Empirical Relationship of Customer Brand Engagement With Satisfaction and Loyalty Through Online Brand Experience

The study was designed to measure the relationship of customer brand engagement's dimensions (cognitive processing, affection and activation) and online brand experience, and influence of online brand experience on brand satisfaction and brand loyalty. Additionally, the study aims to answer the question whether the number of transactions made by customers matters for satisfaction and loyalty? Data were collected using an online self-administered questionnaire and 252 online Pakistani bank users participated in the study. Data were analyzed using confirmatory factor analysis and structural equation modeling. The findings support the hypotheses, and it was found that the customers who make more transactions are more satisfied and loyal as compared to those who make a few transactions. The study has practical implications for bank managers to understand the key factors that encourage customers to use online banking, due to the substantial impact of customer brand engagement on online brand experience. Although the study has some limitations, yet the findings provide new insights to understand the role of engagement (cognitive processing, affection and activation) and online brand experience in an online bank setting