Designing Theoretical Model of Customer Experience in Retail Mobile Applications with an Emphasis on Flow Theory

Document Type : Original Article


1 Ph.D. Student of Marketing Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

2 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran


This study aims to design a theoretical model of customer experience in retail mobile applications. The purpose of the current research is to Determine the components of customer experience with an emphasis on flow theory and the effective factors and operational strategies to improve the customer experience in such applications. In order to construct the theory, the systematic grounded theory has been used. The statistical population of this study includes CEOs and business analysts who had a history of producing mobile software in Tehran. In this regard, the sampling strategy was in the form of a snowball (chain), the criterion of sample size was to achieve theoretical saturation and the main basis of data collection was in-depth interviews. A total of 24 interviews were conducted. After performing the three coding steps using MAXQDA software, the final research model consisting of 6 general categories, 14 sub-categories and 86 main concepts was obtained.
The results showed that the causal condition for improving the customer experience is to address the user interface. The technical capabilities of the application and the composition of the design team as context conditions and the capabilities of mobile devices, market-related mechanisms and the recognition of the user's story as intervening conditions affect the user experience. Finally, taking advantage of the concept of flow, application testing, providing the minimum viable product and using progressive web applications are strategies that increase the intention to revisit, repurchase, and customer loyalty, and ultimately reflect on the company's sales and profitability.