Interrelations between mobile banking service quality attributes, customer satisfaction and customer loyalty in domestic commercial banks in Sri Lanka

Abstract

The main objective of this study is to find the interrelationship between mobile banking service quality attributes, customer satisfaction and customer loyalty, in the mobile banking sector in Sri Lanka. This study specifically aims to measure the qualities of mobile banking service provided via mobile banking applications. Review of literature reveals that a lesser amount of research has been conducted to investigate the quality of services delivered through mobile banking applications, and the interrelationship among mobile banking service quality attributes, customer satisfaction and loyalty. Thus, the current paper attempted to fill the gap in the literature. The overall research study has been structured based on the conceptual framework built up referring to prior literature. The researcher has used the customer loyalty as the dependent variable, five dimensions of service quality; namely, tangibility, reliability, responsiveness, assurance and empathy, as the independent variables and customer satisfaction as the dependent/ independent variable. A questionnaire was distributed to collect the data from the sample of 200 customers who are experienced with their mobile banking apps offered by five private commercial banks in Sri Lanka. The study adopted Frequency statistics, Descriptive statistics, Pearson correlation, Regression model and ANOVA to analyze the collected data from the sample. Research findings show that all the mobile banking service quality attributes are positively related to customer satisfaction and thereby customer loyalty in the mobile banking sector in Sri Lanka. Among the service quality determinants, Reliability, Assurance and Responsiveness play a pivotal role in customer satisfaction since they demonstrate high positive correlation with customer satisfaction while Tangibility and Empathy shows the medium positive correlation with customer satisfaction. The results of this study lead to an interesting managerial implications when improving the quality of mobile banking services for greater customer satisfaction and customer loyalty in the mobile banking sector in Sri Lanka. Key words: Mobile banking, Service quality,