An Optimal Model of Banking Services with the Customer Experience Approach based on the grounded theory

The experience of receiving desirable banking services can have a significant psychological and behavioral impact on customers. The present study was aimed to design a desirable model of banking services based on customer experience using the grounded theory. Methodology: The present research is applied in terms of purpose, descriptive- survey in terms of data collection method and a qualitative research based on the data nature. The study was conducted using the Strauss and Corbin’s theory [1]. The statistical population included Shahr Bank customers and the statistical sample was 20 customers using Shahr Bank services who were selected using purposeful sampling method. The instrument of study was an open-ended questionnaire based on open interview protocols. SPSS statistical software was used for descriptive analysis and chart plotting. In the grounded theory section, Atlas.TI software was used. Results: The results of the analysis of research findings led to the design of an optimal model of banking services based on customer experience using the grounded theory, in which the concepts and categories of the optimal model of banking services based on customer experience in Shahr Bank, including 230 codes, 63 concepts and 15 core categories were identified. The causal conditions include 4 categories; context 2 categories; strategies 2 categories; intervening conditions 3 categories and consequences include 4 core categories. Conclusion: The present study indicated the complexity of the components of the optimal model of banking services based on customer experience in Shahr Bank. However, the conceptual model enables the managers to make appropriate executive decisions.