How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty

Abstract

Emotions have been studied in a marketing context for years. However, the rapid change of digital channels and customers' omnichannel behavior emphasize the need to further investigate how emotions are considered to play role in customer satisfaction and through that to customer loyalty. Purpose of this chapter is to study emotions in omnichannel environment, and their contribution to customer loyalty, especially in the context of retail banking. indirect effects of emotions on information technology use. MIS quarterly, pp. 689-710.

Affective and cognitive factors that hinder the banking relationships of economically vulnerable consumers

“…Unconfident consumers have problems of access and self-exclusion, and ashamed consumers have DUs. Other emotions highlighted by previous studies (Haapio, 2019;Fandos et al, 2006;Spanish Red Cross, 2016), such as fear or anger, emerged recurrently in the discourse analysis associated with banking difficulties, but no statistically significant relationship could be established. This may be due to the limited sample size, and future research, with larger samples, could help confirm its relationship with the generation of banking difficulties.…”

“…Particularly, participants were asked to consciously evaluate the intensity of seven emotions: trust, shame, anger, fear, safety, misunderstanding and relaxation (Spanish Red Cross, 2016). Some of them have also been considered by Haapio (2019) and Fandos et al. (2006).…”

“…, 2011). In the banking context, useful categories of basic emotions are those proposed by Haapio (2019): contentment, happiness, trust, pride, sadness, fear, anger and shame. However, other negative emotions, such as anxiety, regret, rumination and lack of self-control or relaxation, affect the relationship (Fandos et al.…”

“…In contrast, positive emotions are associated with greater trust, optimism, cooperation and intuitive responses (for a review of the strong relationship between emotions and economic decisions, see Cryder et al, 2008;Damasio, 1995;Gangemi et al, 2013;Guven, 2012;Han et al, 2007;Li et al, 2018;Loewenstein and Lerner, 2003;Olson, 2006;Van Winden et al, 2011). In the banking context, useful categories of basic emotions are those proposed by Haapio (2019): contentment, happiness, trust, pride, sadness, fear, anger and shame. However, other negative emotions, such as anxiety, regret, rumination and lack of self-control or relaxation, affect the relationship (Fandos et al, 2006;Spanish Red Cross, 2016).…”