Neuromarketing with a Total Quality Approach: A New Model for Enhancing Customer Experience in Digital Service Industries

Document Type : Original Article

Authors
Reza kazemi 1
qolamreza kazemi 2
farzad rezazadeh 3
1 Islamic Azad University, Sari Branch
2 PhD student in management, Islamic Azad University, Sari branch
3 PhD student in Management, Islamic Azad University, Sari Branch
10.22034/jmek.2025.529195.1184
Abstract
In today's competitive world, creating a positive and distinctive experience for customers in digital service industries is of great importance. In this regard, using neuromarketing as a new tool for analyzing consumer behavior and combining it with the principles of total quality management opens new horizons for better understanding the customer and improving the level of service. More precisely, in today's world, competition in digital service industries is increasing increasingly and companies are looking for innovative ways to attract and retain customers. In view of the above, the present study has combined two new approaches of neuromarketing and total quality management to present a model for improving the customer experience. Through the analysis of data obtained from the questionnaire and interviews with experts and customers, a positive and significant relationship was identified between the use of neuromarketing principles and total quality with improving the customer experience in this industry. In this regard, the findings of this study showed that the use of cognitive and neural-based techniques can have a significant impact on improving processes, customer satisfaction, and loyalty, and therefore can be used in digital service industries.

Keywords

Subjects

Management, Economics and Entrepreneurship Studies
Volume 6, Issue 4
Winter 2026

  • Receive Date 08 June 2025
  • Revise Date 04 August 2025
  • Accept Date 25 September 2025