Designing a Customer Experience Management Model in the Field of Car Relief Services (The Mixed Methods Research)

Journal of System Management

دوره 7، شماره 3، آذر 2021، صفحه 241-262   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2021.1943010.1545

نویسندگان

Mahmoud Eghbali¹؛ Hamid Saeedi^{* 2}؛ Hamid reza Saeednia³

¹PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates

²Assistant Professor, Department of Business Management, Shahre Rey Branch, Islamic Azad University, Tehran, Iran

³Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده

The purpose of this study is to propose the model of designing a customer experience management model in the field of car relief services. In this study, the researcher used a mixed method. In this research, the researcher has used a combined approach. For this purpose, in the first study, to identify the components of customer experience management components from Grounded Theory approach, and in the second study, the model test was used using quantitative method. Protocol and in-depth interview with twenty senior managers were the first tools for gathering data, and in a quantitative method, required data were collected from 330 customers of Iran Khodro and analyzed by PLS software. The researcher conducted 20 interviews, theoretically saturated, and finally extracted 152 open source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty-three sub dimensions. The researcher includes six main dimensions brand satisfaction, customer experience, brand dependence, strategy, brand trust, customer support of the purchase and thirty-two sub-dimensions. The results also showed that customers' mental conflict in products with high and low involvment conflict leads to trust and loyalty to the brand, because loyalty to the brand is emotional and cognitive in nature

کلیدواژه‌ها

Customer Experience؛ Car relief Services؛ Mix Method

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