This paper aims to develop an appropriate model for customer-experience management (CEM) for the banking-services sector.
The research method used in this study is qualitative. Techniques used for data collection and data analysis are based on the grounded theory method and include open, axial and selective coding to develop a hierarchical model. Information and data, based initially on concepts in the literature, are gathered as open code through expert interviews with 11 academic and 20 industry experts from Iran. Research data are classified and filtered by micro and macro categories and validated and edited to provide the final model.
The final model of the study is based on expecting, conceptual and caretaking factors. Micro dimensions and related propositions for the banking industry are also identified.
The final model should have practical uses in the banking sector, enabling banking managers to successfully incorporate CEM into their strategy by focusing on the key elements.
The development of a model to measure customer experience is an important indicator for performance improvements in the banking industry. This is one of the few papers to propose an appropriate model for CEM for the banking-services sector and the first to do so in an Iranian context.
