Examining customer engagement and brand loyalty in retail banking: The trustworthiness influence

Kosiba, JPB; Boateng, H; Okoe Amartey, AF; Boakye, RO; Hinson, R

Examining customer engagement and brand loyalty in retail banking: The trustworthiness influence

Kosiba, JPB Boateng, H

Okoe Amartey, AF Boakye, RO Hinson, R

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Publication Type:: Journal Article
Citation:: International Journal of Retail and Distribution Management, 2018, 46 (8), pp. 764 - 779
Issue Date:: 2018-08-13

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Field	Value	Language
dc.contributor.author	Kosiba, JPB	en_US
dc.contributor.author	Boateng, H https://orcid.org/0000-0002-7949-5557	en_US
dc.contributor.author	Okoe Amartey, AF	en_US
dc.contributor.author	Boakye, RO	en_US
dc.contributor.author	Hinson, R	en_US
dc.date.issued	2018-08-13	en_US
dc.identifier.citation	International Journal of Retail and Distribution Management, 2018, 46 (8), pp. 764 - 779	en_US
dc.identifier.issn	0959-0552	en_US
dc.identifier.uri	http://hdl.handle.net/10453/129255
dc.description.abstract	© 2018, Emerald Publishing Limited. Purpose: 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. 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/approach: The 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. Findings: The 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/value: This 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.	en_US
dc.relation.ispartof	International Journal of Retail and Distribution Management	en_US
dc.relation.isbasedon	10.1108/IJRDM-08-2017-0163	en_US
dc.subject.classification	Marketing	en_US
dc.title	Examining customer engagement and brand loyalty in retail banking: The trustworthiness influence	en_US
dc.type	Journal Article
utslib.citation.volume	8	en_US
utslib.citation.volume	46	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1504 Commercial Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/IKM and Digital Studies Program
utslib.copyright.status	closed_access
pubs.issue	8	en_US
pubs.publication-status	Published	en_US
pubs.volume	46	en_US

Abstract:

© 2018, Emerald Publishing Limited. Purpose: 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. 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/approach: The 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. Findings: The 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/value: This 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.

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http://hdl.handle.net/10453/129255