La experiencia del cliente como modelo de negocio en la era digital: El caso del sector financiero

Lily (Xuehui) Gao; Iguácel Melero Polo; F. Javier Sese

doi:10.51302/marketing.2019.696

Authors

Lily (Xuehui) Gao Personal investigador en formación. Universidad de Zaragoza (España)
Iguácel Melero Polo Profesora ayudante doctora. Universidad de Zaragoza (España)
F. Javier Sese Profesor titular. Universidad de Zaragoza (España)

DOI:

https://doi.org/10.51302/marketing.2019.696

Keywords:

customer equity, social influence, customer experience, customer profitability, financial sector

Abstract

Given the advances in technology and the proliferation of new purchase and communication channels, we are witnessing a fundamental transformation in the way in which companies interact with consumers. In this new paradigm, it is increasingly important to acknowledge the active role of customers, with a high level of requirement and expectation, as well as the greater market transparency and the increase in the number of complexity of touchpoints between customers and firms. All these have caused a new pattern of consumer behavior to evolve. Now, their decisions are based not only on the material and functional aspects of the products or services, such as quality or price, but on obtaining personalized, unique and satisfactory experiences.

This study integrates research in customer relationship management (i. e., customer equity framework) and customer experience management and offer a unifying framework to understand the linkages between the three equity drivers (i. e. value equity, brand equity, relationship equity), social influence, the customer experience, and its ultimate impact on performance. Using a combination of perceptual and transactional data for a sample of 1,990 customers, we empirically test the framework in the financial services industry. In this way, we expect to contribute to the advancement of knowledge in both academic and empirical fields.

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