Designing and Explaining the Model of Brand Experience with the Citizenship Behavior of Customers in the Banking Industry

Journal of System Management

مقاله 14، دوره 9، شماره 3 - شماره پیاپی 35، مهر 2023، صفحه 229-247   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2023.1977819.1748

نویسندگان

Mina RezaSoltani¹؛ Shahrbanoo Gholipour Fereydooni^{* 2}؛ Seyyed Ali Nabavi Chashmi³؛ Mojtaba Maleki²

¹Ph.D. Candidate, Department of Business Management, Babol Branch, Baobol, Iran.

²Assistance professor, Department of Business Management, Babol Branch, Baobol, Iran.

³Associate professor, Department of Business Management, Babol Branch, Baobol, Iran.

چکیده

The research was conducted with the aim of designing a model of brand experience with the citizenship behavior of customers in the banking industry. The research method is qualitative and grounded theory, and it is considered fundamental in terms of its purpose. The statistical population of the research is Tehran banking industry managers with the highest education, experience, authorship, and ideas. In this research, unstructured and in-depth interviews were used to collect data and information. Data and information analysis were done through coding (open, axial, and selective coding) and MAXQDA software. In the end, a qualitative model is presented, which consists of causal conditions (Appropriate internet infrastructure, The emergence of new media, Creating a new form of communication, The proliferation of media, and Internet penetration rate), the main phenomenon (Branding, Brand experience, Brand personality, and Brand interest), intervening conditions (Building trust, Outsourcing, Customer behavior, Customer emotional attraction, Islamic banking, and Advertising), the contextual conditions(Customer behavior, Reproducibility of experience, Communication with customers and Notification), strategies (Accounting system, Systematic control, Low profit and help business, Electronic banking, Human Capital, Speed of service, Structure modification, Networking, Security, Creating competition and Personnel training) and consequences (Brand quality, Originality, Function, Customer satisfaction, and Customer loyalty).

کلیدواژه‌ها

Brand experience؛ Brand personality؛ Brand attachment؛ Customer citizenship behavior؛ Banking Industry