customer experience

Fierce competition has driven e-businesses to create differentiation by creating a delightful experience for customers; Because a pleasant and successful experience leads to customer satisfaction, recommended advertising and ultimately repeat purchases, and an unsuccessful experience will cause the loss of customer trust and alternative choices for future purchases. Therefore, the purpose of this research is to identify and prioritize operational methods to improve the customer's enjoyable experience in electronic purchases of virtual stores in the clothing industry. For this purpose, a mixed approach (qualitative-quantitative) of sequential exploratory type was used using fuzzy Delphi method. The studied community included 16 experts in the field of research. In order to collect data, two documentary and field methods were used. The data collection tool in the qualitative phase, document review and semi-private interview, and in the quantitative phase, was made from the researcher's questionnaire. The data were analyzed in the qualitative section using technical analysis content and in the quantitative section using the fuzzy Delphi method. The findings of the research showed that the solutions to improve the customer's enjoyable experience in electronic purchases, in order of priority, include strengthening the marketing mix with a score of 669/, and improving website features with a score of 663/. and customer orientation with a score of 647/. are, it is suggested that the advertisements are completely appropriate to the quality of the product and in accordance with the facts so that customers can buy with more confidence.

In today’s competitive business environment, where smart marketing has emerged as a data-driven strategy emphasizing deep customer-brand interactions, understanding and analyzing customer experience plays a crucial role in creating sustainable competitive advantages. This research follows a qualitative and exploratory design, utilizing a snowball sampling technique to collect data through in-depth, semi-structured interviews with 15 industry experts and academics. For the first time in this field, the study integrates adaptive thematic analysis with ISM in a dual-methodology approach, enabling the extraction of key themes and the systematic mapping of interrelationships among critical variables. The findings reveal that at the foundational level, brand visual characteristics and geographic positioning serve as the primary elements shaping customer experience. At the second level, customer-centric values, including service value, social and ethical value, purchasing motivations, and product value, are identified as intermediary factors influencing higher-level constructs. At the third level, key brand attributes such as brand clarity, brand exclusivity, and personal brand experience emerge as essential components, significantly shaping customers' emotional and perceptual connections with the brand. At the fourth level, product and service quality, customer-brand relationship, and service quality are recognized as the primary determinants of customer experience. Finally, at the fifth and highest level, after-sales services are identified as the central element in the model, playing a pivotal role in reinforcing customer loyalty and enhancing brand perception.The proposed model presents a structured hierarchical framework that deciphers the complex interdependencies between various dimensions of customer experience. It provides marketing managers with actionable insights to optimize customer-centric interactions and enhance perceived brand value over the long term. This study not only contributes conceptually by integrating brand theory and brand experience theory in an innovative manner but also advances methodological rigor by employing a hybrid analytical framework, thereby elevating customer experience modeling to a new level. The findings offer valuable implications for future research in smart marketing and brand communication management.

The main purpose of this research is to examine the relationship between the engineering stages of the operational process cycle and customer experience management in the field of advanced products in the complex technology industry, how the integration of these two key areas with a cognitive approach can continuously provide an integrated and superior customer experience throughout the process cycle by examining touch points from the delivery stage to the end.

The method used in this research to determine the sample size is carried out purposefully using non-probability methods and continues until theoretical saturation. This approach, which is used in qualitative research, and for this research using the Delphi tool.

The results showed that the identification of key touch points in system life cycle engineering is essential for effective customer experience management. These touch points are intricately woven into a conceptual framework, ensuring a holistic and specific approach to optimizing the customer experience. The diverse range of activities and outputs, associated with customer experience management throughout the engineering process lifecycle, are carefully described.

The research results were presented in the integrated framework of customer experience management for aircraft maintenance and repair services in a military-enforcement organization. To develop a comprehensive understanding of how customer-centric principles can be strategically incorporated into the product development process, leading to high customer satisfaction and sustainable technological innovation. To develop a comprehensive understanding of how strategic alignment of operational process lifecycle engineering and customer experience management can lead to the delivery of quality products that not only meet technical requirements but also exceed customer expectations.

