Concept of Online Customers Experience in Digital Banking

Dijana Medenica Mitrović; Milica Raičević

doi:10.32015/JIBM.2020.12.2.8.79-86

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

DOI: https://doi.org/10.32015/JIBM.2020.12.2.8.79-86

Keywords: customer, banking sector, digital banking, online customer, customer experience, multichannel interaction

Abstract

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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