Original Article
Samira Zare Asl; Mohammad Kiamehr
Abstract
Purpose: The purpose of this study was to investigate the effect of ethics-oriented leadership and political skills of digital organizational developments on accounting students' perceptions. Method: The study population in this study was accounting students in Shiraz. The statistical population of this ...
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Purpose: The purpose of this study was to investigate the effect of ethics-oriented leadership and political skills of digital organizational developments on accounting students' perceptions. Method: The study population in this study was accounting students in Shiraz. The statistical population of this study includes all accounting students in Shiraz, whose number is 850 people. The number of samples was 265 based on the Morgan table. 400 questionnaires were distributed electronically and randomly and 265 questionnaires were selected. After data collection, structural equations were analyzed using SPSS and SMART PLS software. Findings: Based on the results, ethical leadership has a positive and significant relationship with accounting students' perception of leadership effectiveness. Political skills have a negative and significant relationship with accounting students' perception of leadership effectiveness. Machiavellianism mediates the role of leadership in the relationship between ethical leadership and accounting students' perceptions of leadership effectiveness. Machiavellianism has an increasing mediating role in political skills and accounting students' perceptions of leadership effectiveness. Conclusion: This article is practical. Therefore, its main contribution is to clarify the discussion about the impact of digital transformation in the accounting sector and the importance of accounting ethics in the digital age. Nevertheless, the results can be interesting for researchers, policymakers, teachers, professional institutions, and accounting professionals.
Original Article
Seyedeh Maryam Tayebi Masoleh; Kambiz Poushaneh; Ali Akbar Khosravi Babadi; Hamid Reza Reza zaheh; Ahmad Ramezani
Abstract
Purpose: The aim of this study is to model a citizenship education curriculum for students with special needs for digital citizenship education.Method: The qualitative methodology of the grounded theory approach has been used. The statistical population is experts and specialists in special curriculum ...
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Purpose: The aim of this study is to model a citizenship education curriculum for students with special needs for digital citizenship education.Method: The qualitative methodology of the grounded theory approach has been used. The statistical population is experts and specialists in special curriculum planning and experts of exceptional organizations. Sampling was performed using the non-probabilistic judgmental (targeted) method. Interviews were conducted with research samples. To sample, the snowball method was used and the interview was conducted in a semi-structured manner with open and general questions for up to 15 people to saturate the data, but for more assurance, up to 24 people were interviewed. Finally, the factors were identified using the foundation data technique using Atlas ti software. An in-depth interview was used as the main data collection tool at this stage.Findings: Based on the obtained results, a total of 106 concepts and 21 categories or open-source codes were identified and extracted. The 21 identified categories were divided into 6 main datasets of the foundation.Among the identified factors, the axial coding paradigm was performed and based on that, the linear relationship was determined between research categories including causal conditions, axial categories, contextual conditions, intervening conditions, strategies, and consequences.Conclusion: The results show the importance of the content of citizenship education and training methods. Regarding teaching and learning methods, the formation of informal groups and monitoring of the activities of groups, learning in practice, and student-centered and participatory teaching methods are emphasized.
Original Article
Adel Sepehr; Manouchehr Manteghi; Vahid Baradaran
Abstract
Small and medium enterprises (SMEs) have become a vital factor for national competitiveness and firms and companies, and the world is increasingly moving towards a knowledge-based economy. Innovation and technological changes are strongly influenced by the country/place where they occur. The main purpose ...
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Small and medium enterprises (SMEs) have become a vital factor for national competitiveness and firms and companies, and the world is increasingly moving towards a knowledge-based economy. Innovation and technological changes are strongly influenced by the country/place where they occur. The main purpose of this study is to present the framework of SME innovation strategy with the approach of the fourth generation industry in Iran, which has been done using the GT method i.e a blend of qualitative and quantitative methods. The research population includes small and medium businesses and industrial townships in Tehran. The method of data collection in the qualitative part is the interview and in the quantitative part a questionnaire. The findings show that the innovation strategy framework in SME in the fourth industrial revolution is one of the causal factors with 5 components including small and medium businesses, organization maturity model, digitization, rules and regulations and innovation strategy. The results consist of 8 sub-components, which can be enumerated as market development, increasing exports, increasing productivity, creating added value, improving financial credits, training work managers, entrepreneurship and finally creating employment. The results show that the program factors have an effect on the facilitating factors; the causal factors on the innovation framework; the informational factors on the obstacles; supervisory and control factors on facilitating factors; barriers on the innovation framework; ; Financial resources have an effect on obstacles, consequences on innovation framework and structural factors on obstacles in small and medium enterprises. In our country, despite the fact that more than 59% of all production units are included in the EMS small and medium industries group, these companies have not gained a significant share in the national gross product and creating added value and are suffering from severe shortages. While small and medium-sized companies can move away from the traditional focus on the product and take steps in the development of product innovation by using the fourth generation industry and new technology, creating a strategy and coming up with new products and services will create more added value; The formulation of the strategy for any organization calls for an innovative point of view .
