Investigation of Customer Experience, Customer Engagement, Corporate Reputation and Word of Mouth in Banking Sector: Evidence from Pakistan

Abstract

This study aims to examine the effect of Customer Experience dimensions (Environment, Moments of Truth, Frontline Personnel, and Product Offerings) on Corporate Reputation and Word of Mouth with the mediating role of Customer Engagement. The quantitative research used convenience sampling to collect primary data. An online questionnaire is developed, and data is collected from people with bank accounts in Punjab, Pakistan. Four hundred (400) complete filled responses were gathered and analyzed with SPSS and SEM-PLS. All measurement scales are taken from previous research. The findings revealed the direct and positive impact of Customer Experience on Customer Engagement, Corporate Reputation, and Word of Mouth. The study's outcome also showed that Customer Engagement positively and significantly impacts Corporate Reputation and Word of Mouth. The study revealed a complementary partial mediation of Customer Engagement between the relationship of Customer Experience and Corporate Reputation, Customer Experience, and Word of Mouth. Managers can use these outcomes for the development of new concepts as well as tactics based on leadership.