Understanding mobile Banking Loyalty Among Vietnamese Gen Z and Millennials: The Impact of Service Quality and Relative Advantage

Archie Anh Pham and Danh Bui

Journal of Global Information Technology Management, 2025, vol. 28, issue 4, 322-339

Abstract: This research investigates how mobile banking (MB) service quality dimensions (interface design, system quality via security assurance) and perceived relative advantage influence customer loyalty, with customer satisfaction playing a crucial mediating role. Drawing on an integrated theoretical framework, data from an online survey of 330 Gen Z and Millennial MB users in Hanoi were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Our findings revealed that interface design and security assurance positively influence overall MB service quality; system quality positively impacts security assurance. Furthermore, service quality significantly enhances customer satisfaction, which, alongside system quality and relative advantage, directly and positively drives customer loyalty. This study offers a comprehensive framework for understanding post-adoption MB loyalty among young consumers in an emerging market, providing actionable insights for banks to refine their MB strategies, enhance user satisfaction, and cultivate lasting customer relationships.

Date: 2025
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DOI: 10.1080/1097198X.2025.2568338

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