Nowadays, customer experience is considered as a critical factor in growth cycle of each business. These days only those organizations that their main focus is fulfilling customer's demands and desires with maximum quality can be succeed. The main purpose of this study is identifying and prioritizing critical success factors from perspective of bank's managers and experts. Considering these factors as key success factors can improve customer experience in banking services and help the banks to provide more favorable experience for customer .The statistical population consist of manager and customer of Refah bank in Isfahan city. Because the number of managers was limited census method has been used to select appropriate number of manager and expert. For data analyzing, Analytic Hierarchy Process (AHP) through pair-wise comparison of factors and sub-factors has been applied by using Expert Choice software. The results suggest that "behavioral experience" is the most important factor in designing customer experience. So, behavioral experience has the most influence on critical success factors at Refah bank. Cognitive aspect possesses the second priority and "affective experience" possesses the lowest priority among all the other factors. By calculating inconsistency rate of pair-wise comparison matrix, consistency of these factors is also acceptable. In addition, considering the result sub-criteria of "employees" and "service process" possess the first and second priority respectively between fourteen sub-criteria of critical success factors.

Nowadays, the importance of experiences is uncovered to any businesses especially in service offering segments. Businesses can insure success by creating optimized experiences for their customer. This article seeks to enrich the understanding of critical success factors of customer experience by providing an overview of existing CFS literature and suggesting and prioritizing the specific elements of critical success factors of customer experience in order to improve bank's services. For this purpose we conduct a survey by participation of 384 bank's customers. Analytic hierarchical process has been applied in order to determine and prioritize the critical success factors. Results suggest that from the viewpoint of customers, behavioral aspect possesses the highest priority among all the other factors and cognitive element has the second priority. Also sub-criteria comparison result indicate that sub-factors of employee, service process, speed, physical evidence, marketing mix and convenience are ranked first to sixth between other sub-factors. In addition by calculating inconsistency rate of pair-wise comparison, consistency of these factors is also acceptable.