Adoption of Digital Interactive Platforms, Usage Behavior and Customer Brand Engagement in Stanbic Bank Uganda.
| dc.contributor.author | Nassuna, Allen | |
| dc.date.accessioned | 2024-07-26T09:46:23Z | |
| dc.date.available | 2024-07-26T09:46:23Z | |
| dc.date.issued | 2024 | |
| dc.description | A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A). | |
| dc.description.abstract | This study examines the relationship between adoption of digital interactive platforms, usage behavior, and customer brand engagement. Specifically, the study analyzes the relationship between adoption of digital interactive platforms and customer brand engagement, relationship between adoption of digital interactive platforms and usage behavior, the relationship between usage behavior and customer brand engagement, and the mediation effect of usage behavior in the relationship between adoption of digital interactive platforms and customer brand engagement. The study adopted a cross-sectional survey design with a quantitative approach. Out of sample size of 136, Only 125 respondents managed to fill and return the questionnaires given to them resulting in a response rate of 92 percent. The key findings of the study indicate that there is a significant and moderate relationship between adoption of digital interactive platforms and customer brand engagement. Secondly it was established that there is a significant and strong relationship between adoption of digital interactive platforms and usage behavior. Thirdly it was established that there is a significant and strong relationship between usage behavior and customer brand engagement. These results also indicate that adoption of digital interactive platforms and usage behavior, contribute a 59.8% of the variation in customer brand engagement. Mediation effect (indicate the mediation effect the way you have stated other key findings. Accordingly, the adoption of digital interactive platforms increases substantially contributes to increased customer brand engagement in Stanbic Bank Uganda and hence the latter should continue to invest in these platforms to foster a more engaged customer base. It is recommended that bank managers should ensure that the security mechanism of digital interactive platforms is improved by developing several backup systems to ensure safe use. | |
| dc.identifier.citation | Allen, N (2024) Adoption of Digital Interactive Platforms, Usage Behavior and Customer Brand Engagement in Stanbic Bank Uganda. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12282/5065 | |
| dc.language.iso | en | |
| dc.title | Adoption of Digital Interactive Platforms, Usage Behavior and Customer Brand Engagement in Stanbic Bank Uganda. | |
| dc.type | Thesis |