Manipal Institute of Management, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India.
F1000Res. 2022 Jan 11;11:27. doi: 10.12688/f1000research.74928.2. eCollection 2022.
The extensive adoption and usage of emerging technologies furthered by the global coronavirus disease 2019 (COVID-19) pandemic, has reduced direct face to face communications. New FinTech (financial technology) apps and technologies are flooding the Indian digital payments market and competitors are striving hard to attract and retain their customers. Especially when customer engagement behaviours (CEBs) are digital in nature, it is essential to gauge the intrinsically driven customer motivations which drive a positive CEB. The objective of this paper was to empirically test the influence of customer-based antecedents such as emotions, moral identity, self-concept, communal focus, perceived cost and perceived benefits on non-transactional experiential customer engagement behaviours (CEBs) and CEB's effect on customer advocacy in the FinTech industry. Data from 380 financial app users in south India were gathered by administering a survey that captured customer predispositions, CEBs, and customer advocacy. Structural equation modelling (SEM) using smart PLS (partial least squares) 3.0 was applied to test the theoretical model. Results indicate that CEB fully mediates the relationship between self-concept and customer advocacy. The positive CEBs get formed through customer predispositions leading to referral/advocacy behaviours. This paper provides directions for FinTech practitioners, marketers, technologists, and academicians to devise marketing strategies customized to customer needs and factors. This is one of the first research studies to demonstrate and empirically validate the CEB model for the FinTech industry during the COVID-19 pandemic.
由全球 2019 年冠状病毒病（COVID-19）大流行推动的新兴技术的广泛采用和使用，减少了直接的面对面交流。新的金融科技（FinTech）应用程序和技术正在充斥印度数字支付市场，竞争对手正在努力吸引和留住客户。特别是当客户参与行为（CEB）具有数字化性质时，评估驱动积极 CEB 的内在驱动客户动机至关重要。本文的目的是实证检验基于客户的前因，如情绪、道德认同、自我概念、社区焦点、感知成本和感知收益，对非交易体验式客户参与行为（CEB）的影响，以及 CEB 对金融科技行业客户拥护的影响。通过对印度南部 380 名金融应用程序用户进行调查，收集了数据，该调查捕获了客户倾向、CEB 和客户拥护度。使用 smart PLS（偏最小二乘法）3.0 进行结构方程建模（SEM），以测试理论模型。结果表明，CEB 完全中介了自我概念和客户拥护之间的关系。积极的 CEB 通过导致推荐/拥护行为的客户倾向形成。本文为金融科技从业者、营销人员、技术人员和学者提供了方向，以制定针对客户需求和因素的营销策略。这是在 COVID-19 大流行期间为金融科技行业展示和实证验证 CEB 模型的首批研究之一。