Original Article
Mina Abdolalizadeh; Bita Shahmansoory; Robabeh Pourjebeli
Abstract
Purpose: The spread of consumption in this day and age has gone so far that today it is considered an indicator of lifestyle and even some find modern life without consumption meaningless and unthinkable. In this regard, since the consumption of smuggled cosmetics in West Azerbaijan province has ...
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Purpose: The spread of consumption in this day and age has gone so far that today it is considered an indicator of lifestyle and even some find modern life without consumption meaningless and unthinkable. In this regard, since the consumption of smuggled cosmetics in West Azerbaijan province has an increasing trend, so in this study, the communicative and social determinants and factors affecting the consumption of smuggled cosmetics in West Azerbaijan province are investigated.Method: The research method is an applied type as regards purpose and has been carried out using a survey method. The statistical population includes citizens over 15 in West Azerbaijan province, 674 of whom have been selected by multi-stage cluster sampling. Data was collected using a questionnaire and research variables are above 0.7, which indicates the acceptable reliability of the variables. Statistical data analysis was done using SPSS and Lisrel software.Findings: The findings showed that the consumption of smuggled cosmetics and toiletry products is more than average among the respondents and the use of domestic media is less than average and the use of foreign and virtual media is above average. The results of explanatory analyses in the quantitative phase of the research showed the variables of gender (in favor of women), socio-economic status (in a positive direction), rate of using internal media (in a negative direction), rate of using external media (in a positive direction), The use of virtual media (in a positive direction), health literacy (in a negative direction) and tendency towards differentiation (in a positive direction) have a significant impact on the consumption of smuggled cosmetics and toiletries. It is explained that the impact of foreign and virtual media is greater than other variables.Conclusion: As a result of lack of content management and inaccuracy in advertising in the virtual sector and social media, the possibility of emergence and escalation of social issues and all kinds of deviant trends related to consumerism in the field of cosmetics and toiletry products increases. Also, domestic mass media can be effective in reducing the consumption of cosmetics by not broadcasting commercial advertisements at intervals.
Original Article
Hadi Berenjimarian; Hamid Reza Rezae Kalidbari; Karim Kiakojouri
Abstract
purpose: The purpose of this research is to provide a model of transparency in the Islamic Council of the Islamic Republic of Iran (with the approach of digital governance in the context of information technology). Method: The type of research is based on the fundamental objective, which is a mixed approach ...
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purpose: The purpose of this research is to provide a model of transparency in the Islamic Council of the Islamic Republic of Iran (with the approach of digital governance in the context of information technology). Method: The type of research is based on the fundamental objective, which is a mixed approach (qualitative and quantitative) with an exploratory design. In this article, only the qualitative part is mentioned. in the qualitative part with a phenomenological approach, the seven-step theoretical method of Kleizeri and the Delphi technique have been used. The statistical population of this research in the qualitative part includes experts in the field of transparency, whose number is 24 people. The data collection tool of this research was conducted in the qualitative part through individual, in-depth, semi-structured interviews, and then the data was processed. Findings: The model of transparency in the Majlis of the Islamic Council of Iran consists of five main categories, which are: informational, financial, supervisory and accountable, ethical and professional, which not only achieved the dimensions of transparency in the Islamic Council, but also the factors affecting the establishment The success of transparency, the consequences of establishing transparency, the obstacles to establishing transparency, as well as possible damages in the Islamic Council in case transparency is not established will also be discussed.
Original Article
Maryam Tavosi; Nader Naghshineh
Abstract
Purpose: Accurate scientific evaluation of researchers by ResearchGate network is still ambiguous. This systematic study seeks to shed some light on this issue.Methods: The study was conducted with a systematic review of the previous studies (articles or reports). The analysis of documents was performed ...
