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

Document Type : Original Article

Authors
Reza kazemi 1
qolamreza kazemi 2
farzad Rezazadeh 2
1 PhD in Business Administration, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran
2 PhD student in Business Administration, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran
10.22034/jmek.2025.529195.1184
Abstract
In today's competitive world, creating a positive and distinct experience for customers in digital service industries is of great importance. In this regard, using neuromarketing as a novel tool for analyzing consumer behavior and combining it with Total Quality Management (TQM) principles opens up new horizons for better customer understanding and service improvement. The present study, by combining these two novel approaches, aims to provide a model for improving customer experience. Through the analysis of data collected from questionnaires and interviews with experts and customers, a significant positive relationship was identified between the use of neuromarketing principles, TQM, and the enhancement of customer experience in this industry. The findings of this research indicate that applying cognitive and neuro-based techniques can have a significant impact on improving processes, customer satisfaction, and loyalty, making it highly applicable in digital service industries.
Keywords
Neuromarketing
Total Quality
Customer Experience
Digital Services
Customer Satisfaction
Subjects
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Management, Economics and Entrepreneurship Studies
Volume 6, Issue 4
Winter 2026
Pages 54-64

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