Investigating The Impact Of Omnichannel On Customer Experience And Customer Satisfaction In The Banking Industry: A Literature Review

Minh Hang Le, Phuong Mai Nguyen and Thi-Minh-Hien Vu ()
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Minh Hang Le: Hanoi University
Phuong Mai Nguyen: Vietnam National University Hanoi, International School
Thi-Minh-Hien Vu: University of Economics and Business, Vietnam National University Hanoi

A chapter in Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-Driven Economy (ICECH 2024), 2025, pp 407-416 from Springer

Abstract: Abstract Research purpose: This study aims to review factors affecting customer experience and customer satisfaction in research up to date, focusing on studies in the banking industry. In the context of the 4.0 technology revolution and the popularity of Omnichannel in banking operations, the study also investigate the factors related to Omnichannel that influence on customer experience on this topic. Research motivation: Researches on digital marketing in general and customer experience in particular, especially in the banking sector, need to investigate more diversity of factors that might affect customer experience and customer satisfaction in order to bring new insights and implications in improving customer experience in the digital age. For the fact that Omnichannel are now popular in the banking sector, the relation between the factors related to this activity and customer experience needs to be studied to contribute to the theory of modern customer experience. Research design, approach, and methods: We reviewed existing studies to clarify some basic concepts such as customer experience, digital customer experience, customer satisfaction, “phygital” customer experience and omnichannel. Main findings: Literature review explores the relationship between general influencing factors and Omnichannel factors on customer experience and customer satisfaction in the context of the digital age, with a focus on research in the banking industry. Practical/managerial implications: The study can help the banks to understand various factors that influence customer experience and customer satisfaction in the digital age, thereby providing solutions to improve the quality of customer experience in the banking industry in Vietnam.

Keywords: customer experience; customer satisfaction; banking industry; Omnichannel (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-694-9_28

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