Design and Validation of Smart Customer Experience in Agricultural Bank of Khorasan Razavi Province with a Mixed-methods Approach
Journal Title: System Engineering and Productivity - Year 2025, Vol 5, Issue 1
Abstract
This article examines and designs the smart customer experience at the Agricultural Bank of Khorasan Razavi Province. The research is applied in purpose and descriptive in method, conducted with a mixed approach. The study consists of two phases: qualitative and quantitative. Two statistical populations were involved: experts, as well as managers and employees of the Agricultural Bank. In the qualitative phase, 12 experts were selected, and in the fuzzy Delphi section, 40 experts were chosen using purposive sampling. In the model testing section, 290 employees and managers of the bank participated. In the qualitative phase, through interviews with 12 experts, key components of the smart customer experience were identified, resulting in 54 open codes. These codes were then organized into 12 subcategories and 5 main categories. The main categories included experience derived from personalization and prediction, interaction, intelligent support, security and privacy, and a sense of safety and pleasantness. In the quantitative phase, the results from the qualitative phase were confirmed using fuzzy Delphi and first- and second-order confirmatory factor analysis. These categories were presented in a questionnaire to 290 employees and managers of the bank, and the final model was evaluated. Findings showed that factors like prediction, proactivity, data analysis, transparency, and accessibility significantly impact customer experience, while autonomy, satisfaction, and pleasure have moderate effects. The research results can serve as a valuable guide for improving smart banking services and enhancing customer satisfaction and loyalty.
Authors and Affiliations
Ghadami Gholsheikh, N. Sanavi Garousiyan, V. Hosseinzadeh, A.
Keywords
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- EP ID EP768227
- DOI 10.22034/sep.2025.2049020.1244
- Views 4
- Downloads 0
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