Abstract:
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.
Machine summary:
The purpose of this study was to design a desirable model of banking services based on customer experience.
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.
Branding in stores is for purposes such as being prominent in the competition; having a positive mental image; arousing emotion; providing excellent customer service and communication (Heydarzadeh & Taghavi, 2017: 19).
Katz and Lazarsfeld (1995) found that verbal communication was seven times more effective than personal sales and twice as effective as radio advertising to influence service customers.
Customer satisfaction can be the result of behavioral intentions such as repurchasing and verbal advertising in communications (Jalil, Fikry, & Zainuddin, 2016).
The customer experience involves a set of interactions (such as emotions, sentiments and logic) between the customer, product, and organization, and the value created by these interactions that ultimately results in customer redemption behavior (Mbama and Ezepue, 2018).
In summary, the present study is interpretive, qualitative, Strauss grounded theory, inductive, in-depth protocol, explorative to explore the relationship between the variables and cross-sectional in terms of paradigm, approach, methodology, response strategy, purpose and time horizon of the research respectively.
Design and layout Loyalty Staff skills Brand equity Customer Experience Customer Verbal Advertising Customer Figure 1.
In this context, this research adds to the growing body of marketing science and literature on customer service experiences.
Customer experience – a review & research agenda, Journal of Service Theory & Practice, Vol. 27, No. 3, pp.