Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM)

Subject Areas : Business Strategy

Hiva Zadegan ¹ , Mohammad Aghaei ² , Mohammad Rahim Esfidani ³ , Tahmoures Hasangholipour ⁴ , Manouchehr Ansari ⁵

1 - Hiva Zadegan Bavi Ph.D student in Business Administration, Department of Business Administration, University of Tehran, Tehran, Iran
2 - Assistant Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran
3 - Assistant Professor, Department of Business Administration, University of Tehran, Tehran, Iran
4 - Professor, Department of Business Administration, University of Tehran, Tehran, Iran
5 - Associate Professor, Department of Business Administration, University of Tehran, Tehran, Iran

Received: 2022-11-28 Accepted : 2023-01-28 Published : 2023-07-01

Keywords: model, customer experience, Customer journey, Digital Marketing,

Abstract :

This article deals with developing a model of digital marketing with a focus on customer experience and with the aim of optimizing the customer management process, increasing the quality and length of the customer journey (increasing loyalty), and improving the consequences of the marketing process in companies, and seeks to answer this question. What is the digital marketing model with the customer experience management approach and what components does it include? The research method is mixed (qualitative-quantitative) and since a model for this issue is not available in past research, the first part of the research explores model extraction through qualitative methods (here, foundation data analysis) and to determine Relationships within the model quantitatively explain the model using quantitative methods (here structural equations). The method of collecting information in the qualitative part, in addition to conducting library studies, in the form of in-depth interviews with experts in the fields of information technology, marketing, and commerce, information technology policy, and actually business managers and stores that provide services and products through channels and digital tools in this section, the statistical sample limit was carried out by the snowball method (saturation to the end of the problem) and the quantitative part of the research and explanation of the model was through data collection with questionnaire tools and closed interviews from the customers of several digital businesses, which was done with the method 385 people were randomly selected and available using Cochran's formula. In the end, the main conditions, background conditions, intervening conditions, phenomena, strategies, and consequences affecting the digital marketing model with the customer experience management approach were extracted and the relationships between them were determined.

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