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Title: The impact of generation Y’s customer experience on emotions: online banking sector
Authors: Loureiro, S. M. C.
Ferreira, E. M.
Keywords: Customer experience
Generation Y
Stimulus-organism-response model
Banking sector
Issue Date: 2017
Publisher: Cham
Abstract: Recently, banking sector focused on attracting Generation Y (individuals born between 1980 and 2000) because they have emerged as a huge force with growing spending power which will unavoidably rival with Baby Boomers’ market dominance. They try to attract them through a unique customer experience, especially the ability of differentiation. Using the Mehrabian & Russell’s model of stimulus (S) - organism (O) - response (R), this study developed the Generation Y customer experience framework that intends to explain their consumer emotional responses toward customer experience attributes in a bank through three aspects: pleasure, dominance, and arousal toward online banks. Empirical evidence, based on data from a survey suggests that the overall customer experience attributes in the bank had a positive relation with emotional responses in different ways. “Value for money”, “Getting things right the first time” and “Put the consumer first” emerged as the most important attributes for Generation Y in experiencing a bank.
Peer reviewed: yes
DOI: 10.1007/978-3-319-65551-2_45
ISBN: 978-3319655505
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

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