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

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Ghayemalaee Keyvan; Esmailpour Hassan; SAEEDNIA HAMIDREZA; HAGHSHENAS FARIDEH

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:39 Page(s): 19-36

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Title

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

Author(s)

Ghayemalaee Keyvan | Esmailpour Hassan | SAEEDNIA HAMIDREZA | HAGHSHENAS FARIDEH | Issue Writer Certificate

Keywords

customer experience managementQ1

brand affiliationQ1

foundation data theoryQ1

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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APA: Copy

Ghayemalaee, Keyvan, Esmailpour, Hassan, SAEEDNIA, HAMIDREZA, & HAGHSHENAS, FARIDEH. (2018). Presentation of Conceptual Model of Customer Experience Management of Brand Relation Based on Foundation Data Theory. JOURNAL OF MARKETING MANAGEMENT, 13(39 ), 19-36. SID. https://sid.ir/paper/218892/en

Vancouver: Copy

Ghayemalaee Keyvan, Esmailpour Hassan, SAEEDNIA HAMIDREZA, HAGHSHENAS FARIDEH. Presentation of Conceptual Model of Customer Experience Management of Brand Relation Based on Foundation Data Theory. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(39 ):19-36. Available from: https://sid.ir/paper/218892/en

IEEE: Copy

Keyvan Ghayemalaee, Hassan Esmailpour, HAMIDREZA SAEEDNIA, and FARIDEH HAGHSHENAS, “Presentation of Conceptual Model of Customer Experience Management of Brand Relation Based on Foundation Data Theory,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 39 , pp. 19–36, 2018, [Online]. Available: https://sid.ir/paper/218892/en

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