Title: Banks' e-reputation and customers' e-loyalty in the mobile-banking applications: e-trust and e-satisfaction as mediators and frequency of use as moderator

Authors: Karim Ben Yahia; Sarra Berraies

Addresses: Higher School of Economic and Commercial Sciences of Tunis, University of Tunis, Tunis, Tunisia; Research Laboratory LARIME, University of Tunis, Tunis, Tunisia ' College of Business Administration, University of Bahrain, Sakhir, Southern Governorate, Bahrain; Higher Institute of Management of Tunis (ISGT), Laboratory ARBRE, University of Tunis, Tunis, Tunisia

Abstract: This paper investigates the links between banks' e-reputation, customers' e-trust, e-satisfaction and e-loyalty in the Mobile Banking (MB) context and explores the moderating role of customers' frequency of use of MB application. Structural equation modelling was used to analyse the data collected from a sample of MB applications users. Results confirm that banks' e-reputation affects positively customers' e-trust. The dimensions of customers' e-trust, namely competence, benevolence and integrity mediate the link between banks' e-reputation and customers' e-loyalty. MB applications use frequency moderates the link between banks' e-reputation and customers' e-trust. This study highlights the effects of banks' e-reputation in building a good relationship with customers. This work highlights the drivers on which banks must focus on to retain their customers, the profile of MB users and the importance of developing a digital monitoring service to manage e-reputation and to create a real sense of closeness with customers.

Keywords: mobile banking services; online reputation; customers' e-trust; e-loyalty; e-satisfaction; frequency of use; banks' digitalisation; benevolence; competence; integrity; digital.

DOI: 10.1504/EJIM.2025.143274

European Journal of International Management, 2025 Vol.25 No.1, pp.98 - 121

Received: 04 Apr 2020
Accepted: 19 May 2020
Published online: 12 Dec 2024 *

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