Designing a Framework to Enhance Digital Customer Experience in Internet Banking

Document Type : Original Article

Authors

1 PhD Candidate, University Of Tehran, Tehran, Iran.

2 Associate Professor, University of Tehran, Tehran, Iran

3 Assistant Professor, University Of Tehran, Tehran, Iran.

4 Associate Professor, Tarbiat Modares University, Tehran, Iran.

Abstract

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.

Keywords

References

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