Customer experience, trust and loyalty of millennials in banking at Cuenca-Ecuador

This paper aims 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 the constructs that act as mediators in the relationship between customer experience and customer loyalty. The sample consisted of 1231 users of the bank in Cuenca-Ecuador who are part of the generation known as millennials, a segment of interest due to their great attachment to technology and purchasing behavior. The structural equations model and PLS (Partial Least Square) software were used for data analysis. The results show that there is a significant effect of customer experience on trust in banking and in turn a similar effect between customer trust and loyalty. Furthermore, it is confirmed that trust represents a variable that precedes loyalty. The behaviors of millennials as they are knowledgeable about technology and experts in using the Internet to search and purchase products, show a relationship between the variables that are part of the proposed model that is applied in the banking sector.