Abstract :
The present study aimed to provide an optimal model of affective attitude in customers' purchasing decisions in industrial markets. In the present study, the researcher used a mixed approach. For this purpose, in the first study, to identify the components of affective attitude in customer purchasing decisions in industrial markets, grounded approach was used. In the second study, the model was tested using a quantitative method. The data collection tools in the first study included protocol and in-depth interviews with fifteen sales managers and CEOs of producers and university professors. In the next step, the required data were distributed among 320 customers and the results were analyzed in AMOS software. The present study was conducted by performing fifteen interviews to reach theoretical saturation and finally 100 open codes were extracted. Based on the theoretical literature, axial and selective coding was done and the results were presented in the form of six main dimensions and twenty-eight sub-dimensions. The present study model included main dimensions including satisfaction with industrial brand, decision making process, satisfaction with industrial marketing channel, strengthening relationship marketing, heuristics and price and twenty-eight sub-dimensions. The results show that the researcher’s paradigm model has a good fit for generalizing its results to a larger population.
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