Explaining the dimensions and components of the customer experience management model in the mobile banking industry

The main purpose of this research is to explain and examine the dimensions and components of the customer experience management model in the mobile banking industry.

The nature of this research is applied with a quantitative approach and a descriptive-survey strategy. The statistical population includes people who are beneficiaries of mobile banking services. The sample size is 384 people, determined by the Morgan and Karjesi tables, which were randomly selected and distributed among them using a researcher-made questionnaire, and finally 362 samples after screening the data for analysis with the variance-based structural equation modeling method and software. Smart PLS3.2 is used.

The results of the reliability and convergent and divergent validity of the research model in the evaluation of value, cognitive, motivational, physical, behavioral and communication dimensions have a favorable condition and the whole model is explained in a suitable way and the fit index of the model is confirmed.

The findings of the research show that the value, cognitive, motivational, physical, behavioral and communication dimensions can be an effective component in the customer's experience, but the sensory dimension cannot be a suitable component for the customer's experience in the field of mobile banking.