The purpose of this research is to investigate the impact of social and environmental factors on the purchase of fixed phone services on improving customer experience (fixed phone customers in Tehran). this research is an applied developmental research based on the result, and mixed method research combining two qualitative and quantitative research. The qualitative research method is the grounded theory and exploratory and confirmatory factor analysis. The participants in the qualitative part of the research are experts and marketing experts and managers of communication companies. By conducting in-depth interviews, data analysis was carried out through three stages of open, axial and selective coding, and quantitative research was conducted using a questionnaire tool and a statistical population of fixed phone service customers in Tehran. As a result of the interview and the use of the contextual method, 8 main indicators and 25 sub-criteria for improving the customer experience were identified and the final model was presented. The results of the research show that social factors (social perception, social support, social environment) have a more significant impact on improving the customer experience compared to environmental factors at a confidence level of 0.95, which can be taken into account by managers.

customer experience management has become an important strategy in e-banking services , this study seeks to provide a customer experience management model for e-banking services in the banking and e-payment services industry.

In order to achieve the research goal, the mixed research method has been used. In this regard, first, the customer experience management literature in e-banking services was analyzed and the initial conceptual model was proposed. Then, in-depth interviews were conducted with a number of banking industry experts in the field of electronic banking services, and data content analysis was performed using the data analysis method, and a conceptual research model was developed. In order to measure the final model in the quantitative part, the required data were collected using a questionnaire and the customer experience management model in e-banking services was confirmed by field data analysis and structural equation modeling.

The research results were presented in the form of customer experience management model for electronic banking services. This model includes 8 dimensions of customer experience, e-banking service provider tools, e-banking service marketing factors, e-banking technology infrastructure factors, e-banking service organizational factors, customer factors, e-banking industry factors and macro environment factors that 22 categories and 58 subcategories were identified for these dimensions.

In the research model, improving customer experience is the centralized goal of customer experience management, which depends on internal and external dimensions, and in this regard, customer experience management strategies in e-banking services were presented.

The widespread occurrence of fraud in chain stores poses a major challenge for the retail sector. The issue can be examined from multiple perspectives: customer fraud during purchases, employee fraud, fraud against investors and stockholders by stores, and deceptive practices that stores use against their customers. There is a notable research gap regarding the latter type of fraud, which this study aims to address by exploring and identifying prevalent methods of customer deception in chain stores. This article aims to present a model for explaining the methods of deceiving customers in chain stores.
 
A mixed-methods approach was employed to illustrate the facets of customer fraud and deception by chain stores. Following a comprehensive literature review, in-depth interviews were conducted with (frequently purchasing) customers, industry experts, and key informants and professionals in the retail industry. This led to the identification of significant factors associated with customer deception in chain stores. Subsequently, a conceptual framework for the customer deception model was developed using cognitive mapping techniques, in collaboration with retail industry scholars and specialists. To validate the initial model, a quantitative field survey was conducted using structural equation modeling. This process led to the development of the final model, termed the "Customer Deception Tree".
 
Over half of the participants reported experiencing instances of fraud and deception, highlighting a critical concern for the retail industry. The identified components of customer fraud are visualized in a tree model format. This model outlines the prevalent methods of deceiving customers across five primary stems, which include misleading advertisements, failure to deliver promised services, price manipulation, alterations in product characteristics, and misplaced goods on shelves.
 
The act of misleading consumers by chain stores has emerged as a significant and increasingly pervasive unethical behavior in recent years. This research delves into the various dimensions of this issue, identifying and presenting contributing factors within a comprehensive model. This model serves as a guiding framework for stakeholders in the retail industry, including marketers and policymakers, particularly those involved in decision-making and strategic planning within chain stores, to address and mitigate this issue effectively. It is imperative to recognize the significance of avoiding such deceptive practices. Furthermore, the model can assist regulatory bodies and governance institutions in improving their protocols and supervision mechanisms, updating their enforcement strategies against fraud, and ensuring the protection of consumer rights. The tree symbol serves as a visual metaphor for the phenomenon of deception, aiming to alert consumers, the public, academics, and the research community to its existence. Ignoring or neglecting this symbol allows deceptive practices to grow and become more deeply rooted and widespread. By raising awareness of this "deceptive tree," there is an expectation that regulators will be encouraged to intervene, curbing its growth and influence by addressing deceptive tactics before they become even more ingrained.

