Bankų sektoriaus Y kartos vartotojų patirties vertinimas
Measuring Gen-Y Customer Experience in the Banking Sector
Author(s): Asta Kyguolienė, Nerijus MakutėnasSubject(s): Social Sciences, Economy
Published by: Vytauto Didžiojo Universitetas
Keywords: Experience marketing; Customer experience; Touch points; Banks;
Summary/Abstract: The article analyses customer experience as the subject of marketing research and presents methods for assessing customer experience. The results of empirical research revealing the Gen-Y customer experience in using the Lithuanian commercial banks’ services are presented.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2017
- Issue No: 78
- Page Range: 77-93
- Page Count: 17
- Language: English