Publication Details
Abstract
The scope of this study is to identify the type of relationship and the direct effect of market research on brand attractiveness, and to show the interactive (modifier) effect of customer experience between market research and brand attractiveness through the strength of the relationship. However, little is known about how home appliance stores can effectively translate their market research data into a sense of emotional value for customers, which hampers the path toward achieving emotional loyalty. The market research variable had four dimensions (Strengths, Weaknesses, Opportunities, and Threats), and the brand allure variable had two dimensions (Relationships and Image). Customer experience was composed of two components: (After-Sales Support and Individualised Customer Service). The study sample was obtained from 80 home appliance stores in the governorates of Najaf and Babylon. At the same time, the research community consisted of (438) staff working in marketing (marketers, salespeople, and supervisory employees). The study was based on a random sample from which 240 questionnaires were distributed, with 235 returned. The number of questionnaires was statistically analysed (230). Data were analysed using a variety of descriptive and inferential statistical methods (e.g., means, standard deviations, and structural equation modelling (SEM) for path analysis and hypothesis testing). The software SPSS version 26 and AMOS version 26 were used to analyse the data. One of the authors of the study added that perhaps the most interesting finding was the interactive role of customer experience as a moderator, which amplifies the impact of marketing monitoring on brand preference. The most important takeaway is that data monitoring (especially threats and weaknesses) should be incorporated into customer experience design, as this is the best way to create ongoing emotional connections with consumers.