Effects of customer perceptions in multichannel retail banking

Rafael Bravo (Faculty of Economics and Business, Universidad de Zaragoza, Zaragoza, Spain)
Eva Martínez (Faculty of Economics and Business, Universidad de Zaragoza, Zaragoza, Spain)
José Miguel Pina (Faculty of Economics and Business, Universidad de Zaragoza, Zaragoza, Spain)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 July 2019



This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in which customers’ perceptions of offline and online channels are related to brand trust and brand commitment, which ultimately lead to customer engagement.


An empirical study was carried out on a sample of 306 individuals and data were analysed through partial least squares.


The results show that offline experience is more important than online experience in terms of impact on trust and commitment, which are closely linked to customer engagement. Online experience does not have a significant direct influence on brand commitment and its effect on brand trust is moderated by the customer’s familiarity with the channel.


These findings contribute to the advance in the current knowledge of the joint role of online and offline channels with the aim of strengthening customer relationships. From a managerial viewpoint, customer perceptions formed by their experiences in bank branches are more important than customer perceptions of the website’s performance in the explanation of trust and commitment.



This study was supported by the Government of Spain and the European Regional Development Fund (Project ECO2017-82103-P), the Government of Aragón and the European Social Fund (GENERES Group S-54_17R).


Bravo, R., Martínez, E. and Pina, J.M. (2019), "Effects of customer perceptions in multichannel retail banking", International Journal of Bank Marketing, Vol. 37 No. 5, pp. 1253-1274. https://doi.org/10.1108/IJBM-07-2018-0170



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.