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Studying the User Experience in Online Banking Services: An Eye-Tracking Application
2019
Studies in Business and Economics
Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article reviews the relevant literature related to neuromarketing as research method and the use of eye-tracker as research technique. Further on, a two-step research design was developed for studying the
doi:10.2478/sbe-2019-0034
fatcat:s6cpeni3rve23g3i464s3z5yte