Measuring Gen-Y Customer Experience in the Banking Sector
Kyguolienė Asta () and
Makutėnas Nerijus ()
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Kyguolienė Asta: Doctor of social sciences, associate professor at Marketing Department, the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania. Phone: +37037327856.
Makutėnas Nerijus: Bachelor student of Marketing Management at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania. Phone: +37037327856.
Management of Organizations: Systematic Research, 2017, vol. 78, issue 1, 77-93
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.
Keywords: experience marketing; customer experience; touch points; banks (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:78:y:2017:i:1:p:77-93:n:6
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