Identifying and ranking of factors affecting customer experience for purchasing luxury brands

Document Type : Research Paper


1 Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran

2 Department of Management, Hazrat-e Ma'soumeh University, Qom, Iran

3 Department of Technology Management, Qom Branch, Islamic Azad University, Qom, Iran


This research aimed to identify and rank factors affecting customer experience for purchasing luxury brands. Therefore, a phenomenological approach was used in the qualitative stage to identify the components of the customer experience for purchasing luxury brands. Then, the model was tested and ranked using the SWARA method and structural equations. The data collection instrument was a semi-structured interview with Apple brand products sales managers. In order to ensure the return of a sufficient questionnaire (10% confidence margin), the sample number of 384 customers and sales manager of the Apple brand was determined, and the questionnaire was randomly distributed. The researcher achieved theoretical saturation through 18 interviews and finally provided 130 concept codes in six main dimensions, including luxury brand, consumer experience, brand prestige pricing, brand trust, brand thinking, and brand satisfaction.


[1] P. AIP, J. DMF and M. MAR, The effects of perceived value on loyalty: The moderating effect of market orientation adoption, Serv. Bus. 11(1) (2017) 93–116.
[2] D. Andreini, G. Pedeliento, L. Zarantonello, and C. Soleiro, A renaissance of brand experience: Advancing the
concept through a multi-perspective analysis, J. Bus. Res. 91(61) (2018) 123–133.
[3] K. Aro, K. Suomi and S. Saraniemi, Antecedents and consequences of destination brand love–a case study from
Finnish Lapland, Tourism Manag. 67(40) (2018) 66–75.
[4] L. Becker and E. Jaakkola, Customer experience: Fundamental premises and implications for research, J. Acad.
Market. Sci. 25(13) (2020) 410–423.
[5] R. Bravo, E. Martinez and J.M. Pina, Effects of service experience on customer responses to a hotel chain, Int.
J. Contemp. Hosp. Manag. 46(35) (2018) 110–119.
[6] R.N. Bolton, J.R. McColl-Kennedy, L. Cheung, A. Gallan, C. Orsingher, L. Witell and M. Zaki, Customer
experience challenges: Bringing together digital, physical and social realms, J. Serv. Manag. 29(5) (2018) 776–
[7] J.D. Chandler and R.F. Lusch, Service systems: A broadened framework and research agenda on value propositions, engagement, and service experience, J. Serv. Res. 18(1) (2015) 6–22.
[8] D. Chaney, R. Lunardo and R. Mencarelli, Consumption experience: Past, present and future, Qual. Market Res.
Int. J. 21(4) (2018) 402–420.
[9] P. Danese, V. Manf`e and P. Romano, A systematic literature review on recent lean research: State-of-the-art and
future directions, Int. J. Manag. Rev. 20(2) (2018) 579–605.
[10] J. Dawes, Do data characteristics change according to the number of scale points used? An experiment using
5-Point, 7-Point and 10-Point scales, International Journal of Market Research. 50(11) (2018) 61–104.
[11] C G. Ding and T.H. Tseng, On the relationships among brand experience, hedonic emotions, and brand equity,
Eur. J. Market. 49(7/8) (2015) 994–1015.
[12] M. Haghighi, T. Roshandel Arbatani, A. Rousta and A. Salehi, A Model for Multi-sensory Marketing in Tourism
Destination Branding, J. Bus. Manag. 9(1) (2017) 63–82.
[13] R. Hamilton and L.L. Price, Consumer journeys: developing consumer-based strategy, J. Acad. Market. Sci. 47(2)
(2019) 187–191.
