Designing and articulating the digital customer experience management model within the banking sector

Subject Areas : Human power productivity and empowerment

khan mohammad milanlo ¹ , mahmoud mohammadian ^{2 *} , Mehdi Naeimi Nezam-Abad ³

1 -
2 - دانشگاه علامه
3 - Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

Received: 2025-03-05 Accepted : 2025-04-19 Published : 2025-05-05

Keywords: management, digital experience, customer, Banking industry,

Abstract :

Background and purpose: The extensive engagement of customers with digital platforms and the growing prominence of e-commerce have heightened companies' awareness of customer behaviors and activities within the digital domain. The objective of this research is to develop and elucidate a digital customer experience management model within the banking sector.

Research method: This research employed a mixed-methods approach integrating both qualitative and quantitative methodologies. Qualitative data were gathered through twelve semi-structured interviews conducted with academic experts specializing in marketing, business, and digital banking. The qualitative data were analyzed utilizing grounded theory, applying open, axial, and selective coding procedures. For the quantitative component, confirmatory factor analysis was performed using Partial Least Squares (PLS) software.

Findings: Qualitative analysis revealed six primary categories: the establishment of macro digital policies; the development of a digitally-centered organizational framework; the management and assessment of digital transformation initiatives; the configuration of structures centered on enhancing the customer digital experience; the design of a strategic digital banking ecosystem; and the enhancement of digital performance management within the quantitative sector. Exploratory factor analysis verified the validity and reliability of the proposed model. The findings indicate that the implementation of this model may facilitate the optimization of digital services.

Conclusion: To achieve success in managing the digital experience of customers, banking institutions must synchronize their overarching policies and operational procedures with a digital strategy.

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