Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation

Despite the paramount importance of work on customer engagement and brand experience, there is a vital research gap regarding inspecting the relational dynamics between these constructs across the contexts, principally in the setting of banking industry. This study, therefore, aims to foster the understanding of engagement and experience in bettering banks’ ties with their customers so that a sustained loyal customer base is developed and...