[14] K. Hamilton and B.A. Wagner, Commercialised nostalgia: staging consumer experiences in small businesses, Eur.
J. Market. 48(5/6) (2014) 813–832.
[15] H.M. Jeon, D.H. Jeon, S.H. Kim and E.H. Ki, Consumers’ perceptions of food service firms’ philanthropy: Roles
of fit and perceived authenticity, Soc. Behav. Pers. 48(3) (2020) 1–11.
[16] S. Hung, M. Cheng and P. Chiu, Do antecedents of trust and satisfaction promote consumer loyalty in physical
and virtual stores? A multi-channel Re view, Serv. Bus. 13(1) (2019) 10–23.
[17] H.W. Jang and S.B. Lee, Serving robots: management and applications for restaurant business, Sustainability
12(10) (2020), 3998.
[18] J. Hwang and K.W. Lee, The antecedents and consequences of golf tournament spectators’ memorable brand
experiences, J. Dest. Market. Manag. 91(71) (2018) 11–25.
[19] A.R. Irani, A.R. Farhangi, M.R. Mehregan and S. Irani, Proposing a model of co-creative articipation in tourism
market, J. Bus. Manag. 10(4) (2018) 889–904.
[20] R. Jain, J. Aagja and S. Bagdare, Customer experience: a review and research agenda, J. Ser. Theory Practice
27(3) (2017) 642–662.
[21] W.J. Johnston, A.N.H. Le and J.M.S. Cheng, A meta-analytic review of influence strategies in marketing channel
relationships, J. Acad. Market. Sci. 46(4) (2018) 674–702.[22] S. Kim, S. Ham, H. Moon, B. Chua and H. Han, Experience, brand prestige, perceived value (functional, hedonic,
social, and financial), and loyalty among grocerant customers, Int. J Hosp. Manag. 19(13) (2019) 169-177.
[23] A. Kranzb¨uhler, M.H.P. Kleijnen, R.E. Morgan and M. Teerling, The multilevel nature of customer experience
research: An integrative review and research agenda, Int. J. Manag. Rev. 20(12) (2018) 433–456.
[24] A.M. Kranzb¨uhler, M.H. Kleijnen, R. Morgan and M. Teerling, The multilevel nature of customer experience
research: An integrative review and research agenda, Int. J. Manag. Rev. 20(2) (2017) 433–456.
[25] A.A. Mahrous and S.S. Hassan, Achieving superior customer experience: An investigation of multichannel choices
in the travel and tourism industry of an emerging market, J. Travel Res. 56(8) (2016) 1049–1064.
[26] D. Marchesani, G. Piccoli and T. Lui, The impact of IT-enabled customer experience management on service
perceptions and performance, Inf. Commun. Technol. Tourism, Springer, Cham, 2017, pp. 377-386.
[27] A. Moreira, N. Fortes and R. Santiago, Influence of sensory stimuli on brand experience, brand equity and purchase
intention, J. Bus. Econ. Manag. 18(1) (2017) 68–83.
[28] S. Rahimian, M. ShamiZanjani, A. Manian and M. Rahim Esfiddani, Developing a customer experience management framework in hoteling industry: A systematic review of theoretical foundations, J. Bus. Manag. 15(10)
(2020) 140–149.
[29] S. Rahimian and M. Shami Zanjani, Developing a customer experience management framework in hoteling industry: A systematic review of theoretical foundations, J. Bus. Manag. 12(3) (2020) 521–546.
[30] J. Rahimi Baghmalek, M. Haghighi and S.A. Mira, Developing a loyalty model based on the customers’ experience
in hotel industry using grounded theory strategy, J. Bus. Manag. 11(1) (2019) 125–140.
[31] N. Reihani, Brand attachment in consumer-brand relationship, J. Syst. Manag. 12(3) (2019) 41–60.
[32] M. Sigala, Implementing social customer relationship management: A process framework and implications in
tourism and hospitality, Int. J. Contemp. Hosp. Manag. 46(31) (2018) 15–25.
Volume 12, Special Issue
December 2021
Pages 2385-2401
  • Receive Date: 01 November 2021
  • Revise Date: 30 November 2021
  • Accept Date: 16 December 2021