The Impact of Services Quality Factors on Improving Actual Used for Mobile Application

Abstract

Banks argue that the services quality (SQ) and customer engagement (CE) need to embrace mobile applications(m-apps) like any other significant business asset in the bank. In order to succeed, banks need to improve customers' actual usage (AU) of m-apps. This study proposes a model to identify SQ factors that contribute to the CE for improving AU for m-apps. It examined the direct and indirect impacts of SQ and CE on improving AU for m-apps. Simple random sampling was used with customers who had used m-apps as questionnaire respondents (total N=369). All hypotheses were tested using (PLS-SEM). Data collection from a questionnaire of 369 customers from 13 Jordanian commercial banks was used to examine the research model. The results of the study indicate that CE has a significant and direct impact and partially mediates between factors of SQ, namely content, responsiveness, ease of use, and perceived usefulness on improving AU for m-apps. Moreover, this study suggested that, if banks intend to promote their SQ and CE, they must continuously improve their AU for m-apps.