درخت حوزه‌های تخصصی

The present study was performed to investigate the effect of commercial and operational factors on competitiveness improvement of Shahid Beheshti Port (SBP) in Chabahar in attracting shipping lines. The research method is applied in terms of purpose. Initially, the researcher conducted the qualitative phase to identify important variables, create a typology, or make new theories. To reach the saturation stage, 15 people were interviewed. Then, after identifying emerging classifications using qualitative data, a questionnaire was developed through the Delphi technique, and thus, the quantitative phase began. To test its items, patterning of the structural equation model was used via Lisrel software. Findings showed that commercial factors affecting SBP competitiveness improvement included financial capital and customer capital, port costs and tax burden, market efficiency and market performance. In addition, technical-developmental infrastructures, technological infrastructures, warehousing activities, loading and unloading operations, customs activities and services, communication and distribution networks, trust and safety in port activities, and port logistics features were the operational factors affecting this competitiveness. It was discovered that existence of abundant capacities and potentials in various transportation departments of SBP, quantitative and qualitative increase of equipment, as well as the development of new capacities in infrastructure and fleet of railways, roads, offshore and port loading/unloading equipment have relatively improved levels of loading/unloading in SBP, which can be attributed to successful execution of measures taken to develop competitiveness in SBP.

The purpose of this research was to explain the relationship between the personality of brands with risk aversion and customer loyalty. This research was applied in terms of purpose, descriptive correlation one in terms of information gathering and based on structural equation modeling. The statistical population consisted of all customers with credible brands (5 famous and high-income brands such as Adidas, Nike, Puma, Al-Sport, and Asx) in East Azarbaijan province. With regard to the unlimited statistical population, 384 people were selected as the statistical sample based on Morgan's table. The brand personality standard questionnaire (Jones et al., 2009), Customer loyalty Anismawa (2007), and a researcher-made risk aversion questionnaire were used to collect data. The validity of the questionnaires, in addition to the supervisor's approval, was confirmed by 10 supervised faculty members and the reliability of the questionnaire was 0.849, 0.867 and 0.957, respectively, using the Cronbach's alpha coefficient. The validity of the questionnaire structure was also confirmed by factor analysis. Data were analyzed using SPSS and Amos software. The results of structural equations showed that the brand personality has a direct and positive effect on risk aversion (factor = 0.359), attitudinal loyalty (factor = 0.575), behavioral loyalty of customers (factor = 0.548). Also, the model's indices show the fitness of the research communication model.