مجلة المنتدى للدراسات والابحاث الاقتصادية
Volume 9, Numéro 2, Pages 789-803
2025-12-07
The Impact Of Online Customer Reviews On Consumers' Decisions To Engage With Banks – Case Of Cnep Bank-
Authors : Boulkroune Randa . Benaida Imene .
Abstract
This study investigates the multifaceted relationship between online customer review content—including its credibility, trust, density and experience—and the purchase decision-making process of consumers when they try to engage with banks. To accomplish this objective, we conducted a field study involving a sample of customers from CNEP Bank, Agency 304 - Annaba. Data was gathered through a carefully crafted questionnaire designed to assess the influence of online customer reviews on customers' decisions to engage with CNEP Bank. The questionnaire included various questions addressing the different aspects of the study variables. Following data collection, the information was analyzed using appropriate statistical techniques to test the study's hypotheses. The analysis revealed several key findings, with the most notable being: The results collectively show that all four characteristics of electronic customer reviews are significantly and positively associated with consumers’ decisions to engage with CNEP bank.
Keywords
customer review ; purchase decision ; CNEP Bank, Agency 304
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