Explain the concept of customer confusion by using phenomenology in choosing brand (banks) by considering the variables such as brand equity and activity-based costing

The aim of this study was to investigate the phenomenological explanation of the concept of customer confusion in choosing brand brands (banks) by considering the variable of brand equity and activity-based costing. In this research, the researcher has used a combined approach. For this purpose, in the first study, to identify the components of customer confusion in the selection of banks' brands from a phenomenological approach. In the second study, the model is tested with twenty-three customers and in the next step, the required data were distributed among 320 customers of the bank and the results were analyzed by Amos software. finally extracted 152 open codes and based on the theoretical literature, performed coded and selective coding and presented the results in the form of six main dimensions and thirty-two sub-dimensions. The researcher has presented his research results in the form of a model including six main dimensions including, diversity of banking services, bank marketing tools, brand value creation, customer confusion and strategy and brand equity and activity-based costing and thirty-two sub-dimensions. The results also show that reducing customer confusion affects brand equity. The researcher has presented his research results in the form of a model including six main dimensions including, diversity of banking services, bank marketing tools, brand value creation, customer confusion and strategy and brand equity and activity-based costing and thirty-two sub-dimensions. The results also show that reducing customer confusion affects brand equity.