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Purpose: Accurate scientific evaluation of researchers by ResearchGate network is still ambiguous. This systematic study seeks to shed some light on this issue.Methods: The study was conducted with a systematic review of the previous studies (articles or reports). The analysis of documents was performed with a targeted keyword search in the reputable Google Scholar, Emerald, and PubMed databases (without limit). Titles and abstracts (if necessary, full texts) of the number of 582 documents (Persian, English, and Spanish) were retrieved (1-10 April 2021) and studied. Then, by removing duplicate or irrelevant data, 57 independent studies were selected for meeting the main research problem of this systematic review (using the PRISMA statement). For drawing diagrams, Excel software was used.Findings: Among 57 previous independent studies retrieved by systematic review, 30 ones, had a negative attitude towards the ResearchGate. 27 studies saw with positive approach from standpoint the concepts of "authentic measuring instrument", " presence of prominent scientists such as Nobel Prize recipients", "valid scientific content", and "having a significant relationship with the academic ranking criteria", and "compliance with the Hirsch indicator", that was identified by documentary analysis based on PRISMA statement. Studies with a positive assessment of the ResearchGate dealt with developing countries, and with a small investigated research community. Therefore, it is appropriate to act cautiously when evaluating researchers with the ResearchGate network.Originality: No similar systematic review to evaluate the ResearchGate network from the standpoint of a scientific suitable evaluation tool, has been done so far.
Original Article
Abdul Rahim Noroozi; Rasool Sanavifard; Ali Asghar Eyvazi Heshmat
Abstract
Purpose: This research aims to design and explain the process model of content marketing with the approach of strengthening the customers' purchase intention in the field of Keshavarzi bank services.Method: This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) ...
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Purpose: This research aims to design and explain the process model of content marketing with the approach of strengthening the customers' purchase intention in the field of Keshavarzi bank services.Method: This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase, a group of experts was considered as the statistical population including senior managers of the Keshavarzi Bank, university professors in the field of marketing, and marketing consultants familiar with the banking industry. In this phase, using a targeted non-probability sampling method, 11 experts were selected and interviewed in depth. In the quantitative phase, the customers of the Keshavarzi bank in Ahvaz were considered as the population, and out of them, 400 people were selected as a statistical sample based on the available random sampling method. The main tool of data collection in the qualitative phase was in-depth and unstructured interviews with experts. In the quantitative phase, a closed and researcher-made questionnaire consisting of 42 items was used as the main tool for data collection. In the qualitative phase, the data from the questionnaire was analyzed based on the grounded theory method (open, central, and selective coding). Content validity and reliability were obtained with Cronbach's alpha coefficient of 0.7. In the quantitative phase, SPSS and LISREL software were used to perform descriptive and inferential analyses.Findings: The findings showed that the content marketing process model included 14 categories including causal factors (emphasis on ethics in the design of advertising message; emphasis of advertising message on competitive advantages; persuasive power of advertising message; the power of advertising message to create needs in the customer), contextual and environmental factors (adjustment of the message with the culture of the society; the general inclination of the society to use social media), the main category (attracting the customer's attention to the content of the promotional message and the services of the Keshavarzi bank), Intervening factors (use of specialized media to spread advertising messages; following the example of world-class banks in digital content production), strategic factors (stimulating customers to pass the promotional message by word of mouth; systematic and viral dissemination of the promotional message through digital social media), the consequences (increasing the intention to purchase the services of the Keshavarzi bank; strengthening the brand of the Keshavarzi bank; increasing loyalty to the Keshavarzi bank).Conclusion: The results of the research led to the design of a content marketing process model with the approach of strengthening the purchase intention of customers in the field of Keshavarzi bank services (based on the structure of the paradigm model). The hypothesized relationships of the model were tested and verified in a large community.
Original Article
Neda Rahimi; Gholam Reza Hashemzadeh Khorasgani; Kambiz Jalali Farahani; Mahmoud Modiri
Abstract
Purpose: With the increase of problems and the complexity of organizations, the need to provide better solutions and use more powerful tools of strategic planning is evident because managers with strategic thinking and a better understanding of the strategic plan will perform more effectively. It can ...
