Effects of the mediating variable of customer experience on reducing customer confusion in corporate banking: a mixed research approach

Purpose The purpose of this study is investigation corporate banking concept in banking industry becuse corporate banking focuse in meeting valuable customers need and developing suitable banking and financial solutions to respond their needs of effectively and accurately. In corporate banking, customers are provided with new financing and consulting methods. The measures considered in corporate banking are such that all the financial and banking needs in a business are provided in the form of services and products as much as possible in the best, fastest and most accurate services to help manage companies’ financial resources while improving the bank’s interactions with valuable customers. Design/methodology/approach This study was conducted using a mixed approach. The research statistical population in the qualitative part consisted of the banking managers from five public and private Iran banks in Tehran province. In the qualitative part, semistructured interviews were used to collect data. The sampling was performed using the purposeful sampling method, and the researcher reached the theoretical saturation by conducting 15 interviews. In the quantitative part, using the questionnaire and distributing it among 300 valuable customers, the required data was collected. In the qualitative part, the researcher has used the grounded theory approach of triple coding and in the quantitative part he has used the AMOS software to analyze the data. Findings After extracting the required data, the researchers presented their paradigm model in the form of 6 main dimensions and 27 subdimensions by analyzing the data and using open, axial and selective coding. The goal of corporate banking is that a company can receive all the financial services in a fast and effective way, so that instead of providing limited services to a large number of customers, leading to an increase in the bank’s costs and preventing the customization of the provide able services, they can provide their very valuable customers with extensive and special services to increase the long-term productivity of the bank, while reducing the operating costs. The result shown that consumer confusion has effect on customer experience. Research limitations/implications The final model has practical applications in the banking sector and enables banking managers to focus on creating a pleasant experience, leading them to succeeding in the strategy. Originality/value The development of a model to measure customer experience on reducing customer confusion in corporate banking is an important indicator for performance improvements in the banking industry. Another purpose of this study is to provide a paradigm model of customer experience for corporate banking customers to present a suitable model for customer experience in the banking services sector.