Resumen

ALDUNATE LIPA, Danitza  y  GOYZUETA RIVERA, Samuel Israel. Effect of Customer Experience on Brand Equity in Digital Banking. Perspectivas [online]. 2022, n.49, pp.97-128.  Epub 01-Mayo-2022. ISSN 1994-3733.

Understanding the consumer experience and their relationship to the brand experience has never been more important. This paper discusses this relationship between the UX, CX and BX regarding the service of digital banking in the department of Cochabamba - Bolivia. The purpose of this work is to provide the variables that have an impact on the customer’s experience regarding the use of digital banking in our medium, in order to observe its impact on the brands of the banks that provide this service. The work uses the model developed by Hye-jin Lee, Katie Ka-hyun Lee and Junho Choi, which connects the customer experience, consumer experience and brand experience.

JEL CLASSIFICATION: M31 M39 M59

Palabras clave : User Experience; Customer experience; Brand Experience..

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