Modeling the Role of Artificial Intelligence Strategies in Creating a new Customer Experience: A Study with a Grounded theory Approach in the Iranian Health and Pharmaceutical Industry

Shafiei , N; Seifollahi , N; Zarei , GH; Bashekoh,  M

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Volume 30, Issue 4 (9-2025)

__Armaghane Danesh__ 2025, 30(4): 556-573

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Modeling the Role of Artificial Intelligence Strategies in Creating a new Customer Experience: A Study with a Grounded theory Approach in the Iranian Health and Pharmaceutical Industry

N Shafiei¹

, N Seifollahi²

, GH Zarei¹

, M Bashekoh¹

1- Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , Naser_seifollahi@yahoo.com

Abstract: (1177 Views)

Background & aim: Advances in artificial intelligence technology have created unique opportunities for transformation in the health and pharmaceutical industry and creating new experiences for customers. Therefore, the purpose of the present study was to determine and design a model of the role of artificial intelligence strategies in creating a new customer experience: a study with a grounded theory approach in the Iranian health and pharmaceutical industry.

Methods: The present qualitative, grounded theory study was conducted in 2023. Data were collected through a literature review and semi-structured in-depth interviews with 20 experts and specialists in the fields of artificial intelligence, medicine, and senior management in the health industry. Participants were selected using theoretical sampling and considering the theoretical saturation criterion, so that the sampling process continued until new data could not help develop existing categories and new dimensions of the phenomenon were revealed. The collected data were analyzed using MAXQDA software.

Results: Data analysis led to the design of a paradigmatic model. The central phenomenon of this research was identified as “value creation and differentiation through AI.” This phenomenon is shaped by causal conditions (such as market pressures and rising customer expectations) and context (such as technology infrastructure and governing laws). Intervening factors (such as employee resistance and algorithmic bias) also affect this path. In response, the main strategies identified include “data analysis,” “advanced algorithm development,” and “creating intelligent platforms.” The implications of implementing this model are improved clinical outcomes, increased customer satisfaction, and economic development.

Conclusion: AI is a powerful tool for transforming the healthcare and pharmaceutical industry, provided that it is implemented with a strategic and comprehensive approach and that human, ethical, and legal factors are properly managed. Organizations can improve customer experience, enhance clinical outcomes, and create sustainable value by using this model.

Keywords: Artificial Intelligence, Customer Experience, Healthcare and Pharmaceutical Industry, Smart Healthcare Platforms, Algorithmic Bias

Full-Text [PDF 557 kb] (24 Downloads)

Type of Study: Research | Subject: General
Received: 2025/03/5 | Accepted: 2025/10/11 | Published: 2025/10/18

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Shafiei N, Seifollahi N, Zarei G, Bashekoh M. Modeling the Role of Artificial Intelligence Strategies in Creating a new Customer Experience: A Study with a Grounded theory Approach in the Iranian Health and Pharmaceutical Industry. armaghanj 2025; 30 (4) :556-573
URL: http://armaghanj.yums.ac.ir/article-1-3778-en.html

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Volume 30, Issue 4 (9-2025)

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