A Framework for Customer Engagement Behaviour in the Financial Services Industry : A Critical Review of Evidence

Q2 Economics, Econometrics and Finance Indian Journal of Finance Pub Date : 2022-06-01 DOI:10.17010/ijf/2022/v16i6/169925

Archana Nayak Kini, Savitha Basri

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Abstract

In the post-COVID era, while the use of technology-enabled contactless financial services is growing, it is more critical than ever to match the rising customer expectations by aiding customers in making the best decisions and fulfilling their aspirations. The paper’s objective was to critically review published research on the antecedents of non-transactional customer engagement behaviors (CEBs), such as relationship quality, emotions, customer empowerment, and the influence of the CEBs on customer loyalty and advocacy in the financial services industry. Relevant online databases were comprehensively searched through Boolean search, reviewed critically, and synthesized narratively. The guidelines of PICO (participants, interventions, comparisons, outcomes) were followed. The final results indicated that an empowered, satisfied, highly pre-dispositional customer possessing different affective states and trust reciprocated positive engagement behaviors (CEBs). The positive CEBs build attitudinal loyalty and advocacy behaviors that create value in the long term. This review guided on managing customer tendencies to positively and emotionally engage with the product and brand in many ways, such as reviews and testimonials, to curtail switch-over behaviors, encourage customer advocacy, and loyalty behaviors. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.

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金融服务业客户参与行为框架：对证据的批判性回顾

在后covid时代，虽然技术支持的非接触式金融服务的使用越来越多，但通过帮助客户做出最佳决策并实现他们的愿望来满足客户不断增长的期望比以往任何时候都更加重要。本文的目的是批判性地回顾已发表的关于非交易性客户参与行为(ceb)的前因的研究，如关系质量、情绪、客户授权，以及ceb对金融服务行业客户忠诚度和倡导的影响。通过布尔搜索全面检索相关在线数据库，进行批判性回顾，并进行叙述性综合。遵循PICO指南(参与者、干预措施、比较、结果)。结果表明，被授权的、满意的、高度倾向的顾客具有不同的情感状态和信任，对积极的参与行为(ceb)有回报。积极的首席执行官会建立态度上的忠诚和倡导行为，从而在长期内创造价值。该评论指导管理客户倾向，以积极和情感的方式与产品和品牌互动，例如评论和推荐，以减少切换行为，鼓励客户宣传和忠诚行为。©2022，联合管理顾问有限公司。版权所有。

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来源期刊

Indian Journal of Finance Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)

CiteScore

1.50

自引率

0.00%

发文量

期刊介绍： a source of sophisticated analysis of developments in the rapidly expanding world of finance, is a double blind peer reviewed refereed monthly journal that publishes articles on a wide variety of topics ranging from corporate to personal finance, insurance to financial economics, and derivatives. It provides a forum for exchange of ideas and techniques among academicians and practitioners and thereby, advances applied research in financial management. The journal, with its mission to promote thinking on various facets of finance, is targeted at academicians, scholars, and professionals associated with the field of finance to promote pragmatic research by disseminating the results of research in finance, accounting, financial economics, and sub - areas such as theory and analysis of fiscal markets and instruments, financial derivatives research, insurance, portfolio selection, credit and market risk, statistical and empirical financial studies based on advanced stochastic methods, financial instruments for risk management, uncertainty, and information in relation to finance.