Technology acceptance model and customer engagement: mediating role of customer satisfaction

The primary aim of this study is to examine the influence of the technological acceptance model on customer engagement. An additional aim of this study is to examine the mediating effect of customer satisfaction in the relationship between the technology acceptance model and customer engagement. The present study gathered primary data from users of retail banking services in specific metropolitan areas in India. The participants were chosen based on their considerable expertise in utilizing online, digital, and mobile banking platforms and their substantial knowledge of implementing advanced e-banking strategies. The application of confirmatory factor analysis investigated measurement validity. The study's findings indicate a significant correlation between emotional and rational engagement, mediated via perceived usefulness. Additionally, the study revealed that the relationship between perceived usefulness and emotional engagement is mediated by customer satisfaction. Furthermore, it can be observed that this factor entirely mediates the relationship between transaction cost and emotional engagement. The study's findings suggest that customer satisfaction is a complete mediator in the association between transaction cost and rational engagement. The results of this study make a valuable contribution to the current body of literature on the technological acceptance model, customer satisfaction, and customer engagement.