DIGITAL CUSTOMER ENGAGEMENT DIMENSIONS IN DIGITAL TRANSFORMATION AND A FRAMEWORK SUGGESTION FOR RETAIL BANKING
Although there are many implications regarding customer experience, retention, loyalty etc. the comprehensive approach for digital customer engagement still needs more attention. Digital platforms leave customer alone with his or her community without bank’s involvement. This approach requires a good business understanding that will match the CE network with digital capabilities. Since the customer engagement is one of the four pillars of digital transformation, retail banks should start to measure digital CE score based on each customer group as a holistic approach to cover full cycle.
Transactional customers who have low relational and emotional exchange will switch the brand easily since they have big price and satisfaction sensitivity. Delighted customers have a good commitment level but requiring interaction and relationship with the brand. Loyal customer’s commitment level changes easily based on market conditions, however they have a good relationship level with the brand. Fans have good relationship and commitment level with the brand. They advocate for the brand easily.
Keywords: Customer Engagement, Digital Customer Engagement, Digital Transformation, Customer Relationship Management
JEL classification: M15, M31, O32
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