Customer experience strategy : the role of emotional satisfaction in service encounters - a survey of First National Bank customers.
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Date
2006
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Abstract
This study has empirically analyzed the significance of emotional satisfaction in the
financial service encounters. The specific focus of this study is around finding out if the
relationship between emotional satisfaction and the following important concepts exists
i.e. service quality, customer loyalty and relationship quality. Furthermore, the study
seeks to clarify the role of emotional satisfaction in predicting customer loyalty and
relationship quality. The relationship between emotional satisfaction, service quality,
customer loyalty, and relationship quality as a context, was utilized, as well as data from
a sample survey of 1,261 Inland West First National Retail Bank customers.
The aim of this study is to establish using probable sampling technique if there are merits
in support of customer experience strategic choice within retail banking sector. A survey
approach has considerable ability in generating answers to business questions such as the
what? why? and how? through use of questionnaires. Interviews will also be conducted as
part of the greater FNB survey.
The results showed that service quality is positively associated with emotional
satisfaction, which is positively associated with both customer loyalty and relationship
quality. In addition, customer's feelings of enjoyment proved a best predictor of customer
loyalty, while feelings of happiness served as the best predictor of relationship quality.
The findings of the survey imply the need for a FNB to strategically leverage of the key
antecedents of customer loyalty and relationship quality in its pursuit of customer
retention and long-term profitability
Description
Thesis (MBA)-University of KwaZulu-Natal, Westville, 2006.
Keywords
Customer services--Management., Service industries--Management., Theses--Business administration.