Diagnosing Service Delivery Channels through Analyzing the Customer Journey Experience

Document Type : Original Article

Authors

1 Professor, University of Tehran, Tehran, Iran.

2 PhD .in Business Policy (Strategic Management), University of Tehran, Tehran, Iran.

3 MSc of Business Administration University of Tehran

4 MSc of Business Administration University of Tehran, Tehran, Iran.

Abstract

 Objective:This research aims to identify the bottlenecks of a commercial bank’s service delivery to retail customers via main channels of branches, internet banking, and mobile banking. The authors used the new approach to “customer journey experience.” Methodology: First, they conducted ten semi-structured interviews with sample branch officers. Using systematically coding and qualitative content analysis (Thematic Analysis Method), nine main steps for retail customers showed up. Based on these steps, worksheets were designed to record customer experiences. Then 20 structured interviews were done with sample customers.  Finding: Using qualitative content analysis and combining data from both the internal and the external sources, customer journey maps including the main steps, the interactions among each step, the must-have, and could have expectations and positive and negative experiences were depicted and analyzed. Result:in the end, to conclude and summarize the results, 18 bottlenecks for the branch channel, nine bottlenecks for internet banking and ten bottlenecks for mobile banking are introduced. 

Keywords

References

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