توسعه مدل تجربه‌برند‌خدمات‌همه‌كاناله مبتني بر پيش‌درآمدها و پيامدها: يك مطالعه تطبيقي در صنعت بانكداري ايران و افغانستان

Developing an Omnichannel Service Bran‎d Experience Model Based on Antecedents an‎d Consequences: A Comparative Study in Afghanistan an‎d Iran Banking

مديريت

In the present study, based on the Stimulate-Organism-Response (S.O.R) model, the effect of environmental factors (self-bran‎d congruence, bran‎d reputation, customer engagement an‎d perceived price) through organism (service bran‎d experience) on behavioral responses (customer satisfaction, bran‎d loyalty, bran‎d equity, bran‎d trust, Bran‎d love an‎d word of mouth) are measured. The aim of the research, in addition to conceptualizing the multi-channel bran‎d experience in the banking sector, is to develop a model based on its antecedents an‎d consequences an‎d to test the model in two countries, Iran an‎d Afghanistan. The present study is applied in terms of research purpose. In terms of research method, it is descriptive-survey an‎d field type; Which has been done in several stages: In the first stage, 139 articles were selec‎ted from 1645 articles for meta-analysis, which led to obtaining an‎d meta-analysis of 462 studies an‎d finally the general model of bran‎d experience with respect to all antecedents an‎d consequences. In the second stage, after studying the sources of bran‎d experience an‎d interviewing professors specializing in this field, after performing conceptualization, sensory, emotional, cognitive, behavioral an‎d social dimensions for Omnichannel Service Bran‎d Experience were obtained an‎d confirmatory factor analysis was performed. In the final stage of the research, the selec‎ted model was analyzed according to structural equation modeling. In addition to the interview, a semi-structured questionnaire was used to collect data. In order to assess the validity of the questionnaire, the content validity of the face type an‎d the reliability of all variables were measured by Cronbachʹs alpha coefficient, all of them are greater than 0.7. In addition to the questionnaire, interviews with experts an‎d specialists in the field of marketing were used. The statistical population of the study consists of students who were online an‎d offline customers of banks in Iran an‎d Afghanistan. Also, the sample size for each country, according to rule 10, 310 people were selec‎ted, 308 questionnaires from the students of the Faculty of Administrative an‎d Economic Sciences of Isfahan University an‎d 326 questionnaires from the students of the Faculty of Economics of Kabul University were used after collecting an‎d removing incomplete items. MS EXCEL, CMA2 an‎d SMART PLS3 softwares were used to analyze the data an‎d test the hypotheses. The results show that in both Afghanistan an‎d Iran, there is a positive an‎d significant relationship between self-bran‎d congruence, customer engagement an‎d perceived price with Omnichannel Service Bran‎d Experience an‎d there is no positive an‎d significant relationship between bran‎d reputation an‎d Omnichannel Service Bran‎d Experience. In both Afghanistan an‎d Iran, there is a positive an‎d significant relationship between Omnichannel Service Bran‎d Experience an‎d customer satisfaction, bran‎d loyalty, bran‎d equity, bran‎d love an‎d word of mouth. Omnichannel Service Bran‎d Experience has a positive an‎d significant relationship with the bran‎d trust variable in Iran, but it does not have a positive an‎d significant relationship in Afghanistan. Also, the effectiveness of Omnichannel Service Bran‎d Experience antecedents an‎d consequences is similar; But only about the variable of bran‎d trust in the research model between Afghanistan an‎d Iran for the banking industry, there is a significant difference. At the end of the research, guidelines are provided for managers, marketers an‎d researchers in the field of experience, bran‎d, services.

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