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An Experimental Investigation of Customer Engagement in Indian Retail Banking
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Author(s): Ajit Bansal (Chitkara Business School, Chitkara University, Punjab, India), Sanjeev Kumar (Sohar University, Oman), Amar Johri (Saudi Electronic University, Saudi Arabia), Sushil Kalra (Chitkara College of Hospitality Management, Chitkara University, Punjab, India), Sumit Agarwal (Chitkara Business School, Chitkara University, Punjab, India)and Ajay Kumar Sharma (J.V. Jain College, Saharnpur, India)
Copyright: 2022
Pages: 12
Source title:
Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch013
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Abstract
Customer engagement (CE) with brands has come to hold a major place in brand management research and practice in recent years, since it has been shown to result in increased firm sales, competitive advantage, and stock returns. Scholars have investigated CE's conceptualization, operationalization, and nomological networks in light of various theoretical viewpoints. Despite significant progress, the intellectual framework of the whole literature of CE scholarship remains shaky, as this chapter explores. Customer interaction may have originated in other fields, but then in today's crowded and fiercely competitive industry, it is especially important in marketing. Confidence, dedication, loyalty, and advocacy have all been identified as components of customer involvement. Co-creation was the second aspect that developed. The length of time spent working with the bank was a key element in determining the level of involvement and co-creation.
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