Investigating Antecedents and Consequences of Customer Experience in Using Mobile Banking Applications
Subject Areas :
Nastaran Haghjooye Javanmard
1
,
ابوالقاسم ابراهیمى
2
1 - Ph.D. in Business Administration, Business Management, Department of Business, Faculty of Management, University of Tehran, Tehran, Iran,
2 - دانشـکده اقتصـاد، مـدیریت و علـوم اجتمـاعی، دانشـگاه شـیراز، شـیراز، ایـران
Keywords: Mobile banking, mobile banking application, customer experience, brand loyalty, intention to reuse,
Abstract :
EXTENDED ABSTRACT
Purpose: This study aims to examine the antecedents and consequences of customer experience in using mobile banking applications.
Methodology: Considering the nature of the subject and the research objectives, this research is a descriptive study of a correlational and applied type. The statistical population of this study includes users of mobile banking applications in Iran. Therefore, 389 people from this population were selected using a non-random proportional to the size of the population method. The research data were collected using a questionnaire from users of mobile banking applications. The collected data were analyzed using structural equation modeling based on the partial least squares approach (SmartPLS3.0).
Findings: The results of this study showed that the components of mobile banking applications, including trust, convenience, application features, social influence, and customer support, have a positive and significant impact on customer experience in using mobile banking applications. Customer experience also has a positive and significant impact on brand loyalty and intention to reuse the application, and brand loyalty has an impact on intention to reuse the application. Finally, based on the research results, practical suggestions in this area and suggestions for future research are presented.
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