Abstract Since relationship marketing is a fundamental necessity for achieving a competitive advantage, today companies with superior performance in various industries, through close and long time relationships with customers, maintain and gain their loyalty-to try to achieve this important thing. Accordingly, this study addresses the role of relationship marketing in achieving competitive advantage in the insurance industry. The current research has purpose of applicable And data collection for the study was descriptive – survey. The sampling population for this study is the policyholders of Iran insurance company in the city of Tehran. For the sampling, Multi-Stage clustered sampling has been used 410 samples of people were obtained. For data analysis, hypothesis and model testing we use the structural equation modeling and confirmatory factor analysis through Spss and Lisrel Statistical software.The results showed that Relationship marketing tactics have effect on service quality and relationship quality variables. Service quality have positive effect on relationship quality and relationship quality have significant and positive effect on competitive advantage. Therefore, Relationship marketing tactics through service quality and relationship quality have significant and positive effect on competitive advantage. Bilateral and reciprocal relations between insurers and insurance companies have established due to the implementation of relationship marketing, which plays an important role in the success of these companies.

Abstract Employee personal branding is essential as a key concept for personal and organizational success. To this end, this research seeks to identify the dimensions and components of employee personal branding. This research, in terms of the purpose, is development-functional type and in terms of data collection is descriptive and in terms of data certainty, it's kind of exploratory. The research method is mixed. The qualitative and quantitative methods are used content analysis and survey, respectively. The statistical population was in the qualitative part of the texts related to the research subject and in the quantitative part were experts, supervisors, consultants, deputies and active managers of different fields of insurance industry in Tehran. Dimensions and components of Employee personal branding were extracted from 28 sources. The result of literature review and analysis was the extraction of 55 Indicator or reagent, 6 components and 2 dimensions. Accordingly, the Employee personal branding has two individual and interpersonal dimensions, that The individual dimension includes the Components of knowledge, skills and abilities, personality and attitude, and the interpersonal dimension includes the Components of emotional intelligence, mental impression and social interaction. in the quantitative part The content validity of the questionnaire was confirmed by 30 experts.  For structural equation modeling and Pls software were used to analyze the data obtained from the proportionality questionnaire and The results showed that the model dimensions and components of personal branding of the employee have a good fit.

Abstract Today, companies with superior performance in the mobile phone industry (Mobile) have sought to create additional benefits for their products to form favorable psychological responses in their consumers. In light of this, the present study is an attempt to examine the effect of product design in explaining psychological responses of consumers considering the moderating role of consumption experience and product involvement variables. In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a cross-sectional work in terms of time frame. Study population consisted of all consumers of mobile phones in Tehran. The sample group participants were selected through Convenience Sampling method. Statistical analyses were carried out in PLS and revealed that all aspects of product design (aesthetic, functional and symbolic) had a positive and significant effect on the psychological responses of consumers. The results of hypotheses in relation to the moderating variable of consumption experience showed that consumption experience had a moderating role in the impact of all aspects of product design on psychological responses of consumers. The results also showed that product Involvement had a moderating role in affecting all aspects of product design on consumer behavior responses. In order to improve the psychological responses of mobile phone users, it is important to pay attention to product design and its three dimensions.