Authors: Cruz, Pedro¹; Salo, Jari²; Munoz-Gallego, Pablo³; Laukkanen, Tommi⁴

Source: International Journal of Electronic Business, Volume 8, Number 2, 9 March 2010 , pp. 187-209(23)

Publisher: Inderscience Publishers

Abstract:

The study provides insights into experiential marketing in a predominantly goal-directed service like internet banking. A model is proposed that combines two complementary approaches in the analysis of experience: a cognitive approach based on quality and an affective approach based on emotions. 754 valid observations have been collected through an online survey among heavy users of internet banking. Latent scores were used to compare consumers' perceptions, differences in demographics and usage variables. The results show that both perceived quality and flow state are major determinants of satisfaction and positive emotions. The paper contributes to electronic business by examining the relationships between consumer motivation, service quality, satisfaction, flow experiences and behavioural variables.

Keywords: MANAGEMENT JOURNALS; Business Administration; COMPUTING AND MATHEMATICS JOURNALS; Information Systems and Technology; Internet and Web Services

Document Type: Research article

DOI: http://dx.doi.org/10.1504/IJEB.2010.032093

Affiliations: 1: ISG-Business School, Rua Vitorino Nemesio, 5, 1750-306 Lisbon, Portugal. 2: Department of Marketing and Management, Aalto School of Economics, P.O. Box 21230, FI-00076 Aalto, Helsinki, Finland. 3: Dpto. Administracion y Economia de la Empresa, Universidad de Salamanca, Campus Miguel de Unamuno - Edificio FES, E-37007 Salamanca, Spain. 4: Department of Business, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland

Publication date: 2010-03-09

More about this publication?

• The objectives of the International Journal of Electronic Business are to develop, promote and coordinate the development and practice of electronic business methods. It also aims to help professionals working in the field, business educators and policy-makers to contribute, to disseminate information and to learn from each other's work. The international dimension is emphasised in order to overcome cultural and national barriers and to meet the needs of accelerating technological change and changes in the global economy.
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