Customer Engagement and Trust in the Banking Industry: The Moderating Role of Service Quality

Abstract

The study examined the moderating effect of quality service delivery in the relationship between trust and customer engagement in Nigerian banks. To attain the aim of this study, a cross-sectional research design was employed. Four hundred and eighty (480) bank customers selected through quota sampling from 15 listed banks in Abuja were administered with the study instrument. A structural Equation Model (SEM) was used to analyze generated data. The study found trust and service quality to have significant effects on customer engagement. Also, quality service delivery was found to moderate the relationship between trust and customer engagement. The study concludes that customer engagement can be enhanced through trust and quality service delivery. Thus, banks should aim at providing quality service that is trusted by customers to create a fertile ground for the desired engagement of customers.