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USER EXPERIENCE ANALYSIS METHOD FOR CREATING NEW BANKING SERVICES: HOW TO TURN YOUR EMPLOYEE FEED BACK TO DISRUPTIVE GAIN/ZIRAAT BANK MODEL

Abstract

Research has showed that employee feedbacks are a useful way to obtain and utilize employees’ creative ideas. To be effective, employees must be motivated to think creatively and express opinions. Nowadays user behaviors are shaping the needs of change to a large extent. Ä°t is beneficial to provide satisfaction of employees who play a bridge role with external customers for businesses. Businesses that take this innovation into account can gain various utilities. One of the most well-known utility is to make users feel valuable; reduce the duration of learning and acceptance of work. Ä°n this paper, it will be explained how the employees’ opinions are analyzed and how the new business processes are redesigned with a new innovative way. User experience analyses offer that: “don’t be afraid of digital technologies; just start from a simple solution that will enrich your customer experiences and match their needs. Iterate and move forward step-by-step by implementing new solutions”. This study aims to measure the user experience satisfaction level in Ziraat Bank for interface of core banking software. Ä°t is examines the 11 factors of customer experience and identifies their impact on customer satisfaction. Data were collected from 376 users. Wilcoxon signed-rank, paired t tests are applied to identify the relationship between 11 experience factors and demographics of respondents. By this reliable and valid scale, bank managers can identify the current and expected experiences of the customers/employees and can build up effective strategies for the utmost satisfaction of the customers/employees.

ILKER MET, AYFER ERKOÇ and ERTUGRUL UMUT UYSAL

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