The Relationship between Customers Online Experience and Citizenship Behaviors Adoption toward Online Banking Services in Egypt: The Mediating Role of Customer Involvement

a result of most  organizations shifting to various digital channels in dealing with customers, such as websites and digital applications, online customer experiences have become extremely important in drawing up policies and various marketing activities, and the main challenge facing organizations today is creating a successful experience for customers, in order to support their positive behaviors, such as involvement and citizenship behaviors. Despite of the major role that online customer experiences can play, there is no attention to examining this important variable in marketing research. Therefore, the purpose of this study is to examine the role of online customer experiences in supporting customer involvement and his awareness of citizenship behaviors toward online banking services in Egypt.
The relationships between study variables were tested using (PLS). Data Were collected from 307 customers of online banking services in Egypt, and the results indicated that there was a significant effect of online customer experience on both involvement and citizenship behaviors towards adoption banking services, in addition, there is an increase in the effect of online experience on customer citizenship adoption when customer involvement was mediated. Also, this study presented many applied and research recommendations.