificial intelligence seems to be an efficient and effective alternative that can improve the financial and non-financial performance of the organization. https://jibm.ut.ac.ir/article_97032_c2f3d9a01928774830f88c54e01fd66f.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Determining the Factors and Evolutionary Trends of Customer Engagement in Businesses: A Bibliometric Analysis Determining the Factors and Evolutionary Trends of Customer Engagement in Businesses: A Bibliometric Analysis 59 86 97033 10.22059/jibm.2023.356769.4554 FA Reza Abbasi Mobarakabadi Ph.D. Candidate, Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran. 0009-0007-1279-0264 Amir Khanlari Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran. 0000-0002-6463-6310 Nader Seyyedamiri Associate Prof., Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran. 0000-0002-4117-2883 Journal Article 2023 04 16 <strong>Objective</strong> Over the recent years, the concept of customer engagement has emerged as a focal point in marketing research. Despite the increasing interest in this concept, there is a lack of a comprehensive body of research in this area. Additionally, existing research in this field has focused on small segments rather than taking a holistic view of customer engagement literature. Furthermore, different theoretical perspectives have led to a fragmented theory. In light of this gap, the present study aims to delineate the evolutionary trajectory of customer engagement literature and outline the knowledge structure of the field, providing a comprehensive perspective.   <strong>Methodology</strong> The type of research in this study is qualitative in terms of data nature, applied in terms of purpose, and bibliometric in terms of data collection. The bibliometric method, as a practical application of mathematical and statistical methods, serves to identify the intellectual trajectories of scholars within a field. It also illuminates the structures and underlying framework of knowledge, highlighting their interrelationships. This approach offers an unbiased perspective for researchers. All analyses were conducted using R programming languages. The algorithms employed included thematic analysis, correspondence analysis, clustering algorithms, and co-occurrence analysis of words.     <strong>Findings</strong> The study identified the most influential authors and journals within the period spanning 2009 to 2022. The most active and influential author in this field is Ms. Hollubeek. Additionally, the journal "Business Research" with a frequency of 41 has the highest number of published articles. The majority of publications are attributed to the United States, Australia, and China. The most frequently occurring words related to customer engagement are customer satisfaction, behavior, impact, and scale development metrics. Furthermore, the results indicate that the majority of research in the field of customer engagement focuses on social media marketing and brand loyalty. Additionally, based on co-occurrence analysis, three clusters of words related to the concepts of engagement and its metrics in social networks, preconditions for customer engagement, recommendation marketing, and the effects of social networks on customer behavior were extracted. This study also provides a comprehensive insight into marketing and brand managers by identifying the main themes of customer engagement. Moreover, the direction and trends of customer engagement shed light on a range of strategic opportunities that can be used by brand managers as a competitive advantage. <strong> </strong> <strong>Conclusion</strong> Based on the results of the histogram mapping, three main pathways of scholars in this field were elucidated. The first one focuses on the customer-centric approach for organizations. From this perspective, organizations should delegate some control to the customer and provide them with incentives, effectively making the customer the marketer of the company. The second pathway has reached its peak with the emergence of social networks and interactions between organization-customer and customer-customer. A wide range of research in the areas of brand community, engagement metrics, and engagement drivers, including content type, customer attitude, industry, and behavior, are encompassed in this pathway. The last one is service dominance. Based on this, engagement is defined as the interaction and creative experiences of the customer with the brand. This pathway is rapidly evolving from a micro to macro perspective and new research is likely to focus on all actors in a service eco-system. <strong>Objective</strong> Over the recent years, the concept of customer engagement has emerged as a focal point in marketing research. Despite the increasing interest in this concept, there is a lack of a comprehensive body of research in this area. Additionally, existing research in this field has focused on small segments rather than taking a holistic view of customer engagement literature. Furthermore, different theoretical perspectives have led to a fragmented theory. In light of this gap, the present study aims to delineate the evolutionary trajectory of customer engagement literature and outline the knowledge structure of the field, providing a comprehensive perspective.   <strong>Methodology</strong> The type of research in this study is qualitative in terms of data nature, applied in terms of purpose, and bibliometric in terms of data collection. The bibliometric method, as a practical application of mathematical and statistical methods, serves to identify the intellectual trajectories of scholars within a field. It also illuminates the structures and underlying framework of knowledge, highlighting their interrelationships. This approach offers an unbiased perspective for researchers. All analyses were conducted using R programming languages. The algorithms employed included thematic analysis, correspondence analysis, clustering algorithms, and co-occurrence analysis of words.     <strong>Findings</strong> The study identified the most influential authors and journals within the period spanning 2009 to 2022. The most active and influential author in this field is Ms. Hollubeek. Additionally, the journal "Business Research" with a frequency of 41 has the highest number of published articles. The majority of publications are attributed to the United States, Australia, and China. The most frequently occurring words related to customer engagement are customer satisfaction, behavior, impact, and scale development metrics. Furthermore, the results indicate that the majority of research in the field of customer engagement focuses on social media marketing and brand loyalty. Additionally, based on co-occurrence analysis, three clusters of words related to the concepts of engagement and its metrics in social networks, preconditions for customer engagement, recommendation marketing, and the effects of social networks on customer behavior were extracted. This study also provides a comprehensive insight into marketing and brand managers by identifying the main themes of customer engagement. Moreover, the direction and trends of customer engagement shed light on a range of strategic opportunities that can be used by brand managers as a competitive advantage. <strong> </strong> <strong>Conclusion</strong> Based on the results of the histogram mapping, three main pathways of scholars in this field were elucidated. The first one focuses on the customer-centric approach for organizations. From this perspective, organizations should delegate some control to the customer and provide them with incentives, effectively making the customer the marketer of the company. The second pathway has reached its peak with the emergence of social networks and interactions between organization-customer and customer-customer. A wide range of research in the areas of brand community, engagement metrics, and engagement drivers, including content type, customer attitude, industry, and behavior, are encompassed in this pathway. The last one is service dominance. Based on this, engagement is defined as the interaction and creative experiences of the customer with the brand. This pathway is rapidly evolving from a micro to macro perspective and new research is likely to focus on all actors in a service eco-system. https://jibm.ut.ac.ir/article_97033_376db706449c3cf7d6a64834de185ca9.