omnichannel

Purpose: The purpose of the research was to understand the cross media electronic marketing process. In fact, with the emergence of virtual organizations, social network media marketing has become a basic need for the possibility of movement and continued developmentMethod: this research conducted using Grounded theory analysis. Snowball or targeted sampling is utilized to gather the required data. The qualitative part of this study was conducted based on the viewpoints of 24 university professors, marketing activists, experts, elites, managers, and employees of insurance companies. Collected interviews were analyzed in MAXQDA software. To achieve this goal, the collected interviews are evaluated using different coding methods as the main process. The interviews were entered into the MAXQDA software. Coding in data theory methodology is a process of conceptual abstraction by assigning general concepts (codes) to individual occurrences in the data.Findings: Based on the analysis, 104 primary codes, 18 core categories have been identified in 6 categories of the foundation's data. With the emergence of electronic commerce, organizations are changing their business. The proposed model shows that the digital era has changed the expectations of customers from communication with brands. Before social networks, mass media communication channels such as television and radio to brand managers. It allowed them to communicate with consumersConclusion: In the present research, based on the participants' viewpoints, the categories of management factors challenge, financial potential, communication potential, customer characteristics and welfare and comfort, finally, marketing techniques have been identified and it has been related to another broader category called causal conditions. Information technology and targeted marketing were identified as background conditions. Environmental factors and psychological factors of the clients were identified as intervening conditions. Research strategies include business improvement, knowledge and education, and finally innovation and creativity. Outcomes include customer loyalty, sustainability in customer relationships with the product and social media, beneficial word-of-mouth and viral advertising, customer satisfaction, and purchase intent.

In this study, a customer experience management (CEM) model in omnichannel banking is provided. This is an applied study in terms of objectives and mixed exploratory in terms of nature. In the qualitative section, thematic analysis is used, and in the quantitative section, the survey is used through structural equation modeling (SEM). The statistical population includes senior and expert managers of Bank Day with at least 10 years of banking experience in the qualitative phase and 100 customers of Bank Day in Tehran in the quantitative phase. According to the results, the customer experience in omnichannel banking can be improved through 23 organizing themes of integrity in providing services, continuous allocation and receipt of services in complementary channels, integrated service quality, saving customer resources, customer motivation, developing bank strategy based on customer needs and information, recognizing and meeting customer needs in omnichannels, understanding the principles of customer-oriented marketing, planning and management coordination in omnichannels, planning for the promotion of customer experience culture, management of coding, classifying, documenting, and updating customer data in omnichannels, managing diverse, hybrid, and unique services, comprehensive management of customer data in omnichannels, the correct design of omnichannel implementation processes, integrated service distribution management in the network, using new customer data management methods, upgrading and updating systems, managing the operational and legal risks of systems, providing regular, systematic, and functional reports in channels, improving access indicators, improving productivity indicators of omnichannel services, and improving satisfaction indicators