Examining antecedents, mediators and moderators of consumer behavioural outcomes of mobile banking

Abstract

Over the last two decades, the majority of research on mobile banking has concentrated extensively on understanding the factors influencing the adoption of this platform, indicating persistent behavioural stability even in mature markets. Recognising the limited scholarly attention given to the post-adoption phase within the context of mobile banking, the study adopts a comprehensive approach by integrating both attitudinal and behavioural drivers to comprehend the dynamics of usage, customer satisfaction levels, and resulting behavioural outcomes. The research methodology consists of two main phases. Firstly, a conceptual framework was synthesised, drawing from the unified theory of acceptance and use of technology, the innovation diffusion theory, the DeLone and McLean model of information systems success, and constructs derived from existing literature. This framework delineates the antecedents, mediators, and moderators of the proposed behavioural outcomes. Secondly, the research blueprint was implemented using a systematic approach. Adhering to a post-positivist research paradigm and deductive approach, a descriptive research design was operationalised. The survey method, employing paper-based self-administered questionnaires, was used to collect cross-sectional primary data. The target population was comprised of individual bank customers aged 18 and older in Gauteng and Mpumalanga provinces of South Africa. Purposive sampling was employed due to the absence of a banking population sampling frame. Data collected from a final sample of 453 participants underwent descriptive statistical analysis and was further subjected to partial least squares structural equation modelling (PLS-SEM), to test the proposed hypotheses. Empirical results validated the theoretical framework, confirming that quality dimensions, compatibility, performance expectancy, social influence, system use, and customer satisfaction are antecedents of mobile banking behavioural outcomes (loyalty, continuity, word of mouth). System use and customer satisfaction were identified as mediators, while perceived trust emerged as a moderator. This study transcends mere empirical model validation, illuminating the pivotal role of customer satisfaction in shaping behavioural outcomes. It highlights a refined understanding by unveiling the intricate impact of service and system quality as precursors to both usage and satisfaction, while revealing the dominance of information quality’s antecedent role. As such, practitioners are urged to adopt strategic initiatives prioritising information quality and elevating customer satisfaction to unlock the full potential of mobile banking platforms. This would lead to enriched overall customer experiences and better organisational value propositions.