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Formulating a Blue Ocean Strategy in the Banking Services Industry: Enhancing Customer Satisfaction through Improved Demand Fulfillment and Presenting an Optimal Pattern Formulating a Blue Ocean Strategy in the Banking Services Industry: Enhancing Customer Satisfaction through Improved Demand Fulfillment and Presenting an Optimal Pattern 87 113 97034 10.22059/jibm.2023.353262.4517 FA Manuchehr Ghanbari MSc., Department of Business Management, Faculty of Material and Industrial Engineering, Semnan University, Semnan, Iran. 0000-0003-0286-6185 Ali Sabzali Yameqani Ph.D., Department of GIS, Faculty of Geodesy and Geomatics Engineering, K. N. Toosi University of Technology, Tehran, Iran. 0000-0002-4860-6007 Yousef Rabbani Assistant Prof., Department of Industrial Engineering, Faculty of Engineering, Semnan University, Semnan, Iran. 0000-0002-3366-890X Kobra Sabzali Yamaqani Ph.D., Department of Business Management, Shahr-e-Qods Branch, Faculty of Humanities, Islamic Azad University, Shahr-e-Qods, Iran. 0000-0001-9447-0289 Journal Article 2023 01 01 <strong>Objective</strong> The competition level among banks and financial institutions in Iran is notably intense. Success demands a novel approach to differentiate itself from competitors and effectively address the current challenges posed by competition. This study aims to formulate a Blue Ocean Strategy model in the banking industry for enhanced customer demand fulfillment, employing a strategy canvas and a four-action framework. Additionally, it endeavors to achieve an optimal pattern through the utilization of optimization techniques.   <strong>Methodology</strong> The present study adopts a quantitative approach in both data collection and research methodology. Conducted in an exploratory manner, the research is characterized by a practical orientation and a comparative approach. The statistical population consists of five managers and experts in the field of banking, who were selected using the available sampling method. First, to extract the main areas of increase, decrease, creation, and elimination in the four-action framework, interviews were conducted with experts. Then, the importance and prioritization of customers' needs and the relative cost of implementing these measures were determined using the BWM method. These actions were divided into human resources, organizational communication, performance evaluation, public relations, advertisement, organizational processes and structures, and placement and architecture. Finally, using the backpack model and weights derived from the BWM method at different levels of the organization's budget, the corresponding measures were selected.   <strong>Findings</strong> The results showed that providing facilities such as customer clubs in the form of loans, health insurance, etc., and designing innovative and up-to-date advertising campaigns, are the most significant needs of customers. Improving the employees’ professional skills and designing a beautiful and elegant interior environment for banks are the least significant needs of customers. Comparing the final weight of customers’ actions showed that preventing corruption and rent-seeking as well as promoting customer awareness and creating customer club networks are the most important actions related to customer needs. Maintaining physical banking communications alongside virtual communications and limiting the scope of bank activity on specific fields are the least important actions related to customer needs. Comparing the final relative cost of actions related to customers’ needs showed that, creating loyal customer clubs and providing short-term facilities services, such as household baskets, sports credit cards, installment purchases, supplementary medical insurance, and expensive architecture of branches, have the highest relative cost. In addition, strengthening the sense of responsibility and responsiveness of employees as well as strengthening horizontal and vertical communications to expand work commitment in the banking system have the lowest relative cost among actions related to customer needs. <strong>Conclusion</strong> Applying the backpack model, the cost savings resulting from decrease and elimination measures were used to implement incremental and creative measures. To carry out more incremental and creative actions, this process should be implemented as a five-year strategy. <strong>Objective</strong> The competition level among banks and financial institutions in Iran is notably intense. Success demands a novel approach to differentiate itself from competitors and effectively address the current challenges posed by competition. This study aims to formulate a Blue Ocean Strategy model in the banking industry for enhanced customer demand fulfillment, employing a strategy canvas and a four-action framework. Additionally, it endeavors to achieve an optimal pattern through the utilization of optimization techniques.   <strong>Methodology</strong> The present study adopts a quantitative approach in both data collection and research methodology. Conducted in an exploratory manner, the research is characterized by a practical orientation and a comparative approach. The statistical population consists of five managers and experts in the field of banking, who were selected using the available sampling method. First, to extract the main areas of increase, decrease, creation, and elimination in the four-action framework, interviews were conducted with experts. Then, the importance and prioritization of customers' needs and the relative cost of implementing these measures were determined using the BWM method. These actions were divided into human resources, organizational communication, performance evaluation, public relations, advertisement, organizational processes and structures, and placement and architecture. Finally, using the backpack model and weights derived from the BWM method at different levels of the organization's budget, the corresponding measures were selected.   <strong>Findings</strong> The results showed that providing facilities such as customer clubs in the form of loans, health insurance, etc., and designing innovative and up-to-date advertising campaigns, are the most significant needs of customers. Improving the employees’ professional skills and designing a beautiful and elegant interior environment for banks are the least significant needs of customers. Comparing the final weight of customers’ actions showed that preventing corruption and rent-seeking as well as promoting customer awareness and creating customer club networks are the most important actions related to customer needs. Maintaining physical banking communications alongside virtual communications and limiting the scope of bank activity on specific fields are the least important actions related to customer needs. Comparing the final relative cost of actions related to customers’ needs showed that, creating loyal customer clubs and providing short-term facilities services, such as household baskets, sports credit cards, installment purchases, supplementary medical insurance, and expensive architecture of branches, have the highest relative cost. In addition, strengthening the sense of responsibility and responsiveness of employees as well as strengthening horizontal and vertical communications to expand work commitment in the banking system have the lowest relative cost among actions related to customer needs. <strong>Conclusion</strong> Applying the backpack model, the cost savings resulting from decrease and elimination measures were used to implement incremental and creative measures. To carry out more incremental and creative actions, this process should be implemented as a five-year strategy. https://jibm.ut.ac.ir/article_97034_99cc801d75cb19bfa907b4bc028dba4f.