Graduation Project Final

Factors affecting consumer’s satisfaction and word of mouth in the context of

mobile banking in Jordan.

By:

Mohammad Hamdan

Abdallah Al-Hayek

Dania Hamad

Zeid Al-Bakri

Supervised by:

Dr. Mohammad Al Khasawneh

This Research is submitted in Partial Fulfillment of the Bachelor’s Degree in Business

Administration

King Talal Faculty of Business and Technology

Business Administration Department

January, 2017

II

Authorization

We, Mohammad Hamdan, Zeid Al-Bakri, Abdallah Al-Hayek, and Dania Hamad authorize

Princess Sumaya University for Technology – King Talal Faculty of Business, to supply copies

of our research to libraries or establishments or individuals upon request.

Name Signature Date

Mohammad Hamdan

Zeid Al-Bakri

Abdallah Al-Hayek

Dania Hamad

III

Committee Pronouncement

This research (Factors affecting consumer’s satisfaction and word of mouth in the context of

mobile banking in Jordan.) was successfully defined and approved on by …

Committee Members Title Signature

Dr. Chairman

Dr. Member

Dr. Member

Dr. Member

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Acknowledgment

The authors of this research would hereby like to express our sincerest appreciation and

gratefulness to our supervisor Professor, Dr. Mohammad Al Khasawneh, for his encouragement,

advice, direction, support, availability and patience during this endeavor. He has been a true

source of knowledge and motivation for us over the past years and we truly appreciate and value

his efforts. For these reasons, Dr. Mohammad has earned our uttermost respect and gratitude. We

will be forever grateful to him.

We are also thankful to our beloved university, Princess Sumaya University for Technology for

the services and support that we received from its teachers and professors, and for the knowledge

and experience it gave us that shall lead us forward. We aim and hope to make you proud.

Our deepest appreciation goes to our families who have been nothing but supportive and

constantly encouraging and helpful. Thank you to our friends as well, for their support,

enthusiasm, and for being there for us when we needed help.

Thank you all for your support, encouragement, and friendships.

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Table of Contents

Abstract………………………………………………………………. X

1. Chapter One Introduction…………………………………….….. 1

1.1 Background……………………………………………………… 2

1.2 Introduction……………………………………………………… 3

1.3 Research Objectives and Questions……………………………… 4

1.4 Justification and Importance of the Study…………………………5

1.5 Methodology……………………………………………………….5

1.6 Limitations of the study……………………………………………6

1.7 Research Outline………………………………………………… .7

1.8 Conclusion………………………………………………………….8

2. Literature Review and Theoretical Framework ……………………9

2.1 Introduction…………………………………………………………10

2.2 Literature Review ……………………….………………………..10

2.3 Theoretical Framework and hypotheses Development ………….12

2.3.2 Introduction …………………………………………….……………………...12

VI

2.3.3 Security and Assurance ………………………………………………..13

2.3.3 Reliability and Responsiveness ………………………………………………..16

2.3.4 Ease of Use ……………………………………………………………………..17

2.3.5 Convenience of location ………………………………………………………..18

2.3.6 Information Quality……………………………………………………………..19

2.3.7 Interaction quality……………………………………….………………….…..20

2.3.8 Satisfaction…………………………………………………….………………..21

2.3.9 Retention………………………………………………………………………..23

2.3.10 Word of mouth………………………………………………………………..25

3. Chapter Three Methodology……………………………………..…………………27

3.1 Introduction…………………………………………………..………………….28

3.2 Research Methodology …………………………………………….…………….28

3.3 Measurement, Scaling and the variables of the study …………..……………….29

3.4 Data collection ……………………………………………….…………………..29

3.5 Data Analysis..........................................................................................................29

4. Chapter Four Data analysis……………………………….………………………..31

VII

4.1 Introduction.......................................................................................................32

