Document Type : Original Research Manuscripts


1 Phd candidate, Semnan Branch, Islamic Azad University, Semnan , Iran.

2 Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran

3 Associate Prof. and Chairman, Entrepreneurship and Commercialization Research Center, Semnan Branch, Islamic Azad University



This research provides a data-driven model of electronic banking customer experience using digital marketing knowledge. The study is applied-developmental research, and it is a cross-sectional survey research. A semi-structured interview and a Likert scale questionnaire were used to collect data. The statistical population in the qualitative section includes banking industry experts. Using targeted method, 15 experts participated in this section. The statistical population is one million people (active customers of electronic banking) and the sample was calculated based on the Cochran table of 384 people. To analyze the data in the qualitative part, the foundation data analysis method was used in MAXQDA, and for the validation and presentation of the final model, the structural equation modeling method and SMARTPLS software were used. Based on the designed model, 6 categories for causal factors (proper decision-making, time management, digitalization effects, cost management, business trends, and relationship management), 2 categories for background conditions (banking industry and digital economy), 2 categories for intervening conditions (individual factors and environmental factors), 4 categories for strategy (digital tools, trust building and training, digital differentiation and digital platform), 3 categories for outcomes (prosperity of the banking industry, customer satisfaction, and economic productivity) became. Banks are an important pillar of the economy and the strategies they adopt will affect the recovery of the economy after the pandemic. Digitization is one of the important options for banks in order to provide the best and most reliable solutions to customers in their current business with the bank.


Main Subjects

  1. Akhter, A., Jannat, S., Fakir, J., & Das, P. (2022). Analyzing The Applications of Social Media Marketing On Banking Sector: A Research On Barishal City. International Journal of Business and Management Invention (IJBMI), 10, 1-9.
  2. Barreda, A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600-609.
  3. Chang, G. (2021). Relationship between E-marketing Mix Strategy and Integrated Marketing Communication: A Conceptual Framework. International Journal of Managerial Studies and Research (IJMSR), 9 (10), 37-46.
  4. Dhoot, A., Nazarov, A.N., Koupaei, A.N.A. (2020). A security risk model for online banking system. Systems of Signals Generating and Processing in the Field of on-Board Communications, 1– 4.
  5. Dwivedi, Y. Ismagilova, E. Hughes, L. (2022). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 1-20.
  6. Elnahass, M. Vu Quang, T. Teng, L. (2021). Global Banking Stability in the Shadow of Covid-19 Outbreak. Journal of International Financial Markets, Institutions and Money 72: 101322.
  7. Fan, J., Su, J. & Sindakis, S. (2023). Customer Need Knowledge Facilitates Market Opportunity Recognition through Absorptive Capacity and Technological Knowledge: Evidence from the IT Sector in China. J Knowl Econ.
  8. Fischer, L., & Maas, P. (2019). Beyond Competition–How Cooperation Fosters Customer Experience in Service Industries. In Kooperative Dienstleistungen, Springer Gabler, Wiesbaden. 477-504.
  9. France, C., Grace, D., Merrilees, B., & Miller, D. (2018). Customer brand co-creation behavior: conceptualization and empirical validation. Marketing intelligence & planning, 36(3), 334-348.
  10. Hailu, A. D., Workneh, B. D., & Kahissay, M. H. (2021). Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design. BMC Public Health, 21(1), 1-15.
  11. Hakimi, H., Divandari, A., Kimasi, M., & Haghigi, M. (2018). Providing a model of the formation of retail banking customers' experience through factors under the organization's management with an interpretative structural modeling approach. Business Management Quarterly, 11(3), pp. 565-584. [in Persian]
  12. Hammood, W. A., Arshah, R. A., Asmara, S. M., & Hammood, O. A. (2021, August). User Authentication Model based on Mobile Phone IMEI Number: A Proposed Method Application for Online Banking System. In 2021 International Conference on Software Engineering & Computer Systems and 4th International Conference on Computational Science and Information Management (ICSECS-ICOCSIM) (pp. 411-416). IEEE.
  13. Hodgkinson, I. R., Jackson, T. W., & West, A. A. (2021). Customer experience management: asking the right questions. Journal of Business Strategy, 43(2), 105-114.
  14. Ibáñez-Sánchez, S., Orus, C., & Flavian, C. (2022). Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory. Psychology & Marketing, 39(3), 559– 578.
  15. Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22, 1203-1226.
  16. Jin, S. Y., & Xia, Y. (2022). CEV Framework: A central bank digital currency evaluation and verification framework with a focus on consensus algorithms and operating architectures. IEEE Access, 10, 63698-63714.
  17. Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), 21-56.
  18. Karimi, A., Shami Zanjani, M., Kimasi, M., & Hassanzadeh, A. (2021). Designing a framework to enhance digital customer experience in internet banking. Business Management Perspectives, 73: 36-56. [in Persian]
  19. Kasri, R. A., Indrastomo, B. S., Hendranastiti, N. D., & Prasetyo, M. B. (2022). Digital payment and banking stability in emerging economy with dual banking system. Heliyon, 8(11).
  20. Malhotra, P., & Bhattacharyya, S. (2022). Leveraging cofollowership patterns on social media to identify brand alliance opportunities. Journal of Marketing, 86(4), 17-36.
  21. Molinillo, S., Aguilar-Illescas, R., Anaya-Sanchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842.
  22. Molla, B. A., Molla, M. R., Hoque, S. A., Ray, A., & Mia, M. M. (2022). Analyzing the uses of different types of digital marketing tools of bank: a study on a commercial bank LTD. American International Journal of Multidisciplinary Scientific Research, 12(1), 25-36.
  23. Nasehifar, V., Dehdashti Shahrokh, Z., Mohammadian, M., & Allahverdi, M. (2021). Multilevel model of customer experience management in electronic banking services. Modern Marketing Research Quarterly, 40: 1-26. [in Persian]
  24. Pozharliev, R., Rossi, D., & De Angelis, M. (2022). A picture says more than a thousand words: Using consumer neuroscience to study Instagram users' responses to influencer advertising. Psychology & Marketing, 39(7), 1336– 1349.
  25. Saini, S., & Singh, J. (2019). Cultivating Emotional Branding Through Customer Experience Management: From the Holistic Experience Perspective. In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, IGI Global, 1346-1361).
  26. Yang, T., Zhang, J., Wang, L., & Zhang, J. (2022). A novel customer-oriented recommendation system for paid knowledge products. Journal of Systems Science and Systems Engineering, 31(5), 515-533.
  27. Yu, S., Jiang, Z., Chen, D. D., Feng, S., Li, D., Liu, Q., & Yi, J. (2021, August). Leveraging tripartite interaction information from live stream e-commerce for improving product recommendation. In Proceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining (pp. 3886-3894).
  28. Zheng, C., & Zhang, J. (2021). The impact of COVID-19 on the efficiency of microfinance institutions. International Review of Economics & Finance, 71, 407-423.