Augmented reality is the new digital banking – AR brand experience impact on brand loyalty
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 11 January 2024
Issue publication date: 19 March 2024
Abstract
Purpose
Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience.
Design/methodology/approach
The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS.
Findings
The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.
Originality/value
The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.
Keywords
Acknowledgements
Since submission of this article, the following authors have updated their affiliations: Asad Hassan Butt is at the Department of Marketing, Faculty of Business Administration, University of Tabuk, Tabuk, Saudi Arabia and Hassan Ahmad is at the Business School, Liaoning University, Shenyang, PR China.
Citation
Butt, A.H., Ahmad, H. and Muzaffar, A. (2024), "Augmented reality is the new digital banking – AR brand experience impact on brand loyalty", International Journal of Bank Marketing, Vol. 42 No. 2, pp. 156-182. https://doi.org/10.1108/IJBM-11-2022-0522
Publisher
:Emerald Publishing Limited
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