Quarterly Journal of Social Development (Previously Human Development)

Quarterly Journal of Social Development (Previously Human Development)

Testing the Paradigmatic Model of Customer Experience in Universal Banking Approach by Emphasizing the Social Responsibility (Evidence from Refah Kargaran Bank)

Document Type : Research Paper

Authors
amin seif 1
leila andervazh 2
ebrahim albo naiemi 2
1 Ph.D. candidate of Marketing, Department of Business Administration, Roudhen Branch, Islamic Azad University, Roudhen, Iran.
2 Assistant Professor, Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran
10.22055/qjsd.2025.44958.2874
Abstract
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.
Keywords
Customer Experience Management
Comprehensive Banking
Social Responsibility
Refah Kargaran Bank
Subjects
Abadi, M., Saeednia, H., and Khorshidi, A. (2021). “Presenting a Model of Customer Experience Management in Mobile Banking Industry for Commercial Banks Customers in Dubai”, Journal of Optimization in Industrial Engineering, 14(2), 9. (Persian).
Amuyan, H. (2013). Investigating the effects of customer experience management on service quality in Sanandaj banks, Master's thesis, Islamic Azad University, Sanandaj branch. (Persian).
Bagheri Nasab, M., Divandari, A., and Khanleri, A. (2014). Investigating factors affecting customer experience in banks and its impact on brand value (case study of Parsian Bank). (Persian)
Becker, L., and Jaakkola, E. (2020). “Customer experience: fundamental premises and implications for research”, Journal of the Academy of Marketing Science, pp. 1-19.
Bick, G., Abratt, R., and Moller, D. (2010). “Customer service expectations in retail banking in Africa”, South African Journal of Business Management, Vol. 41 No. 2, pp. 13-28.
Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies, 2nd ed., Elsevier Linacre House, Jordan Hill.
Bonin, H. (2009). “Fashion trends in banking business models since the 1850s”, Business and Economic History On-Line. 7: 1-24.
Clemes, M.D., Gan, C., and Zheng, L.Y. (2019). “Customer switching behavior in the New Zealand banking industry”, Banks and Bank Systems, Vol. 2 No. 4, pp. 50-62.
Davis, K., & Freedrick, C. W., (1984). Business & Society. NewYork, Mc Graw Hill
De-Keyser, D. (2018). “Towards the ‘perfect’ customer experience”, Journal of Brand Management, Vol. 15 No. 2, pp. 89-101.
Electronic banking news base, (2019). http://ebinews.com. (Persian).
Forsyth, D. j., & Verdier D. (2003). The Origins of National Financial Systems, Alexander Greschenkron reconsidered. London-New York: Routledge.
Heshmati, A., Saidnia, H. R., and Badiezadeh, A. (2019). “Designing a customer experience management model for banking services”, Scientific Journal of Business Management Explorations, 11(21), 22. (Persian)
Hong, T. (2018). Customer Experience as a Competitive Differentiator in Subscription Services–Thinking beyond the Paywall, Thesis, Helsinki Metropolia University of Applied Sciences, Helsinki Metropolia University, 5 May.
Kajetan, C. (2018). “Digital banking, customer experience and bank financial performance: UK customers”, perceptions, International Journal of Bank Marketing, Vol. 36 No. 2, pp. 230-255.
Kavitha, S. and Haritha, P. (2018). “A study on customer experience and its relationship with repurchase intention among telecom subscribers in Coimbatore district”, International Journal of Management Studies, Vol. 5 No. 3, pp. 83-91.
Kosarifar, A., and Zargar, M. J. (2015). Investigating the relationship between customer experience on brand loyalty and word-of-mouth advertising regarding the mediating role of customer satisfaction (a case study of Khorasan Razavi Melli Bank branches). Management and Accounting Quarterly 2(3): 12. (Persian).
Mehrabkhani, Y., Rojue, M., and Ghayor, S. M. (2017). Investigating the effect of customer experience management on repurchase intention with the mediator role of satisfaction and trust (case study: customers of Internet service providers in Mashhad). Faculty of Literature and Humanities, Imam Reza International University. Dissertation of Master's course in marketing business management. (Persian).
Mohammadzadeh, N., Davudi, A.F. and Sanae, M. (2015). Identifying factors affecting customer experience management in Bank Mellat with an emphasis on comprehensive banking. Faculty of Humanities. Shahrood, Shahrood University of Science and Research. Master's thesis. (Persian).
Omoregie, O.K., Addae, J.A., Coffie, S. and Offori, K.S. (2019). “Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry”, International Journal ofBank Marketing, Vol. 37 No. 3. pp. 798-820.
Rooney, T., Krolikowska, E. and Bruce, H. (2020). “Rethinking relationship marketing as consumer led and technology driven: propositions for research and practice”, Journal of Relationship Marketing, Vol. 19 No. 2, pp. 1-16.
Saunders, A., & Walter, I. (1994). Universal banking in the United States, What could we gain? What could we lose? New York- Oxford: Oxford University Press.
Shin, J. W. (2021). “Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea”, Social Behavior and Personality: an international journal, 49(2), 1-18.
Schmitt, B.H. (2013). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers, Wiley, New York.
Suvarchala, A., and Narasimha, N. (2018). “An empirical study of customer experience management in state bank of India and housing development finance corporation bank”, Journal of Business and Management, Vol. 20 No. 9, pp. 1-07.
Teixeira, J., Patrıcio, L., Nunes, N., Fisk, R., and Constantine, R. (2019). “Customer experience modeling: from customer experience to service design”, Journal of Service Management, Vol. 23 No. 3, pp. 362-376.
Quarterly Journal of Social Development (Previously Human Development)
Volume 18, Issue 2 - Serial Number 70
Vol. 18, No. 2, Winter 2023
Winter 2023
Pages 322-326