Abstract:Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned… Show more
In today's digital age, where consumers are inundated with a barrage of information and choices, the ability to tailor marketing efforts to individual preferences has become a powerful tool. This study aims to understand how personalization can influence consumer satisfaction. To achieve this goal, the authors carried out a systematic review of the literature, based on 79 articles published in the WoS™ database between 2014 and 2023. The R-Tool “Biblioshiny for Bibliometrix” was used to perform a comprehensive bibliometrics analysis, based on evaluative and relational bibliometrics techniques, which allow them to analyze the knowledge structure in terms of three different structures: conceptual, intellectual, and social. They concluded that personalization has emerged as a cornerstone of modern marketing strategies, reshaping the way businesses connect with their customers. The impact of personalization on customer satisfaction is profound, leading to enhanced customer experiences, increased engagement, improved customer retention, and the building of trust and credibility.
In today's digital age, where consumers are inundated with a barrage of information and choices, the ability to tailor marketing efforts to individual preferences has become a powerful tool. This study aims to understand how personalization can influence consumer satisfaction. To achieve this goal, the authors carried out a systematic review of the literature, based on 79 articles published in the WoS™ database between 2014 and 2023. The R-Tool “Biblioshiny for Bibliometrix” was used to perform a comprehensive bibliometrics analysis, based on evaluative and relational bibliometrics techniques, which allow them to analyze the knowledge structure in terms of three different structures: conceptual, intellectual, and social. They concluded that personalization has emerged as a cornerstone of modern marketing strategies, reshaping the way businesses connect with their customers. The impact of personalization on customer satisfaction is profound, leading to enhanced customer experiences, increased engagement, improved customer retention, and the building of trust and credibility.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.