Presenting the model of customer persuasive knowledge management with the fuzzy TISM method

Document Type : Original Research Paper

Authors

1 Department of Management, Faculty of Management and Economics, Islamic Azad University, Khorramabad, Iran.

2 Assistant Professor, Department of Business Management, Islamic Azad University, Khorramabad, Iran.

10.47176/smok.2024.1666

Abstract

One of the main concerns of marketers is consumers' doubt or lack of confidence in the information provided in advertisements. This doubt and uncertainty originates from customers' persuasive knowledge, which means consumers' knowledge and awareness of marketing efforts and goals and marketers' persuasion process. Therefore, the management of persuasive knowledge of customers by creating a positive mentality and attitude of consumers, has caused the doubts of customers to be resolved and their concerns related to the uncertainty and ambiguities of product advertisements are resolved. Therefore, the management of persuasive knowledge of customers by creating a positive mindset and attitude of consumers, removes the doubts of customers and solves their concerns related to the uncertainty and ambiguities of product advertisements. Therefore, the current research was conducted with the aim of designing a persuasive knowledge management model of customers using the fuzzy TISM method. This research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of this research is the experts who consist of marketing managers of companies producing green products and university professors, 30 of them were considered as the research sample using the purposeful sampling method and based on the principle of theoretical adequacy. The data collection tool is an interview in the qualitative part and a questionnaire in the quantitative part, the validity and reliability of which were confirmed using the content method and theoretical validity and inter-coder and inter-coder reliability. In this research, content analysis and coding with Atlas-T software were used to analyze the data in the qualitative part. Also, the fuzzy TISM method has been used for quantitative analysis. The results of the research include presenting the model of customer persuasive knowledge management in the four axes of the foundations of customer persuasive knowledge management, the dimensions of customer persuasive knowledge management, the methods of managing customer persuasive knowledge and its consequences. Therefore, the results of the research indicate that the management of persuasive knowledge of customers creates positive behavioral responses and turns customers into brand ambassadors, confronts the phenomenon of substitution and creates customer loyalty and creating a positive evaluation of the brand and its products and reducing the doubts and paranoia of customers.

Keywords

Main Subjects

Copyright ©, Saeed Mir, Arash Nezami

License

Published by Imam Hossein University. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

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