Trust and customer engagement in the banking sector in Ghana

ABSTRACT

Customer engagement has become a topical issue in the marketing literature in recent times. Many researchers have called for more research to be done on the antecedents of customer engagement. In response to this call, we examine the impact of trust on customer engagement. We used the survey research design to address the research question. We used the intercept approach to select the participants of the study. We collected the data from retail banking customers in Ghana. The hypotheses were tested using Structural Equation Modelling (SEM). The findings of this study show that trust in service providers and economy-based trust have a significant and positive effect on emotional engagement, cognitive engagement, and behavioural engagement. The implications of the findings have been discussed at the end of the paper.

摘要

客户参与近来已成为市场营销文献中的一个热门话题。许多研究者呼吁对顾客参与的前因进行更多的研究。为响应这一呼吁，我们研究了信任对客户参与的影响。我们使用调查研究设计来解决研究问题。我们使用截距的方法来选择研究的参与者。我们收集了来自加纳零售银行客户的数据。使用结构方程模型（SEM）对假设进行检验。研究结果显示，对服务提供者的信任及基于经济的信任对情感参与、认知参与及行为参与有显著的积极影响。本文最后讨论了调查结果的意义。

KEYWORDS:

• Trust
• customer engagement
• retail banking
• Ghana
• economy-based trust
• service-based trust

关键词:

• 信任
• 客户参与
• 零售银行
• 加纳
• 基于经济的信任
• 基于服务的信任

Disclosure statement

No potential conflict of interest was reported by the authors.