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Purpose This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives. Design/methodology/approach This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses. Findings The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis. Research limitations/implications This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further. Originality/value There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.
Purpose This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives. Design/methodology/approach This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses. Findings The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis. Research limitations/implications This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further. Originality/value There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.
The article aims to highlight the possibilities of a multimodal approach to the study of specialized texts in technical discourse. The research design for this study is analytical and descriptive, which focuses on a deductive narrative approach and a complex of complementary theoretical methods: analyzing, summarizing and interpreting scholarly sources on the issue under scrutiny; conceptual analysis of the term “multimodal approach”; analyzing multimodal elements of a technical text; distributional analysis – to find out the environment, which contains various multimodal components; monographic method – to interpret the results obtained in a coherent logical way. The theoretical significance of the article lies: firstly, in expanding the existing understanding of multimodality in linguistic studies at large and in modern technical discourse in particular; secondly, in applying multimodal analysis to the study of technical texts, which differs significantly from similar analyses of other types of discourse due to its powerful semiotic component. Its practical significance is determined by the identification of additional opportunities for linguists to analyze technical texts in terms of a multimodal approach. It is stated that a growing interest in multimodality from the linguistic point of view can be attributed to two main reasons. Firstly, in linguistics, there has been a general turn to functional pragmatism, in particular, to the study of linguistic performance, including the interaction of sociocultural and cognitive factors of speech activity. Secondly, significant changes have also occurred in the field of speech practice: mediated, multi-channel communication in nature, based on the convergence of the semiotic resources available, has come to the fore. The principles of the multimodal approach and a model for conducting a multimodal analysis of a text are considered. As mentioned in the article, the multimodal approach can be applied to analyzing all types and forms of communication, including the analysis of texts, including technical ones, in which two or more semiotic resources are integrated and interact to realize the communicative functions of the text. A multimodal technical text is viewed as a special linguistic and visual phenomenon, where linguistic and extralinguistic means form a common semantic field, have a complex impact on the addressee of these texts. These texts demonstrate the diversity and complexity of approaches to expressing the content and achieving the communicative goal of the message, where, along with verbal elements, non-verbal ones are integral, in particular, illustrations, diagrams, graphs and schemes. On the whole, visual content plays an extremely important role in written technical communication. The image is the most important part of multimodal technical texts and carries a significant functional load, providing a more complete, comprehensive perception. Also, among the main and most important elements of multimodal texts, color and signature stand out. Given that, a distinctive feature of multimodal technical discourse is the presence of accompanying drawings or / and explanatory drawings, which demonstrate all the geometric parameters and other information concerning the manufacturing processes of the product. From an extralinguistic point of view, it is not the language that is considered, but a drawing, a table, a diagram as a whole, creating an image and representing encrypted data, the correct analysis of which reveals a large layer of technical information. Extralinguistic parameters of a technical text also include the surrounding text background – font size and color. Knowledge of these parameters and the ability to correctly decode and use them helps not only a technical specialist to successfully perform his duties, but also an ordinary person to successfully interact with machines and mechanisms, to understand innovation in the information technology age. Therefore, the analysis of non-verbal means in technical texts makes it possible to single out their main functions. Each non-verbal tool has its own function, but often these functions are intertwined due to the combination of elements. At the same time, not only the number of non-verbal means increases, but also the attractiveness of the text, because the general function of non-verbal means is to explain the verbal series. In the interaction of verbal and non-verbal means in the analyzed technical texts, the following general patterns have been revealed: parallel use of verbal and non-verbal elements to explain the text and create a coherent image; extensive use of graphs, diagrams, illustrations and other graphic elements (use of colors, fonts and formatting) to visualize information and facilitate its effective perception.
The article discusses the strategies and tactics of the commercial narrative, which enable a pragmatic influence on the cognitive, emotional, and volitional sphere of the addressee-potential consumer. In a commercial narrative, verbal and non-verbal components form one visual, structural, meaningful, and functional whole. The purpose of our research is to analyze the techniques and tactics of implementing multimodality and neurocopywriting strategies in the English-language digital commercial narrative. In accordance with the set goal, the tasks of the article are: - Present the types of commercial narrative; - Determine the main tactics of neurocopywriting and multimodality in sales texts in the conditions of digital commerce transformation; - Analyze lingual and paralingual means of implementing commercial narrative tactics. We consider the commercial narrative as a combination of modes in the stereoscopy of semiotic and cognitive approaches. The development of Svitlana Zhabotynska was chosen as an appropriate methodology for the analysis of multimodality, and the definition of storytelling tactics is based on the main positions of David Herman. The elements of the method of quantitative calculations made it possible to generalize the obtained results. The success of the commercial narrative in its two types (branding and sales storytelling) is achieved through the interaction of different modes of sensorics, which change states of consciousness and participate in the receiver’s decision-making. The simultaneous combination of the codes of different sign systems to construct the recipient’s emotions and decisions is the essence of the multimodality strategy in the commercial narrative. The article analyzes the tactics of creating a commercial narrative with a certain construction of meaning through the interference of a complex of lingual and paralingual means. The cognitive dominance of the commercial narrative (conveying familiar information in an unusual way or from a new perspective, focusing on the advantages of the object of the offer: “Elaboration, Extending, Questioning, Combining” according to S. Zhabotynska) should cause a certain emotional reaction (surprise, expectation, trust) in the consumer, constructing a certain image. The purpose of creating such an image is to set the consumer in a positive mood and create motivational incentives. It is for the purpose of stimulating neurotransmitters that there is a need for the design of sales storytelling using specific linguistic means: allusions, emotionally-tinged vocabulary, unusual combinations of words, various resources of intertextuality that stimulate sensory sensations, and, in turn, is the task of the neurocopywriting strategy in commercial narrative. Table Landscape of responses made it possible to determine the digital reputation of the commercial narrative (concentration of meanings, general awareness, and recognition (authority), and the analysis of sales reports on the official companies’ websites and reviews in social networks visualized the result of the audit of the success of the commercial narrative. The study of the pragmatics of multimodality strategies and neurocopywriting in the modern digital space of commercial communication is an actual and promising research field in linguistics.
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