عارضه یابی کانال های ارایه خدمت با استفاده از تحلیل تجربه سفر مشتریان (مورد مطالعه: یکی از بانک های تجاری عضو بورس)

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه تهران

چکیده

این تحقیق به دنبال شناسایی گلوگاه­های ارائه خدمت یکی از بانک­های تجاری عضو بورس به مشتریان از طریق سه کانال اصلی شعب، اینترنت ­بانک و موبایل بانک بر اساس رویکرد جدید تجربه سفر مشتریان است. در این پژوهش نخست با 10 نفر از رئسای شعب بانک مصاحبه نیمه ­ساخت یافته انجام گرفت و با روش سیستماتیک کدگذاری و تحلیل محتوای کیفی (تحلیل تم)، 9 گام نقشه سفر برای مشتریان از مواجهه ایشان با تبلیغات و تلاش­های بازاریابی بانک گرفته تا درخواست و استفاده خدمات متنوع بانکی و در نهایت ارتباط بلندمدت و مستمر با بانک شناسایی گردید. سپس با طراحی کاربرگ ثبت تجارب مشتریان، با 20 مشتری مصاحبه ساخت­ یافته صورت گرفت و با تحلیل محتوای کیفی مصاحبه­ ها و ترکیب داده ­های بدست آمده از دو منبع درونی و بیرونی، نقشه سفر مشتریان شامل مراحل و تعاملات، انتظارات اصلی و فرعی و تجارب مثبت و منفی ایشان در مسیر سفرشان ترسیم و تحلیل گردید. در پایان با هدف جمعبندی و خلاصه ­سازی نتایج تحقیق 18 گلوگاه اصلی در کانال شعب، 9 گلوگاه در کانال اینترنت ­بانک و 10 گلوگاه ارائه خدمت در کانال موبایل­ بانک معرفی گردید.

کلیدواژه‌ها

عنوان مقاله [English]

Diagnosing Service Delivery Channels through Analyzing the Customer Journey Experience

نویسندگان [English]

  • Ali Divandari
  • Mohammadsadegh Hashemi
  • Hanieh Fathi
  • Nooshin Ebrahim Zadeh
University of Tehran
چکیده [English]

 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. 

کلیدواژه‌ها [English]

  • Service Delivery Channels
  • Customer Experience
  • Customer Journey
  • Customer Journey map

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سابقه مقاله

  • تاریخ دریافت: 01 خرداد 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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