- Title
- Customer experience in the South African retail banking industry
- Creator
- Mtyu, Noluchumo
- Subject
- Gqeberha (South Africa)
- Subject
- Eastern Cape (South Africa)
- Subject
- South Africa
- Date Issued
- 2021-04
- Date
- 2021-04
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/53037
- Identifier
- vital:44874
- Description
- This treatise explores customer experience in the South African banking industry and its importance for the success of retail banks. Customer experience leaves a memory that has critical effects on future spending of not only direct customers, but others around them. The main issues addressed by this study are how customer experience is a differentiator in the South African banking industry. The banking industry is a highly competitive industry and the importance of customer service in the banking industry is essential for business if they wish to stay relevant and have sustained continuity and growth. In today’s fast-evolving business life, customer experience has become the new battleground for businesses and banks can no longer rely on products or prices to be competitive. Retail banks now need to compete by providing exceptional customer experiences, which cannot be imitated by their competitors. Services provided by South African banks are very similar and banks need to use superior customer experiences to gain competitive advantage over rivals. Understanding customer experience in achieving customer satisfaction is essential to ensure that banks have satisfied customers who encourage others to join or stay with the bank. Once understood, customer experience will assist bank managers to provide inimitable and superior experiences, resulting in business success. The study aims to assist South African banks to improve customer experiences by investigating customer experience and factors that influence it. Definitions and theories are discussed as well as the importance of customer experience in the South African retail banking industry. This study specifically explored the role of the customer experience through factors brand experience, service experience and post-purchase experience. Each factor is statistically explored and its importance highlighted. An empirical study, using a questionnaire, was conducted amongst 858 respondents. The purpose of this was to determine the satisfaction levels of South African retail banking customers, by using data analyses and descriptive and inferential statistics to test the factors identified in the conceptual model.
- Description
- Thesis (MA) -- Faculty of Business and Economic Sciences, NMU Business School, 2021
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (xiv, 158 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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