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A Stepwise Model of Customer Experience Management for Iranian ICT Sector

Author

Listed:
  • saeedi , fatemeh

    (Department of Management, Semnan Branch , Islamic Azad University, Semnan , Iran)

  • danaei , abolfazl

    (Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran)

  • zargar , seyyed mohammad

    (Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran)

Abstract

Knowing and managing the concept of customer experience is the main factor in creating competitiveness for any organization. Moreover, without customer experience management, a business cannot specify appropriate strategies to maintain the current market and business sustainability. However, most of the existing studies have looked at this subject abstractly and have not provided a comprehensive model based on steps taken in the customer journey. This research aims to fill the gap by providing the body of knowledge with a comprehensive model for customer experience management, where the stepwise nature of the concept is maintained. Using a grounded theory (GT) strategy, 20 experts in the Iranian IT sector took part in this study. Data gathered using an interview protocol that was made based on reviewing the existing literature. Both reliability (Inter-coder rating) and validity (face and content validity) measures for the data gathering tool were obtained. Three coding approaches of grounded theory (open, axial, and selective coding) were applied to analyze the data. This study introduced a stepwise model of customer management experience through the customer journey steps. The model also contains the prerequisites conditions to realize the customer experience in the IT sector and reveals the contextual factors affecting the process and finally the consequences of applying the model.

Suggested Citation

  • saeedi , fatemeh & danaei , abolfazl & zargar , seyyed mohammad, 2021. "A Stepwise Model of Customer Experience Management for Iranian ICT Sector," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 16(1), pages 115-134, March.
    • Handle: RePEc:mbr:jmonec:v:16:y:2021:i:1:p:115-134
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    Cited by:

    1. Nwankwo Cosmas Anayochukwu & Kanyangale MacDonald Isaac, 2023. "Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 1-26, September.

    More about this item

    Keywords

    Customer Experience Management; Stepwise Model; Customer Journey.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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