Designing a Model to Manage the Experience of Banking Service Customers

Document Type : Research Paper

Authors

1 Ph.D. Student, Department of Business Administration, Faculty of Management, Islamic Azad University of UAE

2 Associate Professor, Department of Business Management, Faculty of Management, Islamic Azad University, Tehran North Branch

3 Assistant Professor, Department of Industrial Management, Faculty of Management, Islamic Azad University, Qazvin Branch

Abstract

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.

Keywords

References

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Journal of Business Administration Researches
Volume 11, Issue 21
September 2019
Pages 247-268

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