In the era of digital transformation, artificial intelligence systems, especially reinforcement learning, play a vital role in improving marketing processes and enhancing customer experience. Reinforcement learning allows systems to self-learn through continuous interactions with customers and respond more accurately to their changing needs and behaviors. Focusing on reinforcement learning mechanisms, this research analyzes its impact on customer experience in the field of marketing. Self-learning systems are able to provide personalized offers tailored to the specific needs of each customer by analyzing customer behavior, which leads to increased satisfaction and enhanced individual interactions. Also, using big data and advanced algorithms, these systems have the ability to predict the future needs of customers and enable marketers to continuously improve their strategies. This research shows that the application of reinforcement learning in marketing not only improves the customer experience, but also leads to a significant competitive advantage by reducing the costs of customer acquisition and retention and increasing the efficiency of marketing campaigns. However, there are challenges such as managing huge amounts of data, algorithmic complexities, and protecting users' privacy, which require innovative solutions. This research examines these challenges and provides solutions to fully exploit the potential of reinforcement learning in marketing and provides a new perspective for the future of this field.

The objective of this research is to investigate the impact of employing gamification strategies and the explainability of artificial intelligence on brand engagement within social networks. This study is practical in its aims, descriptive and survey-based in its methodological approach, and subscribes to a positivist research philosophy with a deductive reasoning approach. Utilizing a mixed-methods research design, this investigation includes a systematic review of relevant literature coupled with a quantitative analysis of data. In the qualitative component, a meta-analysis of antecedents and consequences of brand engagement on social networks was conducted using CMA 2 software. The quantitative section assessed the impact of a gamification campaign and AI explainability within a food company, before and after the campaign's implementation. Data collected included the number of likes, comments, and replies to each comment, which were analyzed using natural language processing techniques and the BERT algorithm. To predict the effects of these strategies on brand engagement, optimized random forest models were employed, demonstrating their capability to discern complex patterns and enhance predictive accuracy. The results indicated that campaigns utilizing gamification and explainable artificial intelligence significantly increased user engagement, particularly in areas of interaction and the creation of active virtual communities. The analyses conducted revealed a positive influence of gamification on strengthening trust and loyalty towards the brand, as well as the effect of explainability in enhancing customer understanding of content and decision-making processes. This research can provide valuable insights for developing innovative marketing strategies and strengthening brand communications.

The purpose of this research is to provide a model of purchase intention and experience of customer on customer behavior in virtual networks. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, and a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in designed virtual networks. Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring, and excellent situation) on the satisfaction, loyalty and trust of customers was proved. The results showed that the aspects of purchase intention and customer experience through effecting on customer behavior leads to better understanding of mindfulness and experimental factors among banking systems, and can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model has a good fit.

Direct and unique experiences with a product provide a deeper understanding of its benefits and features, ultimately having a greater impact on customer satisfaction and judgment. In stealth marketing, creating creative and extraordinary experiences can strengthen the role of a mediator in influencing customer experience. This study examines the impact of customer experience on product judgment and the environment, the importance of human senses in creating positive or negative experiences and, ultimately, the role of stealth marketing in consumer judgment. The present research is quantitative in nature and applied in terms of its goal. In terms of data collection and analysis methods, it is descriptive and non-experimental, with analyses conducted using structural equation modeling. Additionally, the research is a survey type, as data were collected through a questionnaire. The statistical population of this study included customers of chain stores in the city of Sanandaj, located in Kurdistan Province, and the questionnaire was distributed among 280 customers, determined using the G*Power software. Findings show that with a path coefficient of 0.504, there is a positive and significant effect between stealth marketing and customer experience. Furthermore, the relationship between customer experience and consumer judgment, with a coefficient of 0.458, indicates a positive and significant impact. Additionally, the direct relationship between stealth marketing and consumer judgment is shown with a coefficient of 0.309, indicating a positive but less significant effect compared to the indirect relationship via customer experience. The results of the study revealed that experience and stealth marketing together play a stronger and more meaningful role in consumer judgment.

