Examining customer engagement and brand loyalty in retail banking

By J. Kosiba, H. Boateng, Abednego Feehi Okoe Amartey, R. Boakye, Robert E. Hinson. International Journal of Retail & Distribution Management, 2018

97 citations recorded by the source corpus.

PurposeIn recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of customer engagement such as brand loyalty. Furthermore, the customer engagement and brand loyalty literature have paid little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail banking in Ghana.Design/methodology/approachThe authors employed the survey research design. The authors collected data from retail banking customers in Ghana using the intercept approach. There were 385 respondents. The authors analysed the data using the structural equation modelling approach.FindingsThe results show that trustworthiness drives customer engagement which results in brand loyalty. The findings reveal that trustworthiness is defined through integrity, benevolence and ability while customer engagement is defined via emotional engagement, cognitive engagement and behavioural engagement.Originality/valueThis study examines the impact of trustworthiness on customer engagement and brand loyalty. It shows the mediating role of customer engagement in the relationship between trustworthiness and brand loyalty.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c4af4fd7567d325f20d522e30ccf5f0e5bdd620d

How researchers see this paper

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In Marketing

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Guilherme D. Pires
4. Hiram Ting
5. Philip J. Rosenberger

In Organizational Behavior and Human Resource Management

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Guilherme D. Pires
4. Hiram Ting
5. Philip J. Rosenberger

In Sociology and Political Science

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Guilherme D. Pires
4. Hiram Ting
5. Philip J. Rosenberger

Citations in the corpus

• Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, methodology): “, 2017), thus driving consumers’ positive perceptions towards the brand (Kosiba et al., 2018).”