Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory

Abstract

Purpose

This paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.

Design/methodology/approach

Using an online survey, data were collected from 598 customers of various (public and private) banks in India. Structural equation modeling was used to analyze the data.

Findings

Results reveal that the key website attributes viz. website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE. The results also delineate positive associations between CE, customer trust and customer retention.

Research limitations/implications

This paper unravels that by strategically focusing on the relational dynamics of CE, banks can build trust and retain their most valuable stakeholders – the customers, thereby addressing the crucial strategic concerns of banking firms.

Originality/value

This research is the first to explore the effects of key website attributes on CE in the banking context. The undertaking of this study in an emerging economy adds further insight into CE literature by generalizing the applicability of CE studies across geographic contexts.

Citation

Islam, J.U., Shahid, S., Rasool, A., Rahman, Z., Khan, I. and Rather, R.A. (2020), "Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory", International Journal of Bank Marketing, Vol. 38 No. 6, pp. 1279-1303. https://doi.org/10.1108/IJBM-12-2019-0460