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Trust and customer engagement in the banking sector in Ghana

Author

Listed:
  • John Paul Kosiba
  • Henry Boateng
  • Abednego Feehi Okoe
  • Robert Hinson

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.

Suggested Citation

  • John Paul Kosiba & Henry Boateng & Abednego Feehi Okoe & Robert Hinson, 2020. "Trust and customer engagement in the banking sector in Ghana," The Service Industries Journal, Taylor & Francis Journals, vol. 40(13-14), pages 960-973, October.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:13-14:p:960-973
    DOI: 10.1080/02642069.2018.1520219
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    Cited by:

    1. Anita Oppong & Livingstone Divine Caesar, 2023. "A contingency analysis of brand reputation and loyalty in the banking sector," SN Business & Economics, Springer, vol. 3(7), pages 1-29, July.
    2. S. Ananda & Raghavendra Prasanna Kumar & Dharmendra Singh, 2023. "A mediation analysis of perceived service quality, customer satisfaction and customer engagement in the banking sector," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 570-584, September.
    3. Dan-Cristian Dabija & Luiela Magdalena Csorba & Florin-Lucian Isac & Sergiu Rusu, 2023. "Managing Sustainable Sharing Economy Platforms: A Stimulus–Organism–Response Based Structural Equation Modelling on an Emerging Market," Sustainability, MDPI, vol. 15(6), pages 1-22, March.

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