Designing and validating the consumers attitude model of foreign luxury cars with the approach of Theme analysis and interpretive structural modeling

Document Type : Original Article

Authors

1 PhD Student Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.

2 Assistant Professor Department of Business Administration, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.

Abstract

The luxury cars market is one of the commercial areas that has a lot of financial transaction, so it has made the competition in this industry very attractive. On the other hand, the rules governing the sale and purchase of luxury cars are different from other goods and services. In this regard, the present study aims done to provide a local model for measuring the attitudes of consumers of foreign luxury cars in Iran. The present study from the perspective of purpose is a fundamental research that has been done by mixed method. Also in terms of method and time of data collection, It is a cross-sectional survey. The statistical population of the qualitative section includes 19 experimental and theoretical experts in the field. In quantitative part, have been used the views of 400 customers of foreign luxury cars. Data collection tools are interviews of semi-structured and questionnaires. To Analysis the data, have been used from Theme analysis method, interpretive structural modeling and partial least squares. The results showed that customer experience management and parts quality management and safety of luxury cars are as independent variables. These factors affect the status and social status, Consumers Monopolization, the use of technological capabilities and practical options of luxury cars. These variables also affect the brand perceived value and marketing of luxury cars. As a result, customer engagement and their trust and satisfaction will increase. Ultimately, consumer satisfaction, trust, and engagement will affect on consumer attitudes.

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Main Subjects

References

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Journal of International Business Administration
Volume 5, Issue 3 - Serial Number 19
November 2022
Pages 201-218

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History

  • Receive Date: 16 April 2022
  • Revise Date: 28 May 2022
  • Accept Date: 30 May 2022

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