Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 Providing a framework of touch points in the multichannel shopping journey of young women consumers Providing a framework of touch points in the multichannel shopping journey of young women consumers 13 34 104482 10.48308/jbmp.2024.234517.1579 FA Mojtaba Karimian PhD of Marketing, Farabi College, University of Tehran, Qom, Iran 0009-0002-7335-7732 Hamid Reza Irani Associate Professor, Department of marketing and entrepreneurship, College of Farabi, University of Tehran, Qom, Iran 0000-0003-4103-9975 Aliakbar Jafari Reader in Marketing, University of Strathclyde, Glasgow, Scotland 0000-0003-4321-2911 Asadollah Kordnaeij Professor in Business Management, Faculty of Management and Economics, Tarbiat Modares University 0000-0003-0540-6141 Hamidreza Yazdani Assistant Professor, Management and accounting faculty of Farabi campus, University of Tehran 0000-0002-5957-643X Journal Article 2024 01 20 In recent years, the increase in touchpoints in various online and offline channels and the increase in the desire of people, especially young people, to check clothes in several channels have made the control and management of the shopping journey complicated for clothing businesses. Therefore, the purpose of this research is to provide a framework of touchpoints in the shopping journey of multichannel clothing for women in their 70s. <br />Methodology: The current research is applied and developmental in terms of purpose and descriptive and qualitative in terms of the nature and method of data collection. The community of participants of this research is made up of women in their seventies who have experience shopping from multichannel clothing stores, which was selected using a targeted method and a bullet-point method and was saturated with exploratory interviews with 20 people. In this research, quantitative data analysis method was used for data coding and analysis. <br />Findings: After analyzing and coding the data, finally 37 touchpoints were identified and labeled in ten subcategories and five main categories.<br />Conclusion:The results of the research showed that women in the 70s are faced with many touchpoints at different stages of their shopping journey in online and offline channels, and the details of these touchpoints at each stage of the customer journey are described in this framework. Instagram posts and recommendations, the way of interacting with physical and the virtual store admin, the interior environment and the shop window were identified as the most important touch points In recent years, the increase in touchpoints in various online and offline channels and the increase in the desire of people, especially young people, to check clothes in several channels have made the control and management of the shopping journey complicated for clothing businesses. Therefore, the purpose of this research is to provide a framework of touchpoints in the shopping journey of multichannel clothing for women in their 70s. <br />Methodology: The current research is applied and developmental in terms of purpose and descriptive and qualitative in terms of the nature and method of data collection. The community of participants of this research is made up of women in their seventies who have experience shopping from multichannel clothing stores, which was selected using a targeted method and a bullet-point method and was saturated with exploratory interviews with 20 people. In this research, quantitative data analysis method was used for data coding and analysis. <br />Findings: After analyzing and coding the data, finally 37 touchpoints were identified and labeled in ten subcategories and five main categories.<br />Conclusion:The results of the research showed that women in the 70s are faced with many touchpoints at different stages of their shopping journey in online and offline channels, and the details of these touchpoints at each stage of the customer journey are described in this framework. Instagram posts and recommendations, the way of interacting with physical and the virtual store admin, the interior environment and the shop window were identified as the most important touch points https://jbmp.sbu.ac.ir/article_104482_d1348cfe54a94fe6f986775cedd75fdd.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 Providing a model for the loyalty of corporate customers of Refah Bank Providing a model for the loyalty of corporate customers of Refah Bank 35 61 104483 10.48308/jbmp.2024.235151.1590 FA Sajjad Zamani PhD student, Marketing Management, Faculty of Business Administration, University of Tehran 0009-0002-0292-076X Amir Khanlari Associate Prof., University of Tehran 0000-0002-6463-6310 Mohamad Rahim Esfidani Faculty of Management- University of Tehran Hamidreza Yazdani Assistant Professor, Management and accounting faculty of Farabi campus, University of Tehran 0000-0002-5957-643X Journal Article 2024 03 17 Purpose: Despite the high value of corporate banking customers, the issue of their loyalty less considered. For this purpose, a codified system considered for the loyalty of corporate banking customers in the form of a six-stage loyalty model.