The banking industry is experiencing rapid and widespread changes due to advances in technology that go hand-in-hand with the customer demands for real-time, personalized and seamless banking experience. Along with this development, omni-channel orientation is becoming an inherent feature of banking services. However, its role has not yet been thoroughly understood, specifically in this context. The purpose of this study is to create in-depth understanding of how do customers experience omni-banking services and what are the key factors related to their experiences. We identify both actual critical events and imaginings, positive and negative that are related to the forming of customer experiences and suggest both theoretical and managerial implications based on the results.

中文翻译：

---

全渠道银行服务的客户体验

由于技术的进步与客户对实时，个性化和无缝银行体验的需求紧密结合，银行业正经历着迅速而广泛的变化。随着这一发展，全渠道定位正成为银行服务的固有特征。但是，它的作用还没有被完全理解，特别是在这种情况下。这项研究的目的是深入了解客户如何体验全能银行服务以及与他们的体验相关的关键因素是什么。我们确定与客户体验形成相关的实际关键事件和想象力，无论是正面的还是负面的，并根据结果提出理论和管理方面的建议。