Designing a Framework to Enhance Digital Customer Experience in Internet Banking

Document Type : Original Article

Authors

1 University of Tehran

2 Tarbiat Modares University

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

  1. Altheide, D. L., & Johnson, J. M.(1994). Criteria for assessing interpretive validity in qualitative research. In N. K. Denzen & Y. S. Lincoln (EDs.), Handbook of qualitative research (485-499). Thousand Oaks, CA: Sage.
  2. Baines, P., Macdonald, E.K., Wilson, H. & Blades, F. (2011). Measuring communication channel experiences and their influence on voting in the 2010 British General Election., Journal of Marketing Management, 27(7-8), 691-717.
  3. Barari, M., Ross, M. & Surachartkumtonkun,J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53
  4. Cook, L. S., Bowen, D. E., Chase, R. B., Dasu, S., Stewart, D. M., & Tansik, D. A. (2002). Human issues in service design. Journal of Operations Management. 20(2), 159-174.
  5. Crosier, A. & Handford, A. (2012). Customer journey mapping as an advocacy tool for disabled people: a case study. Social Marketing Quarterly, 18(1), 67-76.
  6. Dianat, I., Adeli P., Asgari Jafarabadi, M., & Karimi M. A. (2019) .User-centred web design, usability and user satisfaction: The case of online banking websites in Iran. Applied Ergonomics, 81.
  7. Dunn, M., & Davis, S. M. (2003) .Building brands from the inside”, Marketing Management, 12(3), 32–37.
  8. Estrella-Ramon, A., Sanchez-Perez, M., & Swinnen, G. (2016) .How customers’ offline experience affects the adoption of online banking. Internet Research, 26(5), 1072-1092.
  9. Folstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice, https://doi.org/10.1108/JSTP-11-2014-0261 .
  10. Gall, M.; Borg, W. & Gall, J. (2008). Educational Research: An Introduction. , 6th Edition, Shahid Beheshti Publication (In Persian).
  11. Garg, R., Rahman, Z., & Qureshi, M. N. (2014), “Measuring customer experience in banks: scale development and validation”, Journal of Modelling in Management, 9 (1), 87-117.
  12. Gentile, C., Spiller, N. & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value with the Customer. , European Management Journal, 66(2), 395–410.
  13. Hasangholipour, T; Khanlari, Gharibi, M. (2017).A Nethnography Study to Identify the Underlying Dimensions of Customer Experience in the Banking Industry. Journal of Business Management, 9(2), 259-270 (In Persian)
  14. Halvorsrud, R., Halvorsrud, R., Kvale, K., Kvale, K., Følstad, A., & Følstad, A. (2016). Improving service quality through customer journey analysis. Journal of service theory and practice, 26(6), 840-867.
  15. Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132- 140.
  16. Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Villarroel, F. O., Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, In Press
  17. Jain, R., Jayesh, A., & Bagdare Sh., (2017). Customer experience – a review and research agenda. , Journal of Service Theory and Practice, 27(3), 642- 662.
  18. Kankainen, A., Vaajakallio, K., Kantola, V. & Mattelmki, T. (2012). Storytelling group – a Co-design method for service design, Behaviour and Information Technology, 31(3), 221-230.
  19. Klaus, P., & Nguyen, B. (2013), “Exploring the role of the online customer experience in firms' multi-channel strategy: An empirical analysis of the retail banking services sector”, Journal of Strategic Marketing, Vol. 21 No.5, pp. 429-442.
  20. Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda, International Journal of Management Reviews, 00, 1-24.
  21. Kuehnl, C., Jozic, D. & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. J. of the Acad. Mark. Sci. 47, 551–568
  22. Lemon, K.N. & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(16), 69-96.
  23. MacGillavry, K., & Wilson, A. (2014). Delivering loyalty via customer experience management at DHL Freight. Global Business and Organizational Excellence, 33(6), 6-20.
  24. Matsuo, M., Minami, C. & Matsuyama, T. (2018) .Social influence on innovation resistance in internet banking services. Journal of Retailing and Consumer Services, 45, 42-51.
  25. Meyer, C. & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, February, 85(2), 117-126.
  26. Narteh, B., & Kuada, J. (2014) .Customer satisfaction with retail banking services in Ghana. Thunderbird International Business Review, 56(4), 353-371.
  27. Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S. & Verhoef, P.C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95-112.
  28. Norton, D.W. & Pine, B.J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41(2), 12-17.
  29. Nunes, P. F., & Cespedes, F. V. (2003). The customer has escaped. Harvard Business Review, 81(11), 96-105.
  30. Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420.
  31. Patricio, L., Fisk, R.P., e Cunha, J.F. & Constantine, L. (2011). Multilevel service design: from customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180-200.
  32. Pine, B. J. & Gilmore, J. (1998).Welcome to the experience economy. Harvard Business Review, 78(1), 97-105.
  33. Punyatoya, P. (2019), "Effects of cognitive and affective trust on online customer behavior. Marketing Intelligence & Planning, 37(1), 80-96.
  34. Reydet, S., & Carsana, L. (2017) .The effect of digital design in retail banking on customers’ commitment and loyalty: The mediating role of positive affect. Journal of Retailing and Consumer Services, 37, 132-138.
  35. Rosenbaum, M. S., Otalora, M. L., & Ramirez, G. C. (2017). How to create a realistic customer journey map”, Business Horizons, 60 (1), 143-150.
  36. Shaw, C. (2007), The DNA of Customer Experience: How Emotions Drive Value, Palgrave Macmillan, New York.
  37. Stein, A. & Ramaseshan, B. (2016). Towards the identification of customer experience touch point elements, Journal of Retailing and Consumer Services, 30, 8-19.
  38. Straker, K., & Wrigley, C. (2016). Emotionally engaging customers in the digital age: the case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3), 276-299.
  39. Tax, S.S., McCutcheon, D. & Wilkinson, I.F. (2013). The service delivery network (SDN): a customer-centric perspective of the customer journey. Journal of Service Research, 16, 454–470.
  40. Yadollahi, Sh.; Kazemi, A & Ranjbarian, B., (2017). Exploring the Customer Experience Model Based on Touch Points During Receiving Banking Services, JBMP, 6(4), 181-198 (In Persian).
  41. Zomerdijk, L. & Voss, C. (2007). Innovation in experiential services – an empirical view”, In DTI (Ed.). Innovation in Services, DTI, London, 97-134.

Files

History

  • Receive Date: 06 May 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

Share

How to cite

Statistics