per1مدیریت فردا2228-60472228-60472026-072485312articlehamid reza massoudimassoudi_ha@pnu.ac.ir1هئیت علمی<p>Objective: An analysis of the capabilities of the country's active banks based on central bank indicators with a combined approach of balanced scorecard, game theory, and data envelopment analysis Methodology: The main objective is to present a new hybrid approach to evaluate the efficiency of state-owned and non-state banks based on performance indicators extracted from the Balanced Scorecard (BSC) approach and then from the Data Envelopment Analysis (DEA) method. Conclusion: According to the new DEA-BSC Game-approach, the total percentage of efficient banks among state-owned banks is 36% and among non-state-owned banks is 67%. These values also confirm a significant difference between the efficiency of state-owned and non-state-owned banks</p>http://modiriyatfarda.ir/Article/53965Efficiency bank data envelopment analysis balanced scorecard Shapley valueper1مدیریت فردا2228-60472228-60472026-07248535articleseyed hesamoddin motevallihesaam.motevalli@gmail.com1hamdi reza razavihr.razavi1@gmail.com2Saeid Emamgholizadeh gholizadehsaeid@gmail.com3hadi rajaiihadi.rajaii@gmail.com4shomal universityshomal unversityDepartment of Management, Faculty of Humanities, Shomal University, Amol, Mazandaran, Iran<p style="padding-right: 30px; text-align: left;">A digital marketing network can be defined as a comprehensive set of marketing capabilities that operate digitally and are supported through a coherent flow of information. At the center of this network is a digital core that simultaneously manages six different marketing capabilities. In this research, the various capabilities of digital marketing technologies have been comprehensively and systematically investigated and the strengths and weaknesses of each have been identified. This review helps decision makers to choose the best options and implement optimal strategies to improve digital marketing activities by considering various criteria and specific needs of the organization. Finally, the results can increase efficiency, improve communication with customers, and create added value for Meat Kale company. Therefore, the purpose of this research is to provide a new decision-making model for evaluating digital marketing technologies, and factors and indicators related to this new field have been identified and ranked and analyzed using pragmatic decision-making tools. Based on the analyzes and holding regular meetings with experts, the indicators affecting the prioritization of digital suppliers were determined. Then, using parametric prioritization, the options were ranked. Based on the network designed based on the values ​​obtained from phi+ and phi-, the hamburger product is at the highest level. In the next stage, ham and sausage products are placed, and sausage products are in the middle of this hierarchy, and kebabs are at the lowest level</p>http://modiriyatfarda.ir/Article/54213Decision making digital technology digital marketing fuzzy multi-criteriaper1مدیریت فردا2228-60472228-60472026-0724855569articleabotaleb Shafaghatshafaghat@mut.ac.ir1Seyed Javad Rezaeirsjavad@gmail.com2Milad Gharaei Yazdimilad.gharaee@gmail.com3PhD student, Faculty of Strategic Management, Supreme National Defense University, Tehran, Iran.<p>Objective: This study aimed to develop a comprehensive framework for identifying and evaluating policies and strategic decisions in Iranian universities in order to facilitate the systematic assessment of policy alignment with universities' strategic objectives across educational, research, cultural, and other institutional domains. Methodology: The study employed a qualitative research design. First, the relevant literature on policy evaluation and university governance was reviewed, and an initial conceptual framework was extracted. Based on this framework, a semi-structured interview protocol was developed, and interviews were conducted with 15 Iranian policy experts and scholars in the field of public policy. The collected data were analyzed using thematic analysis, leading to the development of a nine-stage policy evaluation framework, which was subsequently validated by a panel of experts. Conclusion: The findings resulted in the design of a coherent nine-stage framework that enables the systematic identification, assessment, and evaluation of policies and strategic decisions within universities. The proposed framework can assist university leaders and policymakers in monitoring policy implementation, preventing deviations from intended policy directions, and enhancing the effectiveness of strategic governance in higher education institutions. Originality: This study contributes to the literature by offering a context-specific and expert-validated framework for the evaluation of policies and strategic decision-making in Iranian universities. Unlike existing approaches that often focus on isolated policy areas, the proposed model provides an integrated mechanism for evaluating strategic policies across multiple university functions and can serve as a practical tool for institutional governance and policy evaluation.