Designing a Model of Intelligent Interaction with Customers Through the Internet of Things in Online Stores in Iran

Document Type : Management & Entrepreneurship

Authors

1 PhD Studant of Management Department, Ya.C., Islamic Azad University, Yasouj, Iran

2 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

3 Management Department, Ya.C., Islamic Azad University, Yasouj, Iran

10.22080/jem.2026.31428.4037

Abstract

With the expansion of e-commerce and the growth of online stores, intelligent customer interaction has become one of the key factors in increasing customer satisfaction and loyalty. The Internet of Things as a leading technology, enables the collection and analysis of real-time customer behavior data and provides extensive opportunities for personalizing the shopping experience and improving services. This study, aiming to design a model of intelligent customer interaction through the IoT in Iranian online stores, employed an exploratory–confirmatory mixed-method approach. In the qualitative phase, using semi-structured interviews and data analysis based on grounded theory, the dimensions, components, and conceptual framework of intelligent interaction were extracted. Then, using a researcher-developed questionnaire among online store customers and analyzing the data with Partial Least Squares Structural Equation Modeling, the proposed model was validated. The findings showed that intelligent customer interaction is influenced by five main categories including causal conditions (technology infrastructure, data analytics, customer needs, market competitiveness, and organizational digital transformation), contextual conditions (IT infrastructure, online shopping culture, legal frameworks, and organizational structure), interaction strategies (personalization, real-time interaction, customer experience management, data-driven utilization, and increased engagement), outcomes (improved customer experience, loyalty, enhanced store performance, digital trust, and service innovation), and intervening conditions (infrastructural limitations, organizational resistance, customer concerns, and economic fluctuations).The results emphasize the importance of an integrated technological, organizational, and customer-centered approach in leveraging the IoT and show that focusing on intelligent personalization, real-time interaction, and data management can increase customer satisfaction, trust, and loyalty and improve the performance of Iranian online stores.

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References

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History

  • Receive Date: 01 March 2026
  • Revise Date: 01 June 2026
  • Accept Date: 22 June 2026

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