نوع مقاله : مقاله مستخرج از رساله دکتری
1 دانشجوی دکتری گروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران
2 استادیارگروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران.
3 استادیار، گروه مدیریت دولتی، دانشگاه پیام نور، ایران، تهران.
عنوان مقاله [English]
The main goal of this research is to design and explain the customer experience management model in order to improve the organizational efficiency of the Agricultural Bank of Iran. Therefore, the in-depth interviews that took place with 21 academic experts and Bank of Agriculture were analyzed. The results of this stage of research, the explanation of 25 categories in the form of 7 categories, describing inspirational and perfectionist leadership, insight marketing, creative and innovative thinking, employee empowerment, deep understanding of customers, discovery of customer needs, active management of customers' changing preferences, relational marketing , sustainability marketing, internal marketing, empowering customers, dynamic competition, providing superior services and multifaceted value creation for customers, knowledge-oriented and perceptive customers, mental development of customers, increasing the citizenship behavior of customers, perception of justice from the customers' point of view, brand credibility, patronizing customer, Creating the social capital of the organization, creating intellectual capital in the organization, creating social trust, increasing the quality of life, creating social capital in the society, which is presented in the form of a paradigm model. Causal conditions with a coefficient of 68.7, intervening conditions with a coefficient of 46, and contextual conditions with a coefficient of 36 were influential on the central category, and the effect of contextual conditions with a coefficient of 66 was greater than the influence of intervening conditions with a coefficient of 48 on multifaceted value creation. The influence of the model's enablers process on 68 organizational outcomes, 52 client outcomes, and 26 community outcomes.