Customer experience modeling with theme analysis;In line with customer management in the automotive industry

The purpose of this research is to design a customer experience management model in the Iranian automotive industry. The research method is exploratory in terms of qualitative method, in terms of practical purpose and in terms of approach. The statistical population of the research includes the managers and specialists of the automotive industry. From among whom 18 samples were selected using the purposeful sampling method to conduct a semi-structured interview.The sample volume is determined based on theoretical saturation. Analysis of the qualitative data obtained from the interview was done by thematic analysis method. For this purpose, the background of customer experience management was first investigated, and then the open, central and selective coding method was used. To analyze and classify data, MAXQDA 2018 software was used. In total 131 primary themes, 10 main categories, 24 sub-categories and 4 dimensions were identified.The final model includes three sections: antecedents, implementation process, and expected consequences of implementation.This research has provided a model for managing the positive experience of customers in the automotive industry by extensively examining the concept of customer experience. The dimensions and components of the model depend on internal and external dimensions. The findings indicate that this model creates a competitive advantage and improves the company's performance indicators. As a result, it can help senior managers of the automotive industry for strategic planning, increasing customer satisfaction and loyalty, and increasing the organization's profitability.