Presentation of Conceptual Model of Customer Experience Management of Brand Relation Based on Foundation Data Theory

Subject Areas : Jounal of Marketing Management

۰Keyvan ۰Ghayemalaee ¹ (۰PhD Student in Marketing Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Hassan Esmailpour ² (.Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Hamidreza Saeednia ³ (.Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran)
Farideh Haghshenas ⁴ (Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)

Received: 2019-05-26 Accepted : 2019-10-06 Published : 2018-07-23

Keywords: foundation data theory, customer experience management, brand affiliation,

Abstract :

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.

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