The purpose of this research is to investigate the impact of the variety of electronic retail delivery service options on customer retention. The current research is applied in terms of purpose, and in terms of the method of data collection, it is a survey research, and in terms of cross-sectional time, and in terms of nature and method, it is causal-descriptive. The statistical population of the present study includes users of electronic retail delivery services in the field of clothing, which was considered 384 people using Morgan's table due to the infinite population. These numbers were selected based on the available random sampling method. The collection tool in this research included a questionnaire that was used to confirm its validity, face validity and Cronbach's alpha was used for its reliability. To analyze the obtained data, descriptive statistical methods and structural equations method were used in the inferential statistics section and SPSS and PLS software were used to perform statistical operations. The results showed that there is a positive effect between the variety of e-retail delivery service options on customer retention. To fit the overall model, the GoF criterion method was used, the obtained value was equal to 0.638, which indicates the appropriate fit of the model.

The purpose of this research in the first stage was to examine the mediating role of customer commitment on the relationship between customer's experience and engagement behaviors, and in the second stage to investigate the relationship between customer experience components on commitment and customer engagement behaviors and commitment on customer engagement behaviors. This research is applicable and of a descriptive-survey type. The statistical population of this research was all customers of Ofogh Korosh stores in Isfahan city, the sample size was determined based on Cochran's formula for an unlimited population of 384 people; and for greater certainty, 429 questionnaires were collected and analyzed. A simple random method was used for sampling, and a questionnaire was used to collect data. Also, the reliability of the research was evaluated and confirmed through Cronbach's alpha coefficient. In order to test the hypotheses, the structural equation model and Smart PLS version 3 and SPSS version 19 software were used. Data analysis showed that there is a significant relationship between customer experience and customer engagement behaviors with the mediating role of customer commitment. There is a positive and significant relationship between the components of customer experience (cognitive, emotional, physical/sensory, and social) with customer commitment. In addition, there is a positive relationship between customer commitment and customer engagement behaviors. There is a significant relationship between customer experience components (cognitive, emotional, physical/sensory, and social) with customer engagement behaviors (acceptance, cooperation, feedback, helping others, and positive word-of-mouth advertising). Therefore, by focusing on providing positive customer experiences that strengthen commitment, organizations can drive engagement behaviors and cultivate a loyal customer base.

The purpose of this research is to model the experience of customers of Iran Telecommunications Company from commercial sales in line with their sustainability. According to its purpose, the research method is practical and in terms of the qualitative approach and in terms of how to analyze the data, it is descriptive-exploratory with the phenomenology method. The statistical population of the research consists of 17 special customers of commercial telecommunications services who have more experience of using these services, they were selected using the purposeful sampling method. A semi-structured interview was used to collect information. Data analysis was done using manual theme analysis and coding. The results showed that the categories and components that make up the customer experience in line with their sustainability include 9 categories and 26 elements including: operational prerequisites of customer experience management (strategic prerequisites, human prerequisites and technical prerequisites), measurement and analysis Customer experience (collecting and recording customer experiences, analyzing customer experiences, interpreting customer experiences and monitoring customer experience performance), service delivery experience (network quality, service delivery quality and emotional effect), value co-creation (customer participation in value creation, Service personalization and customer relationship management), profitability (customer share, customer loyalty and customer satisfaction), marketing mix (price, place, product and promotion), brand image (brand reputation and social responsibility), activities Support (complaint management and after-sales service) and barriers to brand switching (the nature of the company and switching costs).

The objective of this study is to design a gamification model for digital marketing using the grounded theory method.

This qualitative study utilized the grounded theory approach. Data were collected through semi-structured interviews with 15 experts in the field of digital marketing and gamification. Participants were selected using purposive sampling, and the interview data were analyzed through open, axial, and selective coding stages.

The findings revealed that causal factors such as understanding customer behavior and fostering user interaction play a critical role in the success of gamification. Additionally, contextual factors like organizational culture and specialization, as well as intervening conditions such as environmental limitations and digital platform capabilities, affect the implementation of gamification. Key strategies identified included game design quality and customer experience management, which led to outcomes like marketing success and increased profitability.

The results suggest that gamification can be an effective tool for increasing user engagement, improving customer experience, and fostering brand loyalty in digital marketing. Proper design of gamification elements and effective management of customer experience are essential for success. Organizations should focus on understanding customer behavior, enhancing organizational culture, and promoting specialization to fully benefit from gamification.

