customer experience management model and brand loyalty in high products involvement And its functions in pricing and pricing products and services. The "Mixed Methods Research"

Document Type : Original Article

Authors
Azadeh Boostani 1
Hamidreza Saeidnia 2
Hamid Saeedi 3
Rahim Mohtaram 4
1 PhD student, Department of Business Management, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates.
2 Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad Univaersity, Tehran, Iran.
3 Assistant Professor. Department of Management &Accounting ،yadegar-e-Imam Khomeini (RAH) Shahre Ray Branch , Islamic Azad University, Tehran, Iran.
4 Assistant Professor. Department of Business Management Science and Reserch Branch ,Islamic Azad University, Tehran ,Iran
Abstract
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.
Keywords
customer experience
brand loyalty
involvement
mix method
Costinاg Process
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