Designing a Model to Manage the Experience of Banking Service Customers

• Published in: کاوش‌های مدیریت بازرگانی Vol. 11; no. 21; pp. 247 - 268
• Main Authors: Ebrahim Heshmati, Hamid Reza Saeednia, Ali Badie Zadeh
• Format: Journal Article
• Language: Persian
• Published: Yazd University 01.08.2019
• Subjects: banking services; customer experience; customer experience management; model designing
• ISSN: 2645-386X; 2645-3878
• DOI: 10.22034/jbar.2019.1557

The present study aims to design a model to manage the experience of banking service customers. The research method is qualitative. Data collection and data analysis were conducted based on the grounded theory method. This method was practiced through open, axial and selective coding. The data were obtained from field and library studies. Generally, the data were gathered as open codes through interviews with academic and industrial experts. Then, they were classified and filtered by setting up relations between the micro and the macro categories and, finally, validated and edited. The final model of the study was based on brand experience, service experience (service provider) and after-use experience. Also, micro dimensions and the corresponding propositions in banking industry were identified and discussed.