Abstract
Customer experience is one of the most important factors that maintains the customer for banks and turns him into a loyal customer in the competitive marketplace conditions. This concept includes any type of interaction, feelings, perceptions, reactions, thoughts and other related cases from customers about the organization especially in the circumstance of service organization. In this study, 7 factors were identified as key determinants or constructs in the customer experience that according to the methodology of use the technique of fuzzy dematel, the most influential factor is the diversity of services and facilities provided in the bank. Other affecting factors include staff and managers of banks dealing with customers and quickness and easiness of using the bank's services. The factors that are affected are the communication system with the customers in the bank, services environment in bank and advertising as well as the bank's reputation. According to the results, the most influential factor in the customer experience of the bank services is in fact the diversity of services and facilities provided by the bank and how the bank directors and staff deal with customers indicating that for customers the main services of bank and how the staff deal with them is very important and these two factors should be focused to increase better experience of customers.
Highlights
In today's competitive world that customer is the prerequisite for survival, growth and development of any organization, special attention to customers and the key factors that will keep them has a very vital role
In the previous literature lots of studies have been done about customer satisfaction, but in this research we will study a step beyond customer satisfaction
Key factors affecting the customer experience at the Bank were classified in seven factors and by use of the experts' opinion and use of fuzzy dematel techniques, the impact of each of these factors and how much they are affected as wellas their significance were determined
Summary
In today's competitive world that customer is the prerequisite for survival, growth and development of any organization, special attention to customers and the key factors that will keep them has a very vital role. There are several definitions about the customer experience, but all agree that the customer experience should include the interaction between people, processes or system of organization. Customer experience is a set of all customer interactions with products, services and people who are related to an organization with a particular brand. Customer always have a real experience of the organization in mind (Mascarnehas et al, 2006); as well as an attitude and a feeling and symbolic mode that creates by marketer and customer in meaningful, worth mentioning and pleasant modes that this experience can be created as touchable or untouchable one (voss et al, 2007). Customer experience is known as perception or feeling of a service that the customer gets away from it, or is faced with it (Carbon & Hakl, 1994)
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