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Volume 14 Issue 03

Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector

Published: 23 Jul 2020 Issue:Volume 14 Issue 03 Jul 2020 Author details below

Heba Sadek

Arab Academy for Science, Technology and Maritime Transport Alexandria, Egypt

Heba El Mehelmi

Arab Academy for Science, Technology and Maritime Transport Alexandria, Egypt

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Research summary

This study measures the impact of customer brand engagement (CBE) on brand satisfaction, loyalty, and trust through the online brand experience in the Egyptian banking sector based on the customers’ perspective. Electronic questionnaires were developed to collect data. Data collected from 392 questionnaires was analyzed by means of Structural Equation Modelling (SEM). Findings indicated that CBE has a significant positive impact on brand satisfaction, trust, and loyalty respectively via the online brand experience. This study contributes to knowledge development by focusing on the importance of CBE and its consequences in the online service sector, which is still uncovered. Besides, this study offers guidelines to the service providers with valuable meanings for CBE to enhance brand’s satisfaction, trust and loyalty via developing a unique online brand experience particularly in the Egyptian banking sector, which is witnessing now a new era of digital transformation.

Article History

Published 23 Jul 2020

How to Cite

Sadek, H. & Mehelmi, H. E.. (2020). Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector. Journal of Business and Retail Management Research, Volume 14 Issue 03.

Citation Context

Archive cited by No internal citing article yet
Reference depth 78 sources listed
DOI record DOI not listed
Citation signal 12 recorded citations

APA

Sadek, H. & Mehelmi, H. E.. (2020). Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector. Journal of Business and Retail Management Research, Volume 14 Issue 03.

MLA

Sadek, Heba, and Heba El Mehelmi. "Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector." Journal of Business and Retail Management Research, Volume 14 Issue 03, 2020.

Chicago

Heba Sadek and Heba El Mehelmi. "Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector." Journal of Business and Retail Management Research Volume 14 Issue 03 (23 Jul 2020).

Harvard

Sadek, H. & Mehelmi, H. E. (2020) Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector. Journal of Business and Retail Management Research, Volume 14 Issue 03

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