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The purpose of this paper is to investigate the prerequisites of customer online experience and its outcomes in banks. Brand congruity is an important mediating variable in these connections.

A quantitative approach is used to test the model based on the literature review. The subjects are online customers of an Iranian bank, Bank Mellat, in East Azerbaijan Province, which is famous for its e-banking. Data analysis was conducted using structural equation modeling.

The results suggested that the prerequisites of customer experience affected customer experience, which was, in turn, divided into two components (affective experience and functional experience). Besides, brand congruity played a moderating role in the relationship between prerequisites and consequences.

In the model, brand congruity was the only moderating variable and other moderating variables were excluded. Further, test results were related to a specific brand.

This paper explores how the behaviors of customers could be improved in the online context by concentrating on determinants of customer online experience. The paper offers implications for the improvement of customer online experience in service marketing, especially in banking.

This is the first study in Iran to use brand congruity as a way of surveying the perquisites and outcomes of online experience in banking. The findings expand the importance of brand congruity in online experience to the entire banking sector.

The purpose of this paper is to investigate the effects of Ha and the Nanoparticles (NP) volume fraction over the irreversibility and heat transport in Darcy–Forchheimer nanofluid saturated lid-driven porous medium.

The present paper highlights entropy generation because of mixed convection for a lid-driven porous enclosure filled through a nanoliquid and submitted to a uniform magnetic field. The analysis is achieved using Darcy–Brinkman–Forchheimer technique. The set of partial differential equations governing the considered system was numerically solved using the finite element method.

The main observations are as follows. The results indicate that the movement of horizontal wall is an important factor for the entropy generation inside the porous cavity filled through Cu–water nanoliquid. The variation of the thermal entropy generation is linear through NPs volume fraction. The total entropy generation reduces when the Darcy, Hartmann and the nanoparticle volume fraction increase. The porous media and magnetic field effects reduce the total entropy generation.

Interest in studying thermal interactions by convective flow within a saturating porous medium has many fundamental considerations and has received extensive consideration in the literature because of its usefulness in a large variety of engineering applications, such as the energy storage and solar collectors, crystal growth, food processing, nuclear reactors and cooling of electronic devices, etc.

By examining the literature, the authors found that little attention has been paid to entropy generation encountered during convection of nanofluids. Hence, this work aims to numerically study entropy generation and heat transport in a lid-driven porous enclosure filled with a nanoliquid.