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Customer experience as strategic differentiator in retail banking

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dc.contributor.author Drotskie, Adri
dc.date.accessioned 2012-07-31T06:57:34Z
dc.date.available 2012-07-31T06:57:34Z
dc.date.issued 2009
dc.identifier.citation 11th Annual International Conference : Business Strategies and Technological Innovations for Sustainable Development, Prague, 7-11 July 2009 en_US
dc.identifier.isbn 1-932917-05-5
dc.identifier.uri http://hdl.handle.net/10210/5321
dc.description.abstract The challenge that retail banks face is to find a sustainable strategic differentiator that will give the organization a competitive advantage. This paper investigates the possibility of customer experience as strategic differentiator through a literature review on customer experience as a concept and its elements and comparing it with the marketing mix. Measuring the total customer experience quantitatively and qualitatively adds value to organizations through the interpretations of the results and therefore understanding the customer. en_US
dc.language.iso en en_US
dc.publisher GBATA en_US
dc.rights GBATA, 2009 en_US
dc.subject Retail banking en_US
dc.subject Customer experiences en_US
dc.title Customer experience as strategic differentiator in retail banking en_US
dc.type Article en_US

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