Reflections of Digitalization on the Service Sector: The Effect of Customer Experience on Brand Perception in Digital Banking Applications
DOI:
https://doi.org/10.5281/zenodo.10476107Abstract
This study aims to investigate the effects of digitalization in banking sector, one of building blocks of service sector, on brand loyalty. For this purpose, a structural equation model is used to determine the impact of digital banking customer experience on brand trust, brand loyalty and perceived quality in the study. Data of 597 participant is collected by survey method and analyzed by PLS based structural equation model (PLS-SEM). Results show that customer experience has a positive and statistically significant effect on perceived quality, brand trust and brand loyalty and also perceived quality and brand trust have statistically significant effect on brand loyalty
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