فهرست مطالب کیوان قیم اعلایی

The overall goal of this study was to explore in depth the phenomenon of customer experience of brand dependence. The present study is part of exploratory research in terms of research purpose, foundation research theory in terms of research approach, and combined research in terms of research method. The method of data collection in this study is the use of structured interviews. In this study, in order to fit the conceptual model of research and study of path coefficients, path analysis method and structural equations were used using Smart AMOS software. he results of the two process of reviewing the research background and interviewing the experts, during the open and central coding process of 200 identified items, were classified in the form of 36 main categories (components). Finally, 36 main categories were placed in the form of 12 dimensions and were presented as designing the customer experience model in brand dependence. In the present study, in order to evaluate the conceptual model of the research and also to ensure the existence or absence of causal relationship between the research variables and to examine the appropriateness of the observed data with the conceptual research model, the research hypotheses were tested using structural equation model. Based on the significance level of 0.05, the critical value should be greater than 1.96, , also values less than 0.05 for the value of P indicate a significant difference in the calculated value for regression weights with zero value in The level is 0.95.

Today, the concept of the role of understanding the management of customer experience has become indispensable as a strategic tool in the development of manufacturing and service organizations. Due to its increasing importance, the purpose of the present research is to present a conceptual model for customer experience management of brand affiliation based on the data theory of the foundation. The present study was conducted with a qualitative approach and the method of databased theory. In this research, using a theoretical sampling method, 15 experts in the research were interviewed, then the data were analyzed. And 152 initial conceptual statements of open coding, 28 propositions of categories of axial encoding, and 6 main factors of selective coding. According to the results of the research, the main phenomenon of this research is the consideration of the customer experience management process of brand affiliation Taking into account the circumstances of causation (solving customer problems as soon as possible, synchronizing the advertising slogan with performance, brand-customer relationship, customer satisfaction from product performance, satisfaction with additional product attributes), underlying factors (brand confidence, Brand integrity, brand evaluation, appropriate pricing), intermediary factors (hardware security, money back guarantee to the client in case of Tailored customer satisfaction, customer-friendly product design, shopping support center) and through marketing strategies, defining standard performance charts through appropriate pricing strategies, brand loyalty efforts, monitoring customer's new demands, Responsiveness of employees, trying to create a pleasant experience, leads to eight categories of brand trust, brand credibility, re-buying intention, better brand awareness, increased profitability, oral advertising, better perception of brand quality and loyalty to the company.