بازاریابی به‌عنوان فلسفه کسبوکار، مشتری را در مرکز توجه سازمان قرار می‌دهد. رفتارهای مشتریان بیشتر تحت‌تأثیر افکار و احساسات ناخودآگاه قرار دارد نه خودآگاه. پس منطقی نیست که دانش موردنیاز برای شناخت مشتری با تکیه بر روشهای مبتنی بر خودآگاه به‌دست آورده شود. هدف مطالعه حاضر بررسی و شناسایی افکار، عواطف و احساسات مشتریان نسبت به «بانک پارسیان» به‌وسیله روش جدید مطالعات بازاریابی- زیمت- است. در مطالعه حاضر با انجام 10 مصاحبه عمیق نیمه‌ساخت‌یافته به بررسی و شناسایی افکار، عواطف و احساسات مشتریان «بانک پارسیان» پرداخته شد. سازههای «تمایز»، «برخورد کارکنان»، «تناسب رنگ» و «حس خوب»، «بانکداری الکترونیک»، «تمایل به استفاده مجدد»، «سیستم نوبتدهی»، «کلاس» و «آرامش» سازههای اصلی نقشه اجماعی شناسایی شدند. تمامی سازههای موجود در نقشه به‌طور مستقیم یا باواسطه به سازه «حس خوب» وصل شدهاند. این امر نشان‌دهنده موفقیت «بانک پارسیان» در ایجاد حس خوب، تجربه و خاطره دل‌نشین برای مشتری است.
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