Enhancing E-Loyalty through AI-Powered Mobile Banking: Trust and Perceived Efficiency as Key Mediators
Main Article Content
The rapid development of technology has significantly impacted the banking sector, including the advent of mobile banking. This study examines the relationship between the quality of service delivered by mobile banking (e-service quality) and user loyalty (e-loyalty), focusing on the roles of e-trust and perceived efficiency. Data were collected through an electronic questionnaire distributed to 388 international students in Hangzhou, China, who are active mobile banking users conducting monthly transactions, including deposits and withdrawals. Regression analysis was used to analyze the data. The findings indicate that e-service quality positively impacts e-trust, perceived efficiency, and e-loyalty. Additionally, e-trust and perceived efficiency mediate the relationship between e-service quality and e-loyalty. This research highlights the importance of e-trust and perceived efficiency in fostering user loyalty in mobile banking.
Keywords:
Artificial intelligence, Trust, Perceived efficiency, Loyalty, E-Service quality
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Ashfaq, M., Yun, J., Yu, S., & Loureiro, S. M. C. (2020). I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents. Telematics and Informatics, 54, 101473. https://doi.org/10.1016/j.tele.2020.101473
George, A. S., & George, A. S. H. (2023). A review of ChatGPT AI’s impact on several business sectors. Partners Universal International Innovation Journal, 1(1), 9–23.
Haghkhah, A., Rasoolimanesh, S. M., & Asgari, A. A. (2020). Effects Of Customer Value And Service Quality On Customer Loyalty: Mediation Role Of Trust And Commitment In Business-To-Business Context. Management Research & Practice, 12(1).
Javaid, M., Haleem, A., Khan, I. H., & Suman, R. (2023). Understanding the potential applications of Artificial Intelligence in Agriculture Sector. Advanced Agrochem, 2(1), 15–30. https://doi.org/10.1016/j.aac.2022.10.001
Kala Kamdjoug, J. R., Wamba-Taguimdje, S.-L., Wamba, S. F., & Kake, I. B. (2021a). Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank. Journal of Retailing and Consumer Services, 61, 102509. https://doi.org/10.1016/j.jretconser.2021.102509
Kala Kamdjoug, J. R., Wamba-Taguimdje, S.-L., Wamba, S. F., & Kake, I. B. (2021b). Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank. Journal of Retailing and Consumer Services, 61, 102509. https://doi.org/10.1016/j.jretconser.2021.102509
Mehrotra, A. (2019). Artificial intelligence in financial services–need to blend automation with human touch. 2019 International Conference on Automation, Computational and Technology Management (ICACTM), 342–347.
Nichkasova, Y., & Shmarlouskaya, H. (2020). Financial technologies as a driving force for business model transformation in the banking sector. International Journal of Business and Globalisation, 25(4), 419–447.
Nurjanah, A., Salsabila, I. N., Azzahra, A., Rahayu, R., & Marlina, N. (2024). Artificial Intelligence (AI) Usage In Today’s Teaching And Learning Process: A Review. Syntax Idea, 6(3), 1517–1523. https://doi.org/10.46799/syntax-idea.v6i3.3126
Rasheed, F. A., & Abadi, M. F. (2014). Impact of Service Quality, Trust and Perceived Value on Customer Loyalty in Malaysia Services Industries. Procedia - Social and Behavioral Sciences, 164, 298–304. https://doi.org/10.1016/j.sbspro.2014.11.080
Singh, P., & Singh, V. (2024). The power of AI: enhancing customer loyalty through satisfaction and efficiency. Cogent Business & Management, 11(1), 2326107.
Trawnih, A., Al-Masaeed, S., Alsoud, M., & Alkufahy, A. (2022). Understanding artificial intelligence experience: A customer perspective. International Journal of Data and Network Science, 6(4), 1471–1484.
Wong, W. P.-M., Tan, K.-L., & Lim, B. C.-Y. (2019). The effect of technology trust on customer e-loyalty in online shopping and the mediating effect of trustworthiness. Wong, WPM, Tan, KL, Ida, AK, & Lim, BCY (2019). The Effect of Technology Trust on Customer E-Loyalty in Online Shopping and The Mediating Effect of Trustworthiness. Journal of Marketing Advances and Practices, 1(2), 38–51.
Yiming, R. (2023). The impact of demographic characteristics, media gratification and programmes satisfaction among Chinese audience: A case study of Hangzhou Traffic Radio, China.
Yip, A. W. H., & Bocken, N. M. P. (2018). Sustainable business model archetypes for the banking industry. Journal of Cleaner Production, 174, 150–169. https://doi.org/10.1016/j.jclepro.2017.10.190
Zehir, C., & Narc?kara, E. (2016). E-Service Quality and E-Recovery Service Quality: Effects on Value Perceptions and Loyalty Intentions. Procedia - Social and Behavioral Sciences, 229, 427–443. https://doi.org/10.1016/j.sbspro.2016.07.153
Zhang, L., Zhu, L., Shi, D., & Hui, E. C. (2022). Urban residential space differentiation and the influence of accessibility in Hangzhou, China. Habitat International, 124, 102556. https://doi.org/10.1016/j.habitatint.2022.102556
Zhu, H., Vigren, O., & Söderberg, I.-L. (2024). Implementing artificial intelligence empowered financial advisory services: A literature review and critical research agenda. Journal of Business Research, 174, 114494. https://doi.org/10.1016/j.jbusres.2023.114494
