Designing a Model Of Customer Excel-lence Process In Banking and Insurance Services Sector

Although the customer is heart of marketing and organization and despite the extensive researches in many areas of the customer، there is rare research that put the customer as an element of excellence of society، organization and cus-tomer itself. On the other hand، in spite of many organization and marketing ex-cellence models، there is lack of a model which could explain the factors influ-encing and influenced by customer excellence in an integrated way. One of the purposes of this article is to conceptualize customer excellence and the other goal is extraction of its model. The grounded theory and coding the extracted data from depth interviews was the methodology of the article. The Interviewes are academic and industry (banking and insurance) experts. Finally the para-digm model of Customer Excellence in 8 main categories and 25 sub-categories، and، 119 concepts has been classified and extracted.