{"title":"Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation","authors":"Aaleya Rasool, F. A. Shah, M. Tanveer","doi":"10.1080/15332861.2021.1889818","DOIUrl":null,"url":null,"abstract":"Abstract Despite the paramount importance of work on customer engagement and brand experience, there is a vital research gap regarding inspecting the relational dynamics between these constructs across the contexts, principally in the setting of banking industry. This study, therefore, aims to foster the understanding of engagement and experience in bettering banks’ ties with their customers so that a sustained loyal customer base is developed and managed over time. Toward the end, this study also investigates gender’s moderating role on the proposed relationships. This research work has emphasized various important customer engagement and brand experience issues and their inferences, which may be very supportive in formulating the strategies essential for the growth of the retail banking sector.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"273 - 292"},"PeriodicalIF":4.1000,"publicationDate":"2021-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1889818","citationCount":"32","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2021.1889818","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 32
Abstract
Abstract Despite the paramount importance of work on customer engagement and brand experience, there is a vital research gap regarding inspecting the relational dynamics between these constructs across the contexts, principally in the setting of banking industry. This study, therefore, aims to foster the understanding of engagement and experience in bettering banks’ ties with their customers so that a sustained loyal customer base is developed and managed over time. Toward the end, this study also investigates gender’s moderating role on the proposed relationships. This research work has emphasized various important customer engagement and brand experience issues and their inferences, which may be very supportive in formulating the strategies essential for the growth of the retail banking sector.
期刊介绍:
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.