The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

Abstract

PurposeThis study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps).Design/methodology/approachAn online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed.FindingsThe results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM.Practical implicationsTo promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features.Originality/valueThis is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.