Developing a Model of Customer Experience Touch Points during Banking Customer Journey

Nowadays, the customer determines the exchange conditions. Therefore, the use of traditional methods of service delivery can’t ensure obtaining the competitive advantage for the service providers. Customer satisfaction is not limited to the time of service delivery but customer experience encountering all parts of the organization plays a crucial role during customer journey. This study aims at developing a customer experience touch point’s model during the customer journey. The data were collected through semi-structured interview using a sequential incident technique with the bank customers. A thematic analysis was applied to identify the dimensions of customer experience touch points. The results revealed five dimensions of customer experience touch points including people, process, communication, technology, physical environment. The most significant dimension in creating customer experience in banking service is recognized as people dimension. The banking managers can carefully review the strengths and weaknesses in their organizations and properly allocate resources to improve the weaknesses and develop the strengths.