89961 20200716101449.0 doi 10.1108/IJBM-07-2018-0170 sideral 111277 ART-2019-111277 eng (orcid)0000-0003-4038-1840 Bravo, Rafael Universidad de Zaragoza Effects of customer perceptions in multichannel retail banking 2019 Access copy available to the general public Unrestricted Purpose: 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R-GENERES Group info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 0.772 2019 2.8 2019 Marketing 2019 Q2 BUSINESS 68 / 152 = 0.447 2019 Q2 T2 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion (orcid)0000-0001-9307-5359 Martínez, Eva Universidad de Zaragoza (orcid)0000-0002-3422-4542 Pina, José Muiguel Universidad de Zaragoza 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 37, 5 (2019), 1253-1274 Int. j. bank mark. International journal of bank marketing 0265-2323 268790 http://zaguan.unizar.es/record/89961/files/texto_completo.pdf Postprint 169013 http://zaguan.unizar.es/record/89961/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:89961 articulos driver 2020-07-16-09:05:17 ARTICLE