چكيده لاتين
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.
