درخت حوزه‌های تخصصی

Paying attention to special opportunities and trying to enumerate existing capabilities at the heart of regions by using the scientific and technological capacities available to them are some of the instances in which the shortfalls in development programs can be eliminated and the way can be paved for a balanced progress at the local level with the fair distribution of opportunities. To this end, a transition from first (Education oriented) and second (Education and research oriented) generation universities, towards third generation (3G) universities which, in addition to education and research, actively seek to impact society and the economy, is one of the most central issues which can bring about full scale, dynamic, and sustainable progress in the regions based on science and technology. As a first step in the present research, attributes in third generation universities impacting regional progress have been examined by studying the resources. Using the Delphi method and Shannon’s entropy, the mentioned components and their weight were examined based on the opinions of 63 well-known experts active in the national oil industry and specialists in universities, and research, science and technology centers affiliated to the industry. Twenty-eight basic components and six principal components were approved in the survey of experts. Of these, three were prioritized and given weight in the following order: 1) Formulating regional endogenous innovation and value creation ecosystems, 2) designing and implementing a regional skills, education, and training system, and 3) developing organizational capacities according to the new functions of regional universities.

Promotional gift is one of the tools to promote non-monetary sales that has various dimensions and these dimensions can affect the attitude of customers and ultimately their intention to buy. The purpose of this study is to investigate the effect of promotional gifts on customer attitude and observational learning. The statistical population of the study is all customers of Ofogh Kourosh store branches in Birjand. The size of the community in this study is unlimited. The number of samples using Morgan table is 384 people that questionnaire was distributed among the sample by available sampling method. This research is a descriptive, descriptive-causal research in terms of nature and method and an applied research in terms of purpose. To collect the data, standard questionnaires of promotional gifts of Zhu et al. (2015), observational learning of Khawaja (2013), and customer attitude of Stafford (1996) were used. The reliability of the questionnaires in this study is 0.885, 0.894 and 0.743, respectively. Descriptive indicators and structural equation modeling were used to analyze the data with the help of SPSS and PLS software. The results of data analysis showed that promotional gifts have a significant effect on customer attitude (with a path coefficient of 0.694) and on observational learning (with a path coefficient of 0.790).