Title: Heavy users of e-banking and Customer Experience Management: evidences on intrinsic motivation

Authors: Pedro Cruz, Jari Salo, Pablo Munoz-Gallego, Tommi Laukkanen

Addresses: ISG-Business School, Rua Vitorino Nemesio, 5, 1750-306 Lisbon, Portugal. ' Department of Marketing and Management, Aalto School of Economics, P.O. Box 21230, FI-00076 Aalto, Helsinki, Finland. ' Dpto. Administracion y Economia de la Empresa, Universidad de Salamanca, Campus Miguel de Unamuno – Edificio FES, E-37007 Salamanca, Spain. ' Department of Business, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland

Abstract: The study provides insights into experiential marketing in a predominantly goal-directed service like internet banking. A model is proposed that combines two complementary approaches in the analysis of experience: a cognitive approach based on quality and an affective approach based on emotions. 754 valid observations have been collected through an online survey among heavy users of internet banking. Latent scores were used to compare consumers| perceptions, differences in demographics and usage variables. The results show that both perceived quality and flow state are major determinants of satisfaction and positive emotions. The paper contributes to electronic business by examining the relationships between consumer motivation, service quality, satisfaction, flow experiences and behavioural variables.

Keywords: customer experience management; customer relationship management; CRM; experiential marketing; consumer behaviour; intrinsic motivation; service quality; internet banking; online banking; electronic banking; e-banking; world wide web; goal-directed services; cognitive approaches; affective approaches; positive emotions; online surveys; consumer perceptions; demographics; usage variables; flow states; customer satisfaction; consumer motivation; flow experiences; behavioural variables; Portugal; Spain; electronic business; e-business.

DOI: 10.1504/IJEB.2010.032093

International Journal of Electronic Business, 2010 Vol.8 No.2, pp.187 - 209

Published online: 09 Mar 2010 *

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