The Impact of Customer Electronic Payment Practices on Customer Engagement With Brand: the Mediating Role of Brand Familiarity

The current research aims to identify the effect of customer electronic payment practices, represented by (Rapid E-Transformation, Electronic Customer Trust, Electronic Customer Satisfaction), on customer engagement with the brand through its dimensions (Cognitive Engagement, Emotional Engagement, Active Engagement), with the mediating role of brand familiarity among a sample of customers of financial intermediation companies (Al-Shatrah, As-Sudd, Al-Aqad, Al-Koufeh, Al-Jihad, Al-Ayhab, Noor Al-Iraq). Based on this, the research problem is formulated in the question (To what extent does the effect of customer electronic payment practices on customer engagement with the brand exist, with the mediating role of brand familiarity among a sample of customers of financial intermediation companies?), and the research adopted a descriptive analytical approach by relying on the questionnaire, and customers of financial intermediation companies in Muthanna Midan were selected for the study to test its hypotheses. The questionnaire was adopted as the main tool for collecting data related to the field aspect of the study, and the sample size reached (268) customers. Data were analyzed using the statistical program (SPSS&AMOS.V.29), and several results were reached, the most important of which is the existence of a meaningful correlation between customer electronic payment practices, customer engagement with the brand, and brand familiarity, which indicates that the customer's practices in using electronic payment have a significant impact on His level of engagement with the brand, where the ease and flexibility of payment methods contribute to enhancing the desire for continuous interaction and loyalty to the brand. Additionally, the mediating role of brand familiarity highlights the importance of the emotional and familiar relationship between the customer and the brand. The research also provided several recommendations, including the need for intermediaries to focus on improving the security of electronic payment practices, by providing a secure environment for financial transactions that strengthens customer trust. This, in turn, requires providing mechanisms and adopting advanced security protocols such as encryption, which contributes to increasing customer loyalty and engagement with the brand.