An empirical examination of customer advocacy influenced by engagement behaviour and predispositions of FinTech customers in India.

ABSTRACT: Background: The extensive adoption and usage of emerging technologies furthered by the global coronavirus disease 2019 (COVID-19) pandemic, has reduced direct face to face communications. New FinTech (financial technology) apps and technologies are flooding the Indian digital payments market and competitors are striving hard to attract and retain their customers. Especially when customer engagement behaviours (CEBs) are digital in nature, it is essential to gauge the intrinsically driven customer motivations which drive a positive CEB. The objective of this paper was to empirically test the influence of customer-based antecedents such as emotions, moral identity, self-concept, communal focus, perceived cost and perceived benefits on non-transactional experiential customer engagement

SUBMITTER: Nayak Kini A 

PROVIDER: S-EPMC9135099 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature