(2003), “Organizational citizenship behaviors and service quality as external effectiveness of contact employees”, Journal of Business Research, Vol. Finally there was a weaker, although significant, relationship with customer emotions during the service (H3: λ = 0.218; t = 5.321). Batko, J.J. (1976), “On various intraclass correlation reliability coefficients”, Psychological Bulletin, Vol. Webcast - Retail Banking - Customer engagement in the digital age - now available Did you miss our recent webcast Retail Banking - Customer engagement in the digital age, sponsored by Adobe? Customer engagement in the Indian retail banking sect or 57 dimensions of a single factor, which has an extremely high level of internal consi stency and reliability (Cronbach’s alpha = .929). Thakur, R. (2016), “Understanding customer engagement and loyalty: a case of mobile devices for shopping”, Journal of Retailing and Consumer Services, Vol. 506-528. Palmatier, T.W., Dant, R.P., Grewal, D. and Evans, K.R. To achieve this goal, banks have recognized that digital transformation is critical, as it can enable them to provide new and better products and services – as well as to Although this scale was originally designed for use in the banking context in transitional economies, its definition is global and generalised, making it perfectly possible to use in any banking context such as the Spanish financial industry (Monferrer et al., 2019). 68-80. (2011) suggest that some highly engaged consumers have experienced previously higher levels of satisfaction. In branding, self-congruency theory helps to explain customer loyalty through customer engagement. When the square root of the AVE between each pair of factors is higher than the estimated correlation between those factors, as in our case, discriminant validity is verified. Spanish Journal of Marketing-ESIC, 2019, vol. 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. Fang, S.R., Chang, E., Ou, C.C. Cadwallader, S., Jarvis, C.B., Bitner, M.J. and Ostrom, A.L. This intel can be used to prompt the customer to open a savings account in a number of ways (ads, mailers). 2 No. Customer engagement should therefore be incorporated into explanatory models of customer loyalty. Some data show the increasingly important role of customer engagement at the business level. Although the bank studied is large enough to be included in the list of Spain’s top ten banks, we analysed a specific geographical area that did not cover all its markets. Thus, on the one hand, organisational approaches on the strategic orientations firms adopt in their conceptions of their customer services (principally the market orientation from the marketing discipline) have tended to be integrated in models of effects on organisational variables (Zhang and Duan, 2010; Al Mamun et al., 2018; Monferrer et al., 2019). 86, available at: http://dx.doi.org/10.1016/j.jbusres.2017.06.001. 7, pp. 24 No. Sirgy, M.J. (1985), “Using self-congruity and ideal congruity to predict purchase motivation”, Journal of Business Research, Vol. First, in response to recent calls in the literature for more in-depth analysis of this relationship (Kumar et al., 2013; Thakur, 2016; Kosiba et al., 2018; Moliner et al., 2018; Parihar et al., 2019), from the conceptual perspective it establishes a direct relationship between customer engagement and customer loyalty. Self-brand connection and emotions during the service also have a significant influence. 224-236. Pansari and Kumar (2017) call for more research to determine the antecedents and consequences of customer engagement. 219-229. Hox, J.J. (1994), “Hierarchical regression models for interviewer and respondent effects”, Sociological Methods and Research, Vol. and Krafft, M. (2010), “Customer engagement as a new perspective in customer management”, Journal of Service Research, Vol. Supporting customers’ desired communication channels … analysis. Keywords Ghana, Trustworthiness, Retail banking, Brand loyalty, Customer engagement Paper type Research paper 1. Firms in the retail-banking context must meet expectations in their service provision and information management. (2009), “Enhancing performance through goal setting, engagement and optimism”, Industrial Management and Data Systems, Vol. 1-18. Customer journeys in banking are a bit like a romance, from the initial meeting when you’re trying to figure out if the bank and its products and channels are right for you, to the building of the relationship where of you learn more about each other, and finally to the engagement and marriage of what will hopefully be a happy, productive and successful long-term relationship. 1041-1067. Design/methodology/approach: The authors employed the survey research design. and Hinson, R. (2018), “Examining customer engagement and brand loyalty in retail banking: the trustworthiness influence”, International Journal of Retail and Distribution Management, Vol. 88 No. Power 2020 U.S. Retail Banking Advice Satisfaction Study,SM released today, customer satisfaction with advice … (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. Customer attrition was very low, mostly because account holders tended to stay local and it was a hassle to shift funds from one bank … In 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. The managers’ sample yielded a response rate of 42.45 per cent (225 of the 530 branches). Retail. 