Imran Khan

TL;DR: In this article, the importance of service quality as a tool to enhance customer engagement remains under-explored, as addressed in this study, and the results reveal a positive effect of Service Quality on customer engagement, which consequently exerts a favorable impact on brand experience and repatronage intent.

TL;DR: In this paper, the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE) based on the perception of consumers regarding banks in India was investigated.

TL;DR: In this article, the authors examined the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context and further explored the role of the online brand experience as a mediating variable.

TL;DR: In this paper, the authors investigate how banking websites can activate customer engagement (CE) to enhance customer trust and retention, using an online survey, data were collected from 598 customers of various (public and private) banks in India Structural equation modeling was used to analyze the data,Results reveal that the key website attributes viz website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE.

TL;DR: In this article, the authors used interpretive structural modeling (ISM) to understand the retail brand experience and model the interrelationships among retail brand experiences variables using the concept of brand experience in retailing.