Increasing customer loyalty through customer engagement in the retail banking industry

Purpose – This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between customer engagement and customer loyalty in the retail-banking context. Design/methodology/approach – A theoretical m...

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Bibliographic Details

Main Authors:	Diego Monferrer, Miguel Angel Moliner, Marta Estrada
Format:	Artigo
Language:	Inglês
Published:	Emerald Publishing 2019-12-01
Series:	Spanish Journal of Marketing-ESIC
Subjects:	customer loyalty emotions market orientation satisfaction customer engagement retail bank industry
Online Access:	https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2019-0042/full/pdf?title=increasing-customer-loyalty-through-customer-engagement-in-the-retail-banking-industry
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