Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-03-07 DOI:10.1080/15332861.2021.1889818
Aaleya Rasool, F. A. Shah, M. Tanveer
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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.
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客户参与度、品牌体验和客户忠诚度之间的关系动力学:一项实证调查
摘要尽管在客户参与和品牌体验方面的工作至关重要,但在检查这些结构之间的关系动态方面,主要是在银行业的背景下,存在着重要的研究空白。因此,本研究旨在促进对改善银行与客户关系的参与度和经验的理解,以便随着时间的推移发展和管理持续的忠诚客户群。最后,本研究还调查了性别在拟议关系中的调节作用。这项研究工作强调了各种重要的客户参与度和品牌体验问题及其推论,这可能对制定零售银行业增长所必需的战略非常有帮助。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
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.
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