Abstract
The objective of this research was to explain the effect of the banking customer experience on trust and the effect of the latter on customer loyalty, thus complementing previous research where it is suggested to clearly explore the nomological network of constructs that act as mediators in the relationship between customer experience and customer loyalty. The sample consisted of 1231 bank users in the city of Cuenca-Ecuador who are part of the generation known as millennials, a segment of interest due to their characteristics and purchasing behavior. The structural equation model and PLS (Partial Least Square) software were used to analyze the data. The results show that there is a significant effect of customer experience on trust in banking and a similar effect between trust and customer loyalty; in addition, it is confirmed that trust represents a variable that precedes loyalty. The traits and behaviors of millennials, tech-savvy and Internet savvy, show a relationship between the variables that are part of the proposed model and applied in the banking sector.
Translated title of the contribution | Customer Experience, Trust and Loyalty of Millennials in the Banking Sector of the City of Cuenca-Ecuador |
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Original language | Spanish (Ecuador) |
Pages (from-to) | 1-14 |
Number of pages | 14 |
Journal | Retos |
Volume | 22 |
Issue number | 22 |
DOIs | |
State | Published - 1 Oct 2021 |
Keywords
- Customer experience
- Digital banking
- Loyalty
- Trust
CACES Knowledge Areas
- 214A Financial Management