4.2 Sampling Procedures ……………………………………………..…..……....32

4.3 Data Collection Procedures ………………………………………………..…33

4.4 Sample Characteristics………………………………………………………..33

4.5 Measurement Development …………………………………………………34

4.6 Construct Validity and Reliability……………………………………………37

4.6.1 Exploratory of Factorial Analysis (EFA)…………………………………37

4.6.2 Reliability Analysis ……………………………………………….………41

4.6.3 Convergent and Discriminant Validity……………………………………41

4.7 Model Testing……………………………………………………..……………45

5. Chapter Five Discussion…………………………………………………………49

5.1 Introduction……………………………………………………………………50

5.2 Research Hypothesis conclusions……………………………………………..52

5.2.1 The Impact of assurance and security on satisfaction ……………………….52

5.2.2 The Impact of ‘convenience of location on satisfaction …………………….53

VIII

5.2.3 The Impact of ease of use on satisfaction ………………………………53

5.2.4 The Impact of interaction quality on satisfaction ……………………….53

5.2.5 The Impact of information quality on satisfaction……………………...54

5.2.6 The Impact of reliability and responsiveness on satisfaction ………..55

5.2.7 The Impact of satisfaction on retention …………………….………….55

5.2.8 The Impact of Retention on word of mouth ……………………………55

5.3 Theoretical Implications…………………………………………….....56

5.4 Practical Implications……………………………………………….…..56

5.5 Limitations………………………………………………………….…..57

5.6 Future Research…………………………………………………….….58

5.7 Conclusions……………………………………………………………59

References…………………………………………………….…………. 60

Appendices…………………………………………………….…………..70

Appendix A: Research Survey…………………………………………...71

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Tables Index

Table (1): Sample Characteristics 33

Table (2): Measurement Development 35

Table (3): Items Deleted 37

Table (4): Cronbach Alpha, Composite

Reliability, and Convergent0

42

Table number (5): Discriminant Validity and

Cross Loadings

43

Table (6): Analysis of the Hypotheses 48

Figures Index

Figure 2.1 The conceptual model of the

research

13

Figure 4.1 Results of Analysis 47

X

Abstract

The purpose of this study is to study consumer’s satisfaction and word of mouth in the context of

mobile banking in Jordan, through the use of several measurements such as (Security and

Assurance, Ease of Use, Convenience of location, Information quality, Interaction quality,

Reliability and Responsiveness, Satisfaction, Retention, Word of mouth). The study used a

questionnaire distributed randomly among customer satisfaction of young people toward M-

banking in 2016 by using Google form. To achieve the purposes of the study, and to analyze the

results, the researchers used SmartPLS using SPSS 21. The results of the study showed positive

relations between all (Security and Assurance, Ease of Use, Convenience of location,

Information quality, Interaction quality, Reliability and Responsiveness) on satisfaction, and the

results of the study show positive relations between satisfaction and responsiveness and

customers retention, and show the positive relations between customer’s retention and word of

mouth.

Keywords- Mobile-banking, word of mouth.

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Chapter One

Introduction

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Chapter One

1.1 Background

Customer satisfaction is seen by modern management science philosophy an essential standard

of performance and a possible standard of excellence for all business organizations, particularly,

banks which have similar services competing together to facilitate procedures for their

customers; thus, achieving their satisfaction (Aldas-Manzano et al., 2011). Most banks achieve

such an objective by using the e-banking system which could open multiple routes to customer

service (e.g., telephones, mobile phones, ATM machines, and Internet). In spite the fact that

advanced technology in e-banking could have already transformed the modern world, e -banking

is still an innovation that creates services and products through electronic channels with less cost.

Such services and products include deposit management, credit, billing, and electronic payment

of services and products such as electronic money (Samadi and eskandari, 2012).

Providing online services is becoming increasingly a flavored distribution channel by customers

as well as service providers alike. Within recent years, banking institutions are exerting

concerted efforts in order to increase the number and range of online services. There are certain

procedures followed by banks to encourage participation in online services. On the one hand,

they reward customers who utilize online services. On the other hand, they penalize them for

using offline services. For example, many banks charge premium fees for customers who

withdraw funds for retail shop-fronts instead of ATMs. Furthermore, there are specific online

services and products created by banks and which can be only accessed or managed online

(Laforet & Li, 2005).

