FINANCIAL IMPACT OF CUSTOMER EXPERIENCE MANAGEMENT - EVIDENCE FROM KOSOVO BANKING MARKET

  • Gentiana Avdiaj
Keywords: banking market, Kosovo, financial impact

Abstract

Customers are becoming increasingly sophisticated in their expectations. Customers are seeking engaging experiences that stimulate, entertain, educate and/or challenge. In the minds of customers brands that can provide such experiences are clearly more valuable as compared to brands that don’t was written in the research paper of Schmitt in year 1999.
Consistent delivery of outstanding service has become a must for every organization. Customer experience is considered as a key determinant of customer satisfaction and loyalty and with high impact on the financial growth of the organization. With its exceptional impact on customer behavior, companies are utilizing customer experience for gaining market differentiation through superior services and relationship management with their customers.
Designing and mapping right customers’ journeys for their key processes and products is enabling companies to improve their market position through better customer experience provided to their customers. Additionally, companies are positively changing customer perception by increasing their product and service value for the price that customers are paying. As a result, this approach is enabling companies to improve their market position by improving their recommendation scores.
This research paper showed that financial institutions operating in Kosovo market have a great opportunity in investing in loyalty, better experience management as well as in improving their recommendation score. Findings showed that a customer centric culture within the organization that puts customer at the heart of everything that company is doing is lacking. Customers perception toward banks in Kosovo is negative since there is no value for the money their spent however they strongly believe that a better experience offered from the bank will change banking in Kosovo.

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Published
2019-07-26
How to Cite
Avdiaj, G. (2019). FINANCIAL IMPACT OF CUSTOMER EXPERIENCE MANAGEMENT - EVIDENCE FROM KOSOVO BANKING MARKET. Knowledge International Journal, 32(1), 81 - 85. Retrieved from https://ikm.mk/ojs/index.php/KIJ/article/view/1407