Mobile Bank Applications: Loyalty of Young Bank Customers

Abstract

The purpose is to investigate the experience of young bank customers (YBCs) with mobile bank applications (MBAs) by employing the concepts of usability, responsiveness, customer satisfaction, reliability, and loyalty. An electronic questionnaire was sent to 500 YBCs in Sweden, 146 of whom completed it. Confirmatory factor analysis was used to test the measurement model, and structural equation modelling to test the hypotheses. The results indicate that usability is a keystone of good MBA experience for YBCs. Usability is significantly and directly related to responsiveness, customer satisfaction, and reliability, and it might indirectly affect loyalty through responsiveness and customer satisfaction.