This study evaluated the impact of startup technology innovations and customer relationship management (CRM) performance on customer participation, value co-creation, and consumer purchase behavior (CPB). This analytical study empirically tested the proposed hypotheses using structural equation modeling (SEM) and SmartPLS 3 techniques. Moreover, we used a support vector machine (SVM) algorithm to verify the model’s accuracy. SVM algorithm uses four different kernels to check the accuracy criterion, and we checked all of them. This research used the convenience sampling approach in gathering the data. We used the conventional bias test method. A total of 466 respondents were completed. Technological innovations of startups and CRM have a positive and significant effect on customer participation. Customer participation significantly affects the value of pleasure, economic value, and relationship value. Based on the importance-performance map analysis (IPMA) matrix results, “customer participation” with a score of 0.782 had the highest importance. If customers increase their participation performance by one unit during the COVID-19 epidemic, its overall CPB increases by 0.782. In addition, our results showed that the lowest performance is related to the technological innovations of startups, which indicates an excellent opportunity for development in this area. SVM results showed that polynomial kernel, to a high degree, is the best kernel that confirms the model’s accuracy.
The aim of this study is to identify and classify the most important factors affecting patient satisfaction in the COVID-19 pandemic crisis considering economic effects. This is an analytical study using the analytic hierarchy process (AHP) method and ANN-MLP (Artificial neural network based on multilayer perceptron model as a supervised learning algorithm) as an innovative methodology. The questionnaire was completed by 72 healthcare experts (N = 72). The inter-class correlation (ICC) coefficient value was confirmed in terms of consistency to determine sampling reliability. The findings show that interpersonal care and organizational characteristics have the greatest and least influence, respectively. Furthermore, the observations confirm that the highest and lowest effective sub-criteria, respectively, are patient safety climate and accessibility. Based on the study’s objective and general context, it can be claimed that private hospitals outperformed public hospitals in terms of patient satisfaction during the COVID-19 pandemic. Focusing on performance sensitivity analysis shows that, among the proposed criteria to achieve the study objective, the physical environment criterion had the highest difference in private and public hospitals, followed by the interpersonal care criterion. Furthermore, we used a multilayer perceptron algorithm to assess the accuracy of the model and distinguish private and public hospitals as a novelty approach. Overfitting results in finding an MLP model which is reliable, and the accuracy of the model is acceptable.
Given the mediating role of value co-creation, this paper tries to demonstrate how social network marketing (SNM) could influence consumer purchase behavior (CPB). The proposed hypotheses are empirically tested in this study using a PLS-SEM and Necessary Condition Analysis (NCA) method combination. The novel methodology adopted in this study includes the use of NCA, IPMA matrix, permutation test, CTA, and FIMIX. The assessment of the outer model, the inner model, the NCA matrix, and the IPMA matrix are the four steps that the paper takes. Instagram users with prior experience making purchases online made up the statistical population of the study. Four hundred twenty-seven questionnaires were analyzed by SmartPLS3 software. Based on the findings, SNM positively and significantly influenced economic, enjoyment, and relational values. Furthermore, these three types of values significantly and directly influenced CPB. For CPB, the model accounted for 73.8% of the variance. The model had high predictive power because it outperformed the PLS-SEM benchmark for all of the target construct’s indicators in terms of root mean square error (RMSE). According to the NCA’s findings, SNM, economic, recreational, and relational values are necessary conditions for CPB that are meaningful (d ≥ 0.1) and significant (p < 0.05). Four prerequisites must be met for CPB to reach a 50% level: relational value at no less than 8.3%, enjoyment value at no less than 16.7%, economic value at no less than 33.3%, and SNM at no less than 31.1%. The highest importance score for SNM is shown to be 0.738, which means that if Instagram channels improve their SNM performance by one unit point, their overall SNM will also improve by 0.738.
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