Internet and mobile banking : the role of engagement and experience on satisfaction and loyalty

Purpose: In this work, the author verified the effect of interactivity and social presence on engagement with bank customers, how much these relationships affect the experience with the brand and their effect on satisfaction and loyalty, while highlighting the differences between the digital service channels (websites and apps). Design/methodology/approach: The author conducted a survey, collecting responses from 390 users of banking websites and mobile banking. Structural equation modeling (SEM) analyzed the data, with the use of the PLS-MGA group method. Findings: Results reveal the positive effects of interactivity and social presence on brand engagement and positive associations between brand engagement, brand experience, satisfaction and loyalty. The results also reveal that brand experience completely mediates the effect of brand engagement on satisfaction and that the effect of social presence on engagement is higher for users of banking websites versus users of mobile banking apps. Research limitations/implications: There is a possibility of different results in cultures where the use of IT and the use of digital platforms of banking technology are less intense. Furthermore, other segments, besides banking, could be an opportunity to improve knowledge about these effects. Practical implications: This study contributes to practice by showing the importance of interactive elements and social presence in digital channels to generate engagement with the brand, resulting in more positive experiences that increase bank customer satisfaction and loyalty. Social implications: This study confirms the relationships between interactivity, social presence and engagement, also confirming that social presence mediates the relationship between interactivity and brand engagement. Originality/value: An important original contribution is the effect of engagement as an antecedent of the experience with the brand, which results in elevated satisfaction and loyalty of the bank customer.