حمید سعیدی

Purpose: The purpose of this research was to present a customer experience management model in five-star hotels. Method: In this research, the researcher has used a database approach , and in the first study, he used the database approach based on the Ostrous approach to identify the components of the research. The tool used for collecting the required data in the first study, the protocol and in-depth interviews with five-star hotel managers and its customers in the country has been purposefully chosen and analyzed. Findings: the researcher conducted fifteen interviews in theoretical literature, and also has done axial and selective coding and then presented the results in the form of six main dimensions. Conclusion: The researcher has presented his research in the form of a model including six main dimensions, verbal advertising, service quality, new norms, customer service, event marketing, customer experience and thirty three sub-dimensions. Research findings show that improving the customer experience is the main objective for many people who work in hotels and hospitality industries.

The purpose of this study is to propose the model of designing a customer experience management model in the field of car relief services. In this study, the researcher used a mixed method. In this research, the researcher has used a combined approach. For this purpose, in the first study, to identify the components of customer experience management components from Grounded Theory approach, and in the second study, the model test was used using quantitative method. Protocol and in-depth interview with twenty senior managers were the first tools for gathering data, and in a quantitative method, required data were collected from 330 customers of Iran Khodro and analyzed by PLS software. The researcher conducted 20 interviews, theoretically saturated, and finally extracted 152 open source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty-three sub dimensions. The researcher includes six main dimensions brand satisfaction, customer experience, brand dependence, strategy, brand trust, customer support of the purchase and thirty-two sub-dimensions. The results also showed that customers' mental conflict in products with high and low involvment conflict leads to trust and loyalty to the brand, because loyalty to the brand is emotional and cognitive in nature