Mobile banking service quality and continuance intention: mediating role of satisfaction: a two-stage structural equation modeling-artificial neural network approach

Purpose The purpose of this paper is to investigate the mediating role of satisfaction (SAT) in relation to mobile banking service quality (MB-SQ) and continuance intention (CI) among Nepali mobile banking users. Design/methodology/approach The paper adopted a quantitative approach and cross-sectional survey research design. Data were collected with structured questionnaires from 326 mobile banking users. A partial least squares structural equation modeling (PLS-SEM) and artificial neuro network (ANN) approach were applied to examine hypotheses. Findings Results confirm a significant positive influence of MB-SQ on SAT and CI of mobile banking adoption. Moreover, MB-SQ partially mediates the relationship between SAT and CI of mobile banking adoption. Research limitations/implications Based on the findings of this research, theoretically, this paper attempted to investigate the mediating role of MB-SQ in the CI of mobile banking, and managerially, mobile banking service providers could have insights on designing mobile banking service marketing strategy. Originality/value This paper is among the earliest studies to investigate the role of MB-SQ as a higher-order reflective-reflective construct on CI. Moreover, the endogeneity issue has been tested, and ANN has been applied to investigate the predictive relevance of SAT and MB-SQ on CI of mobile banking users. Furthermore, the authors have delved into the ongoing discourse surrounding Generation Y and Generation Z, exploring their implications on CI within the realm of mobile service quality. It provides a critical juncture for understanding continuance intention in the mobile service quality context.