Volume 10, Issue 38 (Spring 2022)                   IUESA 2022, 10(38): 19-34 | Back to browse issues page

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Rajabi A, Vazifedust H, Heidarzadeh Hanzaee K. Persenting a Model Based on the Customer's Smart Shopping Experience in Tehran's Finance Industry with a Combined Approach. IUESA. 2022; 10 (38) :19-34
URL: http://iueam.ir/article-1-1864-en.html
1- Faculty of Management and Economics, Research Sciences Branch, Islamic Azad University, Tehran, Iran
2- Department of Business Management, Faculty of Management and Economics, Research Sciences Branch, Islamic Azad University, Tehran, Iran , Vazifehdust@yahoo.com
3- Marketing Management, Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University of Tehran, Iran
Abstract:   (322 Views)
Recent research in the financial industry has identified the smart customer experience as a sustainable competitive advantage. To achieve this goal, managers must first have a thorough understanding of the concept of smart experience. The finance industry, which today provides important services to customers, needs special attention to the customer. The purpose of this study is to design an optimal model of smart customer shopping experience in the financial industry of Tehran. By performing the phenomenological method and conducting 16 in-depth interviews using the protocol and based on the method of multiple purposive sampling (intensity and snowball), the data were collected from the assets of Tehran. Also, using open coding, axial coding and selective coding using ATLAS.ti software, categories and themes were determined. The results show that input variables (customer knowledge, business quality, sales promotion and mall environment) have a positive effect on outputs (word of mouth, customer satisfaction, and perceptual value and brand equity) in creating a smart experience in Tehran's mall industry.
     
Type of Study: Research | Subject: Special
Received: 2022/01/29 | Accepted: 2022/04/4 | Published: 2022/05/31 | ePublished: 2022/05/31

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