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Internet and mobile banking: the role of engagement and experience on satisfaction and loyalty
International Journal of Bank Marketing ( IF 5.083 ) Pub Date : 2020-12-23 , DOI: 10.1108/ijbm-08-2020-0457
Daniela Menezes Garzaro , Luís Fernando Varotto , Samara de Carvalho Pedro

Purpose

In this work, the author verified the effect of interactivity and social presence on engagement with bank customers, how much these relationships affect the experience with the brand and their effect on satisfaction and loyalty, while highlighting the differences between the digital service channels (websites and apps).

Design/methodology/approach

The author conducted a survey, collecting responses from 390 users of banking websites and mobile banking. Structural equation modeling (SEM) analyzed the data, with the use of the PLS-MGA group method.

Findings

Results reveal the positive effects of interactivity and social presence on brand engagement and positive associations between brand engagement, brand experience, satisfaction and loyalty. The results also reveal that brand experience completely mediates the effect of brand engagement on satisfaction and that the effect of social presence on engagement is higher for users of banking websites versus users of mobile banking apps.

Research limitations/implications

There is a possibility of different results in cultures where the use of IT and the use of digital platforms of banking technology are less intense. Furthermore, other segments, besides banking, could be an opportunity to improve knowledge about these effects.

Practical implications

This study contributes to practice by showing the importance of interactive elements and social presence in digital channels to generate engagement with the brand, resulting in more positive experiences that increase bank customer satisfaction and loyalty.

Social implications

This study confirms the relationships between interactivity, social presence and engagement, also confirming that social presence mediates the relationship between interactivity and brand engagement.

Originality/value

An important original contribution is the effect of engagement as an antecedent of the experience with the brand, which results in elevated satisfaction and loyalty of the bank customer.



中文翻译:

互联网和移动银行:参与度和经验对满意度和忠诚度的作用

目的

在这项工作中,作者验证了互动性和社交地位对与银行客户互动的影响,这些关系在多大程度上影响了品牌体验以及它们对满意度和忠诚度的影响,同时强调了数字服务渠道(网站和应用)。

设计/方法/方法

作者进行了一项调查,收集了390个银行网站和移动银行用户的反馈。结构方程模型(SEM)使用PLS-MGA分组方法分析了数据。

发现

结果显示了互动和社交存在对品牌参与度的积极影响,以及品牌参与度,品牌体验,满意度和忠诚度之间的正相关。结果还表明,品牌体验完全可以调解品牌参与度对满意度的影响,而社交网站对参与度的影响对银行网站用户而言要比对移动银行应用程序用户要高。

研究局限/意义

在IT使用和银行技术数字平台使用不太激烈的文化中,可能会有不同的结果。此外,除银行业务外,其他细分市场也可能是提高对这些影响的认识的机会。

实际影响

这项研究通过展示互动元素和数字渠道中的社交存在对提高品牌参与度的重要性,从而为实践做出了贡献,从而带来了更积极的体验,可提高银行客户的满意度和忠诚度。

社会影响

这项研究证实了互动性,社交存在和参与之间的关系,也证实了社交存在介导了互动和品牌参与之间的关系。

创意/价值

最初的重要贡献是参与作为品牌体验的前因,从而提高了银行客户的满意度和忠诚度。

更新日期:2021-02-04
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