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Information technology (IT) has been always the means through which banks could acquire,

process, and deliver its services to all relevant users. Beside the fact that IT is critical in

processing information, it also provides banks with a way that enables them to differentiate

between their services and products, as well as provide proper, reliable, and expedient services

(Tan and Teo, 2000). Banks have, as result, invested more in technology and information for the

purpose of achieving maximum return and attracting larger number of clients (Siam, 2006).

Furthermore, electronic banking (e-banking) is one of the advanced services banks have

introduced. Recently, the traditional use of banking has been radically changed in banks to

become branchless positions of banking. Banks has been benefited from the latest adoption of

using technology in extending their customer base, whilst electronic banking has proved to be

the main advancement. The latest development in electronic bank services has been mobile

banking through which bank customers are able to review: credit transfer, balance inquiry, SMS,

check account, payment transactions and other businesses according to the bank's instructions

which are sent to them through the mobile banking service (Saleem & Rashid, 2011). The

constraints on financial resource under which banking services can be managed make it essential

for managers to understand as well as measure the expectations of their customers.

1.2 Introduction

Today mobile banking applications are evolving as a new retail channel for banks. Mobile

banking is a focal point of growth strategies for both the banking and mobile carrier industries

(Goswami and Raghavendran, 2009). Banks, through mobile banking applications, provide a

combination of payments, banking, real-time two-way data transmission, and ubiquitous

access to financial information and services ( Jacob, 2007). It is now taken for granted

that the mobile phone as a channel for service consumption offers enormous potential in

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banking (Laukkanen and Lauronen, 2005). However, despite its advantages, the use of mobile

banking has not spread in fact as was expected (Kim et al. , 2009; Laukkanen, 2007; Laforet and

Li, 2005).

Any gap in service quality has to be identified from the perspective of the customer (Rakesh,

2012). In fact, this issue of customer satisfaction and intention have been examined by many

researchers (Moutinho and Smith, 2000; Mihelis et al., 2001; Bamdad and Rafiei, 2009; Udo et

al., 2010; Grigoroudis et al., 2012). A customer would choose a certain product or service

according to its quality. SERVQUAL model is one of the instruments used for measuring the

quality of services. This scale has been tested and/or adapted in a great number of studies which

are conducted in different cultural contexts, service settings, and geographic locations.

1.3 Research objectives and Questions

The present study provides a research project which aims to investigate the correlation between

different perceptions by bank customers in Jordan about online service quality, in addition to

examine the perceived trustworthiness of mobile banking services and the effect on customer

delight, as well as the strength of relationship a customer has with their bank. The survey items

will serve in answering the following research questions include:

RQ1: What effect does assurance and security have on satisfaction?

RQ2: What effect does convenience of location have on satisfaction?

RQ3: What effect does ease of use have on satisfaction?

RQ4: What effect does interaction quality have on satisfaction?

RQ5: What effect does information quality have on satisfaction?

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RQ6: What effect does reliability and responsiveness have on satisfaction?

RQ7: What effect does satisfaction have on retention?

RQ8: What effect does Retention have on word of mouth?

1.4 Justification and Importance of the Study

The importance of this study stems from the fact that it provides an understanding to the factors

which influence customers for using mobile banking services and how they can be attracted to

use both online and offline services. Hence, this study reviews existing literature on M-banking

and suggests a conceptual model to empirically examine the factors affecting the use of M-

banking in Jordan based on electronic service (M-banking) quality, attitude and customer

satisfaction; all of which are considered strong factors to attract customers in the digital age.

Moreover, one of the most important factors to determine technology usage especially in

developing countries is retention. Besides, customer satisfaction and service quality are also most

important for continuous patronage in the banking industry which always strive for improving

the efficiency of their strategies so they can deliver high-quality service; eventually achieving

good customer satisfaction.

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1.5 Methodology

A quantitative approach was used in this research to examine the literature that was developed.

Quantitative method was used for the purpose of gathering data and explaining the study that

allowed testing the theory which consists of the hypotheses and conclusion. Therefore we found

it to be as the most appropriate method for the purposes of this research. Also, online surveys

were used because they are one of the most popular data collection methods to be used. Online

surveys provide efficient, inexpensive and accurate data.

