new economy and trad

new economy and trad

Modeling the Antecedents and Economic Consequences of Integrated Customer Experience in the Iranian Retail Industry: A Grounded Theory-Based Model

Document Type : Research Paper

Authors
Atefeh Mehri bazghaleh, 1
Hosein Rahimi kolour 2
Mohammad Bashokouh Ajirlo 3
Naser Seifollahi 4
1 Ph.D. Student of Business Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Associate Professor of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
3 Professor of Business Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran,
4 Professor of Business Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran.
10.30465/jnet.2026.54115.2272
Abstract
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.
Keywords
Integrated Customer Experience
Omnichannel Retailing
Distribution Channel Integration
Firm Economic Performance
Grounded Theory
عباسی نامی، حامد و آسایش، ابوالقاسم. (1400). استراتژی کانال همه کاره: تاثیر کیفیت تعاملات یکپارچه و سلاست درک شده بر وفاداری مشتریان، از طریق تجربه مثبت. چشم انداز مدیریت بازرگانی. 20 (48). 78-113. doi: 10.52547/jbmp.20.48.87
پارسائی، زینت، اسلامی، قاسم و رحیم نیا، فریبرز. (1402). نقش کانال‌های همه‌کاره در افزایش رضایت و وفاداری مشتریان.  بررسی‌های بازرگانی. 21 (119). 75-98. doi: 10.22034/bs.2022.558088.2599
هدایت نظری، فائزه و دهدشتی شاهرخ، زهره. (1397). پیش زمینه ها و پیامدهای تجربه مشتریان در خرده فروشی های آنلاین ایرانی. پژوهش های مدیریت عمومی.11 (41). 313-336. doi: 10.22111/jmr.2018.4461
طوسی، محمد علی، سادات رسول، سیدمهدی و شفیعا، سپیده. (1400). شناسایی عوامل مؤثر بر تجربه مشتری و تأثیر رضایت مشتری بر خرید مجدد در خرده‌فروشی‌های آنلاین (موردمطالعه: دیجی‌کالا). چشم‌انداز مدیریت صنعتی. 11 (1). 271-293. doi: 10.52547/jimp.11.1.271
abasi nami,H and asayesh,A . (2021). Omnichannel Strategy: The Impact of Integrated Interaction Quality and Perceived Fluency on Customer Attitudinal Loyalty Through Positive Experience. Journal of Business Management Perspective, 20(48), 87-113. doi: 10.52547/jbmp.20.48.87[in Persian].
Akbar, M. A. (2024). Customer-centric strategies: Navigating the dynamics of marketing management for competitive advantage. Advances in Business & Industrial Marketing Research, 2(2), 96-109.
Andajani, E. (2015). Understanding customer experience management in retailing. Procedia-Social and Behavioral Sciences, 211, 629-633.
Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of product & brand management, 12(4), 220-236.
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT sloan management Review.
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. sage.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Cui, X., Xie, Q., Zhu, J., Shareef, M. A., Goraya, M. A. S., & Akram, M. S. (2022). Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior. Journal of Retailing and Consumer Services, 65, 102869.
Davenport, T. H. (2018). From analytics to artificial intelligence. Journal of Business Analytics, 1(2), 73-80.
Gao, W., & Jiang, N. (2025). Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 277.
Gerea, C., Gonzalez‑Lopez, F., & Herskovic, V. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability, 13(5), 2824.
Glaser, B. G. (1992). Emergence vs forcing: Basics of grounded theory analysis. Sociology Press.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of retailing, 93(1), 1-6.
Guasco, F. (2022). The customer-centric culture and the new roles and skills in the omnichannel era.
Hasfar, M., Militina, T., & Achmad, G. N. (2020). Effect of customer value and customer experience on customer satisfaction and loyalty PT meratus samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).
Hedayat Nazari, F. and Dehdashti Shahrokh, Z. (2018). Antecedents and Outcomes Of Customer Experience in Iran online Retailing. Public Management Researches, 11(41), 313-336. doi: 10.22111/jmr.2018.4461[in Persian].
Hijjah, R., & Ardiansari, A. (2015). Pengaruh customer experience dan customer value terhadap customer loyalty melalui customer satisfaction. Management Analysis Journal, 4(4).
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277-1288.
Hübner, A. H., Kuhn, H., & Wollenburg, J. (2016). Last mile fulfilment and distribution in omni-channel grocery retailing: a strategic planning framework. International Journal of Retail & Distribution Management, 44(3).
