Influence of Technological Brand and Human Factors on Attitudinal Loyalty A Study on mBanking Apps

Abstract

newline Usage of mobile banking apps is a common phenomenon in developed countries newlinewhile developing countries are still in the process of adopting the practice. This newlinetimeframe provides a greater opportunity for financial organizations to increase their newlinebusiness through providing a better experience to their target audience and win them newlinefrom the market. Although technology is the backbone of this venture, human feeling newlinelike satisfaction, trust and loyalty also plays a pivotal role in adoption of a mobile newlinebased banking app of a particular financial organization. but most of the studies newlineconducted in this field only concentrate on the perception of users about the newlinetechnological aspect of the apps. The present study aims to investigate this interplay newlineof these human feelings with regard to adoption of this service. The study primarily newlineidentifies the related variables and dimensions that influence loyalty over mobile newlinebased banking apps. Finally, the interrelationships among these dimensions were also newlinetested with respect to the banking apps. The insight gathered from the research will newlinehelp the banks design strategies from the human behaviour perspective to enhance newlinetheir loyalty among their customers and also to win new markets. Besides this, the newlinemethodology used in the present study could be replicated for identification of ways newlineto loyalty for other businesses.