Ahmad Shamsi; Alireza Shirvani; Mashallah Valikani
Abstract
Purpose: In the present research the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with marketing of electronic services (the case study of Iran Postbank) especially taken ...
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Purpose: In the present research the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with marketing of electronic services (the case study of Iran Postbank) especially taken into account. E-marketing has greatly facilitated the banking operation.Method: This research is applied in terms of purpose and descriptive-survey and correlational as regards the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability using Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS software.Findings: The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive impact on the marketing of electronic services, also the marketing of services has a positive and significant impact on customer attraction and the marketing of electronic banking services will increase customer attraction.Conclusion: Given the increasing competition among Iranian banks and the challenge of attracting new customers and keeping current customers, as discussed in this research, brand awareness is one of the most important factors affecting customer attraction in the bank.
Fazel Zamani; Mashallah Valikhani; Alireza Shirvani
Abstract
Purpose: The purpose of this study is to improve the organizational adequacy model for the digital maturity of Iranian offices with a data-based approach.Methodology: This research was conducted with a qualitative-inductive approach and the Strauss-Corbin contextual theory method. The research tool (data ...
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Purpose: The purpose of this study is to improve the organizational adequacy model for the digital maturity of Iranian offices with a data-based approach.Methodology: This research was conducted with a qualitative-inductive approach and the Strauss-Corbin contextual theory method. The research tool (data collection) was a semi-structured interview, which means that by analyzing qualitative data, it identifies the unknown aspects of the research variables. Using the grounded theory method, the data obtained from interviews with 10 elites and qualified specialists of the Telecommunication Organization were analyzed in three stages of open, axial and selective coding.Results: 14 general categories were presented in the form of a paradigm model that these factors include causal conditions (law and regulations, organizational culture, organizational structure, need for organizational adequacy, customer relationship management) central phenomenon (promotion of organizational adequacy in the Iranian administrative system), underlying conditions (Organizational development method), intervening conditions (effectiveness of human resources, organizational principles, and criteria, organizational adequacy thinking) and strategies (growth and development of administrative culture, development of basic criteria of organizational adequacy, organizational excellence strategy) and consequences (achievement of organizational goals, achievement of master goals Reference).Conclusion: Human resources are most valuable factor of production and most important capital and main source of competitive advantage and the creation of basic capabilities and real estate wealth in the areas of talent recognition, monitoring of any organization is considered, so performance capital It is necessary to improve it. Telecommunication organization with knowledge developments can continuously improve organizational adequacy to achieve digital maturity.
