Customer Hope and Its Impact on Improving the Consequences of Customer Relationship with the Brand: The Role of Customer Achievement

Hope is the perceived ability to produce paths to pleasant goals, along with the perceived motivation to use those paths to achieve the desired goal. The intensity of hope for an online purchase and the level of hope for achieving purchase-related results, such as satisfaction, trust, and commitment, are likely to depend on the customer achieving the goal. A goal can be defined as an object whose acquisition, ownership, and display are consciously anticipated (i.e., products, brands), or targeted for a positive outcome. This study was conducted to investigate the role of consumer hope in explaining the impact of perceived brand value on the consequences of customer relationship with the brand in relation to the Digikala online store. Method: The research method was descriptive survey. The standard questionnaire of Fazal-e-Hasan et al (2018) was used to measure the research variables. The research questionnaire was distributed among 385 people from the statistical population who are all customers of Digi Kala online store in Shiraz. Using Cronbach's alpha, the reliability of the questionnaire was estimated to be 0.884. To answer the questions and test the research hypotheses with Smart-PLS software, the method of structural equation analysis and path analysis using partial least squares (PLS) method was used. Result: The results showed that the perceived value of the brand in terms of quality, price, social and emotional has a significant effect on consumer hope of customers of Digi Kala online store. Conclusion: The results confirm the significant effect of consumer hope on customer satisfaction, trust and commitment of Digi Kala online store. The results also show that customer goal achievement modulates the impact of perceived value on customer satisfaction, trust and commitment of Digi Kala online store.

Perceived brand value, consumer hope, perceived value, customer satisfaction, customer trust