زهرا علیپور درویشی

Organizational DNA expresses a method of investigation, thinking, reflection and thought about organizations, which examines the patterns of organizations, management practices, leadership style and other concepts related to the organization. Organizational DNA uses very diverse approaches to understand and recognize the organization, instead of organizational models and forms, by examining issues such as teamwork, decision-making, and development and improvement of human resources as separate or at least independent variables. In this research, by using the theoretical framework and using quantitative and qualitative methods, it has been done to identify the dominant DNA in Tocafulad Holding companies and determine the relationship model of hidden components using covariance analysis. The statistical population includes 435 employees of Isfahan Tokafulad companies and 6 company experts who used a mixed or mixed design to conduct the research. The technique of structural equations has been used to improve the model and evaluate the components and indicators to check and identify the model. In order to answer the research question, the steps are: 1) presentation of the conceptual model of the relationship between the corporate DNA and the investigated components, 2) quantitative evaluation of the components and indicators of the model, 3) determining the mutual influence of the hidden variables and the obvious variables of the model and 4) the relationship Between the apparent variables of the components with each other and the verification of the initial conceptual model has been carried out and then the model has been improved and finally the dominant DNA has been determined. The research showed that semantic DNA with a factor load of 0.93 is the dominant DNA in 4 out of 6 companies under investigation. It was also found that planning and payment system are the least important and change processes are the most important in line with the improvement model. In the improved model based on covariance analysis, the mutual effects of payment system and planning with mission, leadership style with teamwork, performance management with decision-making, interpersonal relations with change processes and change processes with work group should be considered.

This study aims to investigate the effect of advertising on expectations and perception of the brand with emphasis on the mediating role of customer experience management in the insurance industry. The present study is an applied research in terms of purpose. In terms of data collection method, it is a descriptive correlation and because the data were collected at a specific time, it is cross-sectional. Also, the main data for testing research hypotheses were collected in the field using a questionnaire. The statistical population of the present study consisted of customers of the insurance industry in Tehran. In order to determine the sample size, the principles of sample size in multivariate regression analysis were used to determine the sample size in structural equation modeling. The sample size was 385. The reliability and validity of the questionnaire were confirmed using face validity and reliability using confirmatory factor analysis, Cronbach's alpha coefficient and combined reliability. SPSS and LISREL software were used to analyze and test the research hypotheses. Findings from this study showed that advertising has a positive and significant effect on perception, brand expectation and customer experience management. Customer experience management also has a positive and significant effect on brand perception and expectation. Other findings of this study pointed to the positive and significant effect of the mediating role of customer experience management variable in the relationship between advertising and perception and expectations of the brand. Considering the findings of this study, advertising had the greatest effect on the customer experience. Also, the mediating effect of customer experience management variable in the relationship between advertising and brand perception was greater than the direct effect of advertising on brand perception.