Designing a Customer Experience Management Model in Maritime Transportation IndustryNature, Antecedents and Consequences

This research has been conducted with the aim of investigating customer experience management in B2B markets to identify the elements that shape customer experience at the points of customer interaction with the organization and the antecedents and consequences of customer experience management, to provide a comprehensive model for customer experience management in shipping companies. For this purpose, according to the theoretical gap regarding the subject of the research, the Qualitative research method of Grounded theory has been used. The data selected by purposive and theoretical sampling method.The data collected through in-depth semi-structured interviews with executive managers of manufacturing, trading and forwarding companies that use the container line of the Islamic Republic of Iran Shipping lines to transport export and import goods. Then, after conducting 22 interviews, theoretical adequacy was achieved. In order to measure the trustworthiness of the research, the indicators of credibility, dependability, confirmability, transformability have been used. The results of data coding and analysis show that customer experience management in Maritime transportation includes three stages: Pre-sea transport stage, sea transport and Post-sea transport stage.The antecedents of customer experience management were identified and analyzed in the form of a model of causal conditions, intervening conditions and contextual conditions. Subsequently, in order to improve the customer experience and provide the final model, value creation strategies for customers and the organization and the consequences of their implementation in the marine transportation industry have been introduced and discussed.