<br />Methodology: Method is the case study wich is a six-step mixed type (quantitative, quantitative, qualitative, quantitative, qualitative and quantitative). The statistical population of this research is the corporate customers of Refah Bank and the sample of the research selected by theoretical method. The steps include identifying and verifying the valuation indicators of corporate banking customers, determining the importance coefficient of the indicators, choosing the target market, valuation, identifying the needs through in-depth interviews, the cost benefit of the needs and adapting the desired services of this group of customers.<br />findings:After counting the valuation indicators and targeting and ranking of corporate customers, the needs of companies were extracted in the form of 4 main essential, functional, motivational and reverse categories and a total of 93 final codes and 42 concepts were extracted in the form of 18 subcategories and The cost-benefit requirements were met.<br />Conclusion: Costs of building the loyalty of corporate customers are far lower than the values they have created for the bank. Considering 14.5% of the value of each company for his loyalty budget, all his requested needs met and they can request more than half of the current needs in the future.<br />Keywords: loyalty model, corporate customers, cost-benefit, service matching Purpose: Despite the high value of corporate banking customers, the issue of their loyalty less considered. For this purpose, a codified system considered for the loyalty of corporate banking customers in the form of a six-stage loyalty model.<br />Methodology: Method is the case study wich is a six-step mixed type (quantitative, quantitative, qualitative, quantitative, qualitative and quantitative). The statistical population of this research is the corporate customers of Refah Bank and the sample of the research selected by theoretical method. The steps include identifying and verifying the valuation indicators of corporate banking customers, determining the importance coefficient of the indicators, choosing the target market, valuation, identifying the needs through in-depth interviews, the cost benefit of the needs and adapting the desired services of this group of customers.<br />findings:After counting the valuation indicators and targeting and ranking of corporate customers, the needs of companies were extracted in the form of 4 main essential, functional, motivational and reverse categories and a total of 93 final codes and 42 concepts were extracted in the form of 18 subcategories and The cost-benefit requirements were met.<br />Conclusion: Costs of building the loyalty of corporate customers are far lower than the values they have created for the bank. Considering 14.5% of the value of each company for his loyalty budget, all his requested needs met and they can request more than half of the current needs in the future.<br />Keywords: loyalty model, corporate customers, cost-benefit, service matching https://jbmp.sbu.ac.ir/article_104483_54e3bd60a45b1f543ec7ecf14d785d55.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 Identifying and prioritizing the core capabilities of top apparel platforms in Iran Identifying and prioritizing the core capabilities of top apparel platforms in Iran 62 83 104496 10.48308/jbmp.2024.235257.1594 FA Shahram Khalil Nezhad Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran 0000-0001-9673-2369 Journal Article 2024 04 02 To answer the question of why organizations with the same resources in the same industry have different performances, it is possible to conduct research in the field of core capabilities. The current research, with an inductive approach, sought to identify and prioritize the core capabilities of superior clothing platforms.<br />This research is exploratory in terms of results, applied in terms of purpose, cross-sectional in terms of time, and mixed in terms of approach. In the qualitative part of the research, the core capabilities that have created sustainable success for the top apparel platforms under study were identified by conducting semi-structured interviews with experts, as well as by studying and reviewing the secondary interviews, relying on the thematic analysis method. Then, in the quantitative part of the research, these capabilities were prioritized based on the opinion of experts, by paired comparison. The research sample in the qualitative part was made up of 19 experts who were selected in a purposeful, accessible, and snowball method and based on theoretical saturation. In the quantitative part of the research, 30 experts have formed the sample. The Holsti's coefficient was used to measure the reliability of the qualitative part. In the quantitative part, the inconsistency rate was used to evaluate the validity. <br />The findings of the research show that the top platforms have six capabilities, which are: customer relationship management, supply chain management, information technology management, marketing and branding, flexibility, and business development. To answer the question of why organizations with the same resources in the same industry have different performances, it is possible to conduct research in the field of core capabilities. The current research, with an inductive approach, sought to identify and prioritize the core capabilities of superior clothing platforms.