Factors that Determine Customer Experience: The Case of Digital Banking Services in Honduras
DOI:
https://doi.org/10.52547/ijimes.2.2.1DOR:
https://dorl.net/dor/20.1001.1.27832678.2022.2.2.1.0Keywords:
Customer Experience, Customer Satisfaction, Loyalty, NPS, BanksAbstract
Purpose: The purpose of this research is to analyze the determinants of customer experience of digital banking services and its impact on customer satisfaction, loyalty and net promoter score.
Methodology: A measurement scale with 37 items was applied to a sample of 734 customers. For the analysis of the results, multivariate techniques such as: correlation analysis, structural equation modeling and 1-factor ANOVA were used to test the research hypotheses
Findings: There is a positive relationship between customer experience, satisfaction and loyalty, but these relationships do not support the net promoter score.
Originality/Value: Customer experience is critical for companies to extend their life cycle and thereby maximize their revenue and competitiveness in the marketplace. A poor customer experience leads to negative organizational outcomes and sometimes to eminent bankruptcy.
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