The Customer Service Experience Striving For Quality - can
Customer experience is a totality of cognitive , affective , sensory , and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. Different dimensions of customer experience include senses, emotions, feelings , perceptions , cognitive evaluations, involvement, memories , as well as spiritual components, and behavioral intentions. Forbes describes the customer experience as the "cumulative impact of multiple touchpoints" over the course of a customer's interaction with an organization. Some companies are known to segment the customer experience into interactions through the web and social media, while others define human interaction such as over-the-phone customer service or face-to-face retail service as the customer experience. According to Forrester Research via Fast Company , the six disciplines for great customer experience are strategy, customer understanding, design, measurement, governance and culture. According to Jessica Sebor, "loyalty is now driven primarily by a company's interaction with its customers and how well it delivers on their wants and needs. Wharton 's Professor of Marketing Barbara E. The Customer Service Experience Striving For Quality
The research objective was to analyze the service quality effect and experiential marketing on customer satisfaction with brand equity as an intervening variable at Bank Jambi. This research is verification, which is to test the truth of a hypothesis.
Improve the experience across all touchpoints
The unit of analysis in this study is Bank Jambi customers. Primary data is obtained by distributing questionnaires to customers. The results of the analysis conclude that service quality variables, experiential marketing and brand equity significantly influence Bank Jambi customer satisfaction both partially and simultaneously.
Service quality and experiential marketing variables have a significant indirect effect on customer satisfaction through invervening brand equity variables. The model significant to explain all the variables but in the future needs more test for the other variables to make the model more precise.
CXaaS for specific Customer Experience needs
Service quality variables are more dominant variables affecting customer satisfaction. Increasing understanding about the model of the influence of service quality and marketing experience on customer satisfaction with brand equity as an intervening variable in indonesia jambi banks. Toggle navigation.
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