The model in this study consists of nine constructs. For each one of the constructs a set of items

were derived from previous studies to test the hypotheses developed. Modifications were made

to suit the context of the current study. Online surveys was also chosen for its’ ability to measure

the variables accurately, as well as its’ convenience in our field of search in social science and

the ability to collect quantitative data for statistical analysis. Likert scale was used to measure all

the focal constructs presented in the proposed model. Scores were ranged from 1which is

strongly disagree, to 7 which is strongly agree with neutral score which is 4).

1.6 Limitations of the Study

The study faced some limitations that can be improved later on to provide additional

successful opportunities for a future study. There were several limitations that were faced

throughout this study. The first limitation that was faced in this study is there were limited

studies, according to the best of our knowledge that have examined mobile banking within the

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context of customers’ word of mouth, especially in Jordan, also some problems were faced

because a large number of the targeted sample did not use mobile banking service. The second

limitation, was the generalization of the results; using survey method can be problematic, as

observations like the controlled observations require some especial instruments or tools for

effective working, which are very much costly. Lastly, any research using a quantitative method

and applying a survey based-method, including the one used in the current research, is prone to

the inherent limitation of measurement errors.

1.7 Research Outline

This research used a five chapter structure outline, each chapter is discussed briefly as follows:

The current chapter provided an overview of the current research, the topic under investigation,

and the research problems. It has also introduced the research objective and related research

questions, presented a justification for the study, summarized the methodological approaches,

and outlined the content of the research at hand.

Chapter two discussed the theoretical framework for the study by examining related existing

literature regarding mobile banking through which a range of relevant variables to the study were

identified and analyzed. This review resulted in the conceptualization of the conceptual model

of the variables affecting service quality when using mobile banking.

Chapter three a quantitative methodology was used to report the development of a set of

hypothesized relationships as well as the conceptual model that was created, and presented the

findings in the exploratory stage of this research.

Chapter four demonstrated the results found from the survey conducted and the methods used to

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retrieve them and then test the hypotheses.

Chapter five is provides a discussion on the research findings, addressing the research objectives

and associated research questions that were fixed on exploring the elements and the findings of

the variables affecting service quality when using mobile banking.

1.8 Conclusion

This chapter had outlined the bases of the current research. in the beginning of this chapter a

concise overview of the research topic was provided initially with a discussion on the main

issues regarding mobile banks and its importance in general, and more specifically in Jordan.

This resulted in the research objectives and questions, which led to the importance of the study,

followed by the methodology and limitation of the research. Lastly, the outline of the research

was established.

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Chapter Two

Literature Review

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Chapter Two

2.1 Introduction

Mobile phone banking or M-banking is an emerging facet of electronic banking that,

unlike traditional phone banking services, which offer very limited functions, is a potential

platform for automated banking and other financial services. It is a wireless service delivery

channel that offers additional value for customers by providing “anytime, anywhere” access to

banking services (Lee and Chung, 2009). So the aim of this chapter will first present the

literature review, which discusses past literature related to the effect of M-banking, and customer

satisfaction and customer satisfaction and retention. Second, the suggested model of the research

is presented with the structured relationships as well as the hypotheses.

2.2 Literature Review

Many studies were associated with electronic banking services. The researchers

summarized the previous literature relevant to M-banking, and customer Satisfaction and

retention as follows:

Amin et al., (2012) found that perceived ease of use and perceived usefulness have a few

effect on mobile banking use. As for perceived self-efficiency, perceived enjoyment and

perceived credibility were very important patronage variables for mobile banking use. The

second one is Convenience of location.

Another relevant study within the existing relevant literature is the study of Zeithaml et

al., (2002), which found that electronic service quality positively affects e-loyalty, perceived

value and customer satisfaction. The results also proved that perceived value and e-customer

satisfaction directly influence e-loyalty. Then another study conducted by Sun et al. (2009),

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determined that the efficiency, system availability, fulfillment and privacy are considered as the

variables for the quality of the electronic service. The findings proved that dimensions of

electronic service quality impact on perceived value and customer satisfaction. The results also

showed that perceived value and e-customer satisfaction impact on loyalty.

