نوع مقاله : علمی- پژوهشی
عنوان مقاله English
نویسندگان English
This study develops a conceptual model to explain customer experience-based distribution channel integration and its effect on the economic performance of retail firms in Iran. Given the complex, multidimensional nature of this phenomenon and the lack of comprehensive native models, a qualitative approach using Grounded Theory (Strauss and Corbin’s systematic method) was employed. Data were gathered through in-depth semi-structured interviews with 16 academic and executive experts in Iran’s retail and marketing sectors. Analysis was conducted using MAXQDA software through open, axial, and selective coding. The findings present an exploratory model illustrating relationships among key categories. According to the model, data technology (e.g., artificial intelligence and big data), distribution channel management, and a customer-centric organizational culture are essential prerequisites that shape an integrated customer experience—defined as the customer’s perception of information integration, service personalization, and seamless movement across physical and digital channels throughout the shopping journey. This integrated experience directly enhances customer satisfaction, loyalty, and brand performance. Ultimately, by creating a sustainable competitive advantage, it improves the firm’s economic performance, including increased sales, improved profitability, and reduced costs.
کلیدواژهها English
