customer loyalty

Inspiring customers enables retail industry professionals to enhance customers purchase intentions and loyalty. Given the significance of analyzing, and understanding consumer behavior in retail based on research literature, this paper aims to explore the perceived innovation of different sales channels in inspiring customers and fostering customer loyalty. This is achieved by considering guerrilla marketing strategies as a moderating variable that affects the relationship between perceived innovation in sales channels and customer inspiration across diverse sales and marketing channels in the retail industry. The research is applied in nature and descriptive-survey in methodology. The study population consisted of customers of Ronix brand tools in Tehran. The sample size was calculated to be 222 individuals using G-Power 3.1 software, and non-probability convenience sampling was employed. Structural equation modeling and Smart PLS 3 software were utilized for data analysis. The analysis revealed that the first hypothesis regarding the positive impact of perceived innovation in sales channels on customer inspiration, the second hypothesis regarding the positive effect of customer inspiration on customer motivation, the third hypothesis regarding the positive influence of customer motivation on customer loyalty, and the fourth hypothesis concerning the positive moderating role of guerrilla marketing on the relationship between perceived innovation in sales channels and customer inspiration were all confirmed. Therefore, the results indicated that there are reciprocal effects among states of customer inspiration, emphasizing the roles of perceived innovation in sales channels and customer loyalty as antecedents and consequences of inspiration, respectively.

The dependence of today's businesses on cloud services is increasing day by day, and their quality is an important factor for the success of any business. The purpose of this article is to find factors affecting cloud service quality and evaluate the impact of service quality on customer satisfaction and loyalty, with the aim of determining policies for the internalization of cloud services. This research was conducted using the survey method, polling 419 cloud computing users or experts who used the services of the top 5 cloud service providers in Iran. Research hypotheses were investigated using partial least squares structural equation modeling. The results of this research showed that service quality is a function of agility, service assurance, scalability, reliability, security, responsiveness and usability, and has a significant effect on customer satisfaction and loyalty. Therefore, any localization of cloud services and quantitative development of Iranian cloud service providers requires attention to the seven factors mentioned in service design and continuous monitoring of maintaining their desired level for customer satisfaction and loyalty and increasing the number of users of internal services.

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.

The objective of this applied-developmental research was to design a communication model to foster customer loyalty based on digital communications. From the perspective of data collection methods, this study is categorized as a survey, employing an exploratory mixed-methods research approach (qualitative-quantitative). The data collection tools included semi-structured interviews in the qualitative phase and a researcher-made questionnaire in the quantitative phase. The qualitative population consisted of loyal customers of Parsian Electronic Commerce Company (organizations), and theoretical and purposive sampling methods were used until data saturation, which was achieved after 18 semi-structured interviews. The quantitative population included all employees of these organizations. The sample size was estimated using Cochran's formula, and ultimately, 393 individuals participated in the study through stratified random sampling. Grounded theory was used to analyze the specialized interviews in the qualitative section, and partial least squares (PLS) method was employed to validate the final model in the quantitative section. After open and axial coding, 6 selective codes, 8 axial codes, and 60 open codes were extracted. The results indicated that customer experience management, digital customer voice, and digital infrastructure are causal factors influencing digital communications, which in turn affects digital marketing strategy. The quality of digital services provides the context, and the intensity of industry competition is an intervening factor that impacts digital marketing strategy. Ultimately, the digital marketing strategy leads to customer loyalty.

The aim of this research is to investigate the impact of brand on customer loyalty based on service quality in the e-business domain of Ofogh Kourosh chain stores in Isfahan. The statistical population of this study consisted of customers of Ofogh Kourosh chain stores in Isfahan. Given the large number of customers and the unlimited population, the Cochran's formula for an unlimited population was used to determine the sample size, which resulted in 384 participants being selected. To collect the necessary data, a questionnaire consisting of 54 questions based on the Likert scale was designed and distributed among the 384 customers of Ofogh Kourosh chain stores in Isfahan. The completed questionnaires were then used for analysis. The reliability of this questionnaire was confirmed using Cronbach's alpha method, with all values exceeding 0.7. After confirming the normality of the research variables and conducting confirmatory factor analysis of each research component, a structural model was employed to examine the fit of the proposed model and to test the suggested hypotheses. Based on the results of the structural equation modeling and using AMOS software, the fit of the proposed model was confirmed.

The modern business environment in the 21st century is changing rapidly. The subsequent industrial upgrading and transformation as well as the rapid change in the economy have brought people to the comfortable life of today. However, many environmental problems have arisen with economic development, which deteriorate environmental quality and may ultimately harm ecological sustainability. The importance to the environment, reducing carbon emissions and reducing global warming has been the focus of many researchers, industries and companies. Various companies and organizations believe that any effort they make to improve the environment will improve their corporate image and thereby increase customer loyalty. The purpose of this research is structural analysis of green identity and consumer loyalty in tile and ceramic industry of Yazd province using structural equation modeling. This research was applied in terms of purpose and descriptive-correlation in terms of nature and method. In order to collect data, a questionnaire was used in this research. The statistical population of this research is the employees of Yazd tile and ceramic industry. The sampling method used in this research was the available sampling method. The results of this research showed that green organizational identity has a positive and significant effect on green innovation, green knowledge sharing, and customer loyalty. Also, the results of this research showed that sharing green knowledge has a positive and significant effect on customer loyalty and green innovation. Among other results of this research, we can mention the effect of green innovation on customer loyalty and the effect of the intermediary role of green knowledge sharing on the effect of green organizational identity on green innovation and customer loyalty.

