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Examining customer engagement and brand loyalty in retail banking: The trustworthiness influence

John Paul Basewe Kosiba (Department of Marketing, University of Professional Studies, Accra, Ghana)
Henry Boateng (School of Communication, University of Technology Sydney, Sydney, Australia)
Abednego Feehi Okoe Amartey (Department of Marketing, University of Professional Studies, Accra, Ghana)
Robert Owusu Boakye (Department of Banking and Finance, University of Professional Studies, Accra, Ghana)
Robert Hinson (Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana) (University of the Free State Business School, Bloemfontein, South Africa)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 2 October 2018

Issue publication date: 16 October 2018

Abstract

Purpose

In recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of customer engagement such as brand loyalty. Furthermore, the customer engagement and brand loyalty literature have paid little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail banking in Ghana.

Design/methodology/approach

The authors employed the survey research design. The authors collected data from retail banking customers in Ghana using the intercept approach. There were 385 respondents. The authors analysed the data using the structural equation modelling approach.

Findings

The results show that trustworthiness drives customer engagement which results in brand loyalty. The findings reveal that trustworthiness is defined through integrity, benevolence and ability while customer engagement is defined via emotional engagement, cognitive engagement and behavioural engagement.

Originality/value

This study examines the impact of trustworthiness on customer engagement and brand loyalty. It shows the mediating role of customer engagement in the relationship between trustworthiness and brand loyalty.

Keywords

Citation

Kosiba, J.P.B., Boateng, H., Okoe Amartey, A.F., Boakye, R.O. and Hinson, R. (2018), "Examining customer engagement and brand loyalty in retail banking: The trustworthiness influence", International Journal of Retail & Distribution Management, Vol. 46 No. 8, pp. 764-779. https://doi.org/10.1108/IJRDM-08-2017-0163

Publisher

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Emerald Publishing Limited

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