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A Model for Understanding the Customer's Experience of Brand Ethics
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Abstract: (284 Views) |
Background: Customer experience is your customers' view of your business. Any effort a business makes to influence customers' views and their decision to return is important. Unethical behaviors destroy customer experience and brand reputation. Hence, the aim of the current research is to provide a model of understanding the customer's experience of brand ethics.
Method: The current research was qualitative and among phenomenological studies. The statistical population included academic experts as well as experts who have authored and published articles in the field of customer experience, and 12 of them were selected based on the purposeful and snowball sampling method. Data were collected through semi-structured interviews and continued until reaching theoretical saturation. Data analysis was done by performing three steps of coding and using Max QDA software.
Findings: Based on the findings, a total of 157 open codes were identified in the form of a model including six categories; And 32 concepts were presented.
Conclusion: Brand behavior has an effect on the customer's experience of brand morality, customer experience of brand morality has an effect on pricing, brand satisfaction on pricing, brand awareness on pricing and brand trust on pricing. |
Article number: 17 |
| Keywords: Customer experience, Brand ethics, Brand satisfaction, Brand awareness, Brand trust |
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Full-Text [PDF 519 kb]
(135 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/10/24 | Accepted: 2022/12/25 | Published: 2023/08/28
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