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Purpose: With the increase of problems and the complexity of organizations, the need to provide better solutions and use more powerful tools of strategic planning is evident because managers with strategic thinking and a better understanding of the strategic plan will perform more effectively. It can be said that strategic thinking is considered as a supplement to strategic planning, a suitable approach to "leadership" of the organization and can help in systematically dealing with problems, understanding opportunities, optimal allocation of scarce resources and achieving the desired results. In view of this importance, the current research aims to design a strategic thinking competence assessment model with the approach of developing organizational flexibility in National Gas Company of Iran.Method: This research is applied in terms of purpose and was done with qualitative approach based on grounded theory method. Sampling of the research was done using snowball method (chain reference). For this purpose, qualitative data was collected, which led to the identification of many aspects of the phenomenon and the possibility of developing a conceptual research model. The data collection method is library studies, perusal of high-level documents, and in-depth and open interviews. The statistical population of this research consisted of specialists and experts in the field of management and strategic thinking, of whom 12 people were investigated. In the process of conducting this research, the interviews continued until theoretical saturation was observed.Findings: The findings showed that six main categories are effective on the evaluation of strategic thinking with an organizational flexibility approach, which are: foresight, strategic determination, systemic attitude, innovation and creativity. The results show that the validity of the model is confirmed and the six obvious variables (six dimensions) explain the latent variables of strategic thinking competency assessment. According to the direction of all the relations between the manifest variables and the latent ones, , all the relations are aligned and direct.Conclusion: According to the amount of standardized factor loadings, the dimension "Foresight (AN)", with a factor loading of 0.88, is the most reliable indicator belonging to evaluation measurement.
Original Article
Sasan Adib; Mohammad Montazeri; Yousef Ahmadi
Abstract
Purpose: this study has been conducted with the aim of understanding the phenomenon of evading teamwork with a phenomenological approach in the General Department of Cooperation, Labor and Social Welfare of Fars Province. Method: The research method of the present study was conducted with qualitative ...
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Purpose: this study has been conducted with the aim of understanding the phenomenon of evading teamwork with a phenomenological approach in the General Department of Cooperation, Labor and Social Welfare of Fars Province. Method: The research method of the present study was conducted with qualitative analysis of hermeneutic phenomenology. In order to collect the data, an interview protocol was prepared. The statistical population included 11 eligible experts who were selected using the purposeful and non-probability sampling method, and in-depth and semi-structured interviews were given to them. Qualitative analysis of phenomenology has been used to identify the main and sub-categories of the research. MAXQDA software was used for qualitative analysis. Findings: The findings showed that 39 sub-categories were identified by examining and categorizing the descriptive codes obtained from the interview texts, according to the seven-step process of Claysey and according to their semantic similarity and affinity, they have been categorized into 7 main concepts including: inadequacy of the educational system, negative personality traits, weak communication and interactions, inappropriate organizational structure, insufficient knowledge and awareness of employees, lack of budget and financial resources, and negative cultural beliefs. Holsti coefficient was used for the final validation, reliability, transferability and verifiability of the data. The value of PAO in the present study was 0.712, which is greater than 0.7, and the data was confirmed. The results show that the categories of inadequacy of the educational system, personality traits, poor communication and interactions, inappropriate organizational structure, insufficient knowledge and awareness of employees, lack of budget and financial resources, and negative cultural beliefs have a direct impact on teamwork.Conclusion: Finally, practical suggestions were presented to the managers of the General Department of Cooperation, Labor and Social Welfare of Fars province to overcome the challenges and problems of teamwork evasion.
Original Article
AliReza Mandegari; Sina Nematizadeh; Abbas Heidary
Abstract
Purpose: The aim of the present research is to identify the factors influencing the acceptance of mobile marketing activities by customers using a meta-synthesis approach.Method: The research was conducted with an exploratory and qualitative approach. Using a systematic and meta-synthesis review approach, ...
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Purpose: The aim of the present research is to identify the factors influencing the acceptance of mobile marketing activities by customers using a meta-synthesis approach.Method: The research was conducted with an exploratory and qualitative approach. Using a systematic and meta-synthesis review approach, the researcher analyzed the results and findings of previous researchers and identified the influencing factors on the adoption of mobile marketing by performing the 7 steps of the Sandelowski and Barroso method. In this context, in order to measure reliability and quality control, the Kappa method was used, and its value was identified for the identified indicators at the level of excellent agreement.Findings: The results of the implementation of meta-synthesis steps in Maxqda10 software showed that the factors influencing the acceptance of mobile marketing activities by customers based on the meta-synthesis approach include two general dimensions individual and environmental ones, and these two dimensions include 6 components in total. and there are 33 indicators. Based on these results, the individual dimension includes the components of perceptual factors, personal habits and characteristics, emotional and belief factors, and cognitive factors, and the environmental dimension includes the components of technical factors and social factors. The research results show that marketing is a dynamic field that changes over time. Understanding the effective components at any point in time can increase marketing effectiveness. Mobile marketing combined with traditional and virtual methods has become the most powerful tool even for traditional sellers.conclusion: It can be concluded that proper implementation and digital marketing can help sellers in increasing customer reach and brand awareness
Original Article
Zohreh Namaki; Sayyed Mohammadreza Davoodi; Saeed Aghasi
Abstract
Purpose: The purpose of this study is to design an organizational performance model based on the digital status of the organization in the Corona pandemic with a theme analysis approach in the Ministry of Industry, Mine, and Trade (MIMT).Method: This research was conducted with a qualitative approach. ...
