New Search

Export article

Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector

Heba Sadek, Heba El Mehelmi
Journal of Business & Retail Management Research , Volume 14; doi:10.24052/jbrmr/v14is03/art-03

Abstract: Brand Engagement, Online Brand Experience, Satisfaction, Loyalty, Trust, Egypt. This study measures the impact of customer brand engagement (CBE) on brand satisfaction, loyalty, and trust through the online brand experience in the Egyptian banking sector based on the customers’ perspective. Electronic questionnaires were developed to collect data. Data collected from 392 questionnaires was analyzed by means of Structural Equation Modelling (SEM). Findings indicated that CBE has a significant positive impact on brand satisfaction, trust, and loyalty respectively via the online brand experience. This study contributes to knowledge development by focusing on the importance of CBE and its consequences in the online service sector, which is still uncovered. Besides, this study offers guidelines to the service providers with valuable meanings for CBE to enhance brand’s satisfaction, trust and loyalty via developing a unique online brand experience particularly in the Egyptian banking sector, which is witnessing now a new era of digital transformation. Algharabat, R., Rana, N., Alalwan, A., Baabdullah, A. & Gupta, A.(2020), Investigating the antecedents of customer brand engagement and consumer- based brand equity in social media, Journal of Retailing and Consumer Services, Vol.53 No.1, pp.101767. Alloza, A. (2008), Brand engagement and brand experience at BBVA, the transformation of a 150-year-old company, Corporate Reputation Review, Vol.11 No.4, pp. 371–379. Anderson, J.C. & Gerbing, D.W. (1988), Structural equation modeling in practice: A review and recommended two-step approach, Psychological Bulletin, Vol.103 No.3, pp.411. Arnold, M.J., Reynolds, K.E., Ponder, N. & Lueg, J.E. (2005), Customer delight in a retail context: investigating delightful and terrible shopping experiences, Journal of Business Research, Vol.58 No.8, pp. 1132–1145. Bartlett, M. S. (1951), The effect of standardization on a Chi-square approximation in factor analysis, Biometrika, Vol.38 No.3/4, pp.337-344. Bijmolt, T.H., Leeflang, P.S., Block, F., Eisenbeiss, M., Hardie, B.G., Lemmens, A. & Saffert, P. (2010), Analytics for customer engagement. Journal of Service Research, Vol.13 No.3, pp.341–356. Bleier, A., Harmeling, C.M. & Palmatier, R.W. (2019), Creating Effective Online Customer Experiences, Journal of Marketing, Vol.83 No.2, pp. 98–119. Bowden, J.L.H. (2009), The process of customer engagement: A conceptual framework, Journal of Marketing Theory and Practice, Vol.17 No.1, pp. 63–74. Brakus, J.J., Schmitt, B.H. & Zarantonello, L. (2009), Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, Vol.73 No.3, pp. 52–68. Brodie, R.J., Hollebeek, L.D., Jurić, B. & Ilić, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research, Journal of Service Research, Vol.14 No.3, pp. 252–271. Brodie, R.J., Ilic, A., Juric, B. & Hollebeek, L. (2013), Consumer engagement in a virtual brand community: An exploratory analysis, Journal of Business Research, Vol. 66 No.1, pp.105–114. Brussels Research Groups (2019). Egypt’s Banking Sector Remains Resilient. Retrieved on May, 20 2020 from Chang, S.-W. & Fan, S.-H. (2017), Cultivating the brand-customer relationship in Facebook fan pages: a study of fast-fashion industry, International Journal of Retail & Distribution Management, Vol.45 No.3, pp. 253–270. Chinomona, R. (2013), The influence of brand experience on brand satisfaction, trust and attachment in South Africa, International Business & Economics Research Journal (IBER), Vol.12 No.10, pp. 1303–1316. Cleff, T., Walter, N. & Xie, J. (2018), The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions, IUP Journal of Brand Management, Vol.15 No.1, pp. 8–24. Delgado-Ballester, E. & Luis Munuera-Alemán, J. (2001), Brand trust in the context of consumer loyalty, European Journal of Marketing, Vol.35 No.11/12, pp. 1238–1258. Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015), Consumer engagement in online brand communities: a social media perspective, Journal of Product & Brand Management, Vol.24 No.1, pp. 28–42. Dimitriadis, S. & Kyrezis, N. (2008), Does trust in the bank build trust in its technology-based channels? Journal of Financial Services Marketing, Vol.13 No.1, pp.28–38. Dwivedi, A. (2015), A higher-order model of consumer brand engagement and its impact on loyalty intentions, Journal of Retailing and Consumer Services, Vol. 24 No.1, pp.100–109. El Essawi, N. & Abd El Aziz, R. (2012), Determining the main dimensions that affect e-customer relationship management readiness in the Egyptian banking industry, International Journal of Electronic Customer Relationship Management, Vol.6 No.3/4, pp. 217-234. Flavián, C., Guinalíu, M. & Gurrea, R. (2006), The role played by perceived usability, satisfaction and consumer trust on website loyalty, Information & Management, Vol.43 No.1, pp.1–14. Fornell, C. (1992), A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, Vol.56 No.1, pp. 6–21. France, C., Merrilees, B. & Miller, D. (2016), An Integrated Model of Customer-Brand Engagement: Drivers and Consequences, Journal of Brand Management, Vol.23 No.2, pp.119-136. Francisco-Maffezzolli, E.C., Semprebon, E. & Prado, P.H.M. (2014), Construing loyalty through brand experience: the mediating role of brand relationship quality. Journal of Brand Management, Vol.21 No.5, pp.446–458. Gentile, C., Spiller, N. & Noci, G. (2007), How to sustain the customer experience: An overview of experience components that co-create value with the customer, European Management Journal, Vol.25 No.5, pp.395–410. Gong, T. (2018), Customer brand engagement behavior in...
Keywords: Modeling / context / customer / No.1 / Online Brand / Egyptian Banking / Engagement Impact

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

Share this article

Click here to see the statistics on "Journal of Business & Retail Management Research" .
Cited by 1 articles
    Back to Top Top