HOW TO INCREASE CUSTOMER LOYALTY: KEY INSIGHTS INTO NPS SHIFTS IN PURE INTERNET BANKING EXPERIENCE
DS 136: Proceedings of the Asia Design and Innovation Conference (ADIC) 2024
Year: 2024
Editor: Yong Se Kim; Yutaka Nomaguchi; Chun-Hsien Chen; Xiangyang Xin; Linna Hu; Meng Wang
Author: Wu, Qiu-Ze; Lien, Yu-Ling; Tang, Hsien-Hui; Lai, Michael T
Series: Other endorsed
Institution: National Taiwan University of Science and Technology, X Thinking Institute, TANG Consulting
Page(s): 178-185
Abstract
The COVID-19 pandemic has accelerated the growth of FinTech in financial institutions. This study explores customer experience in Pure Internet Banking by analyzing the relationship between Perceived Value, Experience Domains, and Customer Loyalty through both qualitative and quantitative methods. Four experience domains—product, service, communication, and environment—are examined across Net Promoter Score segments to uncover key drivers that convert passive customers into loyal promoters.
Results show that Customer Loyalty is strongly influenced by Perceived Values, with Functional Value playing the most crucial role. Service impacts all Perceived Value dimensions, while Communication significantly affects Emotional and Spiritual Values. This research provides insights for fostering innovation in Pure Internet Banking, driving targeted improvements to enhance customer loyalty.
Keywords: Customer Experience, Experience Domains, Perceived Value, Customer Loyalty, Pure Internet Banking