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

Mehri Bazghaleh,, Atefeh; Rahimi Kolour, Hosein; Bashokouh Ajirlo, Mohammad; Seifollahi, Naser

doi:10.30465/jnet.2026.54115.2272

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 ³

¹ Ph.D. Student of Business Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran

² Associate Professor of the Management Department of Mohaghegh Ardabili University

³ 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