A Nethnography Study to Identify the Underlying Dimensions of Customer Experience in the Banking Industry

Document Type : Research Paper

Authors

1 Prof. in Business Management, University of Tehran, Tehran, Iran

2 Assistant Prof. in MBA, Faculty of Management, Tehran University, Tehran, Iran

3 Ph.D. Candidate in Marketing Management, Tehran University, Tehran, Iran

Abstract

In recent Marketing Researches it has seen a strong Trend to understand the organization customer experience. The purpose of this research is to gain understanding of this in the banking industry using the Netnography qualitative Methodology. Nethnography qualitative Methodology is a kind of Ethnographic Methodology using the growing potential of the Internet and social networks that is useful for understanding the organizational customers' opinions. It hasn’t been done many researches with this Method. This study examined the opinions of social networks users of Iranian banks such as Facebook and LinkedIn and analysed the customer experiences in this industry and extracted categories covering: information and communication, training, facilities, customer-orientation, brand, speed, service quality and innovation. Finally, this study provides some suggestions for banks.

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Main Subjects

References

 
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Journal of Business Management
Volume 9, Issue 2
2017
Pages 259-270

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