The impacts of integration quality and perceived fluency on customer experience, customer-brand engagement, and brand loyalty: The case of omnichannel banking
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Keywords:
Omnichannel banking
integration quality
perceived fluency
customer experience
brand engagement
Abstract
Omnichannel retailing is regarded as an emerging trend in various fields, especially in the banking sector. This study aims to analyze the influences of critical properties of the omnichannel model, including integration quality and perceived fluency on customer experience, customer engagement, and brand loyalty in the context of omnichannel banking in Viet Nam. Data were collected from an online survey, targeting the customers who used at least 2 different channels with a specific bank. The authors obtained 1547 suitable answers for further analysis. The technique of PLS-SEM was employed to analyze the research model by the software Smart PLS 3.0. The results indicate that both integration quality and perceived fluency impact customer experience and customer engagement. Besides, customer experience and customer engagement are also found to be two determinants of brand loyalty in this research. Finally, the study points out limitations and proposes recommendations for future research
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Published
Oct 31, 2022
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How to Cite
Trần Xuân Quỳnh, Phan Trần Bảo Trâm, Trương Thị Hiếu Hạnh, and Võ Quang Trí. “The Impacts of Integration Quality and Perceived Fluency on Customer Experience, Customer-Brand Engagement, and Brand Loyalty: The Case of Omnichannel Banking”. The University of Danang - Journal of Science and Technology, vol. 20, no. 10.1, Oct. 2022, pp. 33-39, https://jst-ud.vn/jst-ud/article/view/8012.
