Title: Understanding intention to recommend e-banking: a moderated mediation approach to analyse the role of customer satisfaction and perceived risk

Authors: Vikas Chauhan

Addresses: Department of Marketing and Strategy, ICFAI Business School (IBS) Hyderabad, IFHE University, (Under IFHE – A Deemed to be University u/s 3 of the UGC Act, 1956), Donthanapally, Shankarapalli Road, Hyderabad, Telangana, India

Abstract: The current work aims to comprehend consumers' intention to recommend (IR) innovative e-banking services comprehensively by analysing the moderating influence of perceived risk and the mediating effect of customer satisfaction (CS). The current research has integrated theories such as expectation confirmation theory (ECT), technology acceptance model (TAM), and user acceptance of hedonic information systems (UAHIS). Structural equation modelling was used to examine 721 usable responses collected from the Indian users of various e-banking platforms. Further, the study applied a moderated mediation approach to better predict IR by mediating the effect of CS and moderating the role of perceived risk. The findings revealed that expectation confirmation, perceived ease of use, perceived usefulness, and perceived enjoyment (PE) show a significant effect on recommendation intentions. These effects were mediated by CS which varied between high and low perceived risk in e-banking.

Keywords: intention to recommend; e-banking; internet banking; perceived enjoyment; perceived risk; moderated mediation; customer satisfaction.

DOI: 10.1504/IJEMR.2025.147493

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.4, pp.465 - 489

Received: 26 Oct 2022
Accepted: 13 Mar 2023
Published online: 18 Jul 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article