The Mediating Role of Trust in the Relationship Between Corporate Image, Security, Word of Mouth and Loyalty in M-Banking Using among the Millennial Generation in Indonesia

Edi Purwanto, Deviny July and Mutahar Ahmed M. ()
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Deviny July: Bunda Mulia University, Jakarta, Indonesia
Mutahar Ahmed M.: Management and Science University, Malaysia

Management & Marketing, 2020, vol. 15, issue 2, 255-274

Abstract: Millennials have a lifestyle that is different from previous generations. Millennial Generation lives and grows together with rapid technological growth and currently dominates the population in Indonesia. The purpose of this study is to empirically determine the factors that influence the millennial generation’s loyalty to mobile banking applications. Elements used to analyze the millennial generation’s loyalty are corporate image, application security, word of mouth (WoM), and trust. Data collected through questionnaires from a sample of 395mobile banking users in Indonesia. The study uses structural equation modeling (SEM) to test the hypotheses with Amos 24 as the analysis tool. The results of the study proved that all predictions are proven significant. The trust in mobile banking mediates the effects of corporate image, application security, and word of mouth on millennial’s loyalty. The respondent of the research was millennial mobile banking users in Indonesia. Therefore, the model should be replicated among other mobile banking users in other countries. Banks have to maintain an excellent corporate image and get a positive transmission because, in this digitalization era, information can spread very quickly between friends, relatives, family, or through the internet, digital media, and social media. Banking also needs to include a guaranteed level of application security in the mobile banking application provided to gain the trust of users and be able to foster and increase their loyalty. However, there are still other factors that can influence millennial’s loyalty to a mobile banking application.

Keywords: Loyalty; Corporate Image; Application Security; Word of Mouth; Trust (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:15:y:2020:i:2:p:255-274:n:8

DOI: 10.2478/mmcks-2020-0016

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