[en] Purpose–This study aims to determine the main antecedents of customer engagement (market orientation,satisfaction, emotions and self-brand connection) and the relationship between customer engagement andcustomer loyalty in the retail-banking context.Design/methodology/approach–A theoretical model of effects is tested using dyadic methodology,based on 225 dyads (bank branch manager–average offive branch customers). The authors use structuralequation modelling (EQS 6.1) to test the relationships.Findings–The results reveal a strong relationship between customer engagement and customer loyalty.Satisfaction is the main antecedent of customer engagement. Self-brand connection and emotions during theservice also have a significant influence. Finally, branch market orientation has a positive influence onsatisfaction and emotions.Research limitations/implications–Thefirst concerns the transversal data used. Geographicalcontext is the second limitation. Third, the study sample only included customers with experience of thefinancial services of a specific bank (online customers are not included). Finally, the dyads are based on theopinion of the branch manager, on one hand, and an average offive customers per branch, on the other.Practical implications–The combination of the branding strategy at the corporate level and therelationship marketing strategy at branch office level creates a situation in which customer engagement andcustomer loyalty can thrive. The communication campaigns designed to promote the brand image andassociate brand values with the personality of the banks'current and potential customers help to create anemotional bond that represents a switching cost for the customer. The moments of truth in branch offices arecrucial aspects in the retail bank strategy. Originality/value–First, from the conceptual perspective, it establishes a direct relationship betweencustomer engagement and customer loyalty. Second, it empirically tested Pansari and Kumar's (2017)customer engagement framework, which establishes customer satisfaction and customer emotions as theantecedents of customer engagement. Third, the study took an innovative step in establishing two levels ofcustomer emotions in the retail bank context: emotions generated by corporate branding and emotions thatarise during the experience of purchase and consuming. Fourth, the study shows that the market orientationadopted not at the macro corporate level but at the individual branch level is crucial to the generation ofpositive relational outcomes in the service the customer receives. Thefifth contribution is related to the factthat the research streams associated with market orientation and relationship quality have traditionally beenstudied in isolation.

[es] Propósito–Este estudio identifica los principales antecedentes del compromiso del cliente (orientación almercado, satisfacción, emociones y conexión con la propia marca) así como la relación entre compromiso y lealtad en la banca minorista.Metodología–Se contrasta un modelo de efectos utilizando la metodología de diadas, basada en 225asociaciones (director de la sucursal bancaria-promedio de cinco clientes por sucursal). Las relaciones secontrastan usando SEM (EQS 6.1).Limitaciones–El trabajo presenta diversas limitaciones como son el empleo de datos transversales, suaplicación en el mercado español, la inclusión de exclusiva de clientes con experiencia con un banco específicoy no operan exclusivamente online. Por último, las díadas se basan en la opinión del director de la sucursal,por un lado, y de una media de cinco clientes por sucursal, por otro.Implicaciones–La combinación de la estrategia de marca a nivel corporativo y la estrategia de marketingrelacional a nivel de sucursal crea una situación en la que el compromiso y la lealtad del cliente puedendesarrollarse. Las campañas de comunicación diseñadas para promover la imagen de marca y asociar losvalores de marca con la personalidad de clientes actuales y potenciales ayudan a crear un vínculo emocionalque supone un coste de cambio para el cliente. Los momentos de verdad en las sucursales son aspectoscruciales en la estrategia de la banca minorista.Originalidad–Primero, se establece una relación directa entre el compromiso y la lealtad del cliente.Segundo, se contrasta la satisfacción y las emociones del cliente son antecedentes del compromiso. Tercero, seestablecen dos niveles de emociones del cliente en banca minorista: las generadas por el branding corporativoy las que surgen durante la experiencia de compra. Cuarto, el estudio muestra que la orientación de mercadoadoptada a nivel de oficina es crucial para generar resultados relacionales positivos con el cliente. Quinto, secombinan las corrientes de investigación asociadas con la orientación al mercado y la calidad de lasrelaciones.