One of the most famous marketing concepts that has been researched during the last decade is brand equity. Customers value their popular brands and marketers seek to strengthen this concept in different stages of brand positioning. On the other hand, as a result of the improvement of people's living standards, the demand for air travel increases day by day.   Also, the competition between airlines has increased significantly compared to the past. Therefore, identifying the factors related to the  traveller’s loyalty ,their expectations of the factors and classifying their demands can be of great help in keeping and creating loyalty among them. In this research, relations of two important marketing factors on the dimensions of brand equity in Iran Airtour Airline company has been tested. We used correlation method in order to confirm factor analysis.   After confirming the fit indices of the model, we tested the relations of two factors of Iran Airtour advertising and air travelers' experiences . The results showed that these two factors had relations with the dimensions of brand equity, and this relation was positive and in the same direction. The greatest relations of advertising is with awareness, brand  association, loyalty and quality as well. The customer's experience of the Iran Airtour brand has the greatest relations with awareness, loyalty, brand association and perceived quality of the Iran Airtour brand, respectively.

The aim of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is practical and in terms of implementation method, it is mixed (qualitative-quantitative) and in terms of the research implementation strategy, it is exploratory. The statistical population in the qualitative section includes 11 experts and experts, managers and vice-presidents of the bank, and experts in the field of management model and customer club, and the statistical population in the quantitative section includes 385 people from all members of the bank's customer club. Exports that were selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis of the qualitative part, using the theme analysis approach, MAXQDA10 software was used, and in the quantitative part, SPSS and AMOS software were used. The results in the qualitative part showed that (93 open codes, 52 sub-themes and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model, and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club. In the banking system, there is an increase in customers in the direction of quantitative and qualitative development.

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).

This study examines the impact of electronic banking services on customer loyalty, emphasizing the mediating role of trust at the Ayandeh Bank branches in Mashhad. The statistical population includes all 407 employees of Ayandeh Bank in Mashhad. For data collection, three standard questionnaires related to electronic banking services, customer loyalty, and trust were used. Data analysis was conducted using descriptive and inferential statistical methods, particularly structural equation modeling with SPSS and LISREL software. The results indicated that electronic banking services have a positive and significant impact on both customer loyalty and their trust. Additionally, trust plays an important mediating role in enhancing customer loyalty. In other words, the greater the customers’ trust in electronic banking services, the higher their loyalty is likely to be. These findings highlight the importance of building and maintaining trust in electronic banking environments to strengthen customer loyalty and can serve as guidance for banks to improve customer relationships and increase their competitiveness in the market.

This study aims to identify the factors influencing variety-seeking behavior in customers of online retail markets.  This is a qualitative and applied study. Data were collected through semi-structured interviews with 12 experts and experienced individuals in the field of online businesses and digital retail. Purposeful sampling was used to select participants, and the data were analyzed using grounded theory with open, axial, and selective coding. Maxqda software was employed for data analysis.  The study revealed that factors such as the weaknesses of online businesses, marketing culture, competitor appeal, purchase motivation, and the desire to experience new products directly influence customers' variety-seeking behavior. Pricing strategies, online marketing, and customer loyalty were also found to play a crucial role in either reducing or increasing this behavior.  Variety-seeking behavior in online retail markets is a complex phenomenon influenced by various factors. By improving service quality, creating a unique shopping experience, and utilizing targeted marketing strategies, online businesses can enhance customer loyalty and benefit from reduced variety-seeking behavior.

The purpose of this research is to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance.

This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

Due to the significant and increasing expansion of online shopping in the retail industry and changing consumer behavior, one of the concerns of online retailers in this industry is to create loyalty and a sense of belonging among customers. The aim of this research is to provide a dynamic model for developing a brand loyalty strategy in the online retail industry. For this purpose, using the system dynamics method, the main factors affecting brand loyalty, recognition, and their relationships were determined in the form of a cause-and-effect diagram. Finally, using the cause-and-effect diagram and referring to the opinion of experts and the background of the research, a flow diagram was prepared. The dynamic simulation of the research has been done using Vensim software version 7.3.5 in the time horizon of 10 years, from 1392 (2013) to 1402 (2023) for online retail consumers. The validity of the model has been confirmed through the implementation of behavior reproduction tests and model sensitivity analysis. Then, three scenarios of a 70% increase in customer satisfaction, a 30% increase in customer satisfaction, and a 50% increase in improvement policies and strategies were proposed based on the opinions of experts, and the results of these scenarios were simulated. The findings showed that increasing customer satisfaction and improvement policies and strategies increase brand loyalty, which indicates business growth. Among these three scenarios, a 70% increase in customer satisfaction had a greater impact on brand loyalty. Therefore, businesses with the two arms of customer satisfaction and improvement policies and strategies can increase and control brand loyalty, which lead to an increase in the annual revenue of each customer.