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Identifying Touchpoints for Foreign Tourists in the Customer Journey through 5 A's Approach Identifying Touchpoints for Foreign Tourists in the Customer Journey through 5 A's Approach 114 136 97035 10.22059/jibm.2023.359654.4586 FA Mostafa Esmaeili Mahyari PhD., Department of Business Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. Mohammad Ghaffari Associate Prof., Department of Business Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. 0000-0002-0566-4717 Hamid Reza Irani Associate Prof., Department of Business Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. 0000-0003-4103-9975 Elham Ebrahimi Associate Prof., Department of Management, Institute for Humanities and Cultural Studies, Tehran, Iran. 0000-0002-2276-4453 Journal Article 2023 05 29 <strong>Objective</strong><br />The notions of customer journey and touchpoints are now fundamental in the realm of marketing, especially in the context of customer experience. The customer journey is comprised of three stages: pre-purchase, during purchase, and post-purchase, with numerous touchpoints where multiple stakeholders may shape the customer experience at each stage. Within the tourism industry, analyzing and identifying the touchpoints of tourists throughout their customer journey can aid destination managers and businesses in developing a meaningful and enduring experience for tourists. The 5A model provides an analytical framework to examine the customer experience during the customer journey, encompassing the steps of Awareness, Appeal, Ask, Act, and Advocacy. Thus, the purpose of this study is to utilize the 5A model to identify and investigate key touchpoints of tourists visiting Iran.<br /> <br /><strong>Methodology</strong><br />The study employed an abductive research method, utilizing convenient and snowball sampling methods to select foreign tourists who have visited Iran in the last four years as participants. Data was collected through in-depth interviews, allowing participants to share their experiences, which were then subjected to thematic analysis. This involved repeated examination of the interviews, coding similar statements, and categorizing them into sub-themes, which ultimately yielded 23 themes that were further grouped into five overarching themes: awareness, appeal, ask, act, and advocacy.<br /> <br /><strong>Findings</strong><br />The research revealed a total of 23 sub-themes, which were grouped into five distinct stages. These stages include the Awareness stage, which involves communication networks with Iranians, positive recommendations from friends and other tourists, literary sources, news media, and personal nostalgia. In the Appeal stage, factors such as being unknown compared to other countries of the world, the direct experience of history, the attractiveness of communication with the people, the food and customs of Iran, and the affordability of traveling to Iran come into play. The Ask stage incorporates experiences of experienced friends, tourist information on social media, international sites and books, and contact with travel agencies and Iranian-generated content on social media. Moving on to the Act stage involves the desire for immediate and individual experience, living an Iranian life, and discovering cultural and historical beauties. Finally, in the Advocacy stage, aspects like recommendation, defending against negative comments, willingness to revisit, bringing others in next travels, content creation on social media, and caring about Iran news play a role.<br /><strong> </strong><br /><strong>Conclusion</strong><br />During all phases of a customer's journey, with particular emphasis on the Awareness and Ask stages, it is imperative to engage in advertising, content creation, and social media presence. The effectiveness of these efforts has a significant influence on tourists' cognizance and consequential decision-making concerning their destination selection. Furthermore, the results indicate that despite the use of technology and innovative service delivery practices, it is crucial to preserve authenticity and prioritize distinctive attractions and authentic experiences. Additionally, brand advocates active on social media platforms play a critical role in influencing<strong><em> </em></strong>potential tourists' decisions to travel to Iran by sharing their experiences and reacting to negative reviews. <strong>Objective</strong><br />The notions of customer journey and touchpoints are now fundamental in the realm of marketing, especially in the context of customer experience. The customer journey is comprised of three stages: pre-purchase, during purchase, and post-purchase, with numerous touchpoints where multiple stakeholders may shape the customer experience at each stage. Within the tourism industry, analyzing and identifying the touchpoints of tourists throughout their customer journey can aid destination managers and businesses in developing a meaningful and enduring experience for tourists. The 5A model provides an analytical framework to examine the customer experience during the customer journey, encompassing the steps of Awareness, Appeal, Ask, Act, and Advocacy. Thus, the purpose of this study is to utilize the 5A model to identify and investigate key touchpoints of tourists visiting Iran.<br /> <br /><strong>Methodology</strong><br />The study employed an abductive research method, utilizing convenient and snowball sampling methods to select foreign tourists who have visited Iran in the last four years as participants. Data was collected through in-depth interviews, allowing participants to share their experiences, which were then subjected to thematic analysis. This involved repeated examination of the interviews, coding similar statements, and categorizing them into sub-themes, which ultimately yielded 23 themes that were further grouped into five overarching themes: awareness, appeal, ask, act, and advocacy.<br /> <br /><strong>Findings</strong><br />The research revealed a total of 23 sub-themes, which were grouped into five distinct stages. These stages include the Awareness stage, which involves communication networks with Iranians, positive recommendations from friends and other tourists, literary sources, news media, and personal nostalgia. In the Appeal stage, factors such as being unknown compared to other countries of the world, the direct experience of history, the attractiveness of communication with the people, the food and customs of Iran, and the affordability of traveling to Iran come into play. The Ask stage incorporates experiences of experienced friends, tourist information on social media, international sites and books, and contact with travel agencies and Iranian-generated content on social media. Moving on to the Act stage involves the desire for immediate and individual experience, living an Iranian life, and discovering cultural and historical beauties. Finally, in the Advocacy stage, aspects like recommendation, defending against negative comments, willingness to revisit, bringing others in next travels, content creation on social media, and caring about Iran news play a role.<br /><strong> </strong><br /><strong>Conclusion</strong><br />During all phases of a customer's journey, with particular emphasis on the Awareness and Ask stages, it is imperative to engage in advertising, content creation, and social media presence. The effectiveness of these efforts has a significant influence on tourists' cognizance and consequential decision-making concerning their destination selection. Furthermore, the results indicate that despite the use of technology and innovative service delivery practices, it is crucial to preserve authenticity and prioritize distinctive attractions and authentic experiences. Additionally, brand advocates active on social media platforms play a critical role in influencing<strong><em> </em></strong>potential tourists' decisions to travel to Iran by sharing their experiences and reacting to negative reviews. https://jibm.ut.ac.ir/article_97035_1680002fb7982ea5ad1627c16c4515d6.