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Information Journal Paper

Title

The Multilevel Model of Customer Experience Management in E-Banking Services

Pages

  1-26

Keywords

Customer Experience Management (CEM) 

Abstract

 In the digital age, customer experience management (CEM) has become an important strategy in e-banking services, and customer experience has focused on achieving customer loyalty and long-term growth. In this regard, the main purpose of the present study was to provide a customer experience management multilevel model for e-banking services in the retail-banking industry. To this end, using the qualitative research method, first, the customer experience management literature was analyzed and then an in-depth interview was conducted with 15 experts in the banking industry. The data were analyzed using the theme analysis method. In this study, 8 main dimensions, 21 categories, and 58 sub-categories for the final model were identified. Of the 8 recognized dimensions of this model, the six dimensions of banking devices and portals, marketing, technical infrastructure, organization, industry, and macro environment of e-banking services were determined as levels affecting the dimension of customer experience. One dimension was defined as the customer experience management strategy. This study provides a broad conceptualization of customer experience management by presenting a new contribution to customer experience management and offering a framework for creating positive experiences for the e-banking service agents.

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    APA: Copy

    NASEHIFAR, VAHID, DEHDASHTI SHAHROKH, ZOHREH, mohammadian, mahmood, & ALLAHVERDI, MOSTAFA. (2021). The Multilevel Model of Customer Experience Management in E-Banking Services. NEW MARKETING RESEARCH JOURNAL, 11(2 (41) ), 1-26. SID. https://sid.ir/paper/1045525/en

    Vancouver: Copy

    NASEHIFAR VAHID, DEHDASHTI SHAHROKH ZOHREH, mohammadian mahmood, ALLAHVERDI MOSTAFA. The Multilevel Model of Customer Experience Management in E-Banking Services. NEW MARKETING RESEARCH JOURNAL[Internet]. 2021;11(2 (41) ):1-26. Available from: https://sid.ir/paper/1045525/en

    IEEE: Copy

    VAHID NASEHIFAR, ZOHREH DEHDASHTI SHAHROKH, mahmood mohammadian, and MOSTAFA ALLAHVERDI, “The Multilevel Model of Customer Experience Management in E-Banking Services,” NEW MARKETING RESEARCH JOURNAL, vol. 11, no. 2 (41) , pp. 1–26, 2021, [Online]. Available: https://sid.ir/paper/1045525/en

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