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Abstract

With the help of advances in information technology and intensifyingcompetition on financial markets, gaining competitive advantage in the banking sector is no longer price or quality of product dependent, but rather relies on managing customer experience in all its facets and associated touchpoints. The" customer experience embodies an organic model for the customers perception and memories integrated which serve to improve the bank's image and superiority of its competitive position. In the light of the above, this research is also based on investigating customer experience in operating public banks and clarifying its impact on achieving competitive advantage by exploring the very nature of relationship between dimensions of the customer experience and that dimensions of competitive advantage, so we would provide scientific perspective to be a reference for bank management in developing their services and improving competitiveness. A sample of 163 respondents were selected and surveyed with a questionnaire as the main data collection instrument. The research examined the influence of customer experience at various touchpoints on gaining competitive advantage considering that the relationship between customer experience and gaining a competitive advantage is positive. Therefore, banks are responsible for granting best service, attempt to maintain good relationship to its customers. Statistical analysis: To analyze data, the study employed several statistical techniques including mean and standard deviation and tested correlation and effect between study variables. This research had several conclusions; we cover the main one in this case, such as there is a strong linkage between competition and customer experience. The research concluded with a number of recommendations, the most significant of which are to improve methods through which banks deliver their services so that customers feel comfortable with the process and increase the interactive and responsiveness abilities of bank employees.

Keywords

Customer experience, Competitive advantage

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