Multichannel service, trust, commitment and engagement: a study in a credit union

Purpose In banking services, how customers interact with their bank – whether it’s through the physical branch or online – plays a significant role in how they feel about the experience. It’s not just about performing the service; it’s also about building trust, keeping them committed and getting them engaged so that a long-lasting relationship is developed. While there’s abundant research about trust and commitment in banking, not many studies have looked at how customers see both the online and offline sides of banking, especially in credit unions. Credit unions emphasize proximity with members, so it’s important to understand how these different ways of interacting affect how much people trust the credit union and stay committed to it and how engaged they feel as members. This study aims to explore this issue. Design/methodology/approach A quantitative survey was conducted using partial least squares structural equation modeling (PLS-SEM). The survey was answered by 195 members of one of the most traditional credit unions in Brazil. Findings The results suggest that both face-to-face and digital channels’ dimensions impact trust, which in turn influences commitment. Engagement is influenced by both trust and commitment, providing inputs to the value co-creation process. Originality/value The research presents relevant contributions to academia by deepening the understanding of the role of different service channels in value co-creation and customer engagement. It also offers significant contributions to the cooperative, which can improve the member experience in interaction channels to consequently develop lasting relationships and stimulate the engagement of its members.