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Keywords: Decision-making processes
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Journal Articles
Navigating experiential balance: how online banking shapes loyalty and decision-making
Available to Purchase
International Journal of Bank Marketing (2026) 44 (4): 680–699.
Published: 04 November 2025
... 2025 Emerald Publishing Limited Licensed re-use rights only Online banking Brand experience Experiential balance Decision-making processes Customer loyalty Word-of-mouth Customer segment Customer churn, once a marginal issue in banking, has become a central concern...
