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Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes

2021; Elsevier BV; Volume: 65; Linguagem: Inglês

10.1016/j.jretconser.2021.102870

1873-1384

Shadma Shahid, Jamid Ul Islam, Shehla Malik, Uzma Hasan,

Customer Service Quality and Loyalty

The purpose of this study is to examine the antecedents and outcomes of consumer experience (CX) with mobile banking (m-banking) apps. To understand the linkage of CX with other constructs, data collection was done using a structured questionnaire through an online survey. A sample of 473 respondents were analysed using structural equation modeling by testing the proposed hypotheses in AMOS (Analysis of Moment Structures) version 22.0. The findings revealed that convenience, trust, and social influence play a significant role in enhancing CX with the m-banking app use. Apps attributes was found to be relatively less important and no relationship was found between customer support and CX. Customer loyalty and customer intention to continue using the m-banking apps were observed as significant outcome variables. This study will contribute to the growing literature on CX and will guide managers in recognizing the importance of CX in designing appropriate strategies for the promotion of m-banking and engaging their customers in a developing country context.