Abstract
Most of the firms now agree that creating strong customer experience is becoming the most prioritized activity to attract and endure customers (Lemon, 2016). In previous research, the notion of customer experience is commonly mixed with customer satisfaction, customer loyalty, service quality and other related concepts. The study focusses on the root characteristics that distinguish customer experience from other related concepts, which is the customer journey with pre-purchase, purchase, and postpurchase stages. Applied in digital banking services with a survey of 215 retail customers in Vietnam, using structure equation modeling, the findings show that all brand experience, registration experience, “ease of use” experience, “perceived value” experience, security experience significantly and positively impact customer experience. The finding is also potentially robust for other emerging markets with fierce competition and rapid digital transformation in the banking sector.
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