Customer Loyalty in Mobile Banking: Evaluation of Perceived Risk, Relative Advantages, and Usability Factors


  • Ahmad Esmaeili Allameh Tabataba'i University, Iran
  • Iman Haghgoo Allameh Tabataba'i University, Iran
  • Vida Davidavičienė Vilnius Gediminas Technical University, Lithuania
  • Ieva Meidutė-Kavaliauskienė Vilnius Gediminas Technical University, Lithuania



Electronic banking (E-banking), mobile banking, technology acceptance, loyalty


Information and communications technologies promote change in the service sector, and the banking sector is not an exception. Finding what factors impact consumer satisfaction with service and lead to loyalty is invariably important for business. However, it is important to begin with evaluating the aspects that are specific to the market and service. The purpose of this study was to investigate the factors affecting customer loyalty in Mobile Banking. Following the model designed by the researchers, consideration was given to mediator variables of satisfaction, trust, and customer service to examine how factors such as perceived risk, relative advantages, and usability affect customer loyalty. In this study, customers of an Iranian bank (Shahr Bank) based in the city of Tehran constituted the statistical population. The descriptive survey method was used on a sample that was selected through a cluster-convenience method and included 411 Shahr Bank's customers resident in the east, west, north, south, and centre of the city of Tehran. Structural Equation Modelling (SEM) test and the LISREL 8.8 software were used to analyse the data and to determine what role each factor plays on loyalty. The results showed that such factors as relative advantages, satisfaction, and trust have the most significant impact on customer loyalty. However, the effect of usability on customer service was not confirmed. Furthermore, it was identified that perceived risk has a negative impact on loyalty.

Author Biographies

Ahmad Esmaeili, Allameh Tabataba'i University, Iran

Dr. Ahmad Esmaeili Ph.D. in industrial management. As a social science researcher, he works at National Level Policy Making in National Research Institute for Science Policy of Iran, part-time professor in Allameh Tabataba'i University, Iran, Tehran, and freelancer in various national and corporate level research projects.  He has published papers with a focus on supply chain management, multi-criteria decision-making, service operations management, and strategic management. He is a reviewer for various national and international journals. His research interests include decision-making theories, supply chain management, qualitative research methods, sustainability issues in supply chain management, quality management, logistics, and the service industry.

Iman Haghgoo, Allameh Tabataba'i University, Iran

Iman Haghgoo has finished his B.A. in industrial engineering and M.A. in Business Administration. He has worked as a project manager in various market-related issues as an analyst and R&D manager. He is now working as a business developer and R&D manager. His research interests include customer relations, aftermarket service, marketing, and Fintech.

Vida Davidavičienė, Vilnius Gediminas Technical University, Lithuania

Prof. Dr. Vida Davidavičienė has 20 years of academic and scientific experience. Her research interests are ICT development's influence on society, business, and economics. She is a member of the scientific comities of several scientific journals and international scientific conferences. She is a member of the management science board in Vilnius Tech, Chair of Business Management and Business Logistic study programs committees. Vida Davidavičienė is an Expert at the Research Council of Lithuania and MITA (Science, Technology and Innovation Agency) since 2018. Since 2017 members of the Lithuanian Standards Board Technical Committee LST TK 90 Human Resources and Knowledge Management.

Ieva Meidutė-Kavaliauskienė, Vilnius Gediminas Technical University, Lithuania

Ieva Meidutė-Kavaliauskienė has about 15 years lectures experience (taught such courses as logistic, transport management, supply chain management, warehouse logistics and operations management). Her research interests are related to logistics and supply chain management, formation and evaluation of strategic decisions, decision making. She is an author of more than 50 scientific publications indexed in Web of Science, Scopus, Ebsco, Emerald, and other databases, published several monographs and textbooks.  She is a member of the scientific committees of several scientific journals and international scientific conferences. ORCID ID: 

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