<br />This research is exploratory in terms of results, applied in terms of purpose, cross-sectional in terms of time, and mixed in terms of approach. In the qualitative part of the research, the core capabilities that have created sustainable success for the top apparel platforms under study were identified by conducting semi-structured interviews with experts, as well as by studying and reviewing the secondary interviews, relying on the thematic analysis method. Then, in the quantitative part of the research, these capabilities were prioritized based on the opinion of experts, by paired comparison. The research sample in the qualitative part was made up of 19 experts who were selected in a purposeful, accessible, and snowball method and based on theoretical saturation. In the quantitative part of the research, 30 experts have formed the sample. The Holsti's coefficient was used to measure the reliability of the qualitative part. In the quantitative part, the inconsistency rate was used to evaluate the validity. <br />The findings of the research show that the top platforms have six capabilities, which are: customer relationship management, supply chain management, information technology management, marketing and branding, flexibility, and business development. https://jbmp.sbu.ac.ir/article_104496_5938686f7b4ff7bc65c827e44714c35a.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 Identifying the key factors of success in the growth and development of knowledge-based companies, the effectiveness of policymaking, and managerial policymaking with the Fuzzy Cognitive Map method Identifying the key factors of success in the growth and development of knowledge-based companies, the effectiveness of policymaking, and managerial policymaking with the Fuzzy Cognitive Map method 84 115 104497 10.48308/jbmp.2024.233646.1565 FA Ali Shariatnejad Assistant professor,, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran 0000-0001-8609-6960 Journal Article 2023 10 31 The current research was carried out to identify the key factors of success in the growth and development of knowledge-based companies, using the FCM method. This research is in the category of applied research, which was conducted with a descriptive and exploratory approach, and in terms of the collected data, it has a mixed qualitative and quantitative nature, and in terms of the research philosophy, it has an inductive comparative approach.The statistical population of the research is the experts, and 30 of them were selected using the snowball sampling method based on the principle of theoretical adequacy.The data collection tool is in the quantitative part of the questionnaire and in the qualitative part of the interview, whose validity and reliability were confirmed by content validity and retest method for questionnaires and theoretical validity and intra-coder inter-coder reliability for interviews. The analysis method in the qualitative part is the method of content analysis and coding with Atlas.ti software, and in the quantitative part of the research, data analysis was done with the FCM approach. The results of the research show that the provision of various effective support programs such as full tax exemption, allocation of tax credit and research and development grant policy, increasing the level of facilities of the Innovation and Prosperity Fund, extensive financial and practical support for the projects of the Elite Foundation and the Technology Support Fund, and the formation of a scientific and technological corridor are the most important factors in the development of knowledge-based companies. The current research was carried out to identify the key factors of success in the growth and development of knowledge-based companies, using the FCM method. This research is in the category of applied research, which was conducted with a descriptive and exploratory approach, and in terms of the collected data, it has a mixed qualitative and quantitative nature, and in terms of the research philosophy, it has an inductive comparative approach.The statistical population of the research is the experts, and 30 of them were selected using the snowball sampling method based on the principle of theoretical adequacy.The data collection tool is in the quantitative part of the questionnaire and in the qualitative part of the interview, whose validity and reliability were confirmed by content validity and retest method for questionnaires and theoretical validity and intra-coder inter-coder reliability for interviews. The analysis method in the qualitative part is the method of content analysis and coding with Atlas.ti software, and in the quantitative part of the research, data analysis was done with the FCM approach. The results of the research show that the provision of various effective support programs such as full tax exemption, allocation of tax credit and research and development grant policy, increasing the level of facilities of the Innovation and Prosperity Fund, extensive financial and practical support for the projects of the Elite Foundation and the Technology Support Fund, and the formation of a scientific and technological corridor are the most important factors in the development of knowledge-based companies. https://jbmp.sbu.ac.ir/article_104497_0a0bb8f5bb929a0a89c3c4cf3d9c83c8.