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

Sadek, Heba; mehelmi, heba el

doi:10.24052/jbrmr/v14is03/art-03

Cited by 15 publications

(31 citation statements)

References 57 publications

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“…Trust is the cornerstone of a bank's success (Sadek & Mehelmi, 2020). Trust is one of the driving factors in increasing loyalty and directly influences the bank's bottom line.…”

Section: Literature Reviewmentioning

confidence: 99%

“…A high level of trust can, in certain ways, act as a safeguard against customers' potentially bad experiences. A bank client trusting his bank will more readily accept an insurance quote, open a retirement bond, or engage in a mortgage than clients who do not have such a high level of trust in the specific bank (Sadek & Mehelmi, 2020). Customers with high trust in the bank are assured that it is looking out for their best interests (Dahlgren, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The same principle applies to customers who have been with a specific bank for a long time. The cycle of customers having faith in their financial service provider (Schroeder et al, 2019), the more likely they are to sign up for additional products (Sadek & Mehelmi, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

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A post-COVID model to measure brand loyalty of banking clients

Els

Bisschoff

2023

Banks and Bank Systems

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The study investigates the relationship between customers’ loyalty, trust and satisfaction concerning an organization’s reputation in the South African banking sector. High service levels exist in this highly competitive and price-sensitive market. Access to banking has also digitized significantly, and banks adapted their service strategies to comply with COVID-19 restrictions such as hard lockdowns and limited movements. Customers were not able to attend banks. Hence the whole personal (contact) service and loyalty scenario required aggressive reengineering. A bank’s competitiveness can be impacted significantly by service quality, price competitiveness, and product diversity. As a result, the study with the primary objective is to determine the new relationships between customer loyalty and antecedents such as service quality, customer satisfaction, customer trust, brand image, reputation, customer loyalty, and word of mouth. Data were gathered from South African customers using a 5-point Likert scale distributed via an electronic platform (Google Forms). More than 1,000 questionnaires were distributed, and 150 were completed and returned (representing a 15% response rate). The reliability is satisfactory (Cronbach alpha coefficient on all antecedents exceeded 0.775). The literature model was confirmed using confirmatory factor analysis. The analysis showed that the model possesses convergent- (r2 &lt; Sqrt AVE) and discriminant (AVE &gt; 0.5) validity and possesses satisfactory fit indices (CFI = .951, TL = .941, NFI = .922, RMSEA = .089, CMIN/df = 129.072/592.188 = 2.188). This indicates that the model can be operationalized in South Africa to measure post-COVID-19 bank loyalty.

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“…Trust is the cornerstone of a bank's success (Sadek & Mehelmi, 2020). Trust is one of the driving factors in increasing loyalty and directly influences the bank's bottom line.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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A post-COVID model to measure brand loyalty of banking clients

Els

Bisschoff

2023

Banks and Bank Systems

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“…A favourable brand experience tends to generate an emotional brand connection with the customer, and in turn, yields customer satisfaction. Customers are expected to be satisfied with the brand based on the pervasive and supportive online customer brand experience (Brakus et al, 2009;Sadek & El Mehelmi, 2020). Customers who experience a higher degree of fun and entertainment during the co-creation processes will generate more value and higher levels of satisfaction (Franke & Von Hippel, 2003).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

The Impact of Value Co-Creation Behaviour within the Social Media Context

Sleilati

Sfeir

2021

AJBA

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Manuscript type: Research paper Research aims: This study investigates the impact of value co-creation behaviour on customer loyalty within the context of social media. It also attempts to determine the role played by customer brand experience and customer satisfaction as mediating variables. Design/Methodology/Approach: Drawing upon the service-dominant logic theory, a research framework is developed and tested using the structural equation modelling. The data comprise the input of 449 respondents from Lebanon. Research findings: The findings provide substantial evidence showing the relationship between customer value co-creation behaviour and customer loyalty. This relationship is partially mediated by customer brand experience. Theoretical contribution/Originality: This study expands on existing literature by investigating how customer value co-creation behaviours can lead to customer loyalty within the social media context of Lebanon. Practitioner/Policy implications: The findings can assist managers in understanding how customer loyalty can be promoted through co-creation behaviours within social media. The results suggest that managers should provide the means which can encourage more behavioural, intellectual and affective customer reviews/feedback. Research limitation/Implications: The limitation of this study rests on its findings which cannot be generalised to a wider business community as it focuses only on the context of Lebanon.

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“…In this competitive era, branding has significant importance in increasing the progress of an organization. Due to branding, consumers' buying behavior can be changed based on their preferences, values, and choices with the help of brand equity and its name & symbol (Wang, 2010;Sadek, 2020). Brand equity is predominant in the marketing construct, affecting significant marketing variables, such as CPD.…”

Section: Introductionmentioning

confidence: 99%

Does Better Brand Management Influences Consumer Purchase Decisions? Covid-19 Challenges from Pakistan Banking Sector

Mirza¹,

Younus²,

Sherazi³

et al. 2021

Academic Journal of Social Sciences

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Banking Sector (BS) is facing more enormous challenges due to the quick spread of NOVEL COVID-19, which locked people's lives over the globe. Brand management is one of the critical concerns. Organizations are managing their brand to attract potential customers from the market in this pandemic situation. For this objective, data have been collected from 210 customers of banking organizations. Data have been gathered using a snowball sampling method, which allows the respondents to spread the questionnaire link with their friends; this study has used SPSS to analyze the data. However, the findings of the study have portrayed that brand management substantially influences consumer purchase behavior. Therefore, whenever organizations develop their strategies to attract potential customers, organizations can increase brand performance by efficiently managing it. Moreover, when customers link with the brand, they use it to learn about customer service and corporate bank strategies.

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

Cited by 15 publications

References 57 publications

A post-COVID model to measure brand loyalty of banking clients

A post-COVID model to measure brand loyalty of banking clients

The Impact of Value Co-Creation Behaviour within the Social Media Context

Does Better Brand Management Influences Consumer Purchase Decisions? Covid-19 Challenges from Pakistan Banking Sector

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