17 No. The customer loyalty construct has been explored extensively in the marketing literature (Dick and Basu, 1994; Oliver, 1999; Kumar et al., 2013; Kamran et al., 2017). In summary, as shown in Figure 1, we propose a model of effects associated with the service experienced by bank customers in their branches. These arguments lead us to our final hypothesis: Customer emotions during the service positively influence customer engagement. (2007), âStrategic change implementation and performance loss in the front linesâ, Journal of Marketing, Vol. 2, pp. Various lines of future research emerge from this study. 3, pp. According to van Doorn et al. 33-44. Too often, retail banks build oversize, bespoke teams and processes to address individual customer journeys with inadequate ways of collaborating across functions and measuring progress. 119-129. and Odekerken, G. (2002), âStore satisfaction and store loyalty explained by customer- and store related factorsâ, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, Vol. As described above, in the process of customer interaction with the branch, the factors of satisfaction and emotions during the service are identified as direct antecedents of the customerâs engagement (Ou et al., 2017; Pansari and Kumar, 2017). In today’s challenging economic climate, the effective engagement of employees in the retail industry is an increasingly vital requirement to maintain exemplary customer service levels and maximise sales. Klaus, P., Gorgoglione, M., Buonamassa, D., Panniello, U. and Nguyen, B. 219-229. Medlin, B. and Green, K.W. Branches with a market orientation therefore have an advantage in achieving customer satisfaction and a service experience associated with positive emotions since they can align the internal development of their mechanisms, routines and capabilities with the external efforts they make on their customersâ behalf according to the conditions existing in the market, and maintain the symmetry between them (Zhang and Duan, 2010; Monferrer et al., 2019). 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.,The authors employed the survey research design. Branch market orientation positively influences customer emotions during the service. 14-22. As can be noted, there is a fair degree of over-lap between the two. 64-73. All rights reserved. An analysis of branch distribution in low-income neighborhoodsâ, California Reinvestment Coalition Report, available at: www.calreinvest.org. Satisfaction is therefore the most important variable in generating engagement and loyalty. This new context led Pansari and Kumar (2017) to suggest that customer management has entered a new stage of engagement, while trust and commitment predominated in the preceding relationship-centred stage, in these new times the key to customer management lies in satisfaction and emotion. In this context, to explain how customer loyalty is generated, the antecedents of customer engagement must be analysed. Our study aims to take a further step by examining an additional question: to what extent does the degree to which branches adopt an intensive marketing focus affect the generation of these two antecedent variables? 2, pp. 4, pp. Thus, on the one hand, organisational approaches on the strategic orientations firms adopt in their conceptions of their customer services (principally the market orientation from the marketing discipline) have tended to be integrated in models of effects on organisational variables (Zhang and Duan, 2010; Al Mamun et al., 2018; Monferrer et al., 2019). We also assessed inter-rater reliability (Batko, 1976) among branches using ICC statistics, ICC (1) and ICC (2). Los momentos de verdad en las sucursales son aspectos cruciales en la estrategia de la banca minorista. Roy, S.K., Balaji, M.S., Soutar, G., Lassar, W.M. Specifically, using Ï2 statistics we assessed the fit of the conceptual model to the empirical data, the normed fit index (NFI), non-normed fit index (NNFI), the incremental fit index (IFI), the comparative fit index (CFI) and the root mean square of approximation (RMSEA). Finally, we monitored the evolution of the main model fit measurements as each indicator was eliminated. Fit of the model: Ï2=1018.241, df = 571, Ï2/df = 1.783; NFI = 0.945; NNFI = 0.965; IFI = 0.975; CFI= 0.975; RMSEA = 0.042; Below the diagonal: correlation estimated between the factors; Fit of the model: Ï2 = 1437.770, df = 579, Ï2/df = 2.483; NFI = 0.922; NNFI = 0.934; IFI = 0.952; CFI = 0.951; RMSEA = 0.057; Aguirre, A., Bosnjak, M. and Sirgy, M.J. (2012), âModerators of the self-congruity effect on consumer decision-making: a meta-analysisâ, Journal of Business Research, Vol. Retail Banking 2020 Evolution or Revolution? Ferreira, F.A.F., Jalali, M.S., Ferreira, J.J.M., Stankeviciene, J. and Marques, C. (2016), âUnderstanding the dynamics behind bank branch service quality in Portugal: pursuing a holistic view using fuzzy cognitive mappingâ, Service Business, Vol. (2018) consider that customersâ engagement with the brand predicts intent to use the brand. Geographical context is the second limitation. Al Mamun, A., Mohiuddin, M., Fazal, S.A. and Ahmad, G.B. 195-206. When disruptors nibble away at payments-related products, for instance, banks lose not only direct profits, but also frequent customer engagement and valuable transaction data. We propose that: branch market orientation, market capabilities and learning orientationâ, Journal... The retail-banking context must meet expectations in their service provision and information Management disgust, and! Satisfied segments as external effectiveness of contact employeesâ, Journal of consumer Research, Vol Ostrom, A.L service,. 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