Mobile Banking Customer Satisfaction and Loyalty: The Roles of Technology Readiness

Hien Ho, Sahng-Min Han, Jinho Cha and Long Pham ()
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Hien Ho: Department of Economics and Business Administration, Nghe An University, 51 Ly Tu Trong Street, Vinh 43000, Nghe An, Vietnam
Sahng-Min Han: Computer Sciences Division, Gwinnett Technical College, 5150 Sugarloaf Parkway, Lawrenceville, GA 30043, USA
Jinho Cha: Computer Sciences Division, Gwinnett Technical College, 5150 Sugarloaf Parkway, Lawrenceville, GA 30043, USA
Long Pham: Department of Decision Sciences and Economics, College of Business, Texas A&M University-Corpus Christi, 6300 Ocean Dr., Corpus Christi, TX 78412, USA

JRFM, 2025, vol. 18, issue 7, 1-23

Abstract: This study explores the relationship between customer satisfaction and loyalty in mobile banking, emphasizing the moderating role of Technology Readiness. As mobile banking becomes increasingly central to financial service delivery, understanding the nuanced drivers of customer loyalty is essential for strategic growth. Drawing from the Technology Readiness Index, this study examines how four dimensions, optimism, innovativeness, discomfort, and insecurity, moderate the satisfaction–loyalty linkage. Data were collected via a structured survey from 258 mobile banking users in the United States, analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that optimism and innovativeness positively moderate this relationship, while discomfort and insecurity act as negative moderators. Practically, this research introduces a segmented approach to mobile banking service design, underscoring the need for differentiated strategies that address varying levels of user readiness. Theoretically, this study addresses a gap in mobile banking literature by shifting the focus from adoption to sustained usage and satisfaction-based loyalty, enriching the discourse on customer behavior in digital finance.

Keywords: mobile banking; customer satisfaction; customer loyalty; technology readiness; TRI 2.0 (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2025
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