Electronic mobile service quality and customer loyalty: the conditional indirect effect of relationship quality and customer satisfaction Online publication date: Thu, 04-Jan-2024
by Gabriel Simiyu; Ronald Bonuke
International Journal of Financial Services Management (IJFSM), Vol. 11, No. 4, 2023
Abstract: The key objective of this study was to examine how the quality of electronic mobile services influences customer loyalty and investigate whether this relationship can be mediated and moderated by customers' satisfaction and relationship quality. In order to empirically test hypotheses, a cross-sectional study methodology was adopted. Quantitative data was collected from 424 randomly selected bank customers via a structured questionnaire and analysed using Hayes Process Macro version 3.4. Mobile Service Quality (MSQ) was found to significantly influence loyalty, and this is mediated by customer satisfaction. Furthermore, relationship quality moderates the links between MSQ and satisfaction, as well as the link between MSQ and loyalty. Finally, relationship quality has a contingent influence on the mediated link between MSQ and customer loyalty via customer satisfaction. These findings offer relevant information that can be used to fill practical and theoretical gaps in the banking industry.
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