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Morteza Biabani, Farshad Motalebi, Seyed Mousa Mohammadi & Mohsen Davoudi Monfared

The Application of Customer Experience Management in Agriculture Bank of Iran
Necessities and Requirements

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Abstract

This article examined the role of customer experience management as a new method in understanding the customer satisfaction. This descriptive-analytic survey made use of library and documentary methods in order to examine the customer experience management in banks. Then, the determinants of customer experience and its role in customer loyalty was investigated. The conceptual model of this study indicated that there was a significant relationship between components of customer experience management (functional, humanic and mechanic components) and customer loyalty. Once such a useful link is established, one may argue that it will be easier to win the customers back to the bank and achieve the bank profitability. In sum, it can be stated that customer experience management provides some new features and platforms for economic firms so that they may maintain their customers and win their loyalty.

Keywords : bank, customer, customer experience management, customer loyalty, customer satisfaction

To cite this article

Morteza Biabani, Farshad Motalebi, Seyed Mousa Mohammadi & Mohsen Davoudi Monfared, «The Application of Customer Experience Management in Agriculture Bank of Iran», Bulletin de la Société Royale des Sciences de Liège [En ligne], Volume 86 - Année 2017, Special issue, 559 - 568 URL : https://popups.uliege.be:443/0037-9565/index.php?id=6895.

About: Morteza Biabani

Department of Management, Tafresh Branch, Islamic Azad University, Tafresh, Iran

About: Farshad Motalebi

Department of Management, Tafresh Branch, Islamic Azad University, Tafresh, Iran, adad7_f@yahoo.com

About: Seyed Mousa Mohammadi

Department of Accounting, Tafresh Branch, Islamic Azad University, Tafresh, Iran

About: Mohsen Davoudi Monfared

Department of Basic Sciences, Tafresh Branch, Islamic Azad University, Tafresh, Iran