Designing Optimal Banking Model Based on Customer Service

Today, businesses need to manage their customerexperience to succeed. Therefore, they must first have a clearunderstanding of the meaning of the customer experience.Customer experience management is a process-focused strategyaround the needs of each customer that seeks to find a win-winstrategy for both parties. The banking industry that provides financial services to customers requires special attention to thecustomer. Banking experiences for managers in this area arechallenging because they are influenced by some elements that arewithin the control of managers and employees, as well as someelements that are beyond the control of managers. The purpose ofthis study was to design a desirable model of banking servicesbased on customer experience. The data were collected from thebank branches by applying the data-based theory and performingin-depth interviews using the protocol based on multiple targetedsampling (Snowball Sampling). Moreover, using the open coding,axial coding and selective coding using ATLAS.ti software, thecategories and themes are identified. The results show that bankinterior design, brand equity, verbal advertising and bank staffskills have an effect on the loyalty, return and customersatisfaction.