Financial and Banking Strategic Studies

Abstract While the brand and its management have ruled in the marketing of consumer goods and services, industrial brands have been very slow in gaining a marketing position for themselves. Perhaps this is due to the belief that brands are very unspeakable in the face of an organizational buyer whose decisions are based on logical and reasoned reasons. Providers of products and services in the petrochemical market, in order to remain in the world competition, seek to gain a competitive advantage through the strategic use and development of brand value. Heavy competition in the petrochemical industry among countries requires that attention be paid to the brand debate in Priority should be given, especially companies related to the petrochemical industry in Iran due to sanctions issues, they can move by creating a strong industrial brand to protect their customers. In this research, the design of the brand performance model in the petrochemical industry was discussed. By conducting consistent interviews with brand experts in the petrochemical industry, as well as library studies, the concepts and basic components of brand performance were identified. Out of the 28 components identified in the qualitative analysis, 11 components remained, which became the basis of the analysis. The result of the confirmatory factor analysis showed that out of the 11 components mentioned, only 7 components significantly explain the performance of the brand. These 7 components are: sales efficiency, innovation in response, modeling, brand-oriented organizational capital, organizational competitive strategies, product quality, production and sales volume. 

Abstract The service and industry and mining sectors have played a key role in the economy of each country and the financing of these sectors can have an effective impact on the level of value added and employment. Since the financing of credit in Iran is often carried out through the banking system and Bank Sepah is also one of the largest banks in the country, for this purpose, in this study, using the data of Ardabil city during the period of 1365-1401, the effect of Bank Sepah's credit granting on the level of employment in the service sector, industry and mining area of ​​the city has been studied. Based on the results of the estimated equations, the granting of bank credits to the service sector and industry and mining sector in Ardebil has a positive and significant effect on the level of employment in these sectors. In the long run, assuming that other factors are stable, a one percent increases in Bank Sepah's granting credits to the services sector and the industrial and mining sector, employment levels in these sectors increased by 0.09% and 0.05%, respectively. Also, based on the results, other variables such as the physical capital of the city and the level of human capital of the city have a positive and significant effect on the level of employment in the above mentioned areas. 

Abstract The purpose of the current research was to present a sensory branding model with an emphasis on fintech in order to improve Sepeh Bank's current accounts. This research was descriptive-survey in terms of exploratory purpose and in terms of data collection method and was analyzed with mixed research method (qualitative-quantitative). Mixed methodology is based on the paradigmatic principles of pragmatism. In terms of the approach, induction and strategy used in this research, the data strategy of the classical foundation. The findings of the qualitative section indicate that 10 main categories, 22 sub-categories and 69 primary codes were identified. The main categories include customer retention, customer attraction, customer sensory techniques, sensory marketing, emotional engagement, fintech, competitive factors, sensory branding strategies, brand revitalization, product and service advantage. The findings from the quantitative part also showed that the obtained dimensions have a significant effect in strengthening and improving Sepeh Bank's current accounts. In terms of the innovation of this research, it can be said that sensory branding is a young science that has flourished in the field of customer experience management. In the current study, an effort is made to take a further step, that is, in additional to conceptualizing the subject of sensory branding, a comprehensive and indigenous model based on scientific research methods and with an exploratory approach is presented.

Abstract In this article, Data Envelopment Analysis (DEA) models were examined to estimate the input/output levels and apply the preferences of managers or decision makers, as well as the improvement of inefficient units in the interval mode. In this article, the method proposed by Hosseinzadeh Lotfi et al. [1], which is about estimating the output levels when the input levels are increased with the assumption that the data is interval (input and output values are interval), using the model presented by Foroughi and Hadi-Vencheh [2], it was expanded to include the reduction or no change of the output levels while increasing, it was studied. Then, a model for estimating the input levels when changing (increasing, decreasing or not changing) the output levels with interval data is presented.

Abstract The studies carried out in data coverage analysis are mostly in the form of efficiency calculation without considering the internal processes of the systems. In the present study, the approach of data coverage analysis is proposed to calculate multi-process systems, and the integrated model of DEA and BSC is used to calculate efficiency in line with the organization's strategies. In this simple model, the cause of the system's inefficiency can be identified under the processes and future improvement plans can be presented.

Abstract In any organization and with any type of service, knowing the different methods of keeping customers is very key; building long-term customer loyalty is a smart move for any business. Therefore, the main goal of this research is to identify and prioritize strategies for attracting, maintaining and loyalty of commercial and corporate customers in Sepah Bank's current accounts. The present research is descriptive method (because it deals with the description of whatever it is, without involving personal opinion) with practical purpose (because it wants to solve a problem) and exploratory type (because it seeks to identify the strategies of attraction, retention and the loyalty of commercial and corporate customers in Sepah Bank's current accounts. In the first stage, the investigated community is formed by the managers and assistants of Sepah Bank branches. The participants in Delphi research include from 5 to 30 people, based on a qualitative questionnaire. They answered again and confirmed or rejected the literature solutions and announced new solutions if needed. The minimum number of participants depends on how the research method is designed. Then, in the second step, after designing the DEMATEL questionnaire, the respondents were asked to answer the internal communication of the variables. Based on this, the size of the community is 30 experts, including heads and deputy heads of Sepah Bank branches, and finally 27 questionnaires were accepted. Considering that service delivery in any organization is primarily done by the human resources of that organization, therefore, employee satisfaction is very effective in the quality of service delivery and can strengthen and increase the collective motivation of employees in this field. Providing products and services, apart from being based on the important needs of customers, should have a high quality level. Originality in research mean what you are doing is from your own perspective although you may draw arguments from other research work to back up your arguments.