Mobile Banking Service Quality and Customer Retention: A Moderated Mediation Model of Customer Perceived Value and Perceived Corporate Image

Abstract

Purpose- This study examined the moderating effect of perceived corporate image on the indirect relationship between mobile banking service quality and customer retention via customer perceived value in the Kenyan banking industry Design/Methodology- The study adopted an explanatory research design, employing multistage, simple random and systematic sampling techniques in collecting data from a sample size of 400 consumers of mobile banking services in Kenya using a self-administered questionnaire Findings- The results reveal a significant mediating effect of customer perceived value on the relationship between mobile banking service quality and customer retention. Moreover, the study established that perceived corporate image moderates the relationship between; mobile banking service quality and customer perceived value and mobile banking service quality and customer retention. Finally, perceived corporate image moderates the indirect link between mobile banking service quality and customer retention via customer retention at all levels Practical Implications- These findings underscore the need for the bank’s management and policymakers to develop quality assurance policies and devise value-centered strategies and image-enhancing strategies to enhance customer retention. Originality/Value - The study’s findings bring new critical knowledge concerning the indirect effect of customer perceived value and perceived corporate image on the study variables.

The Effect of Service Quality and Store Image on Customer Loyalty Mediated by Perceived Value and Customer Satisfaction at Indomaret Stores in Kediri City

“…Results of research from (Kipkirui Langat et al, 2021;Zameer et al, 2015) shows that serce quality has a significant effect on perceived value, so the hypothesis in this study is H1: Service Quality has a significant effect on perceived value…”

Nexus Among Online Banking Services, Perceived Value and Consumer’s Post-Adoption Behaviour

“…Improved consumer affiliation brings more profits and enhances the market share of the banks (Khatoon et al, 2020). Few scholars (such as Malviya, 2015;Tamuliene & Gabryte, 2014;Moyotalak, 2013) have examined the associations between OBSQ and consumer retention behaviour (Langat et al, 2021). Business in banking services can't survive until it is perceived as an asset by its clients.…”

“…While some believed that 'system quality' was only associated with 'perceived benefit', they ignored its relation to 'perceived sacrifices' (Zhong & Chen, 2023). Parasuraman and Grewal (2000) establish CPV as the most critical predicting variable of consumer repurchase intents (Langat et al, 2021). PV plays a vital role vital to enhance the satisfaction level of the product's consumer, which would ultimately enhance the loyalty of the consumer.…”

“…Numerous previous researches examine Consumer's perceived value (CPV) as a predictor of their retention and the outcome/consequence of SQ. Such as Hapsari et al (2016) study findings recognize a significant positive association between SQ and CPV relation (Langat et al, 2021). When 'perceived value' (PV) attained as a result of a product's consumption is aligned with the Consumer's desire/want, they become satisfied with the product's choice (Carolina et al, 2023).…”