Building a strong customer experience is currently one of the most important management goals. The explosion of potential touch points and diminishing control over the customer experience requires companies to integrate multiple business functions such as IT, operations of the service, logistics, marketing, human resources, and even external partners and supply chains to create and deliver a positive customer experience. The purpose of this study is to provide a model of the key components that affect the successful implementation of customer experience management in the organization.
 
To achieve the objectives of the research, a qualitative approach was adopted, employing the method of qualitative content analysis. Accordingly, the opinions of interviewees were collected, recorded, and scrutinized. The codes and concepts were extracted by MaxQDA software. This process involved conducting in-depth semi-structured interviews with 14 experts with an appropriate history of working on customer experience and key informants related to customer relationship management and loyalty. Finally, the key components affecting the successful implementation of customer experience management in the organization were identified and presented as a conceptual model.
After analyzing the interviews, the codes were extracted and labeled based on similarity and frequency of replication in 10 main themes, 32 categories, and 83 concepts. Finally, the results of the analysis were presented in the form of a table of key components, categories, and the conceptual model of the components. These 10 themes, which were considered as the key components, include customer experience-driven employee; customer experience design and implementation process; customer-centric culture; customer experience governance; management of organization and business processes; customer-focused leadership; customer experience-driven infrastructure, mechanization, and technology management; customer-centric strategic planning; customer experience insights management; and customer interaction management and organizing.
 
Analyzing the conducted interviews, a comprehensive model was presented concerning the components affecting the successful implementation of customer experience management in the organization. Considering the internal relationships of the key components, the results showed that the components can be organized into four layers. The most external of them is the layer of Leadership and Culture, which plays the driving role in implementation. The second layer is the Organizing and Governance layer which acts as the operational lever of implementation in the organization. The third layer is the Customer Experience process and infrastructure, where the customer experience is designed, implemented, and measured based on the required infrastructure and technology. Finally, the last and innermost layer of the model is the layer of Data and Touchpoints, where the customer interaction with the organization is formed. And the data and the experience are created afterward.

The scope of technologies such as the Internet of Things has caused a large amount of data to be produced by humans and machines. In addition, the development of virtual space and Internet users also provides a platform so that the needs and opinions of customers and users of products and services can be easily recorded and exploited. This data is an opportunity to design products, services and systems in a data-oriented manner. The product design and development period behind the closed doors of the companies' research and development unit has ended. Companies must survive in the current turbulent era, take advantage of the knowledge available in the surrounding world, move towards open innovation, and create shared value. The customers and final consumers are the most important part of the value chain of any business, and one of the most important sources of information among them is their preferences and reviews. These resources are generally uploaded and stored on the Internet, online shopping and selling sites, social media, and other similar databases. Accordingly, it will be vital to use the reviews and experiences of customers in the process of developing new products. Considering the importance of this issue, this research has used bibliometric and systematic literature review.

The notions of customer journey and touchpoints are now fundamental in the realm of marketing, especially in the context of customer experience. The customer journey is comprised of three stages: pre-purchase, during purchase, and post-purchase, with numerous touchpoints where multiple stakeholders may shape the customer experience at each stage. Within the tourism industry, analyzing and identifying the touchpoints of tourists throughout their customer journey can aid destination managers and businesses in developing a meaningful and enduring experience for tourists. The 5A model provides an analytical framework to examine the customer experience during the customer journey, encompassing the steps of Awareness, Appeal, Ask, Act, and Advocacy. Thus, the purpose of this study is to utilize the 5A model to identify and investigate key touchpoints of tourists visiting Iran.

The study employed an abductive research method, utilizing convenient and snowball sampling methods to select foreign tourists who have visited Iran in the last four years as participants. Data was collected through in-depth interviews, allowing participants to share their experiences, which were then subjected to thematic analysis. This involved repeated examination of the interviews, coding similar statements, and categorizing them into sub-themes, which ultimately yielded 23 themes that were further grouped into five overarching themes: awareness, appeal, ask, act, and advocacy.

