Trust and customer engagement in the banking sector in Ghana

Taylor & Francis (Routledge)
Publication Type:
Journal Article
Service Industries Journal, 2020, 40, (13-14), pp. 960-973
Issue Date:
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© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group. Customer engagement has become a topical issue in the marketing literature in recent times. Many researchers have called for more research to be done on the antecedents of customer engagement. In response to this call, we examine the impact of trust on customer engagement. We used the survey research design to address the research question. We used the intercept approach to select the participants of the study. We collected the data from retail banking customers in Ghana. The hypotheses were tested using Structural Equation Modelling (SEM). The findings of this study show that trust in service providers and economy-based trust have a significant and positive effect on emotional engagement, cognitive engagement, and behavioural engagement. The implications of the findings have been discussed at the end of the paper.
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