Abstract
This research focuses on the digital multi-platforms of the banking sector and customer engagement behaviour. Specifically, the objective of this article is to understand how the service quality on banks’ digital platforms influences customer satisfaction, and both variables are conducive to Customer Engagement Behaviour. To this end, an empirical study was carried out through 574 online surveys of bank service users. The results of the surveys were analysed using the statistical technique of Partial Least Squares (SmartPLS 3.3.2). The findings contribute to the understanding of the importance of the quality of digital services of banking multi-platforms for the customer satisfaction and the generation of Customer Engagement Behaviour. In addition, the results allow us to expand our knowledge of the background of Customer Engagement Behaviour in the banking sector, particularly in Latin America. For the sector, the research provides the possibility of understanding how the quality service of all the digital platforms offered to its customers is related to their satisfaction and, furthermore, this influences the inclination towards Customer Engagement Behaviour.
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Lodeiros-Zubiria, M.L. (2021). Customer Engagement Behaviour Through Satisfaction and Service Quality in Digital Multi-platform Banking: A Proposal from Peru. In: Rocha, Á., Ferrás, C., López-López, P.C., Guarda, T. (eds) Information Technology and Systems. ICITS 2021. Advances in Intelligent Systems and Computing, vol 1331. Springer, Cham. https://doi.org/10.1007/978-3-030-68418-1_20
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