Abstract
This paper investigates the impact of various dimensions of mobile banking service quality on customer satisfaction with the mediating role of customer value co-creation intentions in the banking sector of Pakistan. Theoretical foundations of this study lie in the Technology Acceptance Model (TAM) and Service-Dominant (S-D) logic. Data was collected using a questionnaire from a sample of 383 respondents from 25 banks. Mediation and moderation analyses were conducted to explore the role of trust in creating customer satisfaction through the mediating role of customer value co-creation. The findings showed that m-banking service quality dimensions have a significant impact on customer satisfaction. Also, it was found that co-creation has a significant impact on customer satisfaction. Mediation analysis was conducted to see if co-creation mediates the relationship between m-banking service quality and customer satisfaction. There was found to be partial mediation between all dimensions of m-banking service quality and customer satisfaction. Moderation analysis was also conducted to check the role of trust. The findings revealed that trust moderates the relationship for only perceived ease of use of m-banking; however, trust doesn’t moderate the relationship for other dimensions of m-banking. This study will be beneficial for bank managers to adopt the strategies that help in co-creation by customers and hence enhance customer satisfaction in the existing competition for better services. This study will add to the existing literature by its novel findings and knowledge in the extended technology acceptance model.
Highlights
Banks are the backbone of the financial sector and acts as the engine to create the link between depositor and creditor
The present study focuses on investigating of the impact of m-banking service qualities i.e., perceived ease of use, usefulness, security and privacy and perceived enjoyment on customer value co-creation intentions
The objective of this paper was to know if m-banking service quality increases CVCCI and in turn customer satisfaction in the banking sector of Pakistan
Summary
Banks are the backbone of the financial sector and acts as the engine to create the link between depositor and creditor. Banks plays an intermediary role in between the lender and creditor. Due to increased competition in the financial sector firms, banks are providing alternative services such as e-banking and m-banking (Choudrie, Junior, McKenna, & Richter, 2018; Glavee-Geo, Shaikh, & Karjaluoto, 2017). Mobile banking can be defined as the channel through which a customer is enabled to conduct transactions anytime and anywhere, using mobile devices in a less physical manner and at a lesser cost (Glavee-Geo et al, 2017; Singh & Srivastava, 2018). M-banking includes the services like payments of bills, checking account balance, transfer of money, and receiving notifications on mobiles, redeeming and issuing of certificates, which in results increases the competitive advantage (Laukkanen, 2016)
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