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 Investigating the impact of sensory marketing on attracting and retaining coffee customers in coffee shops: the moderating role of ethnic identity Investigating the impact of sensory marketing on attracting and retaining coffee customers in coffee shops: the moderating role of ethnic identity 116 138 104502 10.48308/jbmp.2024.235029.1586 FA Milad Farzaneh Kohneh Shahri Master of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. Bagher Asgarnezhad Nouri Assistant Professor of Business Administration Department, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. 0000-0003-3075-9889 Ghasem Zarei Associate Prof., of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. 0000-0002-4949-5871 Somayeh Saebnia PhD student in public administration, Islamic Azad University, Ardabil, Iran. 0000-0002-2011-2179 Journal Article 2024 03 09 Sensory marketing, which is considered in the field of marketing communications, is a response to the need of marketers to establish two-way communication, coordinate with the audience's normal behavior in order to use the five senses of the customer in a positive way, to lead to the lastingness of the brand in his memory and can attract and retain the brand. Influence the customer and influence marketing plans and company goals. Therefore, the purpose of this research is to investigate the effect of sensory marketing on the attraction and retention of coffee customers in coffee shops with the moderating role of ethnic identity. And due to the unlimited statistical population, the sample size was 384 people who were randomly selected using Morgan's table. In order to measure the variables, a standard questionnaire was used. The validity of the questionnaire was evaluated in a diagnostic, convergent and divergent manner, and the reliability of the questionnaire was also evaluated with Cronbach's alpha coefficient. Data analysis was done using SPSS and Smart PLS3 software with structural equation tests. The results of data analysis showed that sensory marketing has a significant effect on attracting new customers, and sensory marketing has a significant effect on retaining current customers, and ethnic identity between Sensory marketing and attracting new customers has a moderating role. Finally, the results showed that ethnic identity has a moderating role between sensory marketing and retaining current customers. Sensory marketing, which is considered in the field of marketing communications, is a response to the need of marketers to establish two-way communication, coordinate with the audience's normal behavior in order to use the five senses of the customer in a positive way, to lead to the lastingness of the brand in his memory and can attract and retain the brand. Influence the customer and influence marketing plans and company goals. Therefore, the purpose of this research is to investigate the effect of sensory marketing on the attraction and retention of coffee customers in coffee shops with the moderating role of ethnic identity. And due to the unlimited statistical population, the sample size was 384 people who were randomly selected using Morgan's table. In order to measure the variables, a standard questionnaire was used. The validity of the questionnaire was evaluated in a diagnostic, convergent and divergent manner, and the reliability of the questionnaire was also evaluated with Cronbach's alpha coefficient. Data analysis was done using SPSS and Smart PLS3 software with structural equation tests. The results of data analysis showed that sensory marketing has a significant effect on attracting new customers, and sensory marketing has a significant effect on retaining current customers, and ethnic identity between Sensory marketing and attracting new customers has a moderating role. Finally, the results showed that ethnic identity has a moderating role between sensory marketing and retaining current customers. https://jbmp.sbu.ac.ir/article_104502_c7b02e810209a4dab1cccf8e062ccaec.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 The impact of market orientation on brand-consumer congruence: the moderating role of innovation ambidexterity and relationship quality The impact of market orientation on brand-consumer congruence: the moderating role of innovation ambidexterity and relationship quality 139 164 104575 10.48308/jbmp.2024.235555.1602 FA Majid Mohammad Shafiee Department of Management, University of Isfahan 0000-0002-2222-6006 Shakiba Rahgozar Department of Management, University of Isfahan 0009-0002-0780-9315 Journal Article 2024 05 04 Objective: This research seeks to determine and investigate the effect of market orientation on brand-consumer fit with the mediating role of innovation and relationship quality.<br />Methodology: The current research is descriptive-survey in terms of data collection method. A researcher-made questionnaire was used to collect data. The statistical population of the research is the customers of consumer cooperative companies of Isfahan province. The sample of the present study includes 206 customers of consumer cooperative companies in Isfahan province, who were selected non-randomly. In order to analyze the collected data and test the hypotheses, structural equation modeling with partial least squares (PLS) approach was used.<br />Findings: The results show that market orientation has a positive and significant effect on innovation and relationship quality. Also, innovation ambidexterity and relationship quality have a positive effect on brand consumer congruence.