Brands are always influenced by internal and external factors that play a fundamental role in enhancing their value in the production and service sector. Among the internal organizational factors, behavioral factors related to human resources are mentioned as one of the
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Brands are always influenced by internal and external factors that play a fundamental role in enhancing their value in the production and service sector. Among the internal organizational factors, behavioral factors related to human resources are mentioned as one of the important and essential factors; Because if these behaviors are positive, they lead to the promotion of brand value, but if they are negative and deviant, they are considered a threat to organizations, especially public organizations with economic activities, more than private organizations with non-economic activities. In such a situation, behavior management and implementation of actions to control and reduce deviant behaviors seem necessary. Therefore, the aim of the research was to provide a model to improve the brand value of Iran Insurance Company as one of the public economic organizations through controlling and reducing deviant behaviors. For this purpose, first, library studies were conducted and using the meta synthesis qualitative method, the factors of occurrence of deviant behaviors and effective actions to control and reduce the statistics and with thematic analysis method, 48 factors in 6 categories and 45 actions in 4 categories were coded. Then, with the Delphi-fuzzy technique and the distribution of Delphi survey forms among 30 insurance experts in the 3 northern provinces of Guilan, Mazandaran and Golestan, 30 factors in 5 categories and 39 actions in the final 4 categories were entered into the hierarchical model. results showed that structural and organizational actions with a weight of about 0.340 have the highest importance...
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