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 The Effect of Dynamic Service Innovation Capabilities on Firm Performance: The Moderating Role of Perceived Environmental Dynamism and the Mediating Role of Service Innovation and Competitive Advantage The Effect of Dynamic Service Innovation Capabilities on Firm Performance: The Moderating Role of Perceived Environmental Dynamism and the Mediating Role of Service Innovation and Competitive Advantage 137 166 97036 10.22059/jibm.2023.355935.4546 FA Rasoul Nosratpanah MSc., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran. 0000-0002-3713-9933 Samad Barani Assistant Prof., Department of Management, Shahid Sattari Aeronautical University, Tehran, Iran. 0000-0002-6677-2244 Aref Ashrafzadeh MSc., Department of MBA, Faculty of Management, Kharazmi University, Tehran, Iran. 0009-0009-6553-8497 Gholamhosein Atashi Ph.D. Candidate, Department of MBA, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran. 0009-0008-9781-6327 Journal Article 2023 02 24 <strong>Objective</strong><br />In the last decade, the role of hotels in the economic development of countries has become more apparent, and it has caused the tourism industry-especially hotel management - to be given a lot of attention in developing countries. However, the industry faces increasing competition as the market is flooded with many related services that are often easily interchangeable.<strong><em> </em></strong>The recent extension of the resource-based view (RBV) into dynamic capability has urged firms to focus on developing new capabilities to cope with shifting markets. This dynamic capability perspective posits that firms need to integrate, build, and reconfigure internal and external competence to address a rapidly changing environment. Due to the dynamic changing environment, firms have to continuously promote novelty and variety. Particularly in the service sector, the concept of dynamic service innovation capability has garnered significant attention.<strong><em> </em></strong>Four major dimensions including sensing customer needs, conceptualizing, coproducing, and scaling, have been identified as some of the most important factors to win competitive advantages. However, empirical validations regarding the generalizability of dynamic service innovation capabilities constructs and their influences on service innovation, competitive advantage, and organizational performance are still limited. Therefore,<strong><em> </em></strong>this research aims to investigate the impact of dynamic service innovation capabilities on firm performance by explaining the moderating role of perceived environmental dynamics and the mediating role of service innovation and competitive advantage.<br /><strong>Methodology</strong><br />The research employs an applied purpose and a descriptive-correlational nature. The statistical population for this research comprises hotel managers. The sample size, determined using G-POWER 3 software, consists of 222 individuals. A total of 218 responses were collected through a standard questionnaire using an available sampling method during an online survey. The data were analyzed using SPSS 26 and Smart PLS 3 software.<br /> <br /><strong>Findings</strong><br />The results of the model analysis showed that the dynamic service innovation capabilities of hotels have a significant effect on their performance. The findings also confirmed the mediating role of service innovation and competitive advantage. In addition, the moderating effect of perceived environmental dynamics on the relationship between dynamic service innovation capabilities and service innovation was confirmed. However, the moderating effect of this variable on the impact of dynamic service innovation capabilities on competitive advantage and firm performance was rejected. The study also confirmed the moderating role of perceived environmental dynamics on the relationship between service innovation and competitive advantage, as well as firm performance.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The results of this study show that dynamic service innovation capabilities can increase the competitive advantage and performance of hotels through service innovation. Therefore, first, hotel managers should try to create strategic alignment to adapt to customer needs and interact with value network partners. After understanding the needs and demands of customers, a hotel needs to create and strengthen the ability to conceptualize new service ideas or values. With effective management of dynamic service innovation capability, firms can implement effective management of their resources by providing what customers want and thereby reaching sustainable competitive advantage. Moreover, if firms are more heterogeneously competing in the marketplace, dynamic service innovation capability will play a significant role in organizational performance. Policymakers in the hospitality sector should prioritize enhancing capabilities aligned with evolving traveler preferences. By delivering positive experiences through the development and ongoing refinement of innovative services, they can establish mutual value. <strong>Objective</strong><br />In the last decade, the role of hotels in the economic development of countries has become more apparent, and it has caused the tourism industry-especially hotel management - to be given a lot of attention in developing countries. However, the industry faces increasing competition as the market is flooded with many related services that are often easily interchangeable.<strong><em> </em></strong>The recent extension of the resource-based view (RBV) into dynamic capability has urged firms to focus on developing new capabilities to cope with shifting markets. This dynamic capability perspective posits that firms need to integrate, build, and reconfigure internal and external competence to address a rapidly changing environment. Due to the dynamic changing environment, firms have to continuously promote novelty and variety. Particularly in the service sector, the concept of dynamic service innovation capability has garnered significant attention.<strong><em> </em></strong>Four major dimensions including sensing customer needs, conceptualizing, coproducing, and scaling, have been identified as some of the most important factors to win competitive advantages. However, empirical validations regarding the generalizability of dynamic service innovation capabilities constructs and their influences on service innovation, competitive advantage, and organizational performance are still limited. Therefore,<strong><em> </em></strong>this research aims to investigate the impact of dynamic service innovation capabilities on firm performance by explaining the moderating role of perceived environmental dynamics and the mediating role of service innovation and competitive advantage.<br /><strong>Methodology</strong><br />The research employs an applied purpose and a descriptive-correlational nature. The statistical population for this research comprises hotel managers. The sample size, determined using G-POWER 3 software, consists of 222 individuals. A total of 218 responses were collected through a standard questionnaire using an available sampling method during an online survey. The data were analyzed using SPSS 26 and Smart PLS 3 software.<br /> <br /><strong>Findings</strong><br />The results of the model analysis showed that the dynamic service innovation capabilities of hotels have a significant effect on their performance. The findings also confirmed the mediating role of service innovation and competitive advantage. In addition, the moderating effect of perceived environmental dynamics on the relationship between dynamic service innovation capabilities and service innovation was confirmed. However, the moderating effect of this variable on the impact of dynamic service innovation capabilities on competitive advantage and firm performance was rejected. The study also confirmed the moderating role of perceived environmental dynamics on the relationship between service innovation and competitive advantage, as well as firm performance.