Effect of perceptual factors and factors expected, based on customer experience management (a case study of the banking industry)

The purpose of this research is to investigate the effect of anticipation factors, perceptual factors and expected factors on customer experience management in banking services. The research method used in this research is quantitative. The technique used to collect the data is a fieldwork method and a tool for collecting data from a researcher-made questionnaire. validity of the questionnaire was determined by Qualified professors and its reliability was obtained using Cornbrash's alpha of 90%. Data is based on a sample of customers from Kermanshah Maskan Bank; 384 people Were selected using Cochran's formula for unknown societies. Data analysis was done using SPSS and Amos software. The results of data analysis indicate that expectant factors have a 43% impact on customer experience management; perceptual factors have a 51% impact on customer experience management and ultimately care factors hav a 38% impact on customer experience management.