Assurance Quality, Trust, and Engagement as Drivers of Continuance Intention in Omnichannel Banking

Abstract

Digital transformation has pushed banks to adopt omnichannel strategies that blend physical and digital channels into seamless customer experiences. However, growing cyber risks and privacy concerns make assurance quality (AQ) vital for maintaining customer confidence, especially among young users who dominate digital banking. Guided by the Stimulus–Organism–Response (S–O–R) framework and Social Exchange Theory (SET), this study explores how AQ shapes continuance intention (CI) through trust and engagement—both cognitive and emotional. Data from 267 young omnichannel banking customers were analyzed using structural equation modeling (SEM). The results show that AQ strengthens trust, which then enhances cognitive and emotional engagement. Both types of engagement increase CI, with emotional engagement showing a more substantial impact. These findings extend the S–O–R and SET perspectives by explaining how service assurance drives loyalty in digital financial ecosystems. From a practical standpoint, banks should reinforce AQ through strong privacy protection, transparent service recovery, and customer journeys that build trust and engagement. Such efforts can deepen relationships and encourage long-term continuance in the omnichannel environment.