With the performance of service personnel often constituting a major element of a service per se, the customer orientation of service employees (COSE) is often regarded as a main determinant of service firm's success. The purpose of this study is Understands how customer orientation (CO) of service employees (SE) affects customer satisfaction (CS), customer commitment (CC), customer retention (CR) and increasing service quality (SQ) in Iranian Islamic banking sector. This is based on 300 responses collected from customers using Iranian Islamic bank service in three provinces (Khorasan-e Razavi, Khorasan-e Shomali & Khorasan-e Jonobi), in private and governmental sectors. The results show that customer orientation of service employees (COSE) has no impact in customer retention in Iranian Islamic banking. Therefore, other hypotheses accepted. There are important variables in the service sectors that affect customer quality perception. This paper draws on the conceptualization suggested by Henning-Thurau and Thurau and tests model of COSE dimensions (Technical and Social Skills, Motivation and Decision Making Authority) and customer-sided consequence in Islamic banking in Iran.
The objective of this study is to investigate the effect of employees' Emotional Intelligence (EI), Job Satisfaction (JS) and Organizational Citizenship Behavior (OCB) on Employee's Performance (EP) in Iranian hotel industry. The proposed study of this paper designs a questionnaire and distributes it among 225 employees who have a high interaction with customers in hotel industry. In order to describe the data, the frequency distribution tables have been used and the structural equations model (SEM) has been used to describe the data. The results of this survey have confirmed all the proposed hypotheses of this survey except the one, which was associated with the relationship between OCB on EP. Therefore, EI have positive impacts on JS, OCB and EP in Iranian hotel industry. Conclusion and Managerial implications have been offers.
The world Trade Organization (WTO) is one of the few organizations, which could significantly influence on foreign trade and consequently on the economic structure of the countries. There are literally different people in Iran who either encourage or discourage WTO membership. Therefore, it is important to analyze Iran's WTO membership to empower Iranian handmade carpet in international trades and to help improvement in quality of production. The purpose of this research is to study the effects of Iran's membership in WTO to empower this industry by performing an empirical survey among 100 experts in this industry. Findings demonstrate that access to WTO plays an important role on increasing production of handmade carpet and developing this industry. In addition, the industry needs to incorporate the recent advances on technology to ensure cost efficient production materials. The industry also needs more creative and innovative ideas due to an increase competition in handmade carpet producers from other countries.
Over the last decade, digitalisation has been a subject of increasing attention among scholars and practitioners. The effect of culture and religion on advertisements, consumerism and marketing, is deniable. The main goal of this research is to present a comprehensive conceptual model based on cultural and religious diversity in digital marketing. This research mainly includes introduction creolisation concept and the elements (religion, music, clothes and custom) as the most important factor in digital advertisement and branding. In this regard, this study examines Instagram consumer products users from five different subcultures in Iran (Lor, Kurdish, Baluch, Arab and Azeri) and considers the impact of creolisation elements on digital advertising, brand identity and brand globalisation. Data were collected by sending 1200 questionnaire via email to subcultures and then analysed using LISREL software.Contribution: The results demonstrated that Islamic religion between participants affects their brand loyalty, therefore the Islamic worth in advertising is necessary. It was suggested that creolisation elements significantly affect digital advertisement, brand identity and brand globalisation. Consequently, all hypotheses were accepted. On the other hand, the impact of brand identity and digital advertisement on the brand globalisation was also confirmed. Discussion and managerial implications concerning creolisation were explained.
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