Customer Engagement Of Small Finance Retail Customers – A Case Study of ESAF Small Finance Bank

Customer Engagement is the process of keeping the consumer at the center and include them in the marketing process.The advancement of technology has brought about a significant transformation in the marketing process for goods and services over the course of several decades.The banking sector has undergone phenomenal changes in the last decades.From the traditional way of banking, the technology has transformed the banking style to Internet Banking to mobile banking and now wearable banking.This empirical study is to understand the customer engagement level of ESAF bank where the customer profile is very low compared to larger banks.This study focuses on the customer engagement level with respect to their demography.The main constructs used to study were customer Trust, Loyalty, Commitment and Customer behaviour.168 randomly selected customers through a structured questionnaire and analyzed to measure the level of customer enjoinment with the bank with respect to their satisfaction, Trust, loyalty, behavior and social behavior.The study shows that Trust, loyalty and co-creation through physical WOM have high level of association of customer engagement.Whereas the engagement level through social media or any other digital platform has little relevance to their customer engagement process.The study is expected to contribute the characteristics of the customers and their level of customer engagement thereby the bank could focus on such areas to retain its customers