Presenting a Phygital Customer Experience Framework in Iranian Chain Stores: A Qualitative Approach

Mohammadian, Mahmoud; Dehdashti Shahrokh, Zohreh; Nasehifar, Vahid; Lotfi, Hamed

doi:JABM.3.2.15564.654985.41522

Presenting a Phygital Customer Experience Framework in Iranian Chain Stores: A Qualitative Approach

Document Type : Excerpt from doctoral thesis

Authors

Mahmoud Mohammadian

Zohreh Dehdashti Shahrokh

Vahid Nasehifar

Hamed Lotfi

Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.

JABM.3.2.15564.654985.41522

Abstract

This study aims to present a phygital customer experience framework for chain stores in Iran. Given the ongoing shifts in consumer behavior and customers’ continuous movement between physical and digital channels, Iranian chain retailers are increasingly required to design an integrated customer experience aligned with the country’s local retail context in order to sustain competitiveness. The present research adopted a qualitative approach and, in terms of purpose, is classified as developmental–applied. Data were collected through 12 semi-structured interviews with experienced chain store managers and academic experts and the interview process continued until theoretical saturation was reached. The collected data were analyzed using Braun and Clarke’s thematic analysis procedure.
The findings demonstrate that phygital customer experience in Iranian chain stores constitutes a multidimensional phenomenon that can be conceptualized through five domains, namely antecedents, the phygital customer journey, dimensions of phygital customer experience, barriers to phygital customer experience, and outcomes. The results further indicate that implementing an effective phygital experience in chain retailing requires not only the adoption of emerging technologies but also organizational alignment, consistency in service provision and systematic management of the challenges inherent in Iran’s chain retail industry. Furthermore, the appropriate implementation of the proposed framework can lead to substantial benefits for retailers, including enhancing customers’ perceived value, fostering positive word of mouth, strengthening brand equity, reducing operational costs and ultimately improving profitability in Iranian chain stores. Overall, the proposed framework offers a coherent and practical foundation for understanding and advancing phygital customer experience in the Iranian chain stores industry.

Keywords

Phygital customer experience

Chain stores of Iran

Phygital technologies

Barriers to Phygital customer experience

Subjects

Marketing

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