درخت حوزه‌های تخصصی

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.

Market orientation is the ability of appropriate response in complex conditions of the market and that is the most fundamental issue in the marketing and business literature. In fact, market orientation is considered as a practical marketing application. market orientation enables companies to learn about customers, competitors and environmental factors continuously within the existing and potential market. One of the best ways to extract significant relationships among data is to use data mining algorithms. The purpose of this research is to investigate the relationship between learning orientation and market orientation by association rules and data mining. after sampling, 132 questionnaires have been used for data analysis. After data collection the relationship between learning orientation components (commitment to learning, shared vision and open mindedness) and market orientation (customer orientation, competitor orientation and inter-functional coordination) was explored. Learning orientation is one of the factors that plays a key role in organizations’ market orientation. the relationship between learning orientation components including commitment to learning, open mindedness and inter-functional coordination was investigated using data mining. The findings showed that commitment to learning, shared vision and open mindedness lead to customer orientation, commitment to learning and open mindedness lead to competitor orientation and commitment to learning and shared vision lead to inter-functional coordination.

Recreation and entertainment are among the major objectives and intentions of tourism. The reasons put forward by tourists include escaping quotidian life and social interactions. Relying on the Muslim mystics’ view of the real nature of human being, this article offers an analysis of escaping quotidian life and environment in the discovery of real identity and studies the role of traveling in this regard. This analysis showed that from the Muslim mystics’ viewpoint, the real nature of humans is impoverishment and desperate need for a raison d’etre. Meantime, social interactions and affiliation with minor and major social groups overshadow such identity and create obstacles in the way of self-awareness. That explains why the disciples of Islamic Sufism were recommended retreatment. Even today, traveling and tourism provide such an opportunity for humans to distance themselves from the social groups and classes they belong to for some time and gain spiritual experience through a more precise perception of their own reality