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Identifying Dimensions and Components Influencing Customer Behavior for Formulating Strategic Financial Frameworks: A Qualitative Study in Mammut Holding
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Mohammad Moghbeli    , Sirous Keshavarz * , Musa Rahimi |
| Center for Management Studies, Tarbiat Modares University, Tehran |
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Abstract: (19 Views) |
| In the era of digital transformation and intensifying competition within complex markets, an accurate understanding of customer behavior is recognized as one of the most critical resources for strategic decision-making. Particularly in large-scale, diversified conglomerates such as Mammut Holding, a profound grasp of the factors influencing customer behavior can play a decisive role in enhancing the effectiveness of financial strategies. This research aims to identify the factors affecting the prediction of customer behavior within Mammut Holding to inform the formulation of strategic financial frameworks. Employing a qualitative research design, this study utilized thematic analysis to explore the research phenomenon. The research population comprised senior managers, professional consultants, and academic experts, with sampling conducted via the non-probability purposive method. Data collection continued until theoretical saturation was achieved, resulting in 10 semi-structured individual interviews. MAXQDA software was utilized for data coding and analysis. To ensure the rigor of the study, the criteria of credibility, dependability, transferability, and confirmability were strictly applied. The findings revealed four primary themes: payment and transactional behavior, financial sensitivity and pricing, economic conditions and financial risk, and financial loyalty and trust. These themes not only elucidate current customer behavior but also provide a foundation for modeling future behaviors and designing adaptive financial policies. |
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| Keywords: Behavior Prediction, Customers, Financial Strategies, Strategic Formulation, Thematic Analysis |
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Full-Text [PDF 808 kb]
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Type of Study: Research |
Subject:
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