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Purpose: The purpose of this study is to design an organizational performance model based on the digital status of the organization in the Corona pandemic with a theme analysis approach in the Ministry of Industry, Mine, and Trade (MIMT).Method: This research was conducted with a qualitative approach. The research tool (data collection) was a semi-structured interview in which 27 elites and qualified specialists in MIMT (statistical population of this study) were selected using a purposive sampling approach to qualitative sampling.Finding: The results of data analysis in the qualitative section in the open coding stage identified 79 codes, which finally through axial coding achieved 3 categories (main category) and 21 indicators (subcategory).Conclusion: The main mission and goal of the managers of any organization is the effective and efficient use of various resources and facilities such as labor, capital, materials, energy, and information. Digital transformation, which has always been important as a fundamental and strategic action in organizations, has become more important in recent years following the outbreak of coronavirus; the pressures of the coronavirus epidemic have accelerated the efforts of organizations to create digital transformation
Original Article
Soraya Lashgari; sadegh abedi; Reza Radfar; Javad Iranban
Abstract
Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research & development(R & D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the ...
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Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research & development(R & D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the 3 variables: empowerment of supply network, of product innovation, and of digital marketing is quite undisputed. The present research has been done with a view to identifying and evaluating the cause-and-effect interdependent relations governing the variables of R & D of digital marketing and innovation in commercial automotive industry. The research is typically applied, and has been done using the descriptive-survey method. The research community consisted of 50 experts; all with acceptable academic backgrounds and years of experience as executive managers and marketeers in the R & D of automotive industry. To analyze the data, the views of some elected experts on automotive industry, along with Delphi fuzzy and Dematel method were applied. Our findings showed that the variable “Intensity of R & D of digital marketing and innovation” has the most effect on the other variables. The variable “Empowerment of supply network” with the score of 3,25 has the largest amount of interaction with the other variables. Also, the variable “ Empowerment of R & D in digital marketing and innovation” with the score of 1,08 has the smallest amount of interaction with the other variables.
Original Article
Abutorab Alirezaei; Hojjatollah Bagheri; Mohammad Reza Kabaran Zadeh
Abstract
Purpose: Technology plays an essential role in any country to achieve sustainable development. Choosing appropriate and advanced technology is one of the strategic decisions of industrial managers. This research discusses the critical factors that should be considered in the process of choosing new technologies ...
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Purpose: Technology plays an essential role in any country to achieve sustainable development. Choosing appropriate and advanced technology is one of the strategic decisions of industrial managers. This research discusses the critical factors that should be considered in the process of choosing new technologies based on the competitive mechanism, and accordingly, designs and explains the technology selection model for equipping downstream petrochemical industrial units to create a competitive advantage.Method: The research method is an applied one and in terms of data type, it is a partly qualitative and quantitative research. In the quantitative phase, research data was collected based on the data obtained from the qualitative phase, and using the questionnaire tool. The research data was analyzed using thematic analysis and MaxQda software in the qualitative phase and they were also analyzed using the TOPSIS technique and meta-heuristic algorithm in the quantitative phase for modeling.Findings: Thirty-four concepts and five categories were identified as technology selection criteria for equipping downstream petrochemical industrial units to create a competitive advantage. The "technical criteria" factor was identified as the foremost priority in equipping downstream petrochemical industrial units to create a competitive advantage. The ranking of the determined categories from one to five were the factors of competitive criteria, strategic criteria, internal criteria, and external criteria, respectively.Conclusion: Finally, using the TOPSIS fuzzy technique, the model of equipping industrial units was presented to help decision-makers and policy makers of downstream petrochemical industries.