<br />Conclusion: This research shows that in order to achieve a unique competitive advantage for themselves in today's competitive market, companies can increase the quality of their communication with customers by market orientation and obtaining information about them, and by creating innovation ambidexterity. In their products and services, they produce products that meet customer expectations in order to improve their marketing performance. Objective: This research seeks to determine and investigate the effect of market orientation on brand-consumer fit with the mediating role of innovation and relationship quality.<br />Methodology: The current research is descriptive-survey in terms of data collection method. A researcher-made questionnaire was used to collect data. The statistical population of the research is the customers of consumer cooperative companies of Isfahan province. The sample of the present study includes 206 customers of consumer cooperative companies in Isfahan province, who were selected non-randomly. In order to analyze the collected data and test the hypotheses, structural equation modeling with partial least squares (PLS) approach was used.<br />Findings: The results show that market orientation has a positive and significant effect on innovation and relationship quality. Also, innovation ambidexterity and relationship quality have a positive effect on brand consumer congruence.<br />Conclusion: This research shows that in order to achieve a unique competitive advantage for themselves in today's competitive market, companies can increase the quality of their communication with customers by market orientation and obtaining information about them, and by creating innovation ambidexterity. In their products and services, they produce products that meet customer expectations in order to improve their marketing performance. https://jbmp.sbu.ac.ir/article_104575_fa684bc1a44ca31270e620437a302582.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 22 56 2024 02 20 Identifying and prioritizing the factors affecting customer inspiration in online brand communities with the fuzzy Delphi method Identifying and prioritizing the factors affecting customer inspiration in online brand communities with the fuzzy Delphi method 165 198 104599 10.48308/jbmp.2024.235111.1589 FA Sayed Najmmedin Mousavi Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran 0000-0002-6969-7729 Mina Hosseini Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran 0000-0002-5207-8411 Shaghayegh Salehabadi Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran 0000-0002-3429-2625 Journal Article 2024 03 14 This research was conducted with the purpose of identifying the factors influencing customer inspiration in online brand communities with the fuzzy Delphi method. In terms of the type of data, the current research is mixed and based on qualitative and quantitative research, which in terms of research philosophy is included in the category of inductive comparative research. Therefore, the current research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the experts,30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, the validity and reliability of which was confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative section is a fuzzy Delphi questionnaire,whose validity and reliability were confirmed using content validity and retesting.For data analysis,the coding method and Atlas.ti software were used in the qualitative part,and Delphi fuzzy method was used in the quantitative part.The results of the research indicate the effect of the mentioned factors on customer inspiration in online brand communities,and considering the competitive conditions of businesses,managers and business owners should pay special attention to these factors in order to improve their performance.Therefore,dealing with the category of customer inspiration can influence the customer and not only leads to the possibility of their purchase and loyalty;Rather,it increases the growth and survival of businesses. This research was conducted with the purpose of identifying the factors influencing customer inspiration in online brand communities with the fuzzy Delphi method. In terms of the type of data, the current research is mixed and based on qualitative and quantitative research, which in terms of research philosophy is included in the category of inductive comparative research. Therefore, the current research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the experts,30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, the validity and reliability of which was confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative section is a fuzzy Delphi questionnaire,whose validity and reliability were confirmed using content validity and retesting.For data analysis,the coding method and Atlas.ti software were used in the qualitative part,and Delphi fuzzy method was used in the quantitative part.The results of the research indicate the effect of the mentioned factors on customer inspiration in online brand communities,and considering the competitive conditions of businesses,managers and business owners should pay special attention to these factors in order to improve their performance.Therefore,dealing with the category of customer inspiration can influence the customer and not only leads to the possibility of their purchase and loyalty;Rather,it increases the growth and survival of businesses. https://jbmp.sbu.ac.ir/article_104599_b19c9191057f5b4e57f89a8532b3a888.pdf