درخت حوزه‌های تخصصی

Purpose: This research aims to design and explain the process model of content marketing with the approach of strengthening the customers' purchase intention in the field of Keshavarzi bank services.Method: This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase, a group of experts was considered as the statistical population including senior managers of the Keshavarzi Bank, university professors in the field of marketing, and marketing consultants familiar with the banking industry. In this phase, using a targeted non-probability sampling method, 11 experts were selected and interviewed in depth. In the quantitative phase, the customers of the Keshavarzi bank in Ahvaz were considered as the population, and out of them, 400 people were selected as a statistical sample based on the available random sampling method. The main tool of data collection in the qualitative phase was in-depth and unstructured interviews with experts. In the quantitative phase, a closed and researcher-made questionnaire consisting of 42 items was used as the main tool for data collection. In the qualitative phase, the data from the questionnaire was analyzed based on the grounded theory method (open, central, and selective coding). Content validity and reliability were obtained with Cronbach's alpha coefficient of 0.7. In the quantitative phase, SPSS and LISREL software were used to perform descriptive and inferential analyses.Findings: The findings showed that the content marketing process model included 14 categories  including causal factors (emphasis on ethics in the design of advertising message; emphasis of advertising message on competitive advantages; persuasive power of advertising message; the power of advertising message to create needs in the customer), contextual and environmental factors (adjustment of the message with the culture of the society; the general inclination of the society to use social media), the main category (attracting the customer's attention to the content of the promotional message and the services of the Keshavarzi bank), Intervening factors (use of specialized media to spread advertising messages; following the example of world-class banks in digital content production), strategic factors (stimulating customers to pass the promotional message by word of mouth; systematic and viral dissemination of the promotional message through digital social media), the consequences (increasing the intention to purchase the services of the Keshavarzi bank; strengthening the brand of the Keshavarzi bank; increasing loyalty to the Keshavarzi bank).Conclusion: The results of the research led to the design of a content marketing process model with the approach of strengthening the purchase intention of customers in the field of Keshavarzi bank services (based on the structure of the paradigm model). The hypothesized relationships of the model were tested and verified in a large community.

Purpose – The purpose of this paper is to optimize Cost & time in the three echelon supply chain (SC) network. This paper developed a linear programing (LP) model to consider economic data. Design/methodology/approach – The overall objective of the present study is to use high-quality raw materials, at the same time in post COVID 19 pandemic and the highest profitability is achieved. The model in the problem is solved using two metaheuristic algorithms, namely, Cuckoo and Genetic. Optimization of supply chain performance indicators in minimization of cost and time and maximization of sustainability indexes of the system. Findings – The differences found between the genetic algorithms (GAs) and the LP approaches can be explained by handling the constraints and their various logics. To deal with ambiguity in the reverse logistics network, a fuzzy approach has been applied. To solve the problem in large dimensions, meta-heuristic algorithms of Cuckoo and Genetic were employed by applying MATLAB software. In order to compare two optimization algorithms, a series of sample problems have been generated then the results of two algorithms were compared and superiority of each of them was discussed.

INTRODUCTION: Helicopter Emergency Medical Services (HEMS) provide medical care to critically ill patients and the injured immediately and provide faster treatment, thereby reducing the length of hospitalization. This study aimed to identify the policy implications of HEMS in Isfahan province. METHODS: This qualitative study was conducted using the thematic analysis method. The study population included the managers, personnel, and flight crews of Isfahan HEMS. The participants were selected using the purposive sampling method, followed by the snowball method. Initially, 14 individuals from the HEMS personnel were interviewed using the interview guide form, and then, the opinions of 15 participants from the flight crews were collected through an open questionnaire. Maxqda10 software was used for data coding. FINDINGS: The research findings were classified into challenges, opportunities, and implications. In terms of challenges, 11 themes and 34 categories were identified in this study. HEMS opportunities were also divided into 8 themes and 11 categories. The policy implications provided by the participants were also categorized into 8 themes and 28 categories. CONCLUSION: Considering that one of the most important known challenges was the lack of specialized helicopters and medicopters, according to the results, it is suggested that the managers of Isfahan HEMS take measures to solve the existing challenges and develop plans to strengthen the capacities and utilize the opportunities.