How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty
Haapio, H. (2019). How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty. In A. A. Shaikh, & H. Karjaluoto (Eds.), Marketing and Mobile Financial Services : A Global Perspective on Digital Banking Consumer Behaviour (pp. 50-70). Routledge. Routledge Studies in Marketing. https://doi.org/10.4324/9781351174466-3
Published inRoutledge Studies in Marketing
© The Author, 2019.
Emotions have been studied in a marketing context for years. However, the rapid change of digital channels and customers’ omnichannel behavior emphasize the need to further investigate how emotions are considered to play role in customer satisfaction and through that to customer loyalty. Purpose of this chapter is to study emotions in omnichannel environment, and their contribution to customer loyalty, especially in the context of retail banking.
Parent publication ISBN978-0-8153-8694-0
Is part of publicationMarketing and Mobile Financial Services : A Global Perspective on Digital Banking Consumer Behaviour
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