Journal of Industrial Engineering and Management Studies

Abstract Customer equity, the potential profit that all of the company's customers can generate throughout the business-customer relationship, is a critical business management concern for companies. In the face of intelligent customers and high market competition, the survival of any brand depends on its ability to increase the specific value of the customer, the management of customer relations, and retention. However, studying customer equity management under dynamic situations and analyzing factors affecting social media marketing has not been fully explored. A dynamic approach is presented in this manuscript to cover this gap. This research proposes a model using the system dynamics approach to analyze and predict the influence of social media marketing activities on customer equity. The model, simulated in Vensim under two possible scenarios, provides practical insights. The results show that if the policy of commercial companies leads to a decrease in customer equity, the customer's loyalty will not last for more than ten months. Conversely, increasing customer equity leads to a reliable, steady state of customer loyalty after the fourth month, demonstrating the practical implications of the research that should be noticed by the department of marketing management.

Abstract In this research, a goal programming model is proposed for optimizing the production of Boehmite in the Iranian West Minerals Applied Research Center (IWMARC). This product can be produced using internal or external methods and currently is produced traditionally, and the production process is not optimal. This research optimizes the production process using the linear goal programming technique. A multi-objective model is proposed containing 20 goal constraints of effective parameters concerning production, sales, raw materials usage, water and energy consumption, customer needs, and workforce components. The main objectives are ranked using the AHP method, and the model is implemented in Lingo 11 software. The computational results show that due to the impact of the price of foreign raw materials and the limitations caused by its use, as well as the good efficiency of the gasification method in the internal(domestic) method, the domestic method can effectively tackle the major and minor objectives of the production system of in IWMARC and achieve 16 goals out of 20 goals with zero or positive (more than the expected level) deviations. Besides, changing the technical and production specifications according to customer needs can increase profitability up to 3.75 times the current amount (375%) and decrease inventory cost by 32%.