DIGITAL CUSTOMER ENGAGEMENT DIMENSIONS IN DIGITAL TRANSFORMATION AND A FRAMEWORK SUGGESTION FOR RETAIL BANKING

Year 2019, Volume: 6 Issue: 3, 239 - 248, 28.07.2019

Yakup Akgül Hadi Rubacı

https://doi.org/10.15637/jlecon.6.014

Abstract

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

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