M. Berlianto

How social media agility reduces customer switching intention in Indonesian banking: The roles of social information processing capability, customer co-creation, brand attachment, and self-congruity

This study examines how perceived social information processing capability and perceived customer co-creation reduce customer intention to switch in Indonesian banking through perceived social media agility and brand attachment, while also assessing the moderating role of self-congruity. The study responds to the growi...