Designing a Customer Experience Management Model in the Banking System Using Thematic Analysis and Model Explanation with Data Mining Approach

Document Type : Research Paper

Authors

1 Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran

2 Management, Economics and Management, Azad university, Tabriz, Iran

3 Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

10.34785/J018.2019.272

Abstract

The purpose of this study was to identify a model for identifying the factors required by customers and the tools used by banks to provide them. This study is applied in terms of purpose and exploratory in method. The data were collected through exploratory interviews and participatory observation from national specialized agricultural banks of Tabriz and Sanandaj during one month. The interviewees were fixed clients as well as bank employees and managers. Rapid Miner data mining software was used to perform classification and decision tree operation. The results of this research ultimately apply the main and secondary factors to achieve the type of customer experience. Customer requests from banks include 4 main themes and 10 sub themes and banks tools for answering these requests include 5 main themes and 7 sub themes and apply the main and sub factors to 6000 customers.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 2
January 2019
Pages 248-269

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