Understanding Analytical Factors which Influence Trust and Satisfaction within Mobile Banking

For the past decade, mobile banking research has received considerable attention across the world. However, scholars have focused mainly on studying adoption and behavioural intention at the expense of investigating the post-adoption consumer behaviour of mobile banking. In addition, the literature has focused mainly on the influence of initial trust in mobile banking. Although initial trust has been acknowledged as essential in mobile banking research, understanding the influence of the overall trust on the post-adoption behaviours remains limited.

Thus, this thesis provides a better understanding of the role of overall trust in enhancing user satisfaction in mobile banking by first, conceptualising trust in mobile banking based on the concept of trust in e-commerce. Second, developing a conceptual framework based on the information systems success model to identify the key factors influencing trust and satisfaction in mobile banking. Third, explaining the mediating role that trust plays in enhancing customer satisfaction with mobile banking.

An online survey was used to collect data from eighteen banking online communities on Facebook in Libya. Six hundred and fifty-nine useable responses were received. After the data preparation stage, the collected data was then analysed using the structural equation modelling with partial least square technique (PLS-SEM). The SmartPLS 3 software was employed to validate and test the hypothesised research model.

The research findings confirm that trust is a key predictor of customer satisfaction with mobile banking. Meanwhile, trust is influenced by information quality, system quality, service quality, structural assurance and task characteristics. Further, trust has a full mediation effect between service quality and structural assurance, and customer satisfaction. Finally, trust has a partial mediation effect between system quality, information quality and task characteristics, and customer satisfaction.

Overall, the research model proved a high in sample and out-of-sample predictive power. The study provides theoretical and practical implications that enhance the understanding of trust in mobile banking by developing a consistent conceptual framework of trust influence in mobile banking post-adoption behaviours, particularly customer satisfaction. Further, this research is the first that studied the mediating role of trust in enhancing customer satisfaction with mobile banking.