Reza shafiee; Reza Heidarzadeh Hanzaee; Vajhollah Ghorbanizadeh; Farhad Gaffari
Volume 25, Issue 3 , October 2021, , Pages 77-113
Abstract
Social experience as an interdisciplinary subject in the field of economic and social sciences has a valuable function in evaluating the performance of businesses in interaction with customers. In the store sales department, customerschr(chr('39')39chr('39')) social experience has been considered by ...
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Social experience as an interdisciplinary subject in the field of economic and social sciences has a valuable function in evaluating the performance of businesses in interaction with customers. In the store sales department, customerschr(chr('39')39chr('39')) social experience has been considered by marketing researchers as an important factor in gaining a competitive advantage. This study investigates the role of different levels of customer density (focusing on Low density) on the social experiences of customers in shopping centers and malls trip. This study uses a qualitative phenomenological approach to examine the lived experience of professional participants in referring to shopping centers and malls. Participants were selected from professional clients to stores located in shopping centers using the snowball method. Data were collected using 15 in-depth and semi-structured interviews and continued until the data were saturated. Data analysis was performed using the content analysis method in three levels of open coding, subtopics extraction and finally obtaining the main themes of the research with the help of Atlas software. At the data analysis level, concepts and categories (sub-themes) and main themes were extracted through the process of continuous data comparison. Result of the research included 21 sub-themes along with their positive and negative aspects. All sub-themes were classified into 8 main themes (multi-purpose urban destinations, behavioral interaction with sellers, social communication, personality approaches, and customer similarity levels, brand trustworthiness, social influence of high density, and customer social experience of low density).
