Showing 2 results for Shirazi
Sara Souri, Mohammad Ghafari, Hossein Shirazi, Seyed Hamid Khodadad Hosseini,
Volume 21, Issue 3 (12-2022)
Abstract
Background: Brand citizenship behavior is one of the new concepts in branding with emphasis on the role of employees. This study aims to provide a model for development of brand citizenship behavior in a way that is compatible with the local environment of medical tourism in Iran.
Materials & Methods: The present qualitative research is based on the systematic database method. The required data were collected through semi-structured interviews with 16 experts in medical tourism and academic experts using judgmental, snowball, and accessible sampling methods, following the saturation rule. Data analysis was done using the Strauss and Corbin model and in three stages of open, central and selective coding.
Results: Brand citizenship behavior is created as a result of causal conditions, including factors related to employees, organizations, and tourists, and through human resource support strategies and comprehensive marketing and branding planning with the influence of intervening factors, including organizational structure, management performance, characteristics of the treatment industry, Environmental factors, career history and personal quality of life are implemented in the framework of the social capital of the organization, organizational justice, quality of work life, competitive atmosphere of the work environment and social responsibility of the organization and lead to consequences related to tourists, organizations, employees and extra-organizations.
Conclusion: The model obtained from this research shows the influence of several factors in the formation of brand citizenship behavior of medical staff, which, if paid attention to by managers, will lead to the satisfaction and attraction of tourists and gain a competitive advantage.
Samaneh Zarin Khalili, Hamidi Kambiz, Zahra Shirazian, Ali Asghari Sarem, Javad Niknafs,
Volume 24, Issue 2 (9-2025)
Abstract
Background and purpose: The simultaneous presence of multiple generations with diverse values and expectations has created significant human resource management challenges in hospitals, most notably intergenerational conflicts. This highlights the necessity for context-specific models to manage generational diversity effectively. Accordingly, this study aimed to develop an organizational "multigenerational gravity" model for hospitals affiliated with Hamadan University of Medical Sciences.
Methods: This exploratory and developmental study employed a qualitative design based on the interpretive paradigm and grounded theory methodology. Data were collected in 2024 through semi-structured interviews with 20 experienced hospital managers, as well as organizational and academic experts at Hamadan University of Medical Sciences. Participants were selected using purposive sampling until theoretical saturation was reached. Data analysis was conducted using a rigorous three-stage coding process: open, axial, and selective coding.
Results: The analysis yielded 6 main categories and 28 subcategories explaining multigenerational gravity. These were structured into a paradigm model comprising: causal conditions (e.g., structural and supportive constructs, leadership and governance, active intergenerational convergence); contextual factors (e.g., organizational culture, intergenerational adaptability, technological dynamism); intervening conditions (e.g., psychological and behavioral factors, resistance to change, generational gaps); strategies (e.g., strengthening organizational learning, developing participatory networks, promoting justice-based coordination); the core phenomenon (purposeful intergenerational coexistence and the reproduction of knowledge capital through organizational deliberation); and consequences (e.g., job satisfaction, development of a diversity-driven organizational culture).
Conclusion: This study provides a tailored model for managing generational diversity within the Iranian healthcare context. The proposed multigenerational gravity framework equips hospital managers with actionable insights to foster generational convergence, mitigate conflicts, and boost staff motivation and retention, ultimately enhancing service quality and organizational productivity.
