Title: Mobile bank applications: antecedents and consequences of young bank customer loyalty

Authors: Mustafa Nourallah

Addresses: Department of Economics, Geography, Law and Tourism, Centre for Research on Economic Relations, Mid Sweden University, SE-851 70 Sundsvall, Sweden

Abstract: This study investigates young bank customer (YBC) perceptions of the relationships between cognitive, affective, and conative antecedents, on one hand, and attitudinal and behavioural loyalty to mobile bank applications (MBAs), on the other. The study develops a theoretical framework for customer loyalty to MBAs based on Dick and Basu's (1994) conceptual framework of customer loyalty. Based on previous studies and focus group interviews, a questionnaire was developed and sent to 500 YBCs aged 18-29 years who have at least one year's experience of MBAs. The data were statistically analysed, and the results indicate that YBC loyalty to MBAs combines attitudinal and behavioural loyalty. The results also indicate that cognitive antecedents are directly and significantly related to customer satisfaction, which in turn is significantly related to loyalty. The study contributes by using and developing Dick and Basu's (1994) framework in the MBA context, and by suggesting how banks can improve and customise their MBA services, in a way that enables YBCs to utilise their resources in ways that promote economic growth.

Keywords: mobile bank application; MBA; antecedents of loyalty; consequences of loyalty; attitudinal loyalty; behavioural loyalty; Dick and Basu's framework; young bank customers; YBCs; customer satisfaction.

DOI: 10.1504/IJMP.2022.119920

International Journal of Management Practice, 2022 Vol.15 No.1, pp.131 - 149

Received: 12 Feb 2020
Accepted: 17 Aug 2020
Published online: 24 Dec 2021 *

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