Designing Optimal Banking Model Based on Customer Service

Journal of System Management

مقاله 12، دوره 5، شماره 4، دی 2019، صفحه 137-148   

نوع مقاله: Research Paper

نویسندگان

Seyed Ebrahim Hosseini¹؛ Tooraj Sadeghi^{* 2}؛ Ali Hosseinzadeh¹؛ Mehdi Zirak³

¹Department of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran.

²Department of Business Management, Neyshabour Branch, Islamic Azad University, Neyshabour, Iran

³Department of Educational Sciences, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran

چکیده

Today, businesses need to manage their customer experience to succeed. Therefore, they must first have a clear understanding of the meaning of the customer experience. Customer experience management is a process-focused strategy around the needs of each customer that seeks to find a win-win strategy for both parties. The banking industry that provides financial services to customers requires special attention to the customer. Banking experiences for managers in this area are challenging because they are influenced by some elements that are within the control of managers and employees, as well as some elements that are beyond the control of managers. The purpose of this study was to design a desirable model of banking services based on customer experience. The data were collected from the bank branches by applying the data-based theory and performing in-depth interviews using the protocol based on multiple targeted sampling (Snowball Sampling). Moreover, using the open coding, axial coding and selective coding using ATLAS.ti software, the categories and themes are identified. The results show that bank interior design, brand equity, verbal advertising and bank staff skills have an effect on the loyalty, return and customer satisfaction.

کلیدواژه‌ها

Customer Satisfaction؛ Reclaim؛ Loyalty؛ Brand؛ Staff Skills؛ Interior Design؛ Grounded theory