This study measures the impact of customer brand engagement (CBE) on brand satisfaction, loyalty, and trust through the online brand experience in the Egyptian banking sector based on the customers' perspective. Electronic questionnaires were developed to collect data. Data collected from 392 questionnaires was analyzed by means of Structural Equation Modelling (SEM). Findings indicated that CBE has a significant positive impact on brand satisfaction, trust, and loyalty respectively via the online brand experience. This study contributes to knowledge development by focusing on the importance of CBE and its consequences in the online service sector, which is still uncovered. Besides, this study offers guidelines to the service providers with valuable meanings for CBE to enhance brand's satisfaction, trust and loyalty via developing a unique online brand experience particularly in the Egyptian banking sector, which is witnessing now a new era of digital transformation.
Purpose-The purpose of this study is to investigate the usage of social customer relationship management (SCRM) and its impact on firm performance in the telecommunication industry particularly the mobile services in Egypt. Design/methodology/approach-This study used qualitative approach, which consists of semistructured interviews. Twelve semi-structured interviews were conducted with the top management level from the four existing mobile operators in Egypt namely Vodafone, Orange, Etisalat and We. Data collected were analysed by using themed analysis. Findings-It has been found that SCRM is a crucial tool for keeping long term relationships with customers which in turn affect the firm performance in terms of Growth and profitability in the Egyptian mobile telecommunication services. Originality/value-This study contributes to the body of knowledge by providing insights and explanations regarding the extent to which the mobile operators use SCRM and how it affects their firm performance in Egypt, as one of the developing countries. Additionally, this study offers guidelines to the service providers particularly the mobile operators with valuable visions into the development of effective SCRM to be able to achieve a sustainable competitive advantage.
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