This study aims to investigate the development of 'marketing innovation'defined as the
implementation of new marketing practices involving significant changes in the design …

The purpose of this study is to examine the antecedents and outcomes of consumer
experience (CX) with mobile banking (m-banking) apps. To understand the linkage of CX …

E-business leverages digital channels to scale its functions and services and operates by
connecting and retaining customers using marketing initiatives. To increase the likelihood of …

Over the last two decades, plenty of work has been carried out on the applications, benefits,
and values of numerous digital technologies in the retail sector. However, due to the wide …

Cultivating high quality relationships with customers is of paramount importance in the
banking sector. However, there has been little effort to examine relationship quality (RQ) in …

Purpose Supported by the omnichannel strategy, the objective of this study is to identify the
influence of integrated interaction quality and perceived fluency of service channels on …

The current study examines how video content on over-the-top (OTT) platforms and the
enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We …

This study seeks to examine and unearth antecedents to co-creation behaviours within a US
retail banking context. A critical aspect for marketing managers and academics alike, co …

Online social networking sites (SNSs) has become one of the most popular activities for
people accessing the Internet. In this regard, many Businesses create their online brand …

Purpose Various digital banking platforms (website and apps) are offered to bank customers
in order to create an experiential service, which is essential in retaining customers and …