Original Article
Maryam Azimian; Nusrat Riahi Nia; Ali azimi vaghar; Keyvan Borna
Abstract
Purpose: The main purpose of this study is to design and evaluate a book recommender system in digital and public libraries. The solution has been provided by receiving and reviewing the preferences and experiences of users and profile information and studying the background of each user, as well as ...
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Purpose: The main purpose of this study is to design and evaluate a book recommender system in digital and public libraries. The solution has been provided by receiving and reviewing the preferences and experiences of users and profile information and studying the background of each user, as well as considering groups of features recorded in the recommendation process. Method: This research is applied in terms of purpose and survey method. The statistical population studied in this research consists of 263 questionnaires of users and 30 questionnaires of librarian experts. In order to find similarity between users and books, clustering and grouping have been used. Findings: There are two criteria for grouping: users grouping that can be used on the three indicators of age, gender, educational level, and thematic classification of books can be based on scope, branch, and sub-category. In analyzing the data in the descriptive statistics section, Excel software is used and in the analytical section, SPSS software. Findings indicate that the accuracy criterion has been improved by calculating MAE and RSME in the proposed method compared to the basic method in this field. The results also showed that classification can have a significant impact on the forecast and performance of book forecasting systems. Conclusion: The evaluation of the conceptual design showed that by focusing on user characteristics and obtaining real feedback of Iranian libraries, the recommender can serve as a key and effective element in the service of the Iranian readership community and play a good role as a virtual reference librarian.
Original Article
Mina Abdolalipoor; Hossein Budaghi Khajeh Nobar; Parvaneh Gelard; Reza Rostamzadeh
Abstract
Purpose: The purpose of this research was primarily to design the electronic customer relationship management model and explain its consequences.Method: Validation of electronic customer relationship in private banks based on mixed research and descriptive-exploratory method were used. On this basis, ...
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Purpose: The purpose of this research was primarily to design the electronic customer relationship management model and explain its consequences.Method: Validation of electronic customer relationship in private banks based on mixed research and descriptive-exploratory method were used. On this basis, with the help of data-based theorizing method, the categories forming the model were identified by open coding, and then with the benefit of central and selective coding, the desired model was presented. Also, in the following, the validation of the model among the studied population was discussed using the method of structural equation modeling. The statistical population for presenting the model includes banking industry experts (consisting of senior bank managers with at least 10 years of work experience and academic experts in the field of digital marketing with at least 5 years of experience working in the banking system) and for validating the model two categories of managers and employees of private banks. The research is limited to the city of Tehran and the local customers . The statistical sample of experts up to the stage of theoretical saturation is 16 people using a purposeful judgemental method, and for the model validation stage, 230 people were selected based on the rules of sample size in the structural equation method. The data collection tool included a semi-structured interview for the modeling stage and a questionnaire with a five-point Likert scale for the validation stage.Findings: The findings showed that 67 basic themes (selective concepts) were categorized and after reviewing, 20 organizing themes (dimensions) were obtained and finally these dimensions were divided into 7 general categories: organizational factors, individual factors, contextual factors, environmental factors, frameworks, strategies, consequences were categorized. The main category identified in this research is "Implementation of E-CRM" and other categories are presented under the headings of causal conditions, background factors, strategies, and consequences.Conclusion: The results of the calculated value (GOF) for the structural model of the research was calculated as 0.387, which indicates the overall strong performance of the structural equation model of the research. Also, the findings of the quantitative part have confirmed the validity of the structural model of the research and demonstrated the truth of hypotheses of the research (except for hypotheses No. 9, 11, 15, 16, and 17)
Original Article
Sepideh Ciruskabiri; Ahmadreza Varnaseri
Abstract
Purpose: The Purpose of this paper is to explain the nature and process of digital transformation.Methodology: Its methodology is based on a structured literature review (SLR) and searching scientific sites and specialized resources. One roadmap model, six maturity assessment models, three digital business ...