3 No. 18 No. The Changing Customer Experience in Retail Banking There was a time, about 20 years ago, when banks competed based on their savings account interest rates and product mix. (2008), “The role of emotion in explaining consumer satisfaction and future behavioral intention”, Journal of Services Marketing, Vol. One such area of recent interest is the role customer engagement plays in forming customer loyalty (Kumar et al., 2013; Thakur, 2016; Kosiba et al., 2018; Moliner et al., 2018; Parihar et al., 2019). Its research is produced independently by its research organization without input or influence from any third party. The retail banking industry combines a branding strategy at the corporate level with a relationship marketing strategy at the branch office level. and Suh, J. This is the approach followed in this research. and Jaworski, B.J. James, L.R. However, there is now a broad consensus that the two perspectives are perfectly complementary and a holistic approach can be taken by considering them together (Kolar, 2006; Zhou et al., 2008; Monferrer et al., 2019). Table II summarises the sources of the measurement scales used in the study, which are presented later in the paper in Table IV. Paul Greenberg (for HubSpot) I love that this definition includes the customer choosing to interact with your brand. Selecting and training staff who deal directly with the public is therefore a vital aspect of strategy. Although this provides a fascinating field of study from the co-creation perspective, it poses new challenges in the engagement era. Based on its own definition, developing a market orientation will help branches to generate and disseminate their own branch-specific market information and will motivate their contact personnel to offer services in the optimal way (Lings and Greenley, 2009). 2, pp. 1, pp. Self-brand connection is therefore an emotional variable that gathers the extent to which the customer’s personality is connected to the brand’s values. Cuarto, el estudio muestra que la orientación de mercado adoptada a nivel de oficina es crucial para generar resultados relacionales positivos con el cliente. 879-903. Financial Services Score for Retail Banking Customer Engagement Technology Published: 03 June 2019 ID: G00710577 Analyst(s): Financial Services Business Leader Research Team Summary Evaluate the effectiveness of your retail banking customer engagement technology using objective peer-based performance standards. (2010), Multivariate Data Analysis, Prentice Hall, Upper Saddle River, NJ. 149-167. Escalas, J.E. Our proposal is also in line with the customer engagement framework (Pansari and Kumar, 2017), since in the customer management process the brand or firm’s marketing activities are understood to generate awareness among customers that motivates their desire to purchase (branding). The results reveal a strong relationship between customer engagement and customer loyalty. 10 No. Bank of America recently launched its … This aggregation follows recommendations in the literature (Yoon and Suh, 2003) that data should be gathered at the level of analysis at which it will be aggregated. Narver, J.C. and Slater, S.F. Selection and peer-review under responsibility of the 2nd International Conference on Strategic Innovative Marketing. Concretely, from a holistic approach the scale consists of four dimensions corresponding to the behavioural and cultural perspectives associated with the construct (Kohli and Jaworski, 1990; Narver and Slater, 1990): intelligence generation (four items), intelligence dissemination (four items), responsiveness (four items) and marketing culture (four items). The first questionnaire measured the managers’ assessment of market orientation in their branch, whereas the second one captured customers’ overall perceptions of the self-brand connection and their perceived satisfaction, emotions during the service, engagement and loyalty to their branch. (2010), “The impact of different types of market orientation on product innovation performance”, Management Decision, Vol. The authors collected data from retail banking customers in Ghana using the intercept approach. Finally, the dyads are based on the opinion of the branch manager, on one hand, and an average of five customers per branch, on the other. This new context led Pansari and Kumar (2017) to suggest that customer management has entered a new stage of engagement, while trust and commitment predominated in the preceding relationship-centred stage, in these new times the key to customer management lies in satisfaction and emotion. No Consensus on Engagement Metrics or Definition, Decreased Use of Interaction Frequency and Account Balance, Increased Interest in Incorporating Financially Healthy Behavior, Evaluating Definitions and Metrics: Lessons From Our Proprietary Data and Analysis. Keep Your Digital Channels Open. This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between customer engagement and customer loyalty in the retail-banking context. The Elements of Value that matter in retail banking 3, pp. Copyright © 2019, Diego Monferrer, Miguel Angel Moliner and Marta Estrada. Podsakoff, P.M., Mackenzie, S.B., Lee, J.Y. 6. 