Customer equity drivers, customer experience quality, and customer profitability in banking services: the moderating role of social influence

Gao, L. (Xuehui) (Universidad de Zaragoza) ; Melero-Polo, I. (Universidad de Zaragoza) ; Sese, FJ. (Universidad de Zaragoza)

Resumen: Financial service organizations are increasingly interested in ways to improve the service experience quality for customers, while customers progressively perceive the commoditization of banking services. This is no easy task, as factors outside the control of the service firm can influence customers’ perceptions of their experience. This study builds on the customer equity framework to understand the linkages between what the firm does (customer equity drivers: value equity, brand equity, and relationship equity), the social environment (social influence), the customer experience quality, and its ultimate impact on profitability. Using perceptual and transactional data for a sample of customers of financial services, we demonstrate the central role played by factors under the control of the firm (value, brand, and relationship equity) and those outside its control (social influence) in shaping customers’ perceptions of the quality of their experience. We offer new insights into the moderating role of social influence in the linkages between the customer equity drivers and the customer experience quality. The managerial takeaway is that the impact of customer equity drivers on the customer experience quality is contingent on the influence exerted by other people and that enhancing customer experience quality can be a way to increase monetary returns.

Idioma: Inglés

DOI: 10.1177/1094670519856119

Año: 2020

Publicado en: Journal of Service Research 23, 2 (2020), 174-193
ISSN: 1094-6705

Factor impacto JCR: 10.667 (2020)

Categ. JCR: BUSINESS rank: 8 / 153 = 0.052 (2020) - Q1 - T1

Factor impacto SCIMAGO: 4.434 - Information Systems (Q1) - Sociology and Political Science (Q1) - Organizational Behavior and Human Resource Management (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-17R
Financiación: info:eu-repo/grantAgreement/ES/MICINN-FEDER/ECO2017-83993-P
Financiación: info:eu-repo/grantAgreement/ES/UZ/JIUZ-2018-SOC-11

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)