Title: The influence of perceived risk and trust on customer experience: an empirical study on young m-banking app users in India
Authors: Pushparaj Nancyprabha; V.J. Sivakumar
Addresses: Department of Management Studies, National Institute of Technology-Trichy, Tiruchirappalli-620 015, Tamilnadu, India ' Department of Management Studies, National Institute of Technology-Trichy, Tiruchirappalli-620 015, Tamilnadu, India
Abstract: This paper describes the influence of seven risk factors on the mobile banking application customer experience (MBACE) by developing a theoretical model that focuses on the relationships with and without the mediating role of trust between seven risk factors and MBACE. This model was empirically tested using sample data obtained from m-banking users. The data analysed using the structural equation modelling (SEM) method. The results revealed that not all the risks have a direct effect on MBACE, and trust has a mediating effect on MBACE. This research is one of the first of its kind to develop a conceptual model exclusively on m-banking app customer experience (MBACE) and empirically examine the impact of seven risk factors on it using the sample set obtained from India.
Keywords: customer experience; risk facets; mobile banking applications; security risk; privacy risk; young customers; trust; India.
International Journal of Business Excellence, 2023 Vol.29 No.2, pp.222 - 247
Received: 20 Apr 2020
Accepted: 17 Jun 2020
Published online: 01 Feb 2023 *