The influence of perceived risk and trust on customer experience: an empirical study on young m-banking app users in India

Pushparaj Nancyprabha and V.J. Sivakumar

International Journal of Business Excellence, 2023, vol. 29, issue 2, 222-247

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. (search for similar items in EconPapers)
Date: 2023
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