DefinePK

Abstract

In recent years, retail banking has seen great change most specifically due to the impact of advanced technology. Banks did respond by introducing banking mobile applications (customer service interface), exploring online channels, and cutting back on traditional networks. Establishing online channels was banks’ way to respond to and facilitate the modern needs and demands of modern customers that want to access banking services at their fingertips at their convenience. Therefore, keeping the importance of customer engagement in mind, the problem to be addressed through this study was to explore the impacts of online and offline services on the engagement of customers of HBL one of the largest Private banks in Pakistan So, to generalize, this paper primarily studies multichannel strategy used by banks and its impact on customer engagement. To our research, we used a questionnaire and gathered 250 responses whereas for data analysis techniques included in our research are validity and reliability analysis, and multiple regression models. The result shows that transaction efficiency, employee service and information congruity have positive and significant impact on brand commitment. Further the result suggests that Perceived Security and information congruity have positive and significant impact on brand trust. More so brand trust has positive and significant impact on brand commitment, brand trust and brand commitment both has positive and significant impact on customer engagement.  The results signify that offline experience is more significant than online experience in terms of impact on trust and commitment, especially in the context of the Pakistani banking sector.