Examining Customer Brand Engagement in Online Financial Services Provided by Fintech
Abstract
:1. Introduction
2. Theoretical Framework
2.1. Service-Dominant Logic
2.2. Customer Brand Engagement in Service-Dominant Logic
2.3. Fintech Brands and Customer Brand Engagement with Fintech Brands
3. Development of Hypothesis and Conceptual Model
4. Research Methodology
4.1. Sampling and Data Collection
4.2. Measures
5. Findings
6. Discussions and Implications
6.1. Theoretical Contributions
6.2. Managerial Implications
6.3. Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Abbreviations
CBE | Customer brand engagement |
SDL | Service-dominant logic |
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Variable | Specification | N | % |
---|---|---|---|
Gender | Female | 85 | 35.56% |
Male | 154 | 64.44% | |
Age | <27 | 131 | 54.81% |
28–42 | 96 | 40.17% | |
43–61 | 12 | 5.02% | |
Highest degree of education | High school | 68 | 28.45% |
Bachelor’s degree | 77 | 32.22% | |
Master’s degree | 94 | 39.33% |
Construct, Items and Sources | Item Loadings |
Perceived personalization adapted from Swaid and Wigand [32] | |
[Firm] gives me personal attention. | 0.818 |
[Firm] enables me to access services in a way that meets my needs. | 0.783 |
[Firm] understands my specific needs. | 0.812 |
Perceived customer brand interaction adapted from Cheung et al. [22] | |
I express my personal needs to [Firm] on social-media platforms. | 0.805 |
I find solutions to my problems together with [Firm] on social-media platforms. | 0.782 |
I am actively involved when [Firm] develops new products. | 0.812 |
[Firm] encourages consumers to create solutions together on social-media platforms. | 0.712 |
Perceived benefits adapted from Bock et al. [39] | |
I save money using [Firm]. | 0.728 |
I save time using [Firm]. | 0.708 |
I stress myself less by using [Firm]. | 0.802 |
Using [Firm] I have all the services that I want on one app. | 0.726 |
I can access [Firm] anytime. | 0.784 |
Customer brand engagement (CBE) adapted from Hollebeek et al. [17] | |
Cognitive | |
Using [Firm] gets me to think about [Firm]. | 0.806 |
I think about [Firm] a lot when I’m using it. | 0.795 |
Using [Firm] stimulates my interest to learn more about [Firm]. | 0.825 |
Affective | |
I feel very positive when I use [Firm]. | 0.749 |
Using [Firm] makes me happy. | 0.797 |
I feel good when I use [Firm]. | 0.813 |
I’m proud to use [Firm]. | 0.824 |
Activation | |
I spend a lot of time using [Firm], compared to other fintech. | 0.719 |
Whenever I’m using fintech, I usually use [Firm]. | 0.841 |
[Firm] is one of the brands I usually use when I use fintech. | 0.807 |
Loyalty intentions adapted from Parasuraman et al. [41] | |
I will say to other people positive facts about [Firm]. | 0.857 |
I will recommend [Firm] to other people. | 0.891 |
I will continue to use [Firm]. | 0.825 |
Construct | Cronbach’s Alpha | CR (rho_a) | AVE |
---|---|---|---|
Perceived personalization (PP) | 0.728 | 0.729 | 0.647 |
Perceived customer brand interaction (PCBI) | 0.783 | 0.788 | 0.607 |
Perceived benefits (PB) | 0.805 | 0.809 | 0.563 |
Cognitive customer brand engagement (CCBE) | 0.736 | 0.738 | 0.654 |
Affective customer brand engagement (AFCBE) | 0.807 | 0.809 | 0.634 |
Activation customer brand engagement (ACCBE) | 0.700 | 0.71 | 0.626 |
Loyalty intentions (LI) | 0.821 | 0.831 | 0.736 |
ACCBE | AFCBE | CCBE | LI | PB | PCBI | |
---|---|---|---|---|---|---|
AFCBE | 0.841 | |||||
CCBE | 0.753 | 0.813 | ||||
LI | 0.814 | 0.728 | 0.566 | |||
PB | 0.757 | 0.741 | 0.684 | 0.664 | ||
PCBI | 0.662 | 0.707 | 0.667 | 0.77 | 0.808 | |
PP | 0.699 | 0.682 | 0.645 | 0.668 | 0.772 | 0.772 |
Effects/Paths | Path Coefficient (β) | t-Value (Bootstrap) | p-Value | Hypotheses |
---|---|---|---|---|
Perceived personalization → Customer brand engagement | 0.223 | 3.464 | <0.001 | H1: Supported |
Perceived customer brand interaction → Customer brand engagement | 0.240 | 3.841 | 0.001 | H2: Supported |
Perceived benefits → Customer brand engagement | 0.375 | 4.778 | <0.001 | H3: Supported |
Customer brand engagement → Loyalty intentions | 0.652 | 14.029 | <0.001 | H4: Supported |
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Barbu, C.M.; Gîrboveanu, S.-R.; Popescu, D.V.; Dabija, D.-C. Examining Customer Brand Engagement in Online Financial Services Provided by Fintech. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 100. https://doi.org/10.3390/jtaer20020100
Barbu CM, Gîrboveanu S-R, Popescu DV, Dabija D-C. Examining Customer Brand Engagement in Online Financial Services Provided by Fintech. Journal of Theoretical and Applied Electronic Commerce Research. 2025; 20(2):100. https://doi.org/10.3390/jtaer20020100
Chicago/Turabian StyleBarbu, Cătălin Mihail, Sorina-Raula Gîrboveanu, Daniela Victoria Popescu, and Dan-Cristian Dabija. 2025. "Examining Customer Brand Engagement in Online Financial Services Provided by Fintech" Journal of Theoretical and Applied Electronic Commerce Research 20, no. 2: 100. https://doi.org/10.3390/jtaer20020100
APA StyleBarbu, C. M., Gîrboveanu, S.-R., Popescu, D. V., & Dabija, D.-C. (2025). Examining Customer Brand Engagement in Online Financial Services Provided by Fintech. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 100. https://doi.org/10.3390/jtaer20020100