Islam, Jamid Ul; Shahid, Shadma; Rasool, Aaleya; … - In: International Journal of Bank Marketing 38 (2020) 6, pp. 1279-1303
Purpose: This paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention. Design/methodology/approach: Using an online survey, data were collected from 598 customers of various (public and private) banks in India....
