Moliner, M.A., Monferrer, D. and Estrada, M. (2018), “Consequences of customer engagement and customer self-brand connection”, Journal of Services Marketing, Vol. Zhang, J. and Duan, Y. 10 No. 33-44. As described above, in the process of customer interaction with the branch, the factors of satisfaction and emotions during the service are identified as direct antecedents of the customer’s engagement (Ou et al., 2017; Pansari and Kumar, 2017). “Increasing customer expectations—as well as consumers’ ongoing ‘disregard’ for the limitations of existing (and outdated) banking silos—will force retail banking organizations to provide employees with contextual data for smarter consumer engagement, and provide management with robust analytics for ongoing decision … The J.D. 879-903. Sprott, D., Czellar, S. and Spangenberg, E. (2009), “The importance of general measure of brand engagement on market behavior: development and validation of a scales”, Journal of Marketing Research, Vol. Palmatier, T.W., Dant, R.P., Grewal, D. and Evans, K.R. Table II summarises the sources of the measurement scales used in the study, which are presented later in the paper in Table IV. The managers’ sample yielded a response rate of 42.45 per cent (225 of the 530 branches). Thakur, R. (2016), “Understanding customer engagement and loyalty: a case of mobile devices for shopping”, Journal of Retailing and Consumer Services, Vol. © 2019, Diego Monferrer, Miguel Angel Moliner and Marta Estrada. This is the approach followed in this research. 18 No. 41-53. 283-299. The average within-group inter-rater reliability values, rwg(j), for those constructs were 0.80, 0.70, 0.84, 0.79, 0.70 and 0.80, respectively; all these values are equal to or above the commonly accepted threshold of 0.7, suggesting sufficient within-group agreement to aggregate the data at branch level. 3, pp. and Van Trijp, H.C.M. In Section 5, we explain the methodology of the research. 847-866. When there is a high level of emotional engagement with the service or product, the stimulus provokes strong affective reactions in consumers, which may have an influence on their attitudes (Martin et al., 2008). 63-74. 3, pp. 32, pp. Finally there was a weaker, although significant, relationship with customer emotions during the service (H3: λ = 0.218; t = 5.321). A theoretical model of effects is tested using dyadic methodology, based on 225 dyads (bank branch manager–average of five branch customers). Supporting customers’ desired communication channels … Communicate Early and Often. (2010), “Customer engagement behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13 No. First of all, the market orientation adopted in each individual branch has a positive and significant effect on the factors associated with the customers’ experience of the service, that is, on their satisfaction (H4: λ = 0.163; t = 3.220) and their emotions during the service (H5: λ = 0.203; t = 3.328). In addition, we followed the recommendation by Hox (1994) to use the intra-class correlation coefficient (ICC) to prevent significant interviewer effect on the results. 66-79. Now you have detailed the pain points (and the successes), you can also reflect your customer emotions. 62 No. Customer attrition was very low, mostly because account holders tended to stay local and it was a hassle to shift funds from one bank to another. Although the most practical approach is to consider loyalty in terms of repeat purchase, methodologically this is problematic because it implies attempting to explain past behaviour from psychological variables measured a posteriori. We use cookies to deliver the best possible experience on our website. Harrigan et al. A dual focus of analysis leads us to test this model by constructing dyads from a double sample of 1,125 customers from 225 bank branches and the managers of these branches. 4, pp. 61 No. Serna, R. (2005), “Where are the bank branches in my community? The customer loyalty construct has been explored extensively in the marketing literature (Dick and Basu, 1994; Oliver, 1999; Kumar et al., 2013; Kamran et al., 2017). 1, pp. Here are 9 customer web engagement strategies to convert visitors to users, keep them engaged, and build long lasting relationships with them: Promote your content When it comes to innovative content marketing, the retail banking industry is just catching up. Customer satisfaction is “a judgment that a product/service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment including levels of under- or overfulfillment” (Oliver, 1999). 3, pp. 22 No. You can join in the discussion by joining the community or logging in here.You can also find out more about Emerald Engage. 3, pp. 2, pp. In the moment of truth, that is, the interaction between the firm and the customer, satisfaction and emotions are generated during the service (branch office). Branch managers must therefore be given the flexibility to apply general directives according to local criteria so as to meet their own particular targets. bank in this context) is insightful for explaining customer engagement which is defined as “repeated interactions that strengthen the emotional, psychological (cognitive) and physical (behavioural) investment a customer has in a brand” (Sedley, 2007). Customer attrition was very low, mostly because account holders tended to stay local and it was a hassle to shift funds from one bank … 46 No. Füller (2010) confirms that satisfaction leads to customer engagement, although these combinations can differ from one customer to another. From the psychological and methodological perspectives, therefore, it is more appropriate to examine attitudinal loyalty, since the data are obtained at the same point in time; indeed attitude is the most reliable predictor of future behaviour. 601-616. 54 No. The authors collected data from retail banking customers in Ghana using the intercept approach. (2011), “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of Marketing Management, Vol. 6, pp. Pansari and Kumar’s (2017) framework proposes two antecedents for customer engagement: the level of satisfaction the customer obtains from the relationship and the level of emotional connectedness the customer has with this relationship. It is interesting how banks and credit unions set … 469-487. Lings, I. and Greenley, G. (2009), “The impact of internal and external market orientations on firm performance”, Journal of Strategic Marketing, Vol. 119-129. 10 No. Trustworthiness is essential in Similarly, the retail bank sector should manage expectations in such a way that they are realistic and attractive. 7, pp. By using data and analytics tools and process, retail banks can unearth valuable insights about how their customers behave, and then create the customized products and services customers are demanding. Kitayama, S., Markus, H.R. In this new landscape in which online banking is gaining ground on branch offices, the model shows that customer satisfaction must be analysed in the context of internet banking and customer emotions during the online service. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. 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