Exploring the Relationship Among Service Satisfaction, Motivation and Purchase Intention in Malaysia’s Online Banking

Abstract

Customer satisfaction plays a vital role in service marketing, especially for online banking, due to the advancement of technology and the ease of online banking transactions. Recent studies have found that consumer motivation is crucial in capturing customer value and trust. Consumer motivation will affect consumer purchase intention. However, the scarcity of empirical evidence has inspired researchers to examine the relationship between consumer motivation, perceived service satisfaction, and purchase intention simultaneously in Malaysian online banking. Thus, the role of service satisfaction as a mediating variable in the relationship between consumer motivation (information influences, consumption patterns, and consumer involvement) and purchase intention was discussed in this paper. Data were collected from 250 online banking users through a self-directed questionnaire. All the data has been analyzed using partial least squares structural equation modelling (PLS-SEM). Findings confirmed the significant relationship between consumer motivation, perceived service satisfaction, and purchase intention. The results also indicated that perceived service satisfaction fully mediates the relationship between consumer motivation and purchase intention. Managerial implications were provided to guide online banking service providers on effective ways to retain their users through consumer motivation.