Customer experience strategy : the role of emotional satisfaction in service encounters - a survey of First National Bank customers.
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