Investigating the Influential Factors on Customer Experience Management on Bank Indicators (Case Study of Maskan Bank of Kermanshah City)

Nowadays, the term "customer experience" has become one of the commonly used words in business literature, and many companies aim at improving it, gaining competitive advantage over their other competitors. The purpose of this research is to investigate the factors affecting the management of customer experience in banking services. The research method used in this research is quantitative. The technique used to collect data was fieldwork and tools used for data collection by a researcher-made questionnaire whose validity confirmed by professors and its reliability was obtained using Cranach's alpha of 90%. A sample of customers from Kermanshah Maskan Bank selected and 384 people selected using Cochran's formula for unknown societies. Data analysis done using Spss and Amos software. The results of data analysis indicate that the association of ads with 95% effect on expected factors, brand promises having a 90% effect on expected factors, oral recommendations having an effect of 65% on expected factors, human factors having a 84% effect on perceptual factors, factors The structure has a 68% impact on perceptual factors, physical factors have an impact of 97% on perceptual factors, support has a 42% effect on care factors, problem solving has a 37% effect on care factors, customer care has a 39% impact on care factors, factors Expectancy has a 43% impact on customer experience management, perceptual factors having a 51% impact on management Customer experience and ultimately care factors have a 38% impact on customer experience management.