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Augmented reality and customer engagement in the context of e-banking

Author

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  • Kaushik Mukerjee

    (National Institute of Bank Management)

Abstract

The purpose of this study is to examine the impact of augmented reality on customer engagement and the influence of customer engagement on the purchase intention of e-banking customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships. The findings show that augmented reality has a positive influence on the dimensions of customer engagement—cognitive, emotional and behavioural engagement. Purchase intention is also positively influenced by all the three dimensions of customer engagement.

Suggested Citation

  • Kaushik Mukerjee, 2024. "Augmented reality and customer engagement in the context of e-banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1559-1571, December.
    • Handle: RePEc:pal:jofsma:v:29:y:2024:i:4:d:10.1057_s41264-024-00284-6
    DOI: 10.1057/s41264-024-00284-6
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