نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و علوم اجتماعی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
3 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و علوم اجتماعی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 استاد گروه گروه مدیریت و برنامه ریزی فرهنگی، دانشکده مدیریت و علوم اجتماعی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Consumer confusion is a negative state of mind in which consumers lack the power to make the right decision in choosing services and products offered in the markets. Buyers may get confused when choosing a brand and comparing products in terms of quality and price. In the marketing literature, there are three types of confusion, including confusion of similarity, redundancy and ambiguity. The purpose of this qualitative research is to design a model based on which customers' confusion in choosing a brand can be explained by focusing on perceived value. For this purpose, the Foundation's data approach was used to understand the components of customer wandering and the perceived value of services. The tools for collecting the required data were questionnaires and in-depth interviews with twenty-three private and public bank managers in Ahvaz city, with whom the researcher reached theoretical saturation. Based on this, the results of the present research in the form of a model in six main dimensions including advertising of bank services, perceived value of services, bank brand reputation, ambiguity in service provision, customer confusion and bank reputation in the variety of product offerings and twenty four dimensions. A sub was provided. The results showed that the good and positive perceived value of receiving bank services can have a positive and significant effect on reducing the confusion of customers in choosing a bank.
کلیدواژه‌ها [English]
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