How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty

Emotions have been studied in a marketing context for years. However, the rapid change of digital channels and customers’ omnichannel behavior emphasizes the need to further investigate how emotions are considered to play a role in customer satisfaction and through that to customer loyalty. The purpose of this chapter is to study emotions in an omnichannel environment, and their contribution to customer loyalty, especially in the context of retail banking.