ISSN:
101902
Journal Name:
Journal of Retailing and Consumer Services
Volume:
52
Issue:
2020
Pages From:
1
To:
11
Date:
Monday, August 5, 2019
Keywords:
Customer online brand experience Online brand community engagement Company-generated content Islamic banking Intention to forward
Abstract:
The purpose of this study is twofold: Firstly, to assess the impact of customer online brand experience (COBE)
with online banking on customer's intention to forward online company-generated content (CGC). Secondly, to
explore the role of online brand community engagement (OBCE) and the perceived trust of brand community
page (BCP) as mediating variables between COBE and the intention to forward online CGC. This research
conducted an online survey among various Islamic bank customers in Palestine who were members of online
brand communities (fan pages) on Facebook. 375 valid responses were collected and results revealed that COBE
exerts a dual influence on intention to forward CGC. This study is a pioneering empirical research on the role of
OBCE in customers' intention to forward online CGC within the fast-growing Islamic banking industry. This study
contributes to fill this research gap by assessing the effect of COBE on OBCE and intention to forward online CGC
within the context of the Islamic online banking sector in Palestine. In this sense, this study is a first-of-its-kind
research on the role of experience on customer engagement with regard to online brand communities of Islamic
banks.
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