Customer engagement in the Indian retail banking sector: an exploratory study
by Neena Sondhi; Baldev R. Sharma; Supriya M. Kalla
International Journal of Business Innovation and Research (IJBIR), Vol. 12, No. 1, 2017

Abstract: Customer engagement as a construct may have its origin from other disciplines, but in today's cluttered and highly competitive marketplace it holds special significance in marketing. There have been varying thoughts on how the construct will be defined. While some viewed it as a precursor to consumer trust and commitment, others saw it as a multi-dimensional construct that demonstrated a natural and sequential progression of different phases of the same phenomenon. Recognising the significance of the construct for an emerging market place like India, the authors have examined the available thought on the subject and developed a 20-item instrument to measure and operationalise the construct for the Indian retail banking sector. An exploratory factor analysis conducted on a sample of 125 urban retail banking customers revealed robust and decisive results. Customer engagement emerged as a single construct comprising of trust, commitment, loyalty and advocacy. The second factor that emerged was co-creation. Length of association with the bank was an important factor that determined the level of engagement and co-creation. Though limited in scope, the paper presents a strong case for comprehending customer engagement as an all-inclusive phenomenon instead of viewing it in terms of its individual constituent parts.

Online publication date: Mon, 05-Dec-2016

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