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Measuring Gen-Y Customer Experience in the Banking Sector

Asta Kyguolienė

Asta Kyguolienė

Marketing Department, the Faculty of Economics and Management, Vytautas Magnus UniversityKaunas, Lithuania
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Kyguolienė, Asta
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Nerijus Makutėnas

Nerijus Makutėnas

Marketing Management at the Faculty of Economics and Management, Vytautas Magnus UniversityKaunas, Lithuania
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Makutėnas, Nerijus
  
Feb 06, 2018
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Published Online: Feb 06, 2018
Page range: 77 - 93
Received: Aug 24, 2017
Accepted: Dec 10, 2017
DOI: https://doi.org/10.1515/mosr-2017-0017
Keywords
© 2017 Asta Kyguolienė et al., published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The article analyses customer experience as the subject of marketing research and presents methods for assessing customer experience. The results of empirical research revealing the Gen-Y customer experience in using the Lithuanian commercial banks’ services are presented.

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English
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Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Human Resources, Labor Practice, Job and Career
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