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Purpose: The Purpose of this paper is to explain the nature and process of digital transformation.Methodology: Its methodology is based on a structured literature review (SLR) and searching scientific sites and specialized resources. One roadmap model, six maturity assessment models, three digital business model transformation approaches and eight digital transformation frameworks are explained interpretively.Findings: Digital transformation is a strategy and an operating model change, in which technological advancements are leveraged to improve human experiences and operating efficiencies and to evolve the products and services to which customers will remain loyal. A review of research in this field shows that the nature of digital transformation depends on knowledge and knowledge is formed as a valuable asset in people's minds. Therefore, the role of human resources in creating and achieving the transformation is important and fundamental. Findings show that no digital transformation is only technological, it is organizational and requires its own planning, resources and rules. It is clear that we need a model in this kind of transformation journey. Staff capital and its empowerment by knowledge and fundamental requirements are important for success in the digital transformation program. Transformation in culture, in structure, in processes and methods, along with the benefits of the frontier technologies, will lead to a dramatic transformation in the field of business. The environment of organizations is changing faster and has become more volatile, uncertain and complex than in the past. Rapid changes in competition, demand, technology and regulations make it more important than ever for organizations to be able to respond and adapt to their environment. In this context, the pressure on firms to align their business strategy with the technological changes in the environment has significantly increased with the emergence and growing importance of new digital technologies, such as Social Media, Cloud Computing, Big Data and Analytics, Embedded Devices, 3D-Printing, the Internet of Things and Artificial Intelligence. They are profoundly transforming the strategic context of organizations: changing the structure of competition, the behavior and expectations of customers, the way business is conducted, the way products are manufactured and services are delivered, the way of working and, ultimately, entire industries. The growth of technology, in addition to transforming organizational boundaries, has also improved knowledge sharing. As the results indicate, the digital age refers to a time in history when the use of digital technology was generalized throughout the world. We are on the verge of a technological revolution that will fundamentally change the way we live, work and communicate with each other. In terms of scale, scope, and complexity, this transformation will be different from what mankind has already experienced.Conclusion: Digital transformation has affected the work processes of individuals in organizational environments. New methods in combining digital innovations and intensifying inter-organizational collaboration are among the key features of success. Because the goal of digital transformation is a business transformation, it requires different organizational elements, which are explained in the frameworks, to work together like a piece of music in a concert with different instruments played harmoniously and simultaneously
Original Article
Seyed Rasoul Hoseini; Ammar Moghaddas Shargh; Tooktam Salari; Mohammad Mahdi Banimahd Rankouei
Abstract
Purpose: Dynamic features of the market, increased competition, and globalization are primary requirements of active participation in new markets. These days, only companies which benefit from digital agility and function fast, as well as flexibly, can grow and expand their market. The present study ...
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Purpose: Dynamic features of the market, increased competition, and globalization are primary requirements of active participation in new markets. These days, only companies which benefit from digital agility and function fast, as well as flexibly, can grow and expand their market. The present study aimed to design and illustrate a model of agile digital marketing capabilities in the insurance industry in Iran.Methodology: The present study is aimed at presenting a model of agile digital marketing capabilities in insurance industry by using semi-structured interviews. By nature the study is exploratory and qualitative; concerning research objective it is an applied study; it is, also, a descriptive survey study in terms of data collection. The population includes all senior managers of insurance firms and decision-makers in digital marketing of insurance industry. Accordingly, the sample includes 42 participants with required subject-matter experience and skill and expertise. By means of qualitative research methods in marketing, and the real-world data-based grounded theory (GT) systematic paradigm, the study tried to present a theoretical model.Findings: Based on the interview data and following the grounded theory approach, 246 open codes and 41 themes were identified regarding the agile digital marketing capabilities in the insurance industry. In this research, the main categories are Flexibility, Prediction and accountability-prevention, Quality, Reconfiguration, Functional mutual cooperation, Convenience and reaction speed, Perception, Trust and safety, Integrity of skills and performance, the ability of technical integration, the ability of organizational integration. In addition to the central dimension, five other components (Casual factors, Contextual factors, Intervening factors, Strategies, and Consequences) were identified.Discussion and Conclusion: The final result of the study is a relatively comprehensive and complete paradigm based on the requirements and characteristics of the insurance industry. The present study aims to expand theoretical foundations and the existing literature on digital agile marketing through an applied and appropriate model, whereas previous researches are focused on speed and accuracy, or on organizational structure, culture, manpower, information equipment, technology, and process, or on reaction speed, flexibility, and responsiveness. Also, the importance of channels, social media, digital communication, digital technology in digital marketing, and social networks, as well as the special value of the brand , are common knowledge. Studies, also, allude to team-making and management support, and culture . Also, in some cases, adaptability to changeable conditions, cooperative approach, integrative workplace, innovation speed, concentration on prediction, and monitoring market needs were attested in previous literature
