Brand engagement in omnichannel banking services: a cross-cultural approximation

Purpose This study aims to comprehend the impact of omnichannel strategies and customer experience on brand engagement in the banking sector. Design/methodology/approach The self-determination theory (SDT) is applied to validate its effects on omnichannel perception, customer experience and brand engagement. A quantitative research approach was employed to gather comprehensive insights, using a structured questionnaire to survey 2029 bank users in five countries: Argentina, Brazil, Spain, Mexico and the United States. Findings Research confirms the positive impact of omnichannel perception and customer experience on brand engagement. Noteworthy patterns between Brazil and Argentina reveal similarities in brand engagement behavior, with Brazil standing out as a performer. Originality/value The study emphasizes the critical importance of integrating multiple channels to optimize user experience and increase brand engagement in the banking sector. The application of SDT provides a valuable framework for understanding the motivational factors influencing consumer behavior in omnichannel environments, contributing to the originality of the research.