What keeps mobile banking customers loyal?

Customer satisfaction and loyalty have been traditionally two main goals aimed at by managers. Focusing on the mobile banking (m-banking), the importance of these concepts is even greater due to the increasing focus of banks on mobile phones in order to reach out to a larger set of customers. The purpose of this paper is to characterize both these concepts in the m-banking context.

The influence of satisfaction and trust and their antecedents in developing customer loyalty in the m-banking were measured. The proposed model was tested through PLS-SEM.

This research showed that satisfaction from m-banking based on previous interactions had a positive effect on customer loyalty. In addition, mobile interface usability and service were found to have a positive effect on customer satisfaction.

In order to develop customer loyalty in m-banking, banks should prioritize user friendly interface and provide services valued by m-banking customers.

Although the increasing competitiveness in m-banking is motivating banks to offer the same to customers, there is lack of studies that analyze the formation of satisfaction, trust and loyalty concepts in this context. This study therefore represents an initial contribution to the field of m-banking, which is gradually acquiring popularity in recent years especially in developing countries.