Title: The role of customer experience in the formation of customer engagement in the retail banking industry: mediation and moderation analysis

Authors: Jyothi Chepur; Raja Shekhar Bellamkonda

Addresses: School of Management Studies, University of Hyderabad, Telangana, India ' School of Management Studies, University of Hyderabad, Telangana, India

Abstract: By applying the theory of engagement to the retail banking industry, the purpose of this study is to: 1) develop the integrated model of customer experience and engagement; 2) examine the mediation effect of customer satisfaction and emotions in the relationships among customer experience, direct contribution and indirect contribution; 3) examine the moderation effect of convenience in the relationships among customer satisfaction, emotions, direct and indirect contribution. Mediation and moderation analysis results confirm that along with satisfaction, emotions and convenience are significant for strengthening the relationship between customer experience and engagement. The study found that at low level of convenience, the effect of customer satisfaction on direct contribution is less positive. Which means more satisfied customers also may contribute less towards firm at low convenience. The study shows the importance of customer experience to customer's engagement towards the bank that helps the bank formulate appropriate strategies. Managerial implications and further research scope are discussed.

Keywords: customer experience; customer engagement; satisfaction; emotions; convenience; mediation analysis; moderation analysis.

DOI: 10.1504/IJECRM.2022.126896

International Journal of Electronic Customer Relationship Management, 2022 Vol.13 No.4, pp.357 - 387

Received: 23 Nov 2021
Accepted: 21 Jul 2022
Published online: 11 Nov 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article