The purpose of this research is the effect of brand trust on customer loyalty with the mediating role of brand value and moderating respect, reputation and love for the brand in the chain retail industry. The current research is in the category of descriptive-correlational research from the perspective of practical purpose and from the perspective of method and nature. The statistical population of the research is made up of the customers of the Daily Market chain store in Tehran, and 385 people were selected as a sample. To select the sample, random cluster sampling was used to select branches and non-probability sampling was used to distribute the questionnaire among customers. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. The data analysis that was done through PLS software showed that the effect of brand trust and brand value has a significant effect on customer loyalty. Also, the mediating role of brand value and moderating brand respect in the effect of brand trust on customer loyalty was confirmed. The results obtained from the relationships between the studied variables can be used by the Daily Market store for better planning in line with customer loyalty and competitive advantage.

The purpose of this research is to provide a customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). The research method is applicable in terms of purpose, and descriptive-survey in terms of the conducting method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers; and due to the limited statistical population, 384 people were selected using Cochran's formula; and the random sampling method is simple. The collection tool is a researcher-made questionnaire, taken from the qualitative part of the research. SPSS and PLS software were used for analysis. Also, confirmatory factor analysis was used to show the reliability of the questionnaire. The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed.

This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) technologies on marketing and sales. The aim is to identify and analyze how these technologies are utilized and their effect on customer experience and satisfaction. This qualitative research collected data through semi-structured interviews with 26 participants. Participants were selected from marketing managers, information technology specialists, and user experience designers. Data analysis was performed using qualitative content analysis techniques. The study revealed that the use of AR and VR in marketing and sales could lead to improved customer experiences, increased interaction and product understanding, and enhanced customer satisfaction and loyalty. Four main themes were identified, including "Marketing Strategies with Augmented Reality," "Implementation Technologies," "Impact on Customer Experience," and "Challenges and Opportunities." The use of AR and VR technologies holds significant potential for positive changes in marketing and sales. These technologies provide more meaningful interactions with customers and help companies optimize customer experience and increase their satisfaction and loyalty.

One of the most important topics in online business studies is customer retention. The aim of this study was to develop and validate a customer retention model for online businesses. The research was an applied study in terms of purpose and a mixed-methods study in terms of approach. The statistical population in the qualitative phase included theoretical experts (marketing management professors) and experimental experts (clothing industry managers) out of whom 15 people were selected purposefully for interview. In the quantitative phase, the statistical population was composed of customers of online clothing businesses, 400 of whom were selected by the convenience sampling technique. The data collection tool was a questionnaire whose validity was confirmed by content validity and whose reliability was estimated by Cronbach's alpha. Data were analyzed by the meta-synthesis method using the Maxqda software package in the qualitative phase and by the ISM method and partial least squares using the MicMac and SmartPLS software package in the quantitative phase. Based on the findings of the research, the interactivity, aesthetics, and performance of the online system have an impact on the advertisement, promotion, and security of online businesses, thereby affecting the customer experience and leading to customer loyalty, electronic trust, and customer satisfaction. So, customer retention can be secured by customer loyalty, satisfaction, and trust.

Today, with the expansion of online technologies and channels, customers tend to use offline and online channels simultaneously in their partnership with an organization such as a bank, so that they can reach their final goal faster through several channels and contact points. Considering the coordination and synergy between these channels and the positive value created, the concept of the Omnichannel Integration Quality and the Omnichannel Perceived Value is proposed. The hypothesis of this research is to examine the effect of the Omnichannel Integration Quality and the Omnichannel Perceived Value on customer loyalty according to the mediating role of customer satisfaction and engagement. This research is practical in terms of purpose and survey type in terms of the method of doing the work. The statistical population is the customers of 10 private banks in Mashhad, among them, banks with the largest number of branches were selected for sample collection, which includes Mellat, Saderat, Tejarat, Refah, Eghtesad Novin, Pasargad, Sina, Shahr, Iran Zamin. A standard questionnaire was used to collect data and this questionnaire was distributed electronically among the customers of these banks, and finally, 386 questionnaires were collected and analyzed in a non-random quota manner. The structural equation modeling method and SPSS and AMOS software were used for data analysis. The findings of the research indicate that the Omnichannel Integration Quality and the Omnichannel Perceived Value have a positive and significant effect on customer loyalty, and the effect of customer satisfaction and engagement in the relationship between Omnichannel Integration Quality and Omnichannel Perceived Value on customer loyalty is positive and significant.