طراحی چارچوبی برای ارتقای تجربه‌ی دیجیتالی مشتری در بانکداری اینترنتی با تمرکز بر نقاط تماس مشتری

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه تهران

2 دانشگاه تربیت مدرس

چکیده

نقاط تماس مشتری به‌عنوان عناصر سازنده تجربه مشتری شناخته می‌شوند و برای طراحی و ارتقای تجربه مشتریان، این نقاط باید خوبی شناسایی و تحلیل گردند تا بتوان تجربه‌ای جذاب برای مشتریان به وجود آورد. در سال‌های اخیر تحول دیجیتال نیز بر پیچیدگی کنترل و مدیریت سفرهای مشتری افزوده است. صنعت بانکداری از صنایع پیشرو درزمینه‌ی تحول دیجیتال به شمار می‌رود با توجه به اهمیت موضوع تجربه مشتری در این صنعت، هدف این پژوهش این است که چگونه می‌توان در بانکداری اینترنتی و در نقاط تماس مشتری، تجربه‌ی دیجیتالی مشتری را بهبود بخشید. با رویکرد کیفی و با استفاده از شیوه‌ی مطالعه موردی در ابتدا نقاط تماس بانکداری اینترنتی در سه فاز اصلی پیش از خدمت، حین خدمت و پس از خدمت شناسایی‌شده‌اند. سپس تجربیات مشتریان ارزیابی گردیده و با تحلیل نظرات مشتریان در شعب منتخب بانک ملت تحلیل نهایی ارائه گردیده است. از روش‌های مشاهده، مصاحبه و بررسی اسناد برای جمع‌آوری اطلاعات استفاده گردیده است. با تحلیل نظرات مشتریان، تجربیات خوشایند و ناخوشایند آن‌ها بر اساس دو لنز ادراک و احساس و به تفکیک نقاط تماس شناسایی گردیده‌ و درنهایت چارچوب ارتقای تجربه مشتریان بر اساس چهار ویژگی دسترس‌پذیری، سهولت در استفاده، اطمینان و کارایی و در قالب سه فاز اصلی مسیر خدمت ارائه گردیده است. فرآیند ارزیابی و ارتقای تجربه که در این پژوهش به‌کاررفته، می‌تواند به‌عنوان الگویی برای سنجش و ارتقای تجربه مشتریان در صنعت بانکداری مورداستفاده قرار گیرد.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a Framework to Enhance Digital Customer Experience in Internet Banking

نویسندگان [English]

  • Ehsan Karimi 1
  • Mehdi ShamiZanjani 1
  • Masoud Keimasi 1
  • Alireza HassanZadeh 2
1 University of Tehran
2 Tarbiat Modares University
چکیده [English]

Objective: The customer touchpoints are known as the building blocks of customer experience, which should be identified and analyzed to design and enhance customer experience in order to create attractive customer experiences. The digital transformation, considered in recent years, increased the complexity of customer experience design and management. The banking industry is considered as one of the leading industries in the field of digital transformation. Given the importance of customer experience in this industry, the present study aimed to enhance digital customer experience in Internet banking and customer touchpoints.  Methodology: The touchpoints of Internet banking were identified in the main phases of pre-service, in-service, and post-service using a qualitative approach and a case study method. Then, the customer experiences were evaluated and the final analysis was presented by analyzing the customer’s opinions about the selected branches of Mellat Bank. The data were collected using the methods of observation, interview, and review of documents. The statistical population of the study was has been Mellat's e-banking customers and 23 semi-structured interviews has been conducted. Finding:  The pleasant and unpleasant experiences of customers were identified by analyzing their opinion based on the perceptional and emotional lenses by the touchpoints. Ultimately, the final framework was presented based on the characteristics of accessibility, ease of use, reliability, and efficiency, and in the form of the main phases of service path, unpleasant experiences, and experience enhancement.  Conclution: The experience assessment process can be used as a model to measure and enhance the customer experience in the banking industry.

کلیدواژه‌ها [English]

  • Customer Experience
  • Customer Journey
  • Internet banking- TouchPoint
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