Designing and explaining the customer experience management model in five-star hotels based on the Grounded theory

Purpose: The purpose of this research was to present a customer experience management model in five-star hotels in Tehran. Method: The researcher employed a database approach for this study. In the initial phase, the Ostrous approach was utilized to identify the research components. The data collection tool chosen for the first study consisted of protocols and in-depth interviews conducted with five-star hotel managers and customers in Tehran. These interviews were purposefully selected and analyzed. Findings: Through seventeen interviews conducted until theoretical saturation was reached, the researcher extracted 100 open codes. Central and selective coding were performed based on the theoretical literature, resulting in the identification of six main dimensions and thirty-two sub-dimensions. Conclusion:The researcher has presented a model encompassing six main dimensions: word-of-mouth marketing, service quality, normal conditions, customer service, event marketing, and customer experience. Additionally, there are thirty-two sub-dimensions within these main dimensions. The research findings emphasize the significance of improving the customer experience as a primary objective for professionals in the hotel and hospitality industry. To enhance the probability of travelers.