</p>http://modiriyatfarda.ir/Article/54214Policy Evaluation University Policymaking Strategic Decision-Making Evaluation Frameworkper1مدیریت فردا2228-60472228-60472026-07248599119article yousefi@uast.ac.ir1Maryam Mollabaghermollabagher@uast.ac.ir2Faculty Member of University of Applied Science and Technology, Department of Management and Social Services, Tehran, Iran<p>Objective: The purpose of this research is to design and implement an intelligent system for the career guidance of UAST candidates based on personality characteristics, types of fields and educational centers. Methodology: The present research is practical in terms of its purpose. A decision tree was used to identify successful patterns in choosing the right field. The decision tree was implemented on the data of previous university graduates to identify successful patterns in choosing a major. Next, a fuzzy expert system was designed for university applicants. The design of the expert system is based on semi-structured interviews with experts in this field, including career counseling professors and university managers, based on the results of interviews with experts in this field. The success pattern of previous university graduates was extracted with a decision tree. The information of 142 former university graduates was used to train the decision tree. The implementation of the decision tree and expert system has been done using the Python programming language. In this research, a system has been created to help the candidates to enter UAST based on the indicators and the admission mechanism. Fuzzy expert system was created to guide the career of university candidates. To evaluate the accuracy of the designed system, first the model and the implemented rules were explained to 3 experts in field selection counseling and they got their approval, and then the proposed system was implemented for 67 candidates and the results were compared with the opinion of these experts and the accuracy of the model were confirmed. Conclusion: This fuzzy expert system can significantly improve the process of choosing university majors by providing personalized and data-based recommendations, enhancing decision-making, reducing inconsistencies in academic choices, and supporting counselors in guidance roles. The software system enables easy access from all parts of the country and provides expert knowledge to a wide range of volunteers at the lowest cost. Originality: The software system enables easy access from all parts of the country and provides expert knowledge to a wide range of volunteers at the lowest cost.</p>http://modiriyatfarda.ir/Article/54523Decision Tree Expert System Fuzzy Career Guidance Field Selection.per1مدیریت فردا2228-60472228-60472026-072485121133articleesmat RahimiEsmatRahimiv51@gmail.com1بتول رحیمیrahayesh.rahimi@gmail.com2<p>Entrepreneurship is known as one of the most important pillars of society development as an important driver of national wealth. The growth of information and communication technology and transformative technologies, as well as the wideness and universality of the Internet, have provided the right opportunity and tools for entrepreneurship in the new era. A technology entrepreneurship ecosystem is a complex set of components and relationships that enable the creation and growth of new technology companies. This ecosystem must be clearly defined and evaluated in order to achieve its proper establishment. Therefore, it is very important to understand the dimensions, components and key indicators affecting the development of entrepreneurship. For this reason, in this article, a framework for the development of technological entrepreneurship is presented, especially for developing countries with supportive policy directions. Technological entrepreneurship, which exploits existing scientific and technological knowledge to meet market needs - is what drives national productivity and competitiveness.The framework presented in this research emphasizes the fact that the innovation process is facilitated by technological entrepreneurship, which in turn is developed within the framework of policies, institutions, financial and institutional support. Understanding this conceptual framework can lead to a correct insight into technological entrepreneurship. and causal relationships of all active actors to help</p>http://modiriyatfarda.ir/Article/54540entrepreneurship technological creativity entrepreneurship development technological entrepreneurship framework per1مدیریت فردا2228-60472228-60472026-072485130164articlefatemeh dadmanddadmandfa@pnu.ac.ir1هادی مولودیانmovludian@yahoo.com2Mehrnoosh Sadat Hosseini Haghighimehrnosh.haghighi8394@gmail.com3Department of Management, Faculty of Management, Payame Noor University, Tehran, Iran.Payame Noor University (PNU), Tehran, Iran<p>The tourism and hospitality industry has also been severely affected by the Covid-19 pandemic, and most countries have experienced a decrease in tourism revenue (Hao et al., 2020). During 2020, Iran's tourism industry has also faced a negative growth of 45% (IRNA, 1401). Since tourism is a service industry and the nature of services is intangible and based on the tourist's experience of the destination, therefore, tourists and customers' perception of a destination is considered an important factor in choosing it. The choice of a tourist destination is based on the consumer's perceptions of the various aspects of that destination and it may not be real. These ideas are formed as a result of people encountering information related to the destination and processing that information. Therefore, customers store this information in the form of a mental image of that destination in their memory, and if people have a positive mental image of a destination, they will have a stronger intention to travel to that destination and vice versa (Jalali et al., 1400). Therefore, currently, information about the manner and extent of protective measures against Covid-19 plays an important role in people's decisions to attend residential centers. On the other hand, customer satisfaction is generally considered an important determinant of repeat visits, positive word of mouth, and customer loyalty (Rio and Hahn, 2010). Loyalty is a kind of positive attitude towards a product that arises from repeated use of that product. The reason for creating loyalty can be considered psychological processes (Dehghani et al., 2012). Therefore, considering the importance of the subject, the present study was designed and implemented with the aim of investigating the impact of ecotourism protective measures against Covid-19 on the satisfaction and behavioral loyalty of their customers. In addition, in this research, the effect of these measures on the attitude and perceived value of customers of ecotourists has also been investigated. Methodology The current research is applied in terms of purpose and descriptive and survey in terms of data collection. Data collection in the present study was done using standard questionnaires. This questionnaire is designed as a closed-ended Likert scale of five points. The statistical population of the current research included customers from 11 ecotourism sites in Neishabur city; therefore, using Cochran's formula, the number of statistical samples for the current research is equal to 385. Of course, due to the possibility of faulty and ineffective questionnaires, the number of distributed questionnaires was equal to 400. Stratified random sampling method is used for sampling in this research. SPSS and PLS software were used to analyze the research data. Discussion and Results The results of structural equation analysis have shown that there is a positive and significant relationship between protective measures and attitude, perceived value and satisfaction of customers at the 95% confidence level. These findings are in accordance with the findings of Ontaro Vahan (2021), Rahmavati, (2013) and Han and Hyun, (2017). In addition, the mediating role of the perceived value, attitude and satisfaction of customers in the impact of protective measures on the loyalty of customers was investigated, and the results of this section showed that the effectiveness of these three components as mediators was confirmed. Finally, the impact of protective measures on behavioral loyalty has been investigated, and the results of this research showed that these measures have a positive and significant effect on the behavioral loyalty of customers. These findings of the present study are consistent with the findings of Han and Hyun, (2017). Conclusion Since there is a direct and meaningful relationship between the protection measures and the perceived value, attitude and satisfaction of ecotourism customers; By increasing their protective measures in the ecotourism space, resorts can assure their customers that the protective measures taken against Covid-19 will keep them safe during their stay. Of course, in order to achieve better results, ecotourism should tell customers about their practical actions in the field of adopting protective measures on virtual pages, in which case customers will feel more secure and their attitude towards ecotourism will improve, and this will eventually It will also bring the satisfaction and loyalty of customers. According to the results of the independent sample t-test, it can be acknowledged that ecotourism customers had similar opinions regarding the various dimensions investigated in this research. Therefore, by implementing the above recommendations, it is easy to improve the behavioral loyalty and satisfaction of ecotourism customers.</p>http://modiriyatfarda.ir/Article/54564Ecotourism protective measures against covid-19 perceived value satisfaction behavioral loyalty.