Presenting a Conceptual Model of Customer Experience Management in Digital Banking with an Omnichannel Approach: A Systematic Review

Tohid  Ebrahimi; Naser Khani; Babak  Nouri Moghaddam; Mojgan  Bahrami; Abbas  Mirzaei

Authors

Tohid Ebrahimi PhD Candidate, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran Author https://orcid.org/0009-0008-8543-6204
Naser Khani PhD, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran https://orcid.org/0000-0002-0027-7048
Babak Nouri Moghaddam PhD, Department of Computer Engineering, Ard.C., Islamic Azad University, Ardabil, Iran Author https://orcid.org/0000-0001-5363-9949
Mojgan Bahrami PhD, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran Author https://orcid.org/0009-0009-6257-7300
Abbas Mirzaei PhD, Department of Computer Engineering, Ard.C., Islamic Azad University, Ardabil, Iran Author https://orcid.org/0000-0002-4476-2512

Keywords:

customer experience, e, business, electronic banking, omnichannel approach, experience management

Abstract

In recent years, customer experience, particularly with the expansion of omnichannel banking and electronic businesses, has become one of the key concepts in service management. Despite the considerable growth of research in this field, conceptual fragmentation, diversity in modeling approaches, and the absence of integrated frameworks remain major challenges. The present study aimed to systematically review and analyze the literature related to customer experience management in omnichannel electronic banking in order to identify its components, model structures, validation methods, and research gaps. This study was conducted using a systematic review method based on the PRISMA framework. Following the selection of 40 eligible articles and data extraction using Rayyan software based on 32 analytical questions, the data were examined through thematic analysis. The results indicated that customer experience is a multidimensional concept encompassing cognitive, emotional, behavioral, sensory, and relational dimensions. Components such as electronic service quality, security and privacy, ease of use, personalization, trust, and digital interaction quality were identified as its main drivers. However, most existing models are linear and sequential and conceptualize customer experience as a mediating variable between technological factors and behavioral outcomes. Furthermore, insufficient attention has been given to the integration of digital channels and the managerial mechanisms required to coordinate them.

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