فرشته لطفی زاده

The main challenging issues for e-commerce operators are building trust in customers to make purchases and gaining a suitable position in the minds of consumers to repeat purchases. Therefore, this research aims to identify the effective factors of word of oral electronic marketing on brand equity. For this purpose, the researcher tried to use the grounded qualitative research method (Glaserian grounded theory) and, with the help of MAXQDA software, to identify and present the dimensions, components, and indicators of oral electronic marketing effective on "brand equity" from the analysis of theoretical bases, upstream documents, and interviews with experts. This research is in the category of applied-developmental research, and in terms of method, strategy, and nature, it is part of exploratory qualitative research, whose philosophy is based on the interpretative-constructive paradigm. It has a single time horizon, collects data from both documentary and field methods, and its tool is recording in the documentary (library) section and interviews in the field section. The statistical population of this research is experts in the fields of human resources management, marketing, and branding; managers and vice-presidents; and employees of e-commerce companies. Based on research findings, oral electronic marketing has two dimensions: technical and technological factors and individual factors, and the dimension of technical and technological factors includes the components of electronic marketing tools and situational features, message features, and the dimension of human factors includes the components of individual factors and interpersonal factors. The special value of the brand also has two dimensions of consumer perception and consumer behavior. The dimension of consumer perception includes the components of brand association, perceived quality, and brand awareness, and the dimension of consumer behavior includes the components of brand loyalty, customer relationships, and brand consistency.

Some cities have unique and special features that have created a strong image of them in the minds of people elsewhere; But there are many cities that, despite their special features, have not been successful in this area. The purpose of this research is to validate the urban brand model in order to develop the tourism industry in Gilan province. The statistical population of the study includes managers and experts of Guilan Cultural Heritage and Tourism Organization and employees working in tourism services offices of Guilan Province. Using a researcher-made questionnaire, 201 of them by Simple random sampling method were selected. Structural equation modeling using LISREL software was used to validate the model. The results of model validation showed that There is no significant relationship between contextual factors and strategies. But there is a significant relationship between other relationships in the model and the relationship between them was confirmed.

Purpose: The purpose of this research was to present a customer experience management model in five-star hotels. Method: In this research, the researcher has used a database approach , and in the first study, he used the database approach based on the Ostrous approach to identify the components of the research. The tool used for collecting the required data in the first study, the protocol and in-depth interviews with five-star hotel managers and its customers in the country has been purposefully chosen and analyzed. Findings: the researcher conducted fifteen interviews in theoretical literature, and also has done axial and selective coding and then presented the results in the form of six main dimensions. Conclusion: The researcher has presented his research in the form of a model including six main dimensions, verbal advertising, service quality, new norms, customer service, event marketing, customer experience and thirty three sub-dimensions. Research findings show that improving the customer experience is the main objective for many people who work in hotels and hospitality industries.