Analytical Framework for Legal Customer Experience in the Banking Industry: Exploring Requirements, Limitations, and Customer Identification Factors

Document Type : Original Article

Authors
Elaheh baghani 1
shaban elahi 2
Alireza Hasanzadeh 3
Ali Rajabzadeh Ghatari 4
1 Ph.D. Candidate, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
2 Associate Prof., Department of Management, Faculty of Administrative and Economic Sciences, Vali-Asr University of Rafsanjan, Rafsanjan, Iran
3 Prof., Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
4 Prof., Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
10.22034/aimj.2025.498191.1623
Abstract
The banking industry has always been considered as one of the information technology-based industries. The events of recent years, including the Corona pandemic and the emergence of digital transformation and transformative technologies, along with the importance of the customer's position in various industries, have made organizations, including the banking industry, aware of the need to extract value from data and identify customers more accurately for critical and real-time decision-making and gaining a competitive advantage. In the meantime, legal customers have not been the focus of research in this field for various reasons, such as their lower number compared to real customers, different transactional and perceptual behavior, and inherent complexities. Therefore, the purpose of the present study is to design a framework to identify the requirements and limitations of the banking industry in the field of legal customers and the factors affecting the improvement of the customer experience in this field. This research was applied and qualitative in terms of purpose. The statistical population included experts in the banking field and in interaction with legal customers or legal customer data, and the statistical sample was selected purposefully and theoretical saturation was achieved with 12 people. The data collection tool was a semi-structured interview with experts. It is worth noting that the design of interview questions was based on a systematic review of the research area.

Keywords

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  • Receive Date 05 January 2025
  • Revise Date 12 March 2025
  • Accept Date 13 March 2025