Abstract:

The aim of this study is to study the work on the customer experience in banking over the past 30 years through the bibliometric analysis method, to identify the word-based sets of customer experience in banking and the sub-elements of these sets, the main topics addressed and the formed relations networks. Method - The data required for bibliometric analysis was obtained by selecting the keyword "customer experience - banking" from the WOS database on 29-30 March 2021. The bibliometric analysis was carried out through 293 articles in the WOS database during the period covering the years 1991-2020 and obtained by entering relevant keywords. Bibliometric analysis was carried out by the method of co-evolution and the Vosviewer program was used in the study for analysis. Results - The bibliometric analysis conducted found that the number of articles increased dramatically, especially in 2016 and afterwards, and that the magazines in which the articles were published focused mainly on the business and economy. In addition, 8 group and word-based relationship networks with 40 sub-elements have been identified within the relevant keyword. The found groups are named accordingly; customer justice and protection, technology adaptation, value-focused commitment, experience feeling, service perception, brand focus, service climate and customer structure. When customer experience focused on the analysis of network relationships, the banking sector, the protection of the number of customers, customer satisfaction, the quality of the relationship, the quality of the service, the value of the customer, WOM and other topics have been found to be topics in the relationship network. In today’s intense competitive environment, it is important for every bank to win customers and keep them getting in the long run. In order to have a sustainable competitive advantage, banks must manage the customer experience and stand out by differentiating at this point. This study has theoretically significant results in terms of the development of the customer experience in the banking sector and in terms of the practical issues that the banks need to address.