Document Type : Research Paper
Authors
1
Management Department, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.
2
Assistant Prof., Management Department, Dolatabad Branch, Islamic Azad University, Isfahan, Iran.
3
Assistant Prof., Management Department, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.
10.22059/jibm.2023.361030.4603
Abstract
Purpose: Customer experience is an important aspect to achieve success, especially in the field of internet and digital shopping, which is a complex process with many influencing factors. With the emergence of new technologies, communication methods between organizations and customers have changed, and the digitalization process allows customers to access a lot of information around the world without time and place boundaries, and to make multiple transactions and purchases in an instant. Today, customers are not only looking for downloading or searching for data, but they are able to interact, upload and share content themselves. Also, by creating the online virtual world, social media has transformed communication from the traditional way into a large and online social phenomenon, and by using interactive capabilities, it leads to direct contact with consumers and low cost and greater productivity, which increase the satisfaction of online shopping and the repetition of online shopping, and lead to a pleasant experience for consumers. Digital customer experience has become an important topic in marketing research, as businesses have realized that their success depends largely on providing positive shopping experiences to their customers. Creating memorable experiences is important for retaining old customers and attracting new ones. In this research, the desired digital experience of customers when shopping online in a highly competitive environment is investigated as the main concern of the research to determine what factors shape the digital experience of customers in the online space.
Method: The research approach is qualitative and descriptive phenomenological. The statistical population of the research includes people who made online purchases through the site at least twice a month and their monthly purchase amount was more than 500 thousand Tomans, as a result, those who were fully familiar with online shopping were selected. Also, the samples were selected in a purposeful way and the sample size was determined to be 18 people according to the qualitative nature of the research until data saturation. The interview data were analyzed by Van Manen's method and based on the three stages of coding, i.e. open, central and selective coding, the data were continuously reviewed and refined.
Findings: After analyzing the findings, 705 codes were extracted, which were categorized into three main components, including customer digital experience, satisfaction with online shopping, and return. Customer digital experience was identified in 19 sub-categories, 5 main categories and one sub-category, and customer satisfaction with internet shopping consisting of 2 categories and the intention to return again consisting of 2 categories.
Conclusion: The results of the research indicate the impact of the mentioned factors on creating a positive digital experience for customers and online shopping, and considering the highly competitive conditions of businesses, managers and business owners should pay special attention to these factors in order to create customer satisfaction.
Keywords
Main Subjects
)