(Determination of the Factors Affecting the Omnichannel Experience with the AHP Method: A Study for the Banking Sector)

Abstract

Purpose – Identifying the factors affecting the omnichannel experience in the banking sector improves the customer experience. And this is great importance in creating customer satisfaction and loyalty by improving the experience of customers. The aim of this study is to determine the importance of factors that affecting the omnichannel experience in the banking sector. Design/methodology/approach – In this study; firstly the dimensions that affect the omnichannel experience obtained from literature review were determined and then the significance levels of these dimensions in the omnchannel experience were determined with Analytical Hierarchy Process (AHP) approach. Pairwise comparisons survey was applied to 33 experts who works at different banks in Turkey. The data were analyzed with Super Decision 2.10 program. Findings – According to the experts' opinion, the most important factor affecting the omnichannel experience in the banking sector is the utilitarian value and the least important factor is personalization. Discussion – Customers want to obtain benefits such as accurate information about products and services and comparing their prices in their purchasing decision processes. Therefore, utilitarian value ranks first among the factors affecting the omnichannel experience. According to expert opinions, the personalization criterion has relatively a low level of importance. Because banking transactions involve high risk, customers place more emphasis on utilitarian value and security rather than offering personalized products and services.