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International Journal of Nonlinear Analysis and Applications، جلد ۱۲، شماره Special Issue، صفحات ۲۳۸۵-۲۴۰۱
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عنوان انگلیسی Identifying and ranking of factors affecting customer experience for purchasing luxury brands
چکیده انگلیسی مقاله This research aimed to identify and rank factors affecting customer experience for purchasing luxury brands. Therefore, a phenomenological approach was used in the qualitative stage to identify the components of the customer experience for purchasing luxury brands. Then, the model was tested and ranked using the SWARA method and structural equations. The data collection instrument was a semi-structured interview with Apple brand products sales managers. In order to ensure the return of a sufficient questionnaire (10% confidence margin), the sample number of 384 customers and sales manager of the Apple brand was determined, and the questionnaire was randomly distributed. The researcher achieved theoretical saturation through 18 interviews and finally provided 130 concept codes in six main dimensions, including luxury brand, consumer experience, brand prestige pricing, brand trust, brand thinking, and brand satisfaction.
کلیدواژه‌های انگلیسی مقاله Customer experience, Brand, Luxury brand, Phenomenology, Ranking
نویسندگان مقاله Seyede Roghaye Hashemi |
Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran

Hossein Moeini |
Department of Management, Hazrat-e Ma'soumeh University, Qom, Iran

Hossein Shirazi |
Department of Technology Management, Qom Branch, Islamic Azad University, Qom, Iran

نشانی اینترنتی https://ijnaa.semnan.ac.ir/article_6292_f141e2de2025bb53347325c768408dfc.pdf
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