List of Articles تجربه مشتریان

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  1 - Future studies on customer experience management and its effective factors based on brand loyalty
  Azadeh Boostani Hamidreza Saeedniya Hamid Saeedi Rahim Mohtaram
  CONTEXT: Nowadays, the changes in Techworld have led changes in marketing, business and customer management become faster due to the spread of information technology. Also,the increasing need for globalization has caused the necessity for a better understanding of & More

  CONTEXT: Nowadays, the changes in Techworld have led changes in marketing, business and customer management become faster due to the spread of information technology. Also,the increasing need for globalization has caused the necessity for a better understanding of "change" and "the future" more important for marketing managers, customers and manufacturers, and owners of brands and services. futures studies is the knowledge of decision making According to this, the term customer experience can play a vital role in brand loyalty and consumer behavior . PURPOSE: This study was to identify the factors affecting customer experience management by emphasizing brand loyalty with a futuristic perspective. METHOD: this research, the researcher has used the data foundation approach. The required data collection tools were based on protocols and in-depth interviews with ten sales managers of different brands of home appliances . Future studies tries to examine the impact rate of current trends and scientific techniques on the future of customer experience management by using and analyzing them. FINDING: The researcher performed ten interviews to theoretical saturation and finally extracted 102 open codes and based on the theoretical literature, performed coding and selective coding and presented the results in the form of six main dimensions and twenty-eight sub-dimensions. CONCLUSION:The researcher presents her research in the form of a model including six main dimensions, brand satisfaction, customer experience, brand loyalty, strategy, background conditions, customer support for purchase and twenty-eight sub-dimensions Manuscript profile
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  2 - Presentation of Conceptual Model of Customer Experience Management of Brand Relation Based on Foundation Data Theory
  ۰Keyvan ۰Ghayemalaee Hassan Esmailpour Hamidreza Saeednia Farideh Haghshenas
  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 More

  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. Manuscript profile
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  3 - Presenting the Customer Experience Management Model in Real Estate Marketing with a Mixed Approach
  Reza kochakpour nesfi H. R. Saeednia Hamid Saeedi rahim mohtaram
  The role of customer experience management as a strategic tool in the development of service organizations, including real estate marketing, is undeniable. Considering the high financial turnover and the employment of a large number of people in this field, the importan More

  The role of customer experience management as a strategic tool in the development of service organizations, including real estate marketing, is undeniable. Considering the high financial turnover and the employment of a large number of people in this field, the importance of this in real estate marketing is twofold. Therefore, the objective of the present study is designing a model for customer experience management in real estate marketing. The present study can be objectively categorized as a Developmental one and is conducted through mixed methodology (qualitative-quantitative). Having reviewed the related literature and research background, semi-structured interviews protocol was prepared in order to gather data and the 15 participants were selected among scientific (marketing professors) and executive professionals (managers of Real Estate Union) involved in the real estate Marketing in Tehran using "snowball" sampling method. Also, the statistical sample of research in the quantitative part was consisted of 386 clients of real estate in Tehran. To analyze the data in the qualitative section, Grounded Theory was applied while in the quantitative part, Partial Least Squares (PLS) was used. The results of the research indicate that the causal factors (related to the supply and demand side) have significant impacts on the customer experience management. This research also introduces strategies at the government and company level which, themselves, are affected by intervening conditions (human and technical factors) and contextual (macro and micro factors). Moreover, implementing these strategies may have some consequences related to customers and the consequences related to the company and society. Data analysis of quantitative section findings after applying Grounded Theory, led to making a final model based on the factor analysis method. Also, the findings of the quantitative part of the research confirm the investigation of the main hypotheses. Manuscript profile
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  4 - شناسایی نقش تجربه مشتریان در درک رفتار خرید در فروشگاه‌های زنجیره‌ای تخفیفی
  گلنار شجاعی باغینی Eshagh Ghorchi beygi
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  5 - Render Pattern in Order to Recognition Role of Customers Experiment in Purchase Understanding Behavior in Discount Chainstores.
  Eshagh Ghorchi beygi Golnar Shojaei Baghini
  Today, due to economic pressures, people's livelihoods are facing problems and prices play an effective role in this regard. Discount stores, meanwhile, have attracted the attention of many people by offering competitive and reasonable prices. But how and in what way th More

  Today, due to economic pressures, people's livelihoods are facing problems and prices play an effective role in this regard. Discount stores, meanwhile, have attracted the attention of many people by offering competitive and reasonable prices. But how and in what way this pricing of products affects the occurrence of customer behavior; This is an issue that needs to be addressed. In this regard, the present study was conducted to provide a model to identify the role of customer experience in understanding shopping behavior in discount chain stores. This research is of applied and descriptive-survey type. In this study, at first, the indicators of customer experience and purchasing behavior were identified based on literature review and Delphi technique. In this regard, the opinions of 10 experts and managers of discount stores were used. After extracting the final indicators and classifying them with the help of heuristic factor analysis, the role of customer experience in understanding purchasing behavior was investigated using the partial least squares technique. The statistical population of the research in this section is 384 people. Customers formed discount stores that were selected using the Cochran formula. Finally, the results showed that customer experience has a significant effect on understanding shopping behavior. The effect of the dimensions of the shopping experience (product features, sales features, store environment, brand, sales advantages, customer) on purchasing behavior was also confirmed. Manuscript profile