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.

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存在重要的研究空白，主要是在银行业的背景下。因此，本研究旨在促进对改善银行与客户关系的参与度和体验的理解，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对拟议关系的调节作用。这项研究工作强调了各种重要的客户参与和品牌体验问题及其推论，这可能非常有助于制定零售银行业增长必不可少的战略。