نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری تخصصی، گروه مدیریت بازرگانی،واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی.
2 دانشیار گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
3 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی ، واحد یادگار امام خمینی (ره) شهر ری ، تهران، ایران.
4 استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی،تهران،ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study is to propose the model of Manage customer experience management on on Costing Process brand loyalty by considering the role of mental Involvment.In this study; the researcher used a mixed method. In this research, the researcher has used a combined approach. For this purpose, in the first study, to identify the components of customer experience management components on brand loyalty from Grounded Theory approach, and in the second study, the model test was used using quantitative method. Protocol and Semi Structure interview with twenty senior managers Home Appliance was first tools to gathering data the, and in a quantitative method, required data was collected from 300 customers of four public and private banks and analyzed by Amos software.
The researcher conducted 10 interviews, theoretically saturated, and finally extracted 102 open source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty-three sub dimensions.
The researcher includes six main dimensions: brand satisfaction, customer experience, brand dependence, strategy, brand trust, customer support of the purchase and thirty-two sub-dimensions. The results also showed that customers' mental conflict in products with high and low involvment conflict leads to trust and loyalty to the brand, because loyalty to the brand is emotional and cognitive in nature.
کلیدواژهها [English]
هزیه یابی هدف (مبتنی بر ارزش آفرینی )انتشارات ترمه .تهران .ایران
هدف مبتنی بر دیدگاه انتقادی(1398)مجله حسابداری مدیریت سال
12 شماره 43
انگیزه مدیران ارشد بر خلق ثروت برای سهام داران ،دانش سرمایه گذاری سال دوم شماره 5
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