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The results of this study show that dynamic service innovation capabilities can increase the competitive advantage and performance of hotels through service innovation. Therefore, first, hotel managers should try to create strategic alignment to adapt to customer needs and interact with value network partners. After understanding the needs and demands of customers, a hotel needs to create and strengthen the ability to conceptualize new service ideas or values. With effective management of dynamic service innovation capability, firms can implement effective management of their resources by providing what customers want and thereby reaching sustainable competitive advantage. Moreover, if firms are more heterogeneously competing in the marketplace, dynamic service innovation capability will play a significant role in organizational performance. Policymakers in the hospitality sector should prioritize enhancing capabilities aligned with evolving traveler preferences. By delivering positive experiences through the development and ongoing refinement of innovative services, they can establish mutual value. https://jibm.ut.ac.ir/article_97036_58e58fe1e6be95e8c5e41d9ce861ca1c.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Service Innovation in Customer Value Co-Creation: The Mediating Role of Customer Engagement in the Hospitality Industry – A Case Study Service Innovation in Customer Value Co-Creation: The Mediating Role of Customer Engagement in the Hospitality Industry – A Case Study 167 193 97037 10.22059/jibm.2023.357834.4561 FA Meysam Fakharyan PhD Candidate, Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran. 0009-0009-0073-3021 Ali Hosseinzadeh Assistant Prof., Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran. 0000-0002-0217-3429 Hadi Bastam Assistant Prof., Department of Business Management, Tabaran Institute of Higher Education, Mashhad, Iran. Assistant Prof., Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran. 0009-0007-8228-5562 Journal Article 2023 04 28 <strong>Objective</strong><br />As competition intensifies in the tourism sector, hotel operators and managers recognize the significance of fostering innovation for gaining a competitive advantage. Hotels must welcome ideas and look for knowledge outside of the organization to be able to create value for hotels. Accordingly, it would be better for hotels to experience the process of cooperation and engagement with customers in innovative environments to be able to improve the customer value co-creation process. The present research is aimed at explaining the role of service innovation in customer value co-creation behaviors with customer engagement as the mediator.<br /> <br /><strong>Methodology</strong><br />This study is applied in its approach, characterized by a descriptive-survey methodology. The population of the research includes all customers of three, four and five-star hotels in Mashhad. The sample size, 384 individuals, was determined using Krejcie and Morgan Table, using the convenience non-probability sampling method. The questionnaires were gathered through an online survey, and their validity and reliability were duly confirmed. The descriptive data were analyzed by SPSS Software ver.16 and the research's model was analyzed by LISREL Software ver.8.5 that was based on Structural Equations Modeling (SEM).<br /> <br /><strong>Findings</strong><br />The descriptive findings revealed that most participants were in the age range of 20 to 29 years (46.5%), followed by 30-39 years old (21%), <20 years old (14.5%), 40-49 years old (9%), and >50 years old (9%). The majority of surveyed individuals held Bachelor's and Master's degrees (64.5%), followed by those with associate's degrees and high school diplomas (29%), and individuals with a PhD degree (6.5%). The inferential findings showed that innovation significantly and positively affects the customer participation, customer engagement and customer citizenship behavior. Customer engagement positively and significantly affects customer participation and customer citizenship behavior. In addition, the indirect role of the mediator variable, i.e. customer engagement, was confirmed among service innovation and dimensions of customer value co-creation behaviors (customer participation and customer citizenship behavior).<br /><strong> </strong><br /><strong>Conclusion</strong><br />All of the hypotheses were supported. First, the results of the research showed the importance of service innovation to improve customer engagement in hospitality industry. Hence, hotel managers should continue developing innovative strategies to attract customers and drive customer engagement. Second, the results indicated that innovation is an essential factor affecting the customer value co-creation behaviors. Therefore, hotel managers should always provide innovative service for customers to promote customer value co-creation opportunities. Third, the results showed that innovation positively affects the customer engagement; thus, it promotes the customer value co-creation behaviors. So, hotel managers are recommended to provide value added innovative service or products to improve the customers' experiences and their desire to participate in value co-creation. <strong>Objective</strong><br />As competition intensifies in the tourism sector, hotel operators and managers recognize the significance of fostering innovation for gaining a competitive advantage. Hotels must welcome ideas and look for knowledge outside of the organization to be able to create value for hotels. Accordingly, it would be better for hotels to experience the process of cooperation and engagement with customers in innovative environments to be able to improve the customer value co-creation process. The present research is aimed at explaining the role of service innovation in customer value co-creation behaviors with customer engagement as the mediator.<br /> <br /><strong>Methodology</strong><br />This study is applied in its approach, characterized by a descriptive-survey methodology. The population of the research includes all customers of three, four and five-star hotels in Mashhad. The sample size, 384 individuals, was determined using Krejcie and Morgan Table, using the convenience non-probability sampling method. The questionnaires were gathered through an online survey, and their validity and reliability were duly confirmed. The descriptive data were analyzed by SPSS Software ver.16 and the research's model was analyzed by LISREL Software ver.8.5 that was based on Structural Equations Modeling (SEM).<br /> <br /><strong>Findings</strong><br />The descriptive findings revealed that most participants were in the age range of 20 to 29 years (46.5%), followed by 30-39 years old (21%), <20 years old (14.5%), 40-49 years old (9%), and >50 years old (9%). The majority of surveyed individuals held Bachelor's and Master's degrees (64.5%), followed by those with associate's degrees and high school diplomas (29%), and individuals with a PhD degree (6.5%). The inferential findings showed that innovation significantly and positively affects the customer participation, customer engagement and customer citizenship behavior. Customer engagement positively and significantly affects customer participation and customer citizenship behavior. In addition, the indirect role of the mediator variable, i.e. customer engagement, was confirmed among service innovation and dimensions of customer value co-creation behaviors (customer participation and customer citizenship behavior).