Extraction and Validation of Digital Customer Experience Elements in a Mixed Method

Subject Areas : Business Management

Fatemeh Eslahi ¹ , Seyed Mohammad Reza Mirahmadi ² , Mojtaba Aghajani ³

1 - Ph.D. Candidate, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.
2 - Assistant Professor, Department of Management, Dolatabad Branch, Islamic Azad University, Isfahan, Iran.
3 - Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.

Received: 2024-01-06 Accepted : 2024-04-16 Published : 2024-06-20

Keywords: Digital experience, shopping experience, online purchase, phenomenology. ,

Abstract :

For many managers and business owners, the importance of the customer in the Internet space is far greater to gain a competitive advantage over traditional customers. Therefore, the main goal of this research is to extract and validate the determinants of digital experience to determine what factors shape the digital experience of customers in the Internet space. This research was conducted qualitatively and quantitatively, in the qualitative part, the phenomenological method was used, and in the quantitative part, structural equation modeling was used. In the qualitative part, theoretical saturation was done in a targeted manner with 22 interviews. Interview data were analyzed by Van Manen method. Based on the results, the determinants of the customer's digital experience were identified and categorized into 19 subcategories, 7 main categories including purchase value, security, digital experience, excitement, experience, application site, traditional mix, support, and payment services. In the quantitative part, to validate the components, based on the findings of the qualitative part, a questionnaire was compiled, and 432 questionnaires were collected in a targeted manner. To validate the components, confirmatory factor analysis was used by Imus software. Based on the results, all components were approved. Therefore, managers and business owners are suggested to pay special attention to these factors to create customer satisfaction.

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