The research revealed a total of 23 sub-themes, which were grouped into five distinct stages. These stages include the Awareness stage, which involves communication networks with Iranians, positive recommendations from friends and other tourists, literary sources, news media, and personal nostalgia. In the Appeal stage, factors such as being unknown compared to other countries of the world, the direct experience of history, the attractiveness of communication with the people, the food and customs of Iran, and the affordability of traveling to Iran come into play. The Ask stage incorporates experiences of experienced friends, tourist information on social media, international sites and books, and contact with travel agencies and Iranian-generated content on social media. Moving on to the Act stage involves the desire for immediate and individual experience, living an Iranian life, and discovering cultural and historical beauties. Finally, in the Advocacy stage, aspects like recommendation, defending against negative comments, willingness to revisit, bringing others in next travels, content creation on social media, and caring about Iran news play a role.

During all phases of a customer's journey, with particular emphasis on the Awareness and Ask stages, it is imperative to engage in advertising, content creation, and social media presence. The effectiveness of these efforts has a significant influence on tourists' cognizance and consequential decision-making concerning their destination selection. Furthermore, the results indicate that despite the use of technology and innovative service delivery practices, it is crucial to preserve authenticity and prioritize distinctive attractions and authentic experiences. Additionally, brand advocates active on social media platforms play a critical role in influencing potential tourists' decisions to travel to Iran by sharing their experiences and reacting to negative reviews.

At the same time as the new wave of technology, the expectations of customers from banks are increasing, because the customers of banks have become more educated and aware; Therefore, customers expect a better experience from banks. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature shows the importance of creating, developing, and maintaining long-term relationships with consumers because it leads to positive word-of-mouth advertising, customer loyalty and retention, and improved sales performance. The role of customer relationship management in the bank as a strategic tool in the development of service activities is undeniable. Today, with the introduction of new electronic communication technologies, the discussion of customer relationship management has evolved due to the creation of new communication platforms and has given many new possibilities to organizations and economic enterprises. Experience the benefits themselves. Successful experience in providing banking services can be interpreted as a customer experience. Customer experience is an experience of using banking services that is considered as a tool to assess the consumer whether or not to continue using the services. Consumers 'success in shopping in a financial institution or bank will lead to a positive customer experience, while consumers' failure to receive services will lead to a negative customer experience. The key to the banking industry's success is how banks can create a positive customer experience.

In terms of practical purpose, this research is survey-type descriptive research in terms of nature and method. The statistical population of the research is the customers of banks and financial institutions in Shahrekord, and a Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, the method of content validity and construct validity was used; this means that the questionnaire was given to several professors who unanimously confirmed the validity of the questionnaire. Convergent and divergent validity were used to check the construct validity and the results showed that the questions have good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and Composite reliability coefficient was obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling, and considering the unlimited size of the population and using Morgan's table, the number of samples is estimated at 389 people. The method of data analysis was structural equation modeling with the help of SmartPLS software.

The research results show that customer experience has a positive and significant effect on customer trust. In this regard, it is suggested that trust-building activities should be taken into consideration. The research results show that customer experience has a positive and significant effect on customer commitment. It is suggested that employees create a unique experience for customers. The research results show that customer experience has a positive and significant effect on customer satisfaction. The research results show that customer experience has a positive and significant effect on customer loyalty. It is suggested that by involving the customers in the service activity, the banks should make the customers curious so that they think about the better service provided by the bank and financial institution when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should try to create an experience to guide other customers. The research results show that customer trust has a positive and significant effect on customer satisfaction. Using periodical lotteries for customers can maintain customer satisfaction and efforts to make services competitive and easy to access bank services and provide high performance software for customers can maintain customer satisfaction and to improve loyalty. The results of the research show that customer trust has a positive and significant effect on customer loyalty. Banks can protect customers' accounts and information so that customers feel that their information is safe with the bank. The research results show that customer trust has a positive and significant effect on customer citizenship behavior. If the customer has the necessary trust in the bank and the services, they want his time to explain to other customers, and such customers also create a competitive advantage for banks. The research results show that customer commitment has a positive and significant effect on customer satisfaction. The employees and officials of the bank should perform committed activities such as trying to strengthen the relationship between the customer and the bank in various ways such as proper treatment, appropriate appearance of the employees, and the way of serving with an open face. The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners of banks and financial institutions should try to encourage customers to serve the bank again for other banking services. The research results show that customer commitment has a positive and significant effect on customer citizenship behavior. Employees should try to maintain committed customers and by creating short-term incentives, encourage them to provide their practical suggestions on how to improve service.

