000089961 001__ 89961 000089961 005__ 20200716101449.0 000089961 0247_ $$2doi$$a10.1108/IJBM-07-2018-0170 000089961 0248_ $$2sideral$$a111277 000089961 037__ $$aART-2019-111277 000089961 041__ $$aeng 000089961 100__ $$0(orcid)0000-0003-4038-1840$$aBravo, Rafael$$uUniversidad de Zaragoza 000089961 245__ $$aEffects of customer perceptions in multichannel retail banking 000089961 260__ $$c2019 000089961 5060_ $$aAccess copy available to the general public$$fUnrestricted 000089961 5203_ $$aPurpose: This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in which customers’ perceptions of offline and online channels are related to brand trust and brand commitment, which ultimately lead to customer engagement. Design/methodology/approach: An empirical study was carried out on a sample of 306 individuals and data were analysed through partial least squares. Findings: The results show that offline experience is more important than online experience in terms of impact on trust and commitment, which are closely linked to customer engagement. Online experience does not have a significant direct influence on brand commitment and its effect on brand trust is moderated by the customer’s familiarity with the channel. Originality/value: These findings contribute to the advance in the current knowledge of the joint role of online and offline channels with the aim of strengthening customer relationships. From a managerial viewpoint, customer perceptions formed by their experiences in bank branches are more important than customer perceptions of the website’s performance in the explanation of trust and commitment. 000089961 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R-GENERES Group$$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P 000089961 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/ 000089961 592__ $$a0.772$$b2019 000089961 590__ $$a2.8$$b2019 000089961 593__ $$aMarketing$$c2019$$dQ2 000089961 591__ $$aBUSINESS$$b68 / 152 = 0.447$$c2019$$dQ2$$eT2 000089961 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion 000089961 700__ $$0(orcid)0000-0001-9307-5359$$aMartínez, Eva$$uUniversidad de Zaragoza 000089961 700__ $$0(orcid)0000-0002-3422-4542$$aPina, José Muiguel$$uUniversidad de Zaragoza 000089961 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000089961 773__ $$g37, 5 (2019), 1253-1274$$pInt. j. bank mark.$$tInternational journal of bank marketing$$x0265-2323 000089961 8564_ $$s268790$$uhttps://zaguan.unizar.es/record/89961/files/texto_completo.pdf$$yPostprint 000089961 8564_ $$s169013$$uhttps://zaguan.unizar.es/record/89961/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint 000089961 909CO $$ooai:zaguan.unizar.es:89961$$particulos$$pdriver 000089961 951__ $$a2020-07-16-09:05:17 000089961 980__ $$aARTICLE