Augmented reality is the new digital banking – AR brand experience impact on brand loyalty

IF 6.3 3区管理学 Q1 BUSINESS

International Journal of Bank Marketing Pub Date : 2024-01-11 DOI:10.1108/ijbm-11-2022-0522

Asad Hassan Butt, Hassan Ahmad, Asif Muzaffar

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引用次数: 0

Abstract

Purpose

Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience.

Design/methodology/approach

The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS.

Findings

The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.

Originality/value

The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.

查看原文本刊更多论文

增强现实是新的数字银行--AR 品牌体验对品牌忠诚度的影响

目的消费者越来越多地采用创新技术来增强体验。本研究通过增强现实技术（AR）的视角，深入探讨银行业消费者的品牌体验。研究重点是金融机构内的移动增强现实应用，这些应用有助于为客户带来更愉快、更身临其境的体验。设计/方法/途径作者对已婚和未婚消费者进行了比较研究，样本量分别为 178 人和 172 人。研究结果表明，未婚样本类别的 AR 品牌体验是积极的，且高于已婚样本类别。这对巴基斯坦银行业来说是一个极好的机会，可以加大对创新技术的投资。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Bank Marketing BUSINESS-

CiteScore

10.70

自引率

18.90%

发文量

期刊介绍： International Journal of Bank Marketing (IJBM) aims to publish papers that relate to the marketing challenges of financial services providers around the globe. Preference is given to empirically-based research papers that expand on existing theories (or develop new ones) on customer behaviour in financial services settings. In addition, the journal is interested in helping academicians and practitioners in the field to better understand the discipline of financial services marketing, and as a result review papers and thought pieces are invited for submission.