Factors Influencing Customer Loyalty in Mobile Banking: A Case Study of the Industrial and Commercial Bank of China (ICBC) in Hunan Province

Abstract

This research aims at identifying the determinants of customer loyalty in mobile banking services with special reference to the Industrial and Commercial Bank of China (ICBC) in Hunan Province. This study employs qualitative interviews of 484 mobile banking users to establish the correlation between mobile app atmospherics and perceived usefulness, perceived ease of use, perceived trust, satisfaction, and customer loyalty. The study findings show that mobile app atmospherics have a significant impact on the customer loyalty with perceived usefulness and ease of use as key factors. However, perceived trust and satisfaction come out as significant variables in the present study. The study also contributes to the extension of the Technology Acceptance Model in the mobile banking environment and offers useful insights to the banks for improving the customers’ loyalty. Examples of the application of the research findings are illustrated by ICBC, Bank of China, and China Construction Bank. The study adds knowledge to the subject of mobile banking loyalty in China and provides suggestions for enhancing mobile banking services and customer ties.