Determinants of the smart purchasing of health products in Tehran: a model with a hybrid approach

Background: Recent studies recognized the smart customer experience as a sustainable competitive advantage. This study aimed to determine factors affecting the smart experience of purchasing health products. Methods: This research was a descriptive survey. The statistical population of the first phase consisted of۱۶ People, who were experts in the field of shopping malls with intensity and snowball. The statistical population of the second phase was the customers of shopping malls whose managers were interviewed, which included ۲۹۸ individuals. Data were collected with a standard questionnaire and were determined by open coding, axial coding, and selective coding in ATLAS.ti software. In phase two, LISREL software was used. Results: The coefficient of the exogenous variable of customer knowledge (۰.۸۳), with T = ۰.۰۱, perceived quality (۰.۲۲), with T = ۸.۸۳, sales promotion policies (۴۷.۰), with T = ۵.۰۸ on the smart customer experience was significant, while the direct path coefficient of the exogenous variable of the store environment on the smart customer experience (-۰.۰۵), with T = -۰.۲۰, was insignificant. The effect of smart customer experience on customer satisfaction (۰.۵۲), with T = -۰.۸۷ and on brand equity (۰.۲۲), with T = ۰.۰۸, was significant. The effect of customer experience on word of mouth (۰.۵۰), with T = ۸.۸۳ at P <۰.۰۵, was negative and insignificant. Conclusion: It is essential to create a smart experience for knowledgeable customers to choose between competing companies that provide services with different levels from poor to excellent.