<br /><strong> </strong><br /><strong>Conclusion</strong><br />All of the hypotheses were supported. First, the results of the research showed the importance of service innovation to improve customer engagement in hospitality industry. Hence, hotel managers should continue developing innovative strategies to attract customers and drive customer engagement. Second, the results indicated that innovation is an essential factor affecting the customer value co-creation behaviors. Therefore, hotel managers should always provide innovative service for customers to promote customer value co-creation opportunities. Third, the results showed that innovation positively affects the customer engagement; thus, it promotes the customer value co-creation behaviors. So, hotel managers are recommended to provide value added innovative service or products to improve the customers' experiences and their desire to participate in value co-creation. https://jibm.ut.ac.ir/article_97037_a0987687e1767745b0d2b0c936ec90c6.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Identifying the Dimensions and Consequences of Digital Customer Experience: A Phenomenological Study Identifying the Dimensions and Consequences of Digital Customer Experience: A Phenomenological Study 194 215 94929 10.22059/jibm.2023.361030.4603 FA Fatemeh Eslahi Ph.D. Candidate, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran. 0009-0008-3911-2110 Seyed Mohammad Reza Mirahmadi Assistant Prof., Department of Management, Dolatabad Branch, Islamic Azad University, Isfahan, Iran. 0000-0002-7738-1118 Mojtaba Aghajani Assistant Prof., Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran. 0000-0001-5563-3516 Journal Article 2023 06 19 <strong>Objective</strong><br />Achieving success, particularly in the realm of online and digital commerce, frequently hinges on customer experience, a multifaceted process influenced by numerous factors. Along with the emergence of new technologies, communication methods between organizations and customers have changed. The digitalization process allows customers to access a great deal of information around the world without any time or place boundaries and make multiple transactions and purchases at once. Today, customers are not only accessing and searching for information on the Internet but also engaging in interactions, uploading, and sharing content themselves. In addition, by creating the online virtual world, social media has transformed communication from traditional methods into a large and online social phenomenon. Utilizing interactive capabilities enables direct contact with consumers, resulting in lower costs, increased productivity, enhanced satisfaction with internet purchasing, higher repurchase intentions, and ultimately, a more pleasant consumer experience. Digital customer experience has become an important topic in market research, as businesses have realized that their success depends largely on providing positive purchasing experiences for their customers. Creating memorable experiences is significant for retaining old customers and attracting new ones. This study investigates the desired digital experience of customers when shopping online in a highly competitive environment. It also seeks to determine the factors contributing to the digital experience of customers in cyberspace.<br /> <br /> <br /> <br /><strong>Methodology</strong><br />The research employs a qualitative and descriptive phenomenological approach. The statistical population consists of individuals who engage in internet purchasing on websites at least twice a month, with a monthly purchasing amount exceeding 500 thousand Tomans. Accordingly, those who were fully familiar with Internet purchasing were selected as the study sample. Furthermore, a purposive sampling technique was used to select the samples and concerning the qualitative nature of the research, the sample size was determined to be 18 people until the data saturated. The interview data underwent analysis using Van Manen's method, which involved three stages of coding: open, axial, and selective coding. Throughout this process, the data were continuously reviewed and refined to ensure thorough analysis.<br /> <br /><strong>Findings</strong><br />A total of 705 codes were extracted after the data were analyzed. The codes were classified into three major components, including digital customer experience, satisfaction with internet purchasing, and repurchase intention. In total, digital customer experience encompassed 19 sub-categories, five main categories, and one sub-category. Customer satisfaction with Internet purchasing consisted of two categories and the repurchase intention consisted of two categories.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The research findings highlight the influence of the aforementioned factors in fostering a favorable digital experience for customers and online shopping. It is worth noting that given the highly competitive conditions of businesses, managers and business owners should give special credit to these factors to achieve customer satisfaction. <strong>Objective</strong><br />Achieving success, particularly in the realm of online and digital commerce, frequently hinges on customer experience, a multifaceted process influenced by numerous factors. Along with the emergence of new technologies, communication methods between organizations and customers have changed. The digitalization process allows customers to access a great deal of information around the world without any time or place boundaries and make multiple transactions and purchases at once. Today, customers are not only accessing and searching for information on the Internet but also engaging in interactions, uploading, and sharing content themselves. In addition, by creating the online virtual world, social media has transformed communication from traditional methods into a large and online social phenomenon. Utilizing interactive capabilities enables direct contact with consumers, resulting in lower costs, increased productivity, enhanced satisfaction with internet purchasing, higher repurchase intentions, and ultimately, a more pleasant consumer experience. Digital customer experience has become an important topic in market research, as businesses have realized that their success depends largely on providing positive purchasing experiences for their customers. Creating memorable experiences is significant for retaining old customers and attracting new ones. This study investigates the desired digital experience of customers when shopping online in a highly competitive environment. It also seeks to determine the factors contributing to the digital experience of customers in cyberspace.<br /> <br /> <br /> <br /><strong>Methodology</strong><br />The research employs a qualitative and descriptive phenomenological approach. The statistical population consists of individuals who engage in internet purchasing on websites at least twice a month, with a monthly purchasing amount exceeding 500 thousand Tomans. Accordingly, those who were fully familiar with Internet purchasing were selected as the study sample. Furthermore, a purposive sampling technique was used to select the samples and concerning the qualitative nature of the research, the sample size was determined to be 18 people until the data saturated. The interview data underwent analysis using Van Manen's method, which involved three stages of coding: open, axial, and selective coding. Throughout this process, the data were continuously reviewed and refined to ensure thorough analysis.<br /> <br /><strong>Findings</strong><br />A total of 705 codes were extracted after the data were analyzed. The codes were classified into three major components, including digital customer experience, satisfaction with internet purchasing, and repurchase intention. In total, digital customer experience encompassed 19 sub-categories, five main categories, and one sub-category. Customer satisfaction with Internet purchasing consisted of two categories and the repurchase intention consisted of two categories.