DESIGNING A MANAGEMENT MODEL FOR CUSTOMERS' ONLINE SHOPPING EXPERIENCES DIGITAL GOODS IN VUCA CONDITIONS
The purpose of the current research is to design a model of the customer's managed online shopping experience in the field of selling digital goods on the Digikala site. The current research is fundamental-applied research in terms of its purpose, and in terms of the method of analysis, it is qualitative research with the grounded glaze method. The approach of the research has been conducted in an inductive way and in terms of time, in a cross-sectional way. The statistical community includes managers and retailers of companies that cooperate with Digikala site in the field of digital products industry. In this regard, a semi-structured interview was conducted with 15 marketing, sales and experts using judgmental and theoretical sampling methods between January and March 2022. In this research, face validity was used to check the validity of the interview questions, and in the coding process, the method of continuous engagement and participation with the research members was used. To check the reliability of the interviews, the test-retest reliability method was used, which was equal to 72.72%, and thus the reliability of the coding was confirmed. In this research, a total of 136 concepts and 42 categories were formed, which were categorized into 4 categories. Each of the 42 categories also affect the management of the actual customer experience based on their positive and negative experiences. Finally, the management of the customer's online shopping experience was presented separately in each of the Voca dimensions. The results showed that in order to improve the customer experience in Voca conditions and reduce negative experiences, it is better for organizations to become agile, smart and transparent, so that on the one hand, they can analyze the dimensions of Voca correctly and on the other hand, at the right time and in the right way according to the conditions. Voka react.
Customer Experience Management, Customer Experience, Turbulence, Uncertainty, Ambiguity and Complexity.