The Impact of Customer Experience Management on Customer Loyalty in the Banking Sector: The Mediating Role of Customer Attitude

Recent meta-analyses of the consumer behavior literature show gaps in the research. This study seeks to fill several of those gaps by examining the impact of customer experience management on customer attitude and loyalty. The study also investigates to understand how different interaction environments physical, virtual, and service as sub dimensions of customer experience management affect customer attitude and loyalty in an increasingly digitalized market. The study employs a quantitative research methodology, utilizing a structured questionnaire to collect data from a sample size of 240 respondents, selected through convenience sampling. Data were analyzed using multiple regression and mediation analysis to test ten hypotheses. The results reveal that virtual and service interaction management significantly impact customer loyalty, with positive beta values and statistically significant p-values. However, physical interaction management did not show a significant effect on loyalty, suggesting a shift in customer engagement towards virtual and service-based experiences. Additionally, customer attitude was found to mediate the relationships between physical and virtual interactions and customer loyalty, but not between service interactions and loyalty. The findings highlight the growing importance of virtual and service interactions in customer retention while indicating a reduced role for physical environments in digital transformation. Limitations and areas for future research, particularly in the context of evolving customer preferences, are also discussed. These insights offer valuable implications for businesses transitioning to digital platforms, emphasizing the need to prioritize virtual and service interactions to enhance customer loyalty. This research contributes to the existing literature by providing empirical evidence on the shifting dynamics of customer interaction management in a digitalized environment.