سلیمان ایران زاده

The present study aimed to answer the question of how personalization affects customer loyalty with the moderating role of technology experience consistency in the field of the e-banking industry in Iran. To achieve this goal, the statistical population of active users of e-banking of Refah Kargaran Bank including physicians, social security retirees, and employees working in Tabriz branches were determined and 502 customers were selected by the random sampling method. Content, convergent, and divergent validity, as well as the reliability of the questionnaire, have been confirmed by methods such as Cronbach's alpha and composite reliability. Furthermore, structural equation modeling techniques with AMOS software have been used to test the research hypotheses. Based on research findings, personalization has a positive effect on performance expectancy, effort expectancy, relationship quality, and intention to use e-banking services. The present study indicates that personalization is the main intention for using e-banking services that should be given special attention because it can be considered a link between customers’ attitudes and behavior in e-banking services. This model helps electronic banking managers to identify essential points of attitude that lead to the emergence of using electronic banking services behavior and outlines better guidance for the electronic banking industry.   JEL Classification: G21, L84, M31.

The present research has been done with a view to designing content marketing model at social media for boosting green marketing. As regards purpose, it is an applied research,and in terms of approach an exploratory survey, and typically, it can be subsumed under a qualitative research. The analysis approach of this research is meta-synthesis. The statistical community consists of academic and scholarly articles published between 2016-2021/1395-1401 on the pertinent area of this study at Iran`s and foreign trustworthy databases. According to our findings, 1740 articles were retrieved, 324 abstracts were sieved and 186 abstracts were investigated. It was established that the titles of 1416 articles were irrelevant, and consequently they were omitted. 138 articles were deleted once their abstracts had been reviewed and found irrelevant and 95 articles were left out after a survey of their contents. The criteria used were size of the statistical sample, theoretical sufficiency (theoretical saturation), and finally 56 articles were accepted. The outcome of this process was 49 codes, 23 concepts and 10 categories. The Kappa index was used to guarantee the quality of our research. The amount of the index was calculated using the SPSS software at the significant level of 0/000 number 0/806. According to the evaluation and the extracted concepts and categories in the present research, the content marketing model of social media (Instagram) for boosting green marketing was designed based on three groups of factors: causal, mediating and consequential. The results of the findings show that in the process of content marketing of social media for boosting green marketing, a set of variables play a causal role, and can act as stimulants or propelling agents, and if the causal and mediating factors come properly about, this can culminate in the boosting of the service or product`s brand and an appropriate competitive advantage regarding green marketing in the organizations will also emerge.

Having a strong and capable crew is one of the primary desires of any organization. The organization’s prosperity depends on such individuals, and according to the resource-based approach, organizations with talented human resources have a competitive advantage because the possibility of imitating and copying such forces is zero for a competitor. Today the demand for talent is increasing. Organizations compete to obtain such resources and spend much money attracting and hiring them. A successful organization can identify and maintain talent using appropriate human resources systems. Value-based organization models are effective systems of talent management that have entered the talent management literature. This paper aims to review the literature related to the model of value-based organization with an emphasis on talent management in the National Iranian Gas Company. This is descriptive cross-sectional research that is practical in purpose and has a quantitative nature. The data analysis showed that organizational, group, spiritual, psychological, and social ethics should be prioritized to achieve improved talent management, individual values, and professionals. Paying attention to the values of talent and institutionalizing essential values, such as challenging work, continuous learning, maintaining self-esteem, and giving them independence and freedom, should be among the priorities of the National Iranian Gas Company