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The research findings highlight the influence of the aforementioned factors in fostering a favorable digital experience for customers and online shopping. It is worth noting that given the highly competitive conditions of businesses, managers and business owners should give special credit to these factors to achieve customer satisfaction. https://jibm.ut.ac.ir/article_94929_ecfd3c65ad045201ede8484516e11b56.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 Exploring the Impact of Homophily Attitude, Physical, and Social Attractiveness on Purchase Intentions Exploring the Impact of Homophily Attitude, Physical, and Social Attractiveness on Purchase Intentions 216 237 97065 10.22059/jibm.2023.305715.4579 FA Honya Ghasemi MSc. Student, Department of Business Management, Faculty of Economics and Management, UrmiaUniversity, Urmia, Iran. 0009-0009-0612-6847 Ramin Bashir Khodaparasti Associate Prof., Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran. 0000-0002-5292-3451 Hooshmand Bagheri Garbollagh Assistant Prof., Department of Business Management, Faculty of Economics and Management, Urmia University , Urmia, Iran. 0000-0001-7635-3994 Journal Article 2023 05 13 <strong>Objective</strong><br />Augmented reality technology has made its way into households, presenting a valuable opportunity for marketers to offer customers a seamless flow experience within the comfort of their homes. In this age of technology, consumers have become comfortable shopping with their mobile devices. With this burgeoning trend, the branded app market has grown steadily, surpassing all other types of mobile commerce. Augmented reality applications add a new dimension to the customer experience by covering the customer's face or surroundings with virtual products. Given the omnipresence of smartphones today and customers' responsiveness to new technologies, there is an increasing focus on studying consumer behavior towards emerging technologies. Augmented reality has appeared as a new technology available to retailers for customer interaction. Also, the popularity of social media among both the young and older generations has led to its widespread usage as a new marketing communication platform. Customers encounter diverse marketing initiatives that businesses swiftly promote and execute in the digital realm of social media networks, disregarding space or time constraints. Due to social media platform features like live chats and commenting capabilities, individuals may now have direct digital interactions with their favorite brands, famous influencers, and other users. Social media users can communicate their attitudes and ideas about a brand’s products or the actions of other users by simply pressing the “like” or “dislike” button or by posting a favorable or unfavorable comment on a post. In addition, influencer marketing is gaining popularity in the era of social media. It is being widely used by marketers to influence their potential customers. This research Meta-synthesizes the existing literature on influencer marketing. Therefore, its purpose is to examine how Homophily attitude, physical and social attractiveness influence purchase intention, mediated by trustworthiness, perceived expertise, and parasocial relationship.<br /> <br /><strong>Methodology</strong><br />This study employs a descriptive-correlational research design. The statistical population includes approximately 13,000 students at Urmia University who are users of smart mobile phones and augmented reality applications. To calculate the sample size, Morgan's table was used. According to the size of the population, and based on the random cluster sampling method, 384 people were selected as the sample. To carry out this research, a standard questionnaire was used. The data was analyzed using the Partial Least Squares Structural Equation Model (PLS-SEM).<br /> <br /><strong>Findings</strong><br />The findings indicate that trustworthiness acts as a mediator in the relationship between Homophily attitude, physical and social attractiveness, and purchase intention.<strong><em> </em></strong>Perceived skill mediates the relationship between Homophily attitude and physical and social attractiveness with purchase intention. Parasocial relationship mediates the relationship between Homophily attitude and physical and social attractiveness with purchase intention. In addition, the attitude of Homophily, physical and social attractiveness has a significant effect on purchase intention.<br /><strong> </strong><br /><strong>Conclusion</strong><br />It can be inferred that social media influencer marketing strategies should be tailored according to individual attributes, characteristics, and types of influencers. Furthermore, recognizing the significance of media richness and naturalness in social media marketing will assist marketing managers in crafting effective campaigns.<br />  <strong>Objective</strong><br />Augmented reality technology has made its way into households, presenting a valuable opportunity for marketers to offer customers a seamless flow experience within the comfort of their homes. In this age of technology, consumers have become comfortable shopping with their mobile devices. With this burgeoning trend, the branded app market has grown steadily, surpassing all other types of mobile commerce. Augmented reality applications add a new dimension to the customer experience by covering the customer's face or surroundings with virtual products. Given the omnipresence of smartphones today and customers' responsiveness to new technologies, there is an increasing focus on studying consumer behavior towards emerging technologies. Augmented reality has appeared as a new technology available to retailers for customer interaction. Also, the popularity of social media among both the young and older generations has led to its widespread usage as a new marketing communication platform. Customers encounter diverse marketing initiatives that businesses swiftly promote and execute in the digital realm of social media networks, disregarding space or time constraints. Due to social media platform features like live chats and commenting capabilities, individuals may now have direct digital interactions with their favorite brands, famous influencers, and other users. Social media users can communicate their attitudes and ideas about a brand’s products or the actions of other users by simply pressing the “like” or “dislike” button or by posting a favorable or unfavorable comment on a post. In addition, influencer marketing is gaining popularity in the era of social media. It is being widely used by marketers to influence their potential customers. This research Meta-synthesizes the existing literature on influencer marketing. Therefore, its purpose is to examine how Homophily attitude, physical and social attractiveness influence purchase intention, mediated by trustworthiness, perceived expertise, and parasocial relationship.<br /> <br /><strong>Methodology</strong><br />This study employs a descriptive-correlational research design. The statistical population includes approximately 13,000 students at Urmia University who are users of smart mobile phones and augmented reality applications. To calculate the sample size, Morgan's table was used. According to the size of the population, and based on the random cluster sampling method, 384 people were selected as the sample. To carry out this research, a standard questionnaire was used. The data was analyzed using the Partial Least Squares Structural Equation Model (PLS-SEM).<br /> <br /><strong>Findings</strong><br />The findings indicate that trustworthiness acts as a mediator in the relationship between Homophily attitude, physical and social attractiveness, and purchase intention.<strong><em> </em></strong>Perceived skill mediates the relationship between Homophily attitude and physical and social attractiveness with purchase intention. Parasocial relationship mediates the relationship between Homophily attitude and physical and social attractiveness with purchase intention. In addition, the attitude of Homophily, physical and social attractiveness has a significant effect on purchase intention.<br /><strong> </strong><br /><strong>Conclusion</strong><br />It can be inferred that social media influencer marketing strategies should be tailored according to individual attributes, characteristics, and types of influencers. Furthermore, recognizing the significance of media richness and naturalness in social media marketing will assist marketing managers in crafting effective campaigns.<br />  https://jibm.ut.ac.ir/article_97065_61ebbe415489dc2d0a927fe4b2a65aae.pdf