785-807. Yet, according to a recent J.D. The methodological approach using the branch-customer dyads adopted in this study has enabled us to integrate the two streams in the same causal model. 23 No. These actions take the form of purchases, incentivised referrals by the customer, conversations about the brand and the customer’s feedback on social media and ideas about how the firm could improve performance (Kumar et al., 2013). (2011), Hollebeek and Chen (2014) and Pansari and Kumar (2017) who understand customer engagement as a combination of rational and emotional bonds generated through experiences with the brand/firm. Measuring Customer Engagement in Retail Banking Published: 20 February 2019 ID: G00411639 Analyst(s): Financial Services Business Leader Research Team Summary How do financial services executives define and measure customer engagement in an era of increased technological capabilities and data availability? Glick, W.H. Caution should therefore be taken when generalising the results to potential customers with no experience of this financial brand. 4, pp. All rights reserved. In summary, as shown in Figure 1, we propose a model of effects associated with the service experienced by bank customers in their branches. Emotions also have an essential role to play in fostering engagement and loyalty; this is true for both emotions generated at the corporate level (self-brand connection) and those arising at the branch office level (emotions during the service). To this end, we propose a causal model that considers two levels of antecedent influence on engagement: first, the influence on the customer at the corporate level measured through the construct of self-brand connection; and second, and more closely focused on the scope of this study, the influence of variables generated by the customer during the service experience in the branch, namely, satisfaction and emotions during the service. (2017) as both integral emotions (self-brand connection) and incidental emotions (emotions during the service) have a significant influence. Marketing activities for a brand create customer awareness about promoted products and services. 5, pp. 14-22. 3, pp. ©2021 Gartner, Inc. and/or its affiliates. Bank of America Uses A Chatbot to Connect with Customers. The moments of truth that occur in service encounters are not only a crucial factor in generating customer satisfaction but also responsible for causing positive or negative emotions that customers store in their memory and that will influence their transactional and non-transactional behaviours (Pansari and Kumar, 2017). We can therefore conclude that customer satisfaction is a necessary condition to ensure customer engagement and customer loyalty. Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here. Identify key business drivers and take action to improve customer satisfaction … (2015), “Marketing capabilities and firm performance: literature review and future research agenda”, International Journal of Productivity and Performance Management, Vol. On a related note, emotional links (based on relationships established with customers) tend to arise from personal interaction between contact personnel and customers. 3, pp. Power study points out that digital-only and branch-only customers are the least satisfied segments. 4, pp. According to the J.D. and Ganesh, J. June, pp. According to Bagozzi et al. 6, pp. Power 2020 U.S. Retail Banking Satisfaction Study, SM released today, 52% of retail bank customers classified as branch dependent before the COVID-19 pandemic, and successfully transitioning them to digital—without compromising customer experience—will be critical in the weeks and months ahead. The bank leveraged its omni-channel customer engagement model which helped grow retail deposits by 7% year on year. 246-262. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. 301 certified writers online Providing an excellent customer experience is important for any company, but it’s crucial in the financial services industry. 764-779. 17 No. Salesforce BrandVoice ... the impact of technology on customer relationships in the banking ... represent the highest-priority channels for growing SMB engagement … 4 No. and Oczkowski, E. (2009), “Service worker customer orientation, organisation/job fit and perceived organisational support”, Journal of Strategic Marketing, Vol. Consumer or customer loyalty may be defined in terms of repeat purchase behaviour or as a consumer attitude to the brand or firm (Kumar et al., 2013; Kamran et al., 2017). 9, pp. 17 No. 8, pp. 55% of Americans have full service banking apps on their phones today–delivering convenient access to accounts and transactions. 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. , B … Changes in customer engagement financial brand shown that customer.! Truth in branch offices are crucial aspects in the retail bank sector should manage expectations in such a way they... 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