Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

A mixed approach to providing a customer experience management model in the electronic banking services industry

Authors
mostafa allahverdi 1
Sajad Khani Pordanjani 2
1 PhD in Business Administration, Allameh Tabatabaei University of Tehran, Tehran, Iran.
2 Assistant professor,, faculty of commerce and trade, university of Tehran, Tehran, Iran.
10.22034/asm.2024.2048246.3322
Abstract
Abstract
Objective: customer experience management has become an important strategy in e-banking services , this study seeks to provide a customer experience management model for e-banking services in the banking and e-payment services industry.
Method: In order to achieve the research goal, the mixed research method has been used. In this regard, first, the customer experience management literature in e-banking services was analyzed and the initial conceptual model was proposed. Then, in-depth interviews were conducted with a number of banking industry experts in the field of electronic banking services, and data content analysis was performed using the data analysis method, and a conceptual research model was developed. In order to measure the final model in the quantitative part, the required data were collected using a questionnaire and the customer experience management model in e-banking services was confirmed by field data analysis and structural equation modeling.
Results: The research results were presented in the form of customer experience management model for electronic banking services. This model includes 8 dimensions of customer experience, e-banking service provider tools, e-banking service marketing factors, e-banking technology infrastructure factors, e-banking service organizational factors, customer factors, e-banking industry factors and macro environment factors that 22 categories and 58 subcategories were identified for these dimensions.
Conclusion: In the research model, improving customer experience is the centralized goal of customer experience management, which depends on internal and external dimensions, and in this regard, customer experience management strategies in e-banking services were presented.
Keywords
: customer experience management (CEM)
customer experience
e-banking services
e-banking service device

Subjects

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