A Study to Set Policies and standards for an Emotional Marketing Model in order to come off Good Governance

Subject Areas : Public Policy In Administration

Siamak Naseri ¹ , vahid araei ² , Mina Jamshidi ³

1 - Student of Marketing Management, Management Faculty, Islamic Azad University of Tehran Central Branch, Tehran, Iran
2 - Assistant Professor of public Administration.
3 - Professor, Faculty of Management, Islamic Azad University of Tehran Central Branch, Tehran, Iran

Received: 2023-01-29 Accepted : 2024-02-12

Keywords: Emotional Marketing, Emotional Approach, Good Governance, Policy,

Abstract :

Purpose: The purpose of this research is to explain the sensory marketing policy in order to realize good governance in a society of recipients of financial services. Method: In the first part, which is the initial stage and qualitative assessment, the statistical population of the research consisted of professors, managers and experts in the field of sensory marketing, of which 10 people were selected as a series of experts. In the second part, which is a quantitative part, a sample of 384 people was selected from the community of recipients of financial services. Findings: the dimension of emotional performance with a factor load of 1.55, the dimension of emotional self-efficacy with a factor load of 1.27, and the dimension of sensory participation with a factor load of 1.25 have respectively been more valid than other dimensions. Conclusion: The dimension of emotional performance includes 4 components of understanding emotions, the quality of emotional relationships, responding to emotions and creating motivation, the dimension of sensory self-efficacy has three components of capacity-building, education and communication, and the dimension of emotional participation includes four dimensions of awareness, social skills, and value creation and strategies.