The Impact of Applying Brand Positioning and Customer Experience on Loyalty (Case Study: Hamrahe Aval)

Subject Areas : Jounal of Marketing Management

Ramezan Noori Babian ¹ , Mohammad Aghayee ² , Nader Qaribnavaz ³ , Vahid Nasehifar ⁴

1 - PhD student in Business Management, Ghods City Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran
3 - Associate Professor, Department of Business Management, Ghods City Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Business Management, Allameh Tabatabai University, Tehran, Iran

Received: 2020-07-22 Accepted : 2020-11-15 Published : 2020-11-21

Keywords: Brand Positioning, Structural Equations and Loyalty, Customer Experience,

Abstract :

Currently, due to market dynamics and the impact of various factors at the macro and operational levels, customer purchasing patterns face different operational concepts and the concepts of customer satisfaction and loyalty in terms of operation, with different indicators on organizational performance, are effective. Also, attracting customers and providing value-creating services to satisfy them, the important thing is to maintain them in the company's value chain and to increase market share, especially customer share. The purpose of this study is to investigate the effect of using brand positioning and customer experience in loyalty. The present study is descriptive-survey and is applied in terms of purpose. The data collection tools were questionnaire that due to the high volume of the statistical population, using Cochran's formula, a simple random sampling method with a sample size of 415 was used. Content validity and convergence were used to assess the validity of the questionnaire and Cronbach’s alpha was used for reliability with a value of. /938. The collected data were analyzed at two levels of descriptive and inferential statistics. Structural equation modeling and Smart PLS were used to test the model and the research hypotheses. The results show that causal conditions have a positive effect on loyalty processes, intervening and context conditions. Underlying and intervening conditions have a direct effect on the processes and consequences of loyalty. Strategies have a positive effect on outcomes, but intervening and contextual conditions do not have a positive effect on strategies, and these two hypotheses are rejected.

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