Future studies on customer experience management and its effective factors based on brand loyalty

Subject Areas : Futurology

Azadeh Boostani ¹ , Hamidreza Saeedniya ² , Hamid Saeedi ³ , Rahim Mohtaram ⁴

1 - 1. PhD student, Department of Business Managment, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates.
2 - Author) Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Assistant Professor. Department of Management &; accounting Yadegar-e-Imam Khomeini(RAH) Shahre Rey Branch, Islamic Azad University, Tehran, Iran.
4 - 3. Assistant Professor. Department of Business Management Science and RerserchBranch,Islamic Azad University, Tehran, Iran.

Received: 2020-12-30 Accepted : 2024-05-20 Published : 2024-01-18

Keywords: Experience Management , Grounded Theory, brand loyalty, Future Studies,

Abstract :

CONTEXT: Nowadays, the changes in Techworld have led changes in marketing, business and customer management become faster due to the spread of information technology. Also,the increasing need for globalization has caused the necessity for a better understanding of "change" and "the future" more important for marketing managers, customers and manufacturers, and owners of brands and services. futures studies is the knowledge of decision making According to this, the term customer experience can play a vital role in brand loyalty and consumer behavior . PURPOSE: This study was to identify the factors affecting customer experience management by emphasizing brand loyalty with a futuristic perspective. METHOD: this research, the researcher has used the data foundation approach. The required data collection tools were based on protocols and in-depth interviews with ten sales managers of different brands of home appliances . Future studies tries to examine the impact rate of current trends and scientific techniques on the future of customer experience management by using and analyzing them. FINDING: The researcher performed ten interviews to theoretical saturation and finally extracted 102 open codes and based on the theoretical literature, performed coding and selective coding and presented the results in the form of six main dimensions and twenty-eight sub-dimensions. CONCLUSION:The researcher presents her research in the form of a model including six main dimensions, brand satisfaction, customer experience, brand loyalty, strategy, background conditions, customer support for purchase and twenty-eight sub-dimensions