فهرست مطالب مریم نائلی

The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) activities on customer equity of luxury brands. In terms of objective, this research was descriptive of survey type. The statistical population of the present research was Dorsa’s customers with a sample size of 384. In order to test the hypotheses, Structural Equation Modeling (SEM) and AMOS software were used. The results showed that SMM activities have positive impacts on value equity, relationship equity, brand equity, and attitudinal equity. Moreover, relationship equity and brand equity have positive impacts on customer equity, and purchase intention is directly affected by value equity and relationship equity. Eventually, purchase intention and brand experience had a positive effect on customer equity.

The study sought to investigate and examine the antecedents and consequences of satisfaction of elderly tourists trip experience. The statistical population is all tourists who travel to Isfahan and have a minimum age of 60 years. With cluster sampling and available 346 Structured questionnaire based on literature was administered to the target statistical sample. To analyze the data and to test the research hypotheses, structural equation modeling using Smart PLS software is used. The results indicate that of antecedents affecting the satisfaction of elderly tourists trip experience, Novelty, Involvement and local culture rejected and perceived value accepted. In examining the consequences of satisfaction of elderly trip experience, all assumptions, including quality of life, Leisure life satisfaction and future behaviors are accepted.

By drawing researchers’ attention to customer value and its status in marketing, the study of customer experience (CX) has become a prominent trend in the field of consumer behavior. During the last decades, customer experience has been analyzed from different views, and increased importance now being placed on implementing a customer experience as an organizational value. By reviewing the related literature, from 1960s to 2019, the current article tries to examine the emergence and development of CX as well as analyse the dimensions of CX and its creation stages. The results indicate that CX positively affects the financial performance of businesses. Also applying customer experience can promote the position of businesses in customers’ minds, help them have better interactions with their customers and have an influential effect on customer loyalty. Moreover, experience economy, experiential marketing and emerging of omnichannel communications have played a significant role in creation and development of customer experience.