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Predicting Customer Loyalty in the Mobile Banking Setting: An Integrated Approach

Predicting Customer Loyalty in the Mobile Banking Setting: An Integrated Approach

Nhuong Bui, Zachary Moore, Hayden Wimmer, Long Pham
Copyright: © 2022 |Volume: 14 |Issue: 1 |Pages: 22
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781683180777|DOI: 10.4018/IJESMA.296576
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MLA

Bui, Nhuong, et al. "Predicting Customer Loyalty in the Mobile Banking Setting: An Integrated Approach." IJESMA vol.14, no.1 2022: pp.1-22. http://doi.org/10.4018/IJESMA.296576

APA

Bui, N., Moore, Z., Wimmer, H., & Pham, L. (2022). Predicting Customer Loyalty in the Mobile Banking Setting: An Integrated Approach. International Journal of E-Services and Mobile Applications (IJESMA), 14(1), 1-22. http://doi.org/10.4018/IJESMA.296576

Chicago

Bui, Nhuong, et al. "Predicting Customer Loyalty in the Mobile Banking Setting: An Integrated Approach," International Journal of E-Services and Mobile Applications (IJESMA) 14, no.1: 1-22. http://doi.org/10.4018/IJESMA.296576

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Abstract

This study uses a novel theoretical approach that combines two multidimensional service quality models that focus on customer satisfaction, perceived value, and customer loyalty as outcomes of service quality in the context of mobile banking. Additionally, the study assesses the potential moderating effects of switching costs between mobile banking service quality and customer loyalty. The study found a strong direct effect between service quality, perceived value, customer satisfaction, and loyalty. The moderating effect of switching costs was found to be inconsequential to customer loyalty. The study demonstrates that financial institutions should focus on building and maintaining functional, secure mobile banking applications to enhance customer loyalty and retention.