Impact of M-Banking Service Quality on Customer Satisfaction with the Role of Trust and Customer Value Co-Creation Intentions

Anam Toqeer; Sadia Farooq; Syeda Fizza Abbas

doi:10.52633/jms.v3i3.108

Authors

Anam Toqeer University of the Punjab, Lahore, Pakistan Author
Sadia Farooq University of the Punjab, Lahore, Pakistan Author
Syeda Fizza Abbas Kinnaird College for Women, Lahore, Pakistan Author

DOI:

https://doi.org/10.52633/jms.v3i3.108

Keywords:

Customer Value Co-Creation, Mobile Banking, Customer Satisfaction, Technology Acceptance Model (TAM), Service-Dominant (S-D) Logic

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.

Author Biographies

Anam Toqeer, University of the Punjab, Lahore, Pakistan

PhD Scholar, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan.
Sadia Farooq, University of the Punjab, Lahore, Pakistan

Assistant Professor, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan.
Syeda Fizza Abbas, Kinnaird College for Women, Lahore, Pakistan

Assistant Professor, Department of Accounting and Finance, Kinnaird College for Women, Lahore, Pakistan.

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