A study on online brand experience in Indian neobanking

This study aims to construct and validate a conceptual model for assessing online brand experience (OBE) in the rapidly evolving Indian neobanking sector. By leveraging a conceptual framework, our study investigates how personalised services, service quality, and digital interface design influence customer loyalty, satisfaction, and advocacy. Our study uses partial least squares structural equation modelling (PLS-SEM) and examines survey data from 421 participants. The study further evaluates how constructs such as personalisation (PER), service quality (SEQ), functional quality (FUQ), and perceived aesthetics (PAE) influence OBE and their subsequent effects on customer loyalty (CUL), satisfaction (CUS), and Net Promoter Score (NPS). The results indicate that customisation plays an important role in shaping OBE with service and functional quality. This study identifies areas for further study within the Neobanking and OBE Literature. Further, this study observes that strong customer loyalty does not correlate with advocacy, suggesting a relationship between loyalty and the NPS. Our study findings offer valuable insights into neobanks by emphasising the importance of banking services and quality enhancements in enriching OBE and nurturing loyalty in the neo-banking sector.