services

State banks must find a way to adopt a different strategy from other banks in providing customer service. An important and key way to create a competitive position is to differentiate services from other competitors that create a good image of the bank and its services in the minds of customers. A topic that has been addressed in the present study is the necessity for state banks, like other companies and businesses, to follow a suitable model in order to achieve a suitable position in the banking industry. In this regard, the purpose of this study is to design a model for positioning the services of state-owned banks and its validation. The data for qualitative stage were obtained from Keshavarzi, Melli, and Maskan branches' managers of Khorasan Razavi province and university professors in the field of management. The quantitative sample were also the customers of aforementioned banks, that due to their large number, 384 people from each bank were selected as a sample size by simple random method and Cochran's formula. In order to collect data in the qualitative part, Deleted part, the interview was used and in the quantitative part, a researcher-made questionnaire was used, which obtained validity with expert opinions and reliability with Cronbach's alpha of 0.77. In order to analyze the data in the qualitative part, grounded theory and the method of Strauss and Corbin and Maxquda software were used, and in the quantitative part, the structural equation technique and PLS2 software were used. The results showed that the model presented in 6 dimensions of causal factors,contextual, intervening, pivotal, strategies an consequences has a good fit.

Purpose: The purpose of this study was to design an internal positioning model of state-owned banking services and accreditation. Method: The present study was applied and exploratory. The statistical population of the qualitative stage were the managers of the branches of agricultural, national and housing banks of Khorasan Razavi province and university professors in the field of management who were selected as the sample size by theoretical saturation method. According to Morgan's table, 284 people were selected by simple random sampling as the sample size. For data collection in the qualitative part of the interview and in the quantitative part of the researcher-made questionnaire was used. In order to analyze the data in the qualitative part, the theory of grounded theory and the method of Strauss and Corbin and Maxquda software and in the quantitative part, the technique of structural equations and PLS2 software have been used. Results: The results showed that the model presented in 6 dimensions of causal factors, contextual, intervening, pivotal, strategies and consequences has a good fit. Conclusion: Based on the research findings, they should pay attention to social and personal interactions in order to strengthen their relationships with customers.

Intelligence is an essential factor in supply chain. It prepares the ground for effective and timely communication and facilitates information sharing among supply chain components in both production and service sectors. Hence, the present study seeks to identify the components of services intelligent supply chain and categorize them as a comprehensive model by using the meta-synthesis approach. In this research, total of 437 articles in the field of services intelligent supply chain was identified and examined at first step. Articles were in the period of 1980 to 2022. Finally, after evaluation of articles, 53 articles remained. Then, based on the process of the meta-synthesis and the use of coding method, four main fields and a number of sub-fields were found for the services intelligent supply chain variable. Initial codes introduced in the software for conceptualization and categorization. The main fields of services intelligent supply chain included intelligence dimensions, intelligence conditions, intelligence strategies and intelligence consequences. Each of these main fields has a number of sub-fields. The result of the study shows that in order to implement the services intelligent supply chain, several dimensions and components are considered, concepts such as real-time online information flow, intelligent fund flow, intelligent services flow, process management and technology infrastructure play an important role. Suggestions are presented in accordance with the comprehensive model identified. Also, the conceptual model designed can be useful as a basis for future research in the direction of practical manual in the effective use of the services intelligent supply chain.

The present research has been done with a view to identifying gamification components in association with users' experience in the services of digital libraries. Typically, the research method has been a developmental and systematic review, and essentially an analytic one. The data collection was carried out based on three major components: gamification, user experience, and digital library services. 164 resources related to the three components have been found. After filtering the resources in three phases, 12 resources in the first phase and 41 resources in the second phase were omitted and the remainder exactly 37 resources which were more closely related to the gamification components in the interaction with the user`s experience of digital library services, were identified, ranked and analyzed. The Findings show that gamification elements for digital library services include: certificate, achievement, membership law, ranking, digital products, signs, status and position, money, lottery, the Boss game, reward, present, feedback, navigation pages, Avatar, score, badges, narratives, prizes and badges collections and finally the results arising from the investigation of these components and analysis of the conceptual connection among them, show that the use of gamification elements for any digital library services develop the components “dynamism” and “gamification stimulants” such as competitiveness, attractiveness, excitement, hopefulness, challenge, victory and, etc in the users and that ultimately leads to the utilization of digital library services and user`s satisfaction.

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.