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Journals / Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2021 / Cilt: 11 Sayı: 22

THE EFFECT OF CUSTOMER EXPERIENCE PERCEPTION ON CUSTOMER LOYALTY: A STUDY ON THE BANKING SECTOR

MÜŞTERİ DENEYİMİ ALGISININ MÜŞTERİ SADAKATİ ÜZERİNE ETKİSİ: BANKACILIK SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Sinan Çavuşoğlu(BİNGÖL ÜNİVERSİTESİ, BİNGÖL SOSYAL BİLİMLER MESLEK YÜKSEKOKULU)0000-0001-9365-8677
Ahmet Uslu(BİNGÖL ÜNİVERSİTESİ, BİNGÖL SOSYAL BİLİMLER MESLEK YÜKSEKOKULU)0000-0003-0273-0069
Pages
393–414
Publication Date
2021-11-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the path analysis, it has been determined that physical, virtual and service interaction management positively affects customer loyalty.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Managing customers' experience is considered an integral part of improving business performance.
📊
Key Findings & Data:The core of customer experience management is attributed to strengthening the relationship between businesses and customers.
💡
Conclusion & Impact:According to the results of the path analysis, it has been determined that physical, virtual and service interaction management positively affects customer loyalty.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Müşteri Deneyimi Yönetimi · Fiziksel Etkileşim Yönetimi · Sanal Etkileşim Yönetimi

Abstract

Managing customers' experience is considered an integral part of improving business performance. The core of customer experience management is attributed to strengthening the relationship between businesses and customers. The need for customer experience management has become more evident in the service industry, where the quality of a service is determined by the power of service interaction. Likewise, the banking sector is at the forefront of improving the experience of its customers. The research was carried out to determine the effect of customer experience management dimensions (physical, virtual and service interaction management) on customer loyalty. The universe of the research consists of the customers of the banks located in Bingöl. The hypotheses in the research model were analyzed with Consistent PLS Bootstrapping structural equation modeling via PLS-SEM. According to the results of the path analysis, it has been determined that physical, virtual and service interaction management positively affects customer loyalty.

Özet

Müşterilerin deneyimini yönetmek iş performansını artırmanın ayrılmaz bir parçası olarak değerlendirilmektedir. Müşteri deneyimi yönetiminin özü işletmeler ve müşteriler arasındaki ilişkiyi güçlendirmeye atfedilmiştir. Bir hizmetin kalitesinin hizmet etkileşiminin gücüyle belirlendiği hizmet sektöründe müşteri deneyimi yönetimine duyulan ihtiyaç daha belirgin hale gelmiştir. Aynı şekilde, bankacılık sektörü de müşterilerinin deneyimlerini geliştirmede ön sıralarda yer almaktadır. Araştırma müşteri deneyimi yönetimi boyutlarının (fiziksel, sanal ve hizmet etkileşim yönetimi) müşteri sadakati üzerine etkisini belirlemek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Bingöl’de yer alan bankaların müşterileri oluşturmaktadır. Araştırma modelinde yer alan hipotezler PLS-SEM aracılığıyla Consistent PLS Bootstrapping yapısal eşitlik modellemesi ile analiz edilmiştir. Yapılan yol analizi sonuçlarına göre fiziksel, sanal ve hizmet etkileşim yönetiminin müşteri sadakatini olumlu yönde etkilediği tespit edilmiştir.

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Cite This Article

Çavuşoğlu, S., Uslu, A. (2021). THE EFFECT OF CUSTOMER EXPERIENCE PERCEPTION ON CUSTOMER LOYALTY: A STUDY ON THE BANKING SECTOR. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 11 Sayı: 22, 393–414. https://doi.org/10.53092/duiibfd.971472

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