Transforming customers into evangelists: influence of online brand experience on relationship quality and brand evangelism in the banking industry

Abstract

Purpose

Customer relationships and transforming customers into evangelists are imperative in today's world. Therefore, this study aimed to examine the influence of online brand experience (OBE) on brand evangelism (BEM) via relationship quality (trust-TRT, satisfaction-SAT, and commitment-CMT) by integrating the moderating effects of brand reputation (BR), particularly in the Vietnamese banking sector.

Design/methodology/approach

This research obtained data from 486 Vietnamese customers who routinely used online banking services. The analysis was performed using structural equation modeling.

Findings

The findings demonstrate that OBE directly/indirectly positively affects BEM via relationship quality (TRT, SAT, CMT). Likewise, this study identified relationship quality (TRT, SAT, CMT) as an important mediator. Finally, the findings demonstrate that the moderation effects of BR significantly improved relationship quality (TRT, SAT, CMT) in the banking industry.

Practical implications

This study showcases the significance of OBE in increasing brand evangelists in the financial sector. Thus, this study assists Vietnamese bank managers in creating new branding strategies to foster long-lasting customer relationships.

Originality/value

This original study contributes to the commitment-trust theory and signaling theory by examining the impact of the OBE on brand evangelism via relationship quality by considering the moderating effect of brand reputation in the Vietnamese banking sector.

Citation

Safeer, A.A. and Le, T.T. (2023), "Transforming customers into evangelists: influence of online brand experience on relationship quality and brand evangelism in the banking industry", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 12, pp. 2947-2964. https://doi.org/10.1108/APJML-12-2022-1018