CONSUMER ENGAGEMENT AND ITS EFFECT ON INTERACTION AND CUSTOMISATION WITHIN CLIMATE CHANGE FINANCING IN SOUTH AFRICA

Abstract

The aim of this study is to ascertain the effects of consumer engagement on interaction and customisation within climate change financing in South Africa. The study is grounded in two sets of empirical objectives, which were developed for the present study: Objective 1 sought to confirm the relationship between interaction and customer engagement within the context of climate change financing in South Africa. Objective 2 aimed at examining the relationship between customisation and customer engagement within the context of climate change financing in South Africa. A quantitative method was undertaken in the study. Data was analysed using structural equation modelling. Results: The study results showed that no relationship exists between interaction and customer engagement within climate change financing in South Africa. Again, the study further revealed that there is no relationship between customisation and customer engagement within climate change financing in South Africa. Practical implications: Additionally, it is recommended that brand managers of banks inject additional funds during the climate change crisis to cater for the large volume of queries arising from customers about emergency relief programmes and insurance claim procedures. Again, banks should upgrade their security measures where customers authenticate themselves via face verification, and any offenders of security policy violations should face harsh penalties and broadcast such verdicts across their social media platforms. Study contributions: This present study would capacitate the brand managers of banks, especially in the insurance services, to effectively develop content that is useful for customers during emergency situations triggered by natural disasters such as heavy rain, storm, hail and earthquakes.