The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

Abstract

Purpose This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps). Design/methodology/approach An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed. Findings The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM. Practical implications To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features. Originality/value This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.

Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

“…The financial service institutions are one of those sectors where WOM is reported to have a tremendous potential to reach out to customers (Choudhury, 2014). Various factors including customer satisfaction and service quality have been researched to identify their relationship with WOM (Alrwashdeh et al, 2020;Anderson, 1998;Ashtiani & Iranmanesh, 2012;Choudhury, 2014;Salehnia et al, 2014;Rajaobelina et al, 2021). Literature suggests that WOM is a two-tiered phenomenon; in the presence of superior quality service it ensures the positive WOM from the customers; however, in the case of low service quality, research suggests, it is likely that customers will engage in negative word of mouth (Chaniotakis & Lymperopoulos, 2009).…”

Exploring user’s experience of push notifications: a grounded theory approach

“…After having received several push notifications, the user experience can either reinforce or reduce the user's attachment to the sender brand and the desire to remain in the conversation. Although similar effects of user experience on brand attachment have already been observed in mobile banking services (Rajaobelina, 2021), it is necessary to test the predictive hypotheses raised based on the model.…”

Brand bank attachment to loyalty in digital banking services: mediated by psychological engagement with service platforms and moderated by platform types

“…Research indicates that emotional attachment to an object determines the nature of the individual's interaction with that object (Thomson et al, 2005;Rajaobelina et al, 2021). This emotional state that developed through frequent interaction can enhance consumer psychological engagement with the object (Loureiro et al, 2020).…”

“…Research indicates that emotional attachment to an object determines the nature of the individual's interaction with that object (Thomson et al. , 2005; Rajaobelina et al. , 2021).…”