The Relationship Between Customer Engagement, Satisfaction, and Loyalty

Abstract

This article examines how customer engagement influences customer satisfaction, experience, trust, and loyalty in the context of mobile banking as well as the role of customer experience and trust as mediating variables in customer engagement with customer satisfaction and customer loyalty. For these purposes, a conceptual framework based on the content analysis of the previous studies was developed. The data for this research were collected from 406 customers using mobile banking services in Jordan. The responses are verified using structural equation modelling. Customer engagement positively influences customer trust and experience, while the impact of customer engagement on customer satisfaction and loyalty is partially mediated by customer trust. The study findings may aid future researchers in their quest in understanding the inherent relationships that lie between the constructs' questions and may provide a platform for banking managers in their efforts to improve their online banking customers satisfaction.