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.
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.
| Original language | English |
|---|---|
| Journal | International Journal of Bank Marketing |
| DOIs | |
| Publication status | Published (VoR) - 11 Jan 2024 |
Keywords
- Sensory AR experience
- Affective AR experience
- Intellectual AR experience
- Behavioural AR experience
- AR satisfaction
- AR enjoyment
- MAR apps continuous intention
- Brand loyalty
- Technology anxiety