International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Mongolian Mobile Banking Service Quality on User Satisfaction

  • DAGVADORJ BOLOR ERDENE (Department of Business Administration, Graduate School of Business and Public Admistration, Mokpo National University) ;
  • Min Jung Kang (Department of Business Administration, Mokpo National University)
  • Received : 2024.01.05
  • Accepted : 2024.02.04
  • Published : 2024.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempted to demonstrate the role of perceived value and trust in the relationship between mobile banking service quality and use satisfaction. A survey was conducted on customers of Mongolian banks, and an analysis was conducted based on the collected data With the development of the fintech industry, the Internet-based mobile banking market is striving to provide convenient services to consumers. The result led to the introduction of an online-oriented Internet bank that can operate 24 hours a day regardless of time and space. The characteristic of operating only with the Internet has a positive aspect of providing services quickly and conveniently, but at the same time, including concerns about security and personal information leakage. This can make you hesitate to use the service. Therefore, we attempted to find out how the quality of mobile banking service affects the perceived value and satisfaction of using trust. A survey was conducted to verify the contents of the research model and hypothesis. This is to secure data to be used for empirical analysis of research hypotheses. The survey was conducted with 124 consumers in Ulaanbaatar, the capital of Mongolia. Based on the analysis results, we understood the satisfaction of consumers using mobile banking and suggested ways for consumers to improve their actual satisfaction using mobile banking. Specifically, service quality sensitivity, security, convenience, and design had a positive effect on perceived value or trust, ultimately leading to consumer satisfaction.

Keywords

References

  1. The state if Mobile 2020, https://go.appannie.com/State-of-Mobile-2020-Webinar.html.
  2. Shaikh, A.A. and Karjaluoto, H. (2015) Mobile Banking Adoption: A Literature Review. Telematics and Informatics, 32, 129-142.
  3. Cruz, P., Neto, L. B. F., Munoz-Gallego, P., and Laukkanen, T. (2010). Mobile banking rollout in emerging markets: Evidence from Brazil. International Journal of Bank Marketing, 28(5), 342-371.
  4. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  5. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.
  6. Zeithaml, V.A. (2000) Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn. Journal of the Academy of Marketing Science, 28, 67-85.
  7. Broekhuizen, T. L. J., & Jager, W. (2003). A conceptual model of channel choice: Measuring online and offline shopping value perceptions. Working paper, University of Groningen.
  8. Shafiee, M. M., & Bazargan, N. A. (2018). Behavioral Customer Loyalty in Online Shopping: The Role of EService Quality and E-Recovery. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 26-38.
  9. Das, S., & Pandit, D. (2016). Methodology to determine service delivery levels for public transportation. Transportation Planning and Technology, 39(2), 195-217.
  10. Cho, J. S. (2013). A Study on the Effects of Perceived Value on Customer Satisfaction, and Repurchase Intention among Traditional Markets Users in KOREA. Journal of Distribution Science, 11(10), 93-105. https://doi.org/10.15722/JDS.11.10.201310.93
  11. Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54, 42-58.
  12. GeyskensI.,J.E.M.Steenkamp,L.K.Scheer,and N.Kumar(1999). A Meta-Analysis of Satisfaction in Marketing ChannelRelationships. Journal of Marketing Research, 36(2), 223-238.
  13. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  14. Erkan, I. and Evans, C. (2016) The Influence of eWOM in Social Media on Consumers' Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61, 47-55.