SATISFACTION AS A MEDIATOR BETWEEN BRAND EXPERIENCE DIMENSIONS AND WORD-OF-MOUTH FOR DIGITAL BANKING SERVICES: DO GENDER AND AGE MATTER?

The research aims to examine the role of satisfaction as a mediator in the relationship between brand experience dimensions on word-of-mouth for digital banking services. Data were collected from 386 respondents through a single cross-sectional survey. The study deployed partial least square path mo...

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Bibliographic Details
Published in:Journal of consumer satisfaction, dissatisfaction, and complaining behavior dissatisfaction, and complaining behavior, 2022-01, Vol.35, p.3-25
Main Authors: Bapat, Dhananjay, Kannadhasan, M
Format: Article
Language:English
Subjects:
Banking
Consumer behavior
Consumers
Consumption
Customer satisfaction
Customer services
Digital technology
Financial services
Gender differences
Marketing
Variables
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Summary:The research aims to examine the role of satisfaction as a mediator in the relationship between brand experience dimensions on word-of-mouth for digital banking services. Data were collected from 386 respondents through a single cross-sectional survey. The study deployed partial least square path modelling (PLS-PM) to assess the relationship among constructs. Satisfaction fully mediates the sensory, behavioral, and relational brand experience dimensions with word-of-mouth for digital banking services. Satisfaction partially mediates the relationship of affective and intellectual brand experience with word-of-mouth for digital banking services. The findings indicate that gender does not moderate the relationship between brand experience dimensions, satisfaction, and word-of-mouth. Age mediates the relationship between the path of relational brand experience and satisfaction and satisfaction and word-ofmouth. This study demonstrates the role of brand experience dimensions in the context of digital banking services that marketing managers can deploy to achieve positive word-ofmouth.
ISSN:0899-8620