ارائه الگوی مدیریت تجربه مشتریان در کانال‌های توزیع چندگانه در صنعت بانکداری

مدیریت یکپارچه تجربه‌ مشتریان در کانال‌های توزیع چندگانه  مفهومی است که در صورت غافل ماندن از آن، سازمان‌ها و به‌ویژه شرکت‌های خدماتی مانند بانک‌ها در عرصه رقابت شدید امروزی و ارتباطات و تعاملات سطح بالا با مشتریان، از عرصه رقابت خارج خواهند شد. توجه به این موضوع، مدیریت تجربه‌ مشتریان را به یک مفهوم تمایزآفرین در یکپارچه سازی و هماهنگی تجارب اندوخته مشتریان در کانال های مختلف ارائه خدمات و محصولات بانکی تبدیل کرده است. پژوهش حاضر با هدف ارائه الگوی مدیریت تجربه مشتریان در کانال‌های توزیع چندگانه و در صنعت بانکداری انجام شد. این پژوهش از لحاظ هدف کاربردی است. ابزار گردآوری داده‌ها شامل مصاحبه‌های نیمه‌ساختاریافته بود و از روش تحلیل تم برای تحلیل داده‌های پژوهش استفاده شد. همچنین نرم‌افزار maxqda  برای سهولت کدگذاری و تحلیل داده‌ها مورد استفاده قرار گرفت. جامعه آماری پژوهش شامل خبرگان نظری تجربی و اساتید بازاریابی و مدیران بانکی بودند. نمونه‌گیری با استفاده از روش غیراحتمالی و به صورت هدفمند صورت گرفت و پس از انجام هفت مصاحبه، داده‌ها و کدها به حد اشباع نظری رسیده و برای اطمینان بیشتر دو مصاحبه‌ دیگر نیز انجام شد. لذا از دیدگاه نُه نفر از خبرگان استفاده شد. نتایج پژوهش نشان داد براساس مدل پژوهش عوامل سازمانی، عوامل روانشناختی و عوامل بازاریابی و ارتباطی بر پیکربندی خدمات و محصولات بانکی و کانال‌های ارائه خدمات تاثیرگذارند. مولفه‌های مذکور منجر به ایجاد تجربه مشتری شده و در نهایت تجربه مشتری پیامدهایی نظیر رضایت مشتری، وفاداری مشتری، تکرار خرید مشتری و تبلیغات دهان به دهان مشتری را ایجاد می‌نماید. همچنین عوامل محیطی و صنعت بر کل این مجموعه  تاثیرگذار بودند.

developing a customer experience management model in multichannel (case: banking industry)

aim and introduction: in today’s experience economy, businesses need to fo cus on creating memorable experiences rather than just providing services and products. building an excellent customer experience is crucial for companies in customer oriented industries. implementing unified customer experience man agement across multiple channels may seem challenging, but it is necessary to stay competitive. due to this, customer experience management has become a differentiating concept that focuses on integrating and coordinating customer experiences across various channels for providing banking services and products. therefore, the current research aims to provide a model for managing customer experience in the banking industry across multiple distribution channels.methodology: the purpose of this research is to acquire an applied developmental understanding of a specific topic. the research is qualitative in nature and implementation, utilizing the method of thematic qualitative analysis. this task involves editing and summarizing interviews, interpreting concepts and words to extract meaningful themes. to aid in the qualitative analysis, maxqda software was used. the sample population for this study consisted of theoretical and empirical experts in the fields of marketing and banking, specifically marketing professors and bank managers. the sampling method used was purposeful and non probabilistic, meaning participants were selected based on their expertise and knowledge of the topic. seven interviews were initially conducted. after reaching theoretical saturation in the data and codes, two more interviews were conducted to ensure the findings. in total, the research included the opinions of nine experts. the data collection tool used in this research was a semi structured interview, which allowed for flexibility in exploring participants’ perspectives and opinions. the thematic analysis method was employed to analyze these interviews, identifying recurring themes and patterns in the data.finding: fter conducting seven interviews, the data and codes reached theoreti cal saturation. to further ensure the reliability of the findings, two additional in terviews were also conducted. in the text extracted from the nine interviews con ducted, the process of identifying the codes in the software involved back and forth iterations and encompassed 501 coding instances. this means that, first, the primary and general concepts regarding customer experience management in multiple distribution channels were extracted by reviewing the literature on the subject. by conducting interviews and introducing new and more specific con cepts, the literature was revisited to explore the topics discussed in the interviews. with this iterative process of moving back and forth between literature and interviews, a total of 302 codes were identified. the process continued until all concepts were allocated to relevant themes. after allocating all concepts to sub themes and categorizing sub themes as main themes, the aforementioned process was reviewed several times. in fact, sub themes and main themes were refined multiple times, and in some cases, they were separated, combined, delet ed, or added. the process continued until a satisfactory thematic map of the data was obtained. this thematic map includes 125 concepts, 34 sub themes, and 8 main themes.discussion and conclusion: the present research was conducted with the aim of presenting a model for managing customer experience in multi channel distri bution channels in the banking industry. after collecting data, analyzing and in terpreting it, the model was presented, and the research findings were summa rized. according to the model mentioned in this study, organizational, psycho logical, marketing, and communication factors affect the configuration of bank ing services, products, and channels. these factors contribute to the customer experience and ultimately lead to customer satisfaction, loyalty, repurchase, and word of mouth advertising. environmental and industrial factors also have an impact on the overall situation. in the research model, novel components such as security and risk management infrastructure, customer perspective, customer engagement, service channel scope, support in service channels, customer journey mapping, and the economic function of customer experience were provided. these components have not been directly addressed or thoroughly studied in previous research.