Trust and customer engagement in the banking sector in Ghana
Customer engagement has become a topical issue in the marketing literature in recent times. Many researchers have called for more research to be done on the antecedents of customer engagement. In response to this call, we examine the impact of trust on customer engagement. We used the survey researc...
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| Veröffentlicht in: | The Service industries journal 2020-10, Vol.40 (13-14), p.960-973 |
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| container_end_page | 973 |
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| container_issue | 13-14 |
| container_start_page | 960 |
| container_title | The Service industries journal |
| container_volume | 40 |
| creator | Kosiba, John Paul Boateng, Henry Okoe, Abednego Feehi Hinson, Robert |
| description | Customer engagement has become a topical issue in the marketing literature in recent times. Many researchers have called for more research to be done on the antecedents of customer engagement. In response to this call, we examine the impact of trust on customer engagement. We used the survey research design to address the research question. We used the intercept approach to select the participants of the study. We collected the data from retail banking customers in Ghana. The hypotheses were tested using Structural Equation Modelling (SEM). The findings of this study show that trust in service providers and economy-based trust have a significant and positive effect on emotional engagement, cognitive engagement, and behavioural engagement. The implications of the findings have been discussed at the end of the paper. |
| doi_str_mv | 10.1080/02642069.2018.1520219 |
| format | Article |
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| identifier | ISSN: 0264-2069 |
| ispartof | The Service industries journal, 2020-10, Vol.40 (13-14), p.960-973 |
| issn | 0264-2069 1743-9507 |
| language | eng |
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| source | EBSCOhost Business Source Complete |
| subjects | customer engagement economy-based trust Ghana Retail banking service-based trust Trust 信任 加纳 基于服务的信任 基于经济的信任 客户参与 零售银行 |
| title | Trust and customer engagement in the banking sector in Ghana |
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