| Abstract [eng] |
The aim of the master's thesis is to investigate and determine the impact of sales channel transformation on the purchase intention and experience of consumers of different generations. The work consists of three main parts: analysis of scientific literature, research methodology and analysis of research results, as well as conclusions and recommendations. The analysis of scientific literature reviews sales channel transformation, consumer experience, consumer purchase intention and differences between consumers of different generations. After conducting an analysis of scientific literature, the research methodology was presented below: a conceptual research model, analysis methods, hypotheses were raised, the research organization, instrument and characteristics of the respondent sample were described. The main objective of the study was to determine how the transformation of banking service channels affects consumers' intention to use banking services, assessing the mediating effects of consumer experience and the moderating effects of different consumer generations. To achieve this goal, 145 respondents were interviewed. The collected data were processed and analyzed using IBM SPSS software. The following methods were used in this work: descriptive statistics, Kolmogorov-Smirnov and Shapiro-Wilk tests, Cronbach's alpha coefficient calculation, means, standard deviations, linear regression analysis and mediator and moderator statistical analysis. The results of the study showed statistically significant relationships between all constructs presented in the research model: sales channel transformation, consumer experience, consumer purchase intention and consumer age (different generations). Also, all hypotheses were confirmed: • H1 - The transformation of banking service channels has a positive effect on consumer intention to use banking services. • H2 - The transformation of banking service channels has a positive effect on consumer experience. • H3 - Consumer experience has a positive effect on their intention to use banking services. • H4 - Consumer experience is a mediating factor between sales channel transformation and consumer purchase intention (to use banking services). • H5 - Consumer generations (age) moderate the relationship between consumer experience and their intention to use banking services. At the end of the work, conclusions were presented summarizing the results of the analysis of scientific literature and the conducted research, limitations of the study and recommendations/suggestions for related companies and researchers. The work performed can be used to develop future research, and the work can also be used as a recommendation for organizations seeking to improve customer experience. |