Univrsity Of Tehran Press Journal of Business Management 2008-5907 16 1 2024 03 20 A Localized Model for Branding in the Iranian Dairy Industry A Localized Model for Branding in the Iranian Dairy Industry 238 261 97096 10.22059/jibm.2023.361786.4611 FA Shaghayegh Sabaghi Ph.D. Candidate, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran. 0009-0001-8517-2148 Alireza Rousta AssociateProf., Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran. 0000-0001-8981-4374 Farzad Asayesh Assistant Prof., Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran. 0000-0002-2497-6636 Journal Article 2023 07 09 <strong>Objective</strong><br />Branding is the process of creating a strong awareness of a product or service in the market using a logo, design, symbol, or slogan i.e. the elements used in advertising. Branding includes creating effective communication between a company and its customers. It has a positive and substantial impact on the customer's mind. The absence of a specific branding model can be interpreted as a primary factor contributing to the disregard of branding activities by dairy company managers. Over the past two decades, there has been a substantial increase in the number of active companies within the dairy industry, driven by shifts in consumption patterns. This surge has led to a sharp rise in competition among these companies. In such a situation, having a branding strategy can act as an important factor in increasing the competitiveness of dairy companies. With the increase in competition in the Iranian dairy market, there is an urgent need for branding to maintain a competitive position in this industry. This study was carried out to propose a local model for branding in Iran's dairy industry.<br /> <br /><strong>Methodology</strong><br />This developmental-fundamental research was carried out using a qualitative approach and conducted as a cross-sectional study. Creswell and Clark (2007) were referenced in designing a paradigm model based on grounded theory. The data were collected through semi-structured interviews with experts from Iran's dairy industry.<strong><em> </em></strong>The statistical population in the qualitative phase comprised of 12 managers of Iranian dairy companies, including experts and specialists in the dairy industry. The primary method of data collection involved conducting semi-structured interviews. A grounded theory approach using MAXQDA v.10 software was used to analyze qualitative data and present a paradigm model.<br /> <br /><strong>Findings</strong><br />Based on the results of qualitative analysis, six categories of factors including causal conditions, contextual factors, strategies, central phenomenon, intervening factors, and consequences were identified. The macro-environment and competitive atmosphere were identified as the main components in the contextual category. Regarding causal conditions, two main categories including marketing mix, mental paradigms of managers, social responsibility, optimal mining, and organizational culture were identified. Considering strategic brand management as a central research phenomenon, brand personality indicators, brand culture, brand audit, brand participation, brand performance, and brand building were identified. Customer relationship management, brand equity, and target market selection were identified as the main categories of strategies and actions. Sustainable competitive advantage and employee participation have been identified as the most important intervening factors. Marketing performance (brand loyalty, customer satisfaction, increased market share, and increase in the number of customers) as well as financial performance (profitability and increase in sales) were identified as the main outcomes.<br /><strong> </strong><br /><strong>Conclusion</strong><br />Based on the findings of this research, adopting a comprehensive branding model in dairy companies has the potential to enhance both market and financial performance. <strong>Objective</strong><br />Branding is the process of creating a strong awareness of a product or service in the market using a logo, design, symbol, or slogan i.e. the elements used in advertising. Branding includes creating effective communication between a company and its customers. It has a positive and substantial impact on the customer's mind. The absence of a specific branding model can be interpreted as a primary factor contributing to the disregard of branding activities by dairy company managers. Over the past two decades, there has been a substantial increase in the number of active companies within the dairy industry, driven by shifts in consumption patterns. This surge has led to a sharp rise in competition among these companies. In such a situation, having a branding strategy can act as an important factor in increasing the competitiveness of dairy companies. With the increase in competition in the Iranian dairy market, there is an urgent need for branding to maintain a competitive position in this industry. This study was carried out to propose a local model for branding in Iran's dairy industry.<br /> <br /><strong>Methodology</strong><br />This developmental-fundamental research was carried out using a qualitative approach and conducted as a cross-sectional study. Creswell and Clark (2007) were referenced in designing a paradigm model based on grounded theory. The data were collected through semi-structured interviews with experts from Iran's dairy industry.<strong><em> </em></strong>The statistical population in the qualitative phase comprised of 12 managers of Iranian dairy companies, including experts and specialists in the dairy industry. The primary method of data collection involved conducting semi-structured interviews. A grounded theory approach using MAXQDA v.10 software was used to analyze qualitative data and present a paradigm model.<br /> <br /><strong>Findings</strong><br />Based on the results of qualitative analysis, six categories of factors including causal conditions, contextual factors, strategies, central phenomenon, intervening factors, and consequences were identified. The macro-environment and competitive atmosphere were identified as the main components in the contextual category. Regarding causal conditions, two main categories including marketing mix, mental paradigms of managers, social responsibility, optimal mining, and organizational culture were identified. Considering strategic brand management as a central research phenomenon, brand personality indicators, brand culture, brand audit, brand participation, brand performance, and brand building were identified. Customer relationship management, brand equity, and target market selection were identified as the main categories of strategies and actions. Sustainable competitive advantage and employee participation have been identified as the most important intervening factors. Marketing performance (brand loyalty, customer satisfaction, increased market share, and increase in the number of customers) as well as financial performance (profitability and increase in sales) were identified as the main outcomes.<br /><strong> </strong><br /><strong>Conclusion</strong><br />Based on the findings of this research, adopting a comprehensive branding model in dairy companies has the potential to enhance both market and financial performance. https://jibm.ut.ac.ir/article_97096_016aa71515fc3be4a1026b3ada1537a9.pdf