The most important contribution of this research is the proposed conceptual model that shows the effect of customer experience on relationship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a better experience with a service try to encourage others to use that service. However, the findings of this research show that the quality of customer experience in the banking industry plays an important role in the occurrence of customer loyalty, satisfaction and citizenship behavior. The present study provides a new insight into the dynamic environment of the banking industry and consumer behaviors.

The challenge that the stores in social networks face today is that, after receiving products, customers give their feedbacks to the store and on the social network. However, it is not clear whether this requires strengthening the quality of the relationship between the store and the customers. It is expected that the customers who have a favorable relationship with the store will be willing to support the store. If they see any defects in the service or have a suggestion for improvement, they will discuss it with the store. Also, it is not clear whether customers' price sensitivity changes the effect of relationship quality on their behavioral intentions or not. If there is sensitivity to the price, the stores should pay attention to the cost-effectiveness of the purchase, instead of increasing the cost for the customer. This research proposes a framework in which social media marketing activities and customer experience are considered as a prerequisite for relationship quality. In addition, the perceived relationship quality affects the responses and intentions of customers, which is moderated by the prices offered by the store.

This research is an applied and correlational study. The statistical population consists of the customers of a women's clothing store on the Instagram (about 450 people), and the sample size is 207 individuals selected by a simple random method. The data collection tool is an electronic questionnaire with confirmed content and structure validity as well as adequate reliability. All the variables have composite reliability and Cronbach's alpha coefficients above 0.7. Also, the AVE coefficients for customer experience and relationship quality are more than 0.5. For other variables, it has a slight difference with 0.5; thus, the convergent validity is acceptable. The square root of AVE for all the variables is greater than the correlation of that variable with the others, which confirms its divergent validity. Finally, the value of the factor loading for all the items is significant. In order to check the hypotheses, the structural equation modeling method is used with the Amos software.

The results show that the customer experience and social media marketing activity have impacts on both relationship quality and customer intentions. Also, relationship quality affects customer intentions; as a result, relationship quality plays a mediating role between social media marketing activities and customer experience with customer intentions. In addition, the role of price sensitivity as a moderating variable in how relationship quality affects customer intentions was confirmed. In details, the path coefficient of social media marketing activity for the relationship quality is equal to 0.296, and the t-statistic is 4.413. Therefore, the hypothesis is confirmed. The path coefficient of the influence of social media marketing activity on customer intentions is 0.242, and the t-statistic is 2.97. Therefore, the hypothesis is confirmed. The path coefficient of the effect of customer experience on relationship quality is 0.726, and the t-statistic is 6.554. Therefore, the hypothesis is confirmed. The path coefficient of the effect of customer experience on customer intentions is 0.286, and the t-statistic is 2.142. Therefore, the hypothesis is confirmed. The path coefficient of the effect of relationship quality on customer intentions is 0.333, and the t-statistic is 2.457, so the hypothesis is confirmed. The path coefficient of the mediating role of relationship quality in how customer experience affects customer intentions based on the Sobel test is 0.241, and the t-statistic is 2.99. The hypothesis is thus confirmed. The path coefficient of the mediating role of relationship quality in the effect of social media marketing activities on customer intentions based on the Sobel test is 0.098, and the t-statistic is 2.83; therefore, the hypothesis is confirmed. Finally, the path coefficient of the moderating role of price sensitivity in how relationship quality affects customer intentions is 0.265 and negative. Also, the t-statistic is -4.78, which means that the hypothesis is confirmed.

Customer intention is often interpreted as the purchase intention or the reason for the customer's move towards buying. However, it can be much more than the reason for a call or a chat or purchase; it includes engagement intention, loyalty intention, and purchase intention. In this regard, social media can encourage people to buy and participate by providing appropriate marketing activities. In addition, social media is an important aspect of sustainable marketing strategies to support positive customer behavior. Therefore, creating marketing content in social media is a challenge for companies because they must be able to adjust the marketing content to the personal preferences of the customer or the preferences of the target community in order to improve the quality of the relationship with the store. Considering that price sensitivity is the extent to which the price of goods and services affects the customers' willingness to buy them, the fairness of the price affects the price sensitivity. Of course, higher prices are necessary to maximize profits, but it can negatively affect price-sensitive customers, resulting in reduced sales.