Abstract
This study aims to construct and validate a conceptual model for assessing online brand experience (OBE) in the rapidly evolving Indian neobanking sector. By leveraging a conceptual framework, our study investigates how personalised services, service quality, and digital interface design influence customer loyalty, satisfaction, and advocacy. Our study uses partial least squares structural equation modelling (PLS-SEM) and examines survey data from 421 participants. The study further evaluates how constructs such as personalisation (PER), service quality (SEQ), functional quality (FUQ), and perceived aesthetics (PAE) influence OBE and their subsequent effects on customer loyalty (CUL), satisfaction (CUS), and Net Promoter Score (NPS). The results indicate that customisation plays an important role in sha** OBE with service and functional quality. This study identifies areas for further study within the Neobanking and OBE Literature. Further, this study observes that strong customer loyalty does not correlate with advocacy, suggesting a relationship between loyalty and the NPS. Our study findings offer valuable insights into neobanks by emphasising the importance of banking services and quality enhancements in enriching OBE and nurturing loyalty in the neo-banking sector.
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Appendix 1
Appendix 1
Construct | Items | Survey questionnaire |
|---|---|---|
Functional Quality (FUQ) Sánchez et al. (2009) | FUQ1 | The neobank’s app/website always provides the banking services I need |
FUQ2 | Transactions through the neobank are processed without any errors | |
FUQ3 | The neobanking services are available whenever I need them | |
Information Quality (IQU) | IQU1 | The information provided by the neobank is always accurate |
IQU2 | The neobank’s app/website provides information that is just sufficient for my banking needs | |
IQU3 | The information available on the neobank’s platforms is always current and up-to-date | |
Personalisation (PER) Kumar et al. (2023) | PER1 | The neobank offers personalized banking products and services that suit my needs |
PER2 | I receive personalized financial advice that is relevant to my financial situation | |
PER3 | The neobank’s app/website personalizes my experience based on my past interactions | |
Perceived Aesthetics (PAE) Huang et al. (2020) | PAE1 | The design of the neobank’s app/website is visually appealing to me |
PAE2 | The visual design of the neobank’s interface makes it stand out compared to other banks | |
PAE3 | The aesthetic aspects of the neobank’s app/website make it pleasant to use | |
Perceived Usability (PUS) Parasuraman, Zeithaml and Malhotra (2005) | PUS1 | I find the neobank’s app/website easy to use |
PUS2 | I can complete my banking tasks quickly using the neobank’s app/website | |
PUS3 | Learning to operate the neobank’s app/website was easy for me | |
Service Quality (SEQ) Zeithaml (1988) | SEQ1 | The customer support from the neobank promptly addresses and resolves my issues |
SEQ2 | I am satisfied with the level of competence of the neobank’s customer service team | |
SEQ3 | The neobank consistently meets my expectations in terms of service quality | |
Customer Service and Support (CSS) Zeithaml, Berry, & Parasuraman, 1993 | CSS1 | When I have a problem, the neobank’s customer service is supportive and helpful |
CSS2 | The customer service team of the neobank is always accessible when I need them | |
CSS3 | The neobank’s customer support provides clear and understandable information to my inquiries | |
Online Brand Experience (OBE) Morgan-Thomas and Veloutsou (2013) | OBE1 | The web page layout of the neobank is appealing |
OBE2 | The content on the neobank website is always up-to-date | |
OBE3 | The neobank website creates familiarity with its services | |
Customer loyalty (CUL) Oliver (1999) | CUL1 | I consider myself a loyal customer of the neobank |
CUL2 | I would use the neobank’s services over any other bank | |
CUL3 | I will continue to use the neobank’s services in the foreseeable future | |
Customer Satisfaction (CUS) Keisidou et al. (2013) | CUS1 | My choice to use the neobank’s services has met my expectations |
CUS2 | I am happy with my decision to use the neobank’s services | |
CUS3 | The overall quality of the neobank’s services has satisfied me | |
Net Promoter Score Reichheld (2003) | NPS | Based on your experience with Neo banking, how likely would you recommend your Neo banking services to a friend or colleague? |
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Bhatnagr, P., Rajesh, A. & Misra, R. A study on online brand experience in Indian neobanking. Int J Syst Assur Eng Manag (2024). https://doi.org/10.1007/s13198-024-02383-y
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DOI: https://doi.org/10.1007/s13198-024-02383-y