Concept of Online Customers Experience in Digital Banking

  • Assoc. Prof. Dr. Dijana Medenica Mitrović Faculty for Business Management, Maršala Tita 8, 85000 Bar, Montenegro
  • Milica Raičević, MSc. Mediterranean University, Faculty of Economics and Business, Josipa Broza bb, 81000 Podgorica, Montenegro
Keywords: customer, banking sector, digital banking, online customer, customer experience, multichannel interaction


Banking operations are increasingly moving from traditional to digital. Special attention of the paper is drawn to the concept of online customer experience. Montenegrin banking sector and customers are not lagging behind the world trends, so the focus of the practical part of research is, through a specially designed questionnaire, online customer experiences, in the opinion of the customers of the bank is ready to provide excellence in the online environment. The aim of this paper is to gain insight into the basic concepts of online customer experiences, which models are used, what are the constraints, and where the areas for improvement are.


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How to Cite
Medenica Mitrović, D. and Raičević, M. (2020) “Concept of Online Customers Experience in Digital Banking”, Mednarodno inovativno poslovanje = Journal of Innovative Business and Management, 12(2), pp. 79-86. doi: 10.32015/JIBM.2020.
Original article