Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111278 | Journal of Retailing and Consumer Services | 2017 | 7 Pages |
Abstract
Facing an exodus of customers, some banks want to propose a new customer experience in their branches, notably with digital proposals to enhance positive affective reactions. This article studies the influence of digital design factors and the mediating effect of positive affect on two important relationship marketing outcomes: customer commitment and loyalty. This approach is quite innovative because research on the impact of atmospheric factors, and especially design cues, is quite unusual in retail banking sector. The results show that digital factors have a direct effect on positive affect but no direct influence on attitudinal loyalty or commitment. Positive affect has a mediating role between digital displays and these outcomes.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Sabine Reydet, Laurence Carsana,