Johnson, R. B., & Christensen, L. B. (2024). Educational research: Quantitative, qualitative, and mixed approaches. Sage publications.
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International journal of research in marketing, 34(1), 22-45.
Konecki, K. T. (2018). Advances in contemplative social research. Wydawnictwo Uniwersytetu Łódzkiego.
Kotler, P., & Keller, K. L. (2016). Marketing managemen.
Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160.
Lee, J. Y., & Day, G. S. (2019). Designing customer-centric organization structures: toward the fluid marketing organization. In Handbook on customer centricity (pp. 108-132). Edward Elgar Publishing.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Meng, A. T. G., & Sidin, S. M. (2020). The effect of expectations and service quality on customer experience in the marketing 3.0 Paradigm. Journal of Marketing Advances and Practices, 2(2), 65-84.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook. (No Title).
Moreira, A., Hak, F., & Santos, M. F. (2024). A maturity model for omnichannel adoption in health care institutions. Heliyon, 10(19).
Mwagona, M. N., & Kinyua, G. M. (2023). Organizational performance from the perspective of customer experience management: A critical review of literature. International Journal of Education and Research, 11(9), 101-124.
Oumaima, J., & Lamari, S. (2024). Customer Experience in the Digital Transformation Era: Insights on Personalization, Digital Marketing, and Customer Relationship Management. International Journal of Economics, Management and Finance (IJEMF), 3(2), 52-69.
Panchal, S. K., Khan, B. M., & Ramesh, S. (2012). Importance of ‘brand loyalty, brand awareness and perceived quality parameters’ in building brand equity in the Indian pharmaceutical industry. Journal of Medical Marketing, 12(2), 81-92.
Parsaei,Z , Eslami,G and Rahimnia,F . (2023). The Role of Omnichannel in Increasing Customer Satisfaction and Loyalty. Commercial Surveys, 21(119), 75-98. doi: 10.22034/bs.2022.558088.2599 [in Persian].
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of marketing, 69(4), 167-176.
Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), 7436.
Popescu, C. C. (2018). Improvements in business operations and customer experience through data science and Artificial Intelligence. In Proceedings of the International Conference on Business Excellence (Vol. 12, No. 1, pp. 804-815). Sciendo.
Rane, N. (2023). Enhancing customer loyalty through Artificial Intelligence (AI), Internet of Things (IoT), and Big Data technologies: improving customer satisfaction, engagement, relationship, and experience. Internet of Things (IoT), and Big Data Technologies: Improving Customer Satisfaction, Engagement, Relationship, and Experience (October 13, 2023).
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in Customer Relationship Management (CRM) systems. Available at SSRN 4641044.
Riaz, H., Baig, U., Meidute-Kavaliauskiene, I., & Ahmed, H. (2021). Factors effecting omnichannel customer experience: evidence from fashion retail. Information, 13(1), 12.
Sharma, N., & Dutta, N. (2023). Omnichannel retailing: Exploring future research avenues in retail marketing and distribution management. International Journal of Retail & Distribution Management, 51(1).
Strauss, A., & Corbin, J. (1994). Grounded theory methodology: An overview.
Titi, S., & Anang, S. (2018). The effect of new identity, new image, and repositioning as a process of rebranding toward brand loyalty, brand associations, perceived quality as part of brand equity. Russian Journal of Agricultural and Socio-Economic Sciences, 76(4), 253-263.
Tousi,M A , Sadat Rasoul,S M and Shafia,S . (2021). Identifying the Factors That Affect the Customer Experience and Customer Satisfaction Impact on Repurchasing Behaviors in Online Retailers in IRAN. Journal of Industrial Management Perspective, 11(1), 271-293. doi: 10.52547/jimp.11.1.271[in Persian].
Vargo, S. L., & Lusch, R. F. (2014). Evolving to a new dominant logic for marketing. In The service-dominant logic of marketing (pp. 3-28). Routledge.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 122, 889-901.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.

  • Receive Date 30 January 2026
  • Revise Date 24 August 2026
  • Accept Date 09 September 2026