نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
Nowadays, social responsibility is an important issue for most organizations, especially the banking system and their managers. On the other hand, in the last decade, the banking industry, like other industries in the world, has witnessed an increase in competition, so banks adopted strategies such as customer experience management and comprehensive banking to increase their resilience. In this regard, in the past few years, the implementation of strategies such as customer experience management approach and comprehensive banking has been one of the favorite strategies of banks. This research, which aims to explain the implementation model of customer experience management based on the comprehensive banking approach By Emphasizing the Social Responsibility, is an applied research in terms of purpose and a descriptive and survey research in terms of data collection. In this regard, after reviewing the theoretical literature and research background, the paradigmatic model of customer experience, which is the result of the qualitative part, was chosen as a theoretical framework. Research data was collected using a researcher-made questionnaire from a sample of 391 customers of Refah Kargaran Bank in Tehran. The method of data analysis is structural equation modeling implemented with AMOS software. The findings showed that causal conditions such as human resource empowerment, innovation and development with a regression coefficient of 0.44 have a positive and significant effect on customer experience based on comprehensive banking approach. On the other hand, customer experience based on comprehensive banking, which itself consists of four dimensions of banking services, human relations, physical environment and digital environment, with a regression coefficient of 0.83, as well as background factors that include Islamic banking, economic situation and banking laws with a regression coefficient 0.38 have a positive and significant effect on strategies. But intervening factors with dimensions such as competition in the banking industry, economic and banking sanctions and the development of emerging technologies (cryptocurrencies and fintechs) have a negative and significant effect on strategies with a regression coefficient of -0.21. Finally, the proposed strategies for four groups of comprehensive banking customers with a regression coefficient of 0.80 have a positive and significant effect on the consequences, which include human, organizational and financial consequences.
کلیدواژهها English
