A Customer Experience-driven Business Model Innovation Model in Electronic Payments Industry (Case Study: Behpardakht Mellat Company)

Document Type : Original Article

Authors

1 Master's student in Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

2 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university

10.48308/jbmp.2025.237655.1650

Abstract

Business model innovation is critical to a company's ability to achieve long-term growth and sustainability as it improves the value of products or services and offers these to customers. The purpose of this research is to design a business model innovation model based on customer experience in electronic payments using the grounded theory approach. The method of this research is qualitative with a grounded theory approach, which ultimately leads to the creation a model. The data collection tool of this research is a semi-structured interview. Statistical population included active experts in the field of innovation, business planning, business and product development, new service development management, and VIP members of the customer club in Behpardakht Mellat. The sample members selected through purposive sampling and data saturation reached in the 12th interview. Data analyzed with MAXQDA and coded in three stages of open, central and selective coding. The codes actually represented the narratives, concepts, and finally the research categories, from which the innovation model of the business model based on customer experience extracted. The findings of this study showed that with help of strategies such as offering services and incentive products, increasing customer security, deep understanding of the customer, designing a unique experience and defining continuous research and development activities can be at the customer level. Creating a customer experience profile, increasing customer loyalty and increasing customer satisfaction, in business level, lead to results such as competitive differentiation, increasing market share, reducing costs and increasing income, especially in field of electronic payments.

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History

  • Receive Date: 22 December 2024
  • Revise Date: 15 July 2025
  • Accept Date: 20 July 2025

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