Augmented reality and customer engagement in the context of e-banking

Kaushik Mukerjee ()
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Kaushik Mukerjee: National Institute of Bank Management

Journal of Financial Services Marketing, 2024, vol. 29, issue 4, No 22, 1559-1571

Abstract: Abstract The purpose of this study is to examine the impact of augmented reality on customer engagement and the influence of customer engagement on the purchase intention of e-banking customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships. The findings show that augmented reality has a positive influence on the dimensions of customer engagement—cognitive, emotional and behavioural engagement. Purchase intention is also positively influenced by all the three dimensions of customer engagement.

Keywords: Augmented reality; Customer engagement; Purchase intention; Emerging markets; e-banking (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41264-024-00284-6

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