Mathematical study of factors affecting customer experience management of brand affiliation

Document Type : Original Article

Authors

1 PHD student of Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

2 Assistant Professor of Department of Business management, central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Associate Professor of Department of Business management, north Tehran Branch, Islamic Azad University, Tehran, Iran.

10.30510/psi.2022.288951.1782

Abstract

The overall goal of this study was to explore in depth the phenomenon of customer experience of brand dependence. The present study is part of exploratory research in terms of research purpose, foundation research theory in terms of research approach, and combined research in terms of research method. The method of data collection in this study is the use of structured interviews. In this study, in order to fit the conceptual model of research and study of path coefficients, path analysis method and structural equations were used using Smart AMOS software. he results of the two process of reviewing the research background and interviewing the experts, during the open and central coding process of 200 identified items, were classified in the form of 36 main categories (components). Finally, 36 main categories were placed in the form of 12 dimensions and were presented as designing the customer experience model in brand dependence. In the present study, in order to evaluate the conceptual model of the research and also to ensure the existence or absence of causal relationship between the research variables and to examine the appropriateness of the observed data with the conceptual research model, the research hypotheses were tested using structural equation model. Based on the significance level of 0.05, the critical value should be greater than 1.96, , also values less than 0.05 for the value of P indicate a significant difference in the calculated value for regression weights with zero value in The level is 0.95.

Keywords

Political Sociology of Iran
Volume 5, Issue 11
January 2023
Pages 4640-4651

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