Work

Using Hunan industrial and commercial bank as a case study, this paper examines the factors that influence customer loyalty in mobile banking

Year: 2024

Type: article

Abstract: This research examined the factors that affect customer loyalty in mobile banking within the Hunan Province in China using quantitative research approaches. The TAM and UTAUT2 were used to test the hypotheses on the links between mobile app ambiance, perceived trust, perceived ease of use, perceived usefulness, perceived satisfaction, and perceived loyalty. In this study, mobile app ambiance specifically refers to elements like visual design, user interface quality, and feature integration. A cross-sectional survey involved 484 ICBC mobile banking users who completed self-administered questionnaires, and 20 in-depth interviews were conducted to provide qualitative insights into customer perceptions of loyalty. The study affirmed that mobile app ambiance had a significant influence on perceived usefulness, perceived trust, and perceived satisfaction and, therefore, customer loyalty. The findings of the present study provided practical solutions for enhancing customer loyalty in mobile banking.

Source: Environment and Social Psychology

DOI: 10.59429/esp.v9i11.3189

Authors: Haiyan Xiao, Yizhou Zeng

Institutions: Rajamangala University of Technology, Rajamangala University of Technology Rattanakosin

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404909230

FWCI: 0.386

Cites:

Cited by: 1

Related to: 10