Proposing a Customer Experience Management Model Based on the Grounded Theory Approach in Aviation Industry (Case study: Taban Airline)
Subject Areas : Business Strategy
Mohammad
Sadeghi Far
1
(Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran)
Azar
Kaffashpoor
2
(Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran)
Abdollah
Naami
3
(Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran)
Keywords: TABAN Airlines, Grounded Theory Approach, Customer Experience Management,
Abstract :
The aim of present study is to achieve a comprehensive framework in the area of customer experience management in Taban Airline to improve business results. The statistical population was the managers and senior experts of Taban Airline. A sample of 16 people was selected by using a purposeful snowball sampling method and in-depth and a semi-structured interview was performed with them. Data analysis was performed using a 3-step coding method in Nvivo software. Finally, a comprehensive model of customer experience management was presented. A total number of 601 open codes were extracted. After methodological modifications, they turned to 182 open codes or concepts, and in the next step, namely ladder of abstraction, they turned to 38 sub-categories and in the final step, they turned to 14 main categories. Finally present the paradigmatic categories and components form the comprehensive Customer Experience Management (CXM) model.
Alperin, B. (2005). Customer Experience Management Competing Successfully in Higher Education. Prepared by ARAMARK Education. www.ara Marketing.Com.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of marketing, 66(3), 1-17.
Berry, L. L., & Carbone, L. P. (2007). Build Loyalty Through Experience. Quality progress, 40, 9.
Bowser, M., (2009). An empirical comparison of consumer – based measures of brand equity, volume 7, Issue 3, pp 237-247.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68, DOI: 10.1509/jmkg.73.3.52
Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3),8.
Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions, Social Science, SAGE Publications.
Christensen, C. M. (2013). The innovator's dilemma: when new technologies cause great firms to fail. Harvard Business Review Press.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113, DOI: 10.1177/0092070394222001
Eghbali, M., Saeedi, H., Saeednia, H., (2021). Designing a Customer Experience Management Model in the Field of Car Relief Services (The Mixed Methods Research), Journal of System Management, 7(3), pp. 241-262, DOI: 10.30495/jsm.2021.1943010.1545
Farooq, M.S., Salam, M., Fayolle, A., Jaafar, N., Ayupp, K., (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach, Journal of Air Transport Management, 67(8), 169-180, DOI: 10.1016/j.jairtraman.2017.12.008
Fatma, P., Timothy, N.H., (2005). Factors That Influence Efficiency in Performing ENT Cases: A Qualitative and Quantitative Analysis, journal of Medical Systems, 29(3), 285-301, DOI: 10.1007/s10916-005-5188-3
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410, DOI: 10.1016/j.emj.2007.08.005
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218-2246, DOI: 10.1108/IJCHM-04-2015-0192
Hosseini, S., Sadeghi, T., Hosseinzadeh, A., Zirak, M., (2019). Designing Optimal Banking Model Based on Customer Service, Journal of System Management, 5(4), pp. 137-148, DOI: 20.1001.1.23222301.2019.5.4.12.9
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice, 27(3), 642-662, DOI: 10.1108/JSTP-03-2015-0064
Jampishtaz, M., Paparvydamys, L., (2007). Service quality, relationship satisfaction, trust, loyalty and comm, Journal of Bussiness Marketing, 25(2), 50-68.
Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of economic Psychology, 22(2), 217-245, DOI: 10.1016/S0167-4870(01)00030-7
Kamaladevi, B. (2010). Customer experience management in retailing. Business Intelligence Journal, 3(1), 37-54.
Keiningham, T., Ball, J., Benoit, S., Bruce, H. L., Buoye, A., Dzenkovska, J., Zaki, M. (2017). The interplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148-160, DOI: 10.1108/JSM-09-2016-0337
Laming, C., Mason, K., (2014). Customer experience - An analysis of the concept and its performance in airline brands, Research in Transportation Business & Management, 10, 15-25, DOI: 10.1016/j.rtbm.2014.05.004
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96, DOI: 10.1509/jm.15.0420
Longo, M., & Mura, M. (2011). The effect of intellectual capital on employees’ satisfaction and retention. Information & Management, 48(7), 278-287, DOI: 10.1016/j.im.2011.06.005
Marlon, B., (2009). Customer Experience Management, Intlligent Customer Contact, www.htk.co.uk.
Mataleh, M., Pirzad, A., (2019). Investigating the Impact of Customer Relationship Management, Service Quality and Brand Image on Customer Loyalty (Case Study: Airlines of the Islamic Republic of Iran), Fifth National Conference on Applied Research in Management and Accounting, Tehran, In Persian, DOI: AMSCONF05_613
Mohammadi, P., Nourbakhsh, K., (2018). A Study of Relationship Marketing Executive Tactics and Its Impact on the Loyalty of Study Customers of Airlines, Second International Conference on New Research in Management, Economics and Development, In Persian, DOI: ICMET02_051
Monavarian, A., Moosakhani, M., Akhavan, P., Asgarai, N., (2013). Provide a model of human-social infrastructure empowering knowledge management. Information Technology Management, 4 (10), 159-178, In Persian, DOI: sid.ir/fa/journal/ViewPaper.aspx?id=227358
Moorthy, S. (2005). A general theory of pass-through in channels with category management and retail competition. Marketing Science, 24(1), 110-122, DOI: 10.1287/mksc.1030.0053
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy, Harvard Business Review, Reprint No.98407, 97-105.
Poulsson, S. H., & Kale, S. H. (2004). The experience economy and commercial experiences. The marketing review, 4(3), 267-277, DOI: 10.1362/1469347042223445
Rais, N. M., Musa, R., & Muda, M. (2016). Reconceptualisation of customer experience quality (CXQ) measurement scale. Procedia Economics and Finance, 37, 299-303, DOI: 10.1016/S2212-5671(16)30128-9
Rostami, M., Foroghi Pour, H., Saboonchi, R., (2019). The Causal Model of Brand Personality,Risk Aversion and Customer Loyalty, Journal of System Management, 5(3), pp. 193-208, DOI: 20.1001.1.23222301.2019.5.3.12.7
Shaw, C. (2007). The DNA of customer experience: How emotions drive value. New York, NY: Palgrave macmillan.