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Research Article Open Access
Customer engagement in digital channels in banking
Retail banking through omni-channel is a trending issue in current epoch. Customers armed with modern technology demand a coherent experience when interacting with their banks which enforce bank managers to change into a smooth system that can fulfill current demands of customers. Omni-channel is one of the best selection for bank managers in this regard, as it promises a consolidated interaction experience to the customers through full integration of available channels. But diversity of channels has become a challenge for bank managers to interact with their customer in such vibrant environment of omnichannel. The purpose of the paper is to study how customer engagement is changing in an omni channel banking experience and the antecedents and variables of customer engagement in digital banking.