From Mobile Service Quality Evaluation to E-Word-Of-Mouth: What Makes the Users of Mobile Banking Applications Speak About the Bank?: The Moderating Role of Brand Reputation

Amira Trabelsi Zoghlami, Karim Ben Yahia and Sarra Berraies
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Amira Trabelsi Zoghlami: ISCCB, University of Carthage, Tunis, Tunisia
Karim Ben Yahia: ESSEC Tunis, University of Tunis, Tunis, Tunisia
Sarra Berraies: ISG Tunis, University of Tunis, Tunis, Tunisia

International Journal of E-Services and Mobile Applications (IJESMA), 2018, vol. 10, issue 2, 36-57

Abstract: The purpose of the present article is to explore the electronic word-of-mouth (e-WOM) determinants in a mobile banking context such as e-service quality, e-satisfaction, e-trust and e-loyalty. It also examines the moderating role played by brand reputation in the relation between e-loyalty and e-WOM. A survey was conducted with 256 users of mobile bank applications. The findings illustrate the positive effect of e-service quality components such as information quality, security and reliability on e-satisfaction and e-trust as well as the effect on e-loyalty. It was also found that e-loyalty can be a determinant of e-WOM. Brand reputation has a moderating effect on the relation between e-loyalty and e-WOM. This article is interesting for the practitioners by bringing tracks of improvement for banking services proposed to the customer.

Date: 2018
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