Explaining the Post-Purchase Behavior Model to Enhance Profitability Using the Importance–Performance Analysis Approach
Keywords:
Post-purchase behavior, profitability, brand loyalty, importance-performance matrix, Iranian products, home appliance industryAbstract
The present study aims to explain the post-purchase behavior model with the objective of enhancing profitability, using the Importance–Performance Analysis (IPA) approach. This research is applied in nature, employs an exploratory-explanatory approach, and is conducted using qualitative methods. The statistical population consists of experts and professionals active in the home appliance industry, and a purposive snowball sampling technique was employed to select 10 participants for the study. To analyze the qualitative data obtained from interviews, content analysis and grounded theory methodology based on the Strauss and Corbin approach were applied, including open coding, axial coding, and selective coding. Based on this process, 25 components were identified and categorized under 9 main dimensions affecting the post-purchase behavior pattern of consumers of Iranian products aimed at improving profitability. The findings indicated that pre-purchase expectations and the perceived image of Iranian brands have a significant impact on post-purchase behavior, which in turn plays a key role in fostering loyalty to domestic brands. Furthermore, brand loyalty—mediated by contextual and intervening conditions such as social media and customer support—leads to both customer and corporate profitability. The Importance–Performance matrix analysis also revealed that variables such as social media and customer support services are in a favorable position in terms of both importance and performance. However, the variable "perceived image of Iranian brands," despite its high importance, shows relatively weak performance and requires strategic revision. Accordingly, reconfiguring the marketing system of domestic brands—by focusing on enhancing customer support services, redefining brand image, effectively managing social media, and adjusting consumer expectations—can pave the way for long-term and sustainable profitability in Iran’s competitive home appliance industry.
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