ابوالقاسم ابراهیمی

Given the growing demand for electricity in Iraq and the significant contribution of gas-fired power plants to electricity generation, evaluating and improving the efficiency of these units from economic, environmental, and social perspectives is an imperative. This study aims to develop an integrated framework for identifying inputs and outputs for employing Data Envelopment Analysis (DEA) to assess the performance of gas-fired power plants in southern Iraq. To this end, Soft Systems Methodology (SSM) was employed to identify and structure problematic factors and challenges through expert interviews. The challenges of electricity generation and influencing factors were structured as inputs and outputs. The findings revealed that the inputs and outputs of gas-fired power plants in Iraq can be defined within seven subsystems: economic, environmental, supply, human resources, technology and infrastructure, social, and managerial. The integration of SSM and DEA provides an effective framework for multifaceted performance analysis, enabling root definitions and conceptual modeling that support evidence-based policymaking, efficient resource allocation, and strategic planning for structural reform and transition toward sustainable energy within Iraq's power sector.

Introduction: Within marketing literature, a widely accepted notion indicates that strategies in marketing significantly differ between business-to-business (B2B) and business-to-consumer (B2C) models. This study thoroughly investigates brand loyalty, examining the nuanced differences in methodologies for building brand loyalty specifically within B2B frameworks, aiming to develop a model tailored for B2B enterprises. Methodology: The research utilizes a sequential exploratory mixed-methods approach. The initial qualitative phase involves systematic reviews and meta-synthesis to identify factors influencing brand loyalty. The subsequent quantitative phase employs techniques such as structural equation modeling (SEM) to analyze the impact of various factors on brand loyalty across different business models. Finally, interviews are conducted to gain insights into tailored strategies that enhance loyalty in B2B contexts. Data for the literature review will come from reputable domestic channels, including academic portals, alongside foreign databases like Scopus and Web of Science. The second phase will gather information from diverse companies in the insurance industry, utilizing convenience sampling for analysis. The third phase targets business experts in B2B settings, selected through purposive judgment sampling to ensure relevant insights are gained. Findings: The initial phase reveals ten critical factors that contribute to brand loyalty in B2B markets. These factors encompass customer satisfaction, perceived value, switching costs, trust, perceived quality, personalized interactions, perceived support, brand image, and commitment. Analysis indicates significant differences in factors influencing brand loyalty between B2B and B2C models. The study concludes with a collection of tailored strategies essential for fostering customer loyalty in B2B operations, including developing strategic frameworks and adopting stringent quality standards. Conclusion: This research expands the understanding of loyalty-building strategies across diverse business models, offering insights that enhance the existing body of knowledge. By proposing a specialized loyalty model for the insurance industry, the study equips practitioners with practical tools to improve operational efficiency and competitive advantage.