The paradigmatic model of Islamic banking customer experience based on comprehensive banking approach

Extensive global changes in the banking services sector have led to increased competition in this industry. On the other hand, reputable banks in the world use a comprehensive banking strategy to deal with these competitive pressures. In Iran, where banks have been run based on the Islamic banking model for years, they have turned to different marketing strategies, including customer experience management, to compete with each other. The current research aims to present a paradigmatic model of the experience of Islamic banking customers based on the comprehensive banking approach, using the systematic approach of the foundation's data theory. The research method of this article is qualitative-exploratory and with the foundation's data paradigm approach. In order to collect data, a semi-structured interview was used according to the paradigm model. Sampling was done by targeted and snowball method, which was done with the opinions of 23 banking industry experts. The findings obtained during the process of open, central and selective coding, including causal, contextual, interventional factors, strategies and consequences, led to the identification and classification of 6 main structures, 20 categories and 68 subcategories. The findings showed that three main factors, including employee empowerment, innovation and development, have an impact on the experience of customers in Islamic banking. The strategies identified in this research are defined in four groups for retail, exclusive, corporate and investment customers. Finally, the consequences of Islamic banking customers' experience are divided into three human, organizational and financial groups based on the comprehensive banking approach.