presenting a model of customer experience management in mobile banking industry for commercial banks customers in dubai

The current research has been conducted to providea model for customer experience management in the mobile banking industry forcustomers of commercial banks in dubai. an explorative mixed methods research (qualitative and quantitative) was used in the research.data were gathered in both qualitative phas e (based on grounded theory) and quantitative phase (based on cross sectional survey method).in the qualitative phase, population consisted of academic specialists and experts (university professors in the field of man agement)selected by judgmental sampl ing method of snowball sampling type. data were gathered using a semi structured interview. data gatheringreached theoretical data saturation in the twenty fifth interview, so interviews were stopped at this point. the results of coding based ongrounded theory led to the identification of 170 open codes, 24 axial codes, and 7 selective codes including value, cognitive, motivational,sensory, physical, behavioral, and communicative ones . in the quantitative phase, population consisted of 100,000 users (equ al numbers ofmen and women) of mobile banking services. given that the community variance was not available, morgan and krejcie table were used todetermine the sample size that was calculated at 384 individuals . data analysis in the quantitative phase confirmed the findings ofqualitative research according to chi square (x^2 ), goodness of fit (gfi), adjusted goodness of fit (agfi), and root mean squared error of approximation (rmsea) indices.