Apps for mobile banking and customer satisfaction: a cross-cultural study

Abstract

Purpose

By specifically focussing on the use of mobile banking apps, the purpose of this paper is to examine how perceived justice moderates the relationship between the benefits offered by mobile banking and the consequences of satisfaction with mobile banking. This research employs a model in which mobile banking offers comprehensive benefits, satisfaction and consequences that favour mobile banking; in addition, the model also tests the moderating role of perceived justice and uncertainty avoidance in this context.

Design/methodology/approach

This survey study was conducted among bank customers who suffered service failure with certain mobile banking apps. The surveys were collected in three different countries: Brazil, India and the USA. A total of 383 questionnaires were collected. Confirmatory factor analysis and structural equation modelling were applied to analyse and test the hypotheses of this study.

Findings

The results indicate that the benefits offered by mobile banking are positively related to customer satisfaction. Additionally, three consequences of customer satisfaction were analysed: trust, loyalty and positive word-of-mouth. Regarding the context of service failure, the influence of offered benefits on customer satisfaction was significantly different between customers with high and low perceived justice. Uncertainty avoidance (Brazil, USA and India) was not a significant moderator in this study.

Practical implications

The model can be useful for banks to understand perceived justice. Additionally, managers can use the study’s results to develop strategies to better serve customers.

Originality/value

The main contribution is to extend previous research on the benefits offered by mobile banking and the consequences of satisfaction with mobile banking, which includes studies on service failure and perceived justice.

Citation

Sampaio, C.H., Ladeira, W.J. and Santini, F.D.O. (2017), "Apps for mobile banking and customer satisfaction: a cross-cultural study", International Journal of Bank Marketing, Vol. 35 No. 7, pp. 1133-1153. https://doi.org/10.1108/IJBM-09-2015-0146