Customer commitment: The role of word-of-mouth advertising, attraction and experience of customer

Abstract

The purpose of this research was to determine the role of service type and customer type in the relationship between ease of use of services, quality, performance, innovation, customer attraction, customer commitment, and word-of-mouth advertising. The research method of this research was applied in terms of purpose and descriptive-survey research in terms of nature. Cochran's population formula was used to determine the sample size. In this research, 115 questionnaires were made available to bank branch managers with a non-probability approach and have been collected. The questionnaire was approved for validity and reliability before the final distribution. Smart-PLS software was used to analyze the data collected in this research. The results of the data analysis indicate the impact of perceived value, usability, and service quality; functional quality, usability, and innovation have a positive impact on the positive customer experience. Perceived risk also had a negative impact on the customer experience. Also, creating a positive experience can provide the basis for improving customer attraction and commitment.