Forthcoming and Online First Articles

International Journal of Electronic Banking

International Journal of Electronic Banking (IJEBank)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

Forthcoming articles must be purchased for the purposes of research, teaching and private study only. These articles can be cited using the expression "in press". For example: Smith, J. (in press). Article Title. Journal Title.

Articles marked with this shopping trolley icon are available for purchase - click on the icon to send an email request to purchase.

Online First articles are published online here, before they appear in a journal issue. Online First articles are fully citeable, complete with a DOI. They can be cited, read, and downloaded. Online First articles are published as Open Access (OA) articles to make the latest research available as early as possible.

Open AccessArticles marked with this Open Access icon are Online First articles. They are freely available and openly accessible to all without any restriction except the ones stated in their respective CC licenses.

Register for our alerting service, which notifies you by email when new issues are published online.

International Journal of Electronic Banking (One paper in press)

Regular Issues

  • Construing behavioural, relational and performance outcomes through brand experience in online banking: the mediating role of brand relationship quality   Order a copy of this article
    by Tanya Singh, Dheeraj Sharma, Shweta Bahl 
    Abstract: Anecdotal evidence suggests that customers increasingly do banking transactions without interacting with humans. Accordingly, the present research examines the moderation of perceived humanness (PH) of the non-human interactions on the relationship between brand relationship quality (BRQ) and brand advocacy (BA), brand loyalty (BL), and brand equity (BE) in the online banking context. The study also examines the mediating role of BRQ between brand experience and BA, BL, and BE. The study uses a survey methodology to validate the suggested research model. We tested the hypotheses using structural equation modelling using partial least squares (PLS). Results indicate that brand experience positively leads to BRQ, and BRQ further mediates the relationship between brand experience and BA, BL and BE. The results also supported the moderating role of PH on the BRQ-BL relationship. Bank managers must cater to customers human and social needs while using technology-mediated mediums such as chatbots in online banking. Chatbots should also be receptive to human emotions to increase brand loyalty. Additionally, the study adds to the body of knowledge on consumer-brand relationship theory.
    Keywords: online banking; retail; brand relationship quality; brand experience; perceived humanness; consumer-brand relationship theory.
    DOI: 10.1504/IJEBANK.2025.10072376
     

 

Return to top