Examining Customer Brand Engagement in Online Financial Services Provided by Fintech
The fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its contribution to loyalty intentions. In the framewor...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-05-01
|
| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/2/100 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849432334224326656 |
|---|---|
| author | Cătălin Mihail Barbu Sorina-Raula Gîrboveanu Daniela Victoria Popescu Dan-Cristian Dabija |
| author_facet | Cătălin Mihail Barbu Sorina-Raula Gîrboveanu Daniela Victoria Popescu Dan-Cristian Dabija |
| author_sort | Cătălin Mihail Barbu |
| collection | DOAJ |
| description | The fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its contribution to loyalty intentions. In the framework of service-dominant logic, a quantitative approach on 239 fintech users was undertaken to propose and validate a conceptual model of customer brand engagement in fintech, using Partial Least Square–Structural Equation Modeling. The results showed that the perception of personalization, the perception of interaction between customers and brands, and the perception of benefits contribute to CBE in fintech, and the latter is positively associated with loyalty intentions. This research contributes to the literature of brand engagement by offering an integrative framework to analyze CBE in the fintech sector. |
| format | Article |
| id | doaj-art-53d433bae7be43aa9395bbb998731662 |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-53d433bae7be43aa9395bbb9987316622025-08-20T03:27:23ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-05-0120210010.3390/jtaer20020100Examining Customer Brand Engagement in Online Financial Services Provided by FintechCătălin Mihail Barbu0Sorina-Raula Gîrboveanu1Daniela Victoria Popescu2Dan-Cristian Dabija3Department of Management, Marketing, Business Administration, Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, RomaniaDepartment of Management, Marketing, Business Administration, Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, RomaniaDepartment of Management, Marketing, Business Administration, Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, RomaniaDepartment of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, RomaniaThe fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its contribution to loyalty intentions. In the framework of service-dominant logic, a quantitative approach on 239 fintech users was undertaken to propose and validate a conceptual model of customer brand engagement in fintech, using Partial Least Square–Structural Equation Modeling. The results showed that the perception of personalization, the perception of interaction between customers and brands, and the perception of benefits contribute to CBE in fintech, and the latter is positively associated with loyalty intentions. This research contributes to the literature of brand engagement by offering an integrative framework to analyze CBE in the fintech sector.https://www.mdpi.com/0718-1876/20/2/100customer brand engagement (CBE)fintechservice-dominant logic (SDL)perceived personalizationperceived customer brand interactionperceived benefits |
| spellingShingle | Cătălin Mihail Barbu Sorina-Raula Gîrboveanu Daniela Victoria Popescu Dan-Cristian Dabija Examining Customer Brand Engagement in Online Financial Services Provided by Fintech Journal of Theoretical and Applied Electronic Commerce Research customer brand engagement (CBE) fintech service-dominant logic (SDL) perceived personalization perceived customer brand interaction perceived benefits |
| title | Examining Customer Brand Engagement in Online Financial Services Provided by Fintech |
| title_full | Examining Customer Brand Engagement in Online Financial Services Provided by Fintech |
| title_fullStr | Examining Customer Brand Engagement in Online Financial Services Provided by Fintech |
| title_full_unstemmed | Examining Customer Brand Engagement in Online Financial Services Provided by Fintech |
| title_short | Examining Customer Brand Engagement in Online Financial Services Provided by Fintech |
| title_sort | examining customer brand engagement in online financial services provided by fintech |
| topic | customer brand engagement (CBE) fintech service-dominant logic (SDL) perceived personalization perceived customer brand interaction perceived benefits |
| url | https://www.mdpi.com/0718-1876/20/2/100 |
| work_keys_str_mv | AT catalinmihailbarbu examiningcustomerbrandengagementinonlinefinancialservicesprovidedbyfintech AT sorinaraulagirboveanu examiningcustomerbrandengagementinonlinefinancialservicesprovidedbyfintech AT danielavictoriapopescu examiningcustomerbrandengagementinonlinefinancialservicesprovidedbyfintech AT dancristiandabija examiningcustomerbrandengagementinonlinefinancialservicesprovidedbyfintech |