Purpose Artificial intelligence (AI) is increasingly applied by businesses to optimize their
processes and decision-making, develop effective and efficient strategies, and positively …

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

Understanding customer engagement outcomes in mobile applications is essential for the
success of firms. The present study examines a model to comprehend customer …

Purpose The digital transformation in the banking industry has brought about complexity and
competitiveness which has made differentiation challenging for banks. Complemented by …

Purpose: This study aims to determine the relationship between disruptive factors and
customer satisfaction at chain stores. Survey-based questionnaires were designed in the …

Marketing studies that seek to determine the drivers of Customer Citizenship Behavior
(CCB) are still relatively rare, especially for its multi-faceted relationship with perceived …

Purpose The purpose of this study is to empirically examine the antecedents and
consequences of corporate brand image in the context of Islamic banks in Malaysia. The …

Purpose Banking industry has no option but to remain observant and redraft the contagion
playbook as per the situation evolves owing to COVID-19. Therefore, this study aims to …

Purpose The purpose of this study was to assess whether internal marketing tends to
influence the perception of bank employees regarding the strategic orientations of banks …

The aim of this study is to investigate the effects of customer satisfaction and customer
delight on customer loyalty through customer retention. Data were collected using a …