**3.5. The affective evaluation of the banking service as antecedent of the hedonic benefit perceived by the client**

Satisfaction will have a positive influence on any customer's post-purchase behavior [38], since it stems from general appreciation acquired after the customer's visit to a financial institution.

It has been argued that tangible and intangible attributes, the main components of functional benefit, provide a greater degree of consumer satisfaction [39]. These components could form part of the design or esthetic of the products and/or services [40]. Whether or not they are perceptible, these attributes associated with the products and/or services can also influence the consumer's degree of satisfaction [15]. The functional benefit obtained through these components will improve the customer's state of satisfaction [14]. In the context of the financial

**H1.** The better the perceived functional benefit of the banking service, the greater the cus-

The specialized literature shows the hedonic consumer's tendency to seek experiences of pleasure that provide him or her with the greatest degree of satisfaction [39]. The psychological benefits derived from hedonic experiences can increase the consumer's degree of satisfaction [15]. Therefore, in the context of the financial services industry, it proposed the following hypothesis: **H2.** The better the perceived hedonic benefit of the banking service, the greater the customer

**3.2. Perceived hedonic benefit of the banking service as antecedent for customer** 

**3.3. Perceived symbolic benefit of the banking service as antecedent for customer** 

the financial service industry, therefore, it can be proposed that:

It has been argued that the symbolic benefit obtained by the consumer is directly and positively related to his/her satisfaction [16, 41]. The symbolic meaning granted to specific attributes will be closely linked to the satisfaction the consumer experiences [42]. In the context of

**H3.** The better the perceived symbolic benefit of the banking service, the greater the customer

The affective purchase leads to greater satisfaction in the long term for purchases considered "important." Affective evaluation, that is, the emotional characteristics created around a product, has a positive influence on the functional benefit the consumer desires [17, 43]. An emotionally

**3.4. The affective evaluation of the banking service as antecedent of the functional** 

**3.1. Perceived functional benefit of the banking service as antecedent for customer** 

service industry, it is thus possible to propose the following hypothesis:

**3. Hypotheses**

tomer satisfaction.

**satisfaction**

satisfaction.

**satisfaction**

satisfaction.

**benefit perceived by the client**

**satisfaction**

98 Marketing

In the specialized literature, it has been argued that, during the process of choosing a service, affective evaluation influences the hedonic benefit expected [45]. That is, the pleasure experienced in the purchasing process is the result of the favorable affective evaluation the consumer makes [46]. Further, the consumer's hedonic behavior will be positively affected by the affective evaluation of his/her environment [47]. In the context of the financial services industry, it is thus possible to propose the following hypothesis:

**H5.** The better the effective evaluation of the banking service, the better the hedonic benefit perceived by the client.