Another concept is affected by these factors which is called Reliability. In (2005), Yang

et al., conducted a study in which found an instrument to measure the quality of service with

respect to the information service on the Internet, and the results of this study found that there are

five factors affecting the quality of the electronic service. These factors are interaction,

accessibility, adequacy of information, usefulness of content, and reliability. On the other hand,

Al-Tarawneh (2012) depended on a six-dimension scale to measure the quality of banking

services. Results revealed that these six dimensions; website design, security, personalization,

ease of use, responsiveness reliability positively affect perception of e-service quality. When the

customers like to use electronic services, this in its role impact on customers’ word of mouth.

Zeithaml et al. (1996), they identified a conceptual model of the impact of the quality of public

service, in particular, behavior such as Word of mouth communications and intent to purchase. It

was appeared that whenever the performance of the quality of the service was the best in the

company, the higher is the purchase intention and the higher is the propensity to engage in

positive WOM.

Moreover, a study conducted by Zhou (2012), found that the trust has a significant

impact on the intention to use mobile banking, which affects the increase in actual usage.

Another study conducted on privacy and security. Goel and Saoji (2013) find that customers

should go to branches to check their transactions but by using mobile banking services, they

would be able to check their account information and the status of their fixed deposits more

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easily and conveniently. The use of mobile banking services is very simple so that people do not

need any additional skills to use, which affects the of customers satisfaction of which may help

in increasing the numbers of M-banking users.

The study came to close the gap on the subject of Mobile banking services, and its impact

on customer loyalty and retention in Jordan. The extent of the reflection of this thing on word of

the mouth. As the researchers relied on the variables used in this study in accordance with

previous studies that examined the role of the electronic banking services to customer loyalty.

Then the researchers developed a model compatible with the local environment to the study

community represented by customers of Jordanian banks in order to know the impact of the use

of mobile Banking on retention.

2.3 Theoretical Framework and hypotheses Development

2.3.1 Introduction

Nowadays, Mobile phone banking or M-banking is an emerging facet of electronic banking that,

unlike traditional phone banking services. Based on the previous theories, we proposed a model

consisting of nine variables in an attempt to comprehend the relationships between five aspects

of Mobile phone banking that influence customer satisfaction; security and assurance, ease of

use, Convenience of location, reliability and responsiveness, information quality, and Interaction

quality, and customer retention factors influencing them, word-of-mouth.

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Figure 2.1: A Conceptual Model of the Impact of Mobile phone banking on customer

satisfaction, customer retention, and word-of-mouth industry in Jordan.

Source: developed for the current research

2.3.2 Security and Assurance

Security and Assurance defined as the customer’s perception of the confidence and trust towards

the mobile banking services in addition to the degree to which the mobile banking service is safe

and protects customer information (sagib et al., 2014).

Security and

Assurance

Ease of Use

Convenience of

location

Information quality

Interaction quality

Satisfaction Retention Word of mouth

H3

H2

H1

H5

H4

H7

H8

Reliability and

Responsiveness

nsiveness

H6

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Among numerous studies addressing service quality dimensions (Grönroos, 1984; Haywood-

Farmer, 1988; Parasuraman et al., 1988), Parasuraman et al.’s (1988) SERVQUAL is the most

widely known service quality measurement instrument, which consists of 22 items assessing five

key service quality dimensions: tangibles, reliability, responsibility, assurance, and empathy.

Parasuraman et al. (1988) have revealed reliability as the most critical dimension, followed by

assurance. While these five dimensions are well accepted to explain service quality in general,

the same authors respond to the need to measure the service quality of online businesses by

proposing 11 electronic service quality dimensions (e-SQ): reliability, responsiveness, access,

flexibility, ease of navigation, efficiency, assurance/trust, security/privacy, price knowledge, site

aesthetics, and customization/personalization (Zeithaml et al., 2002).

Recently, Hussien and El Aziz (2013) extract nine online banking service quality dimensions

based on a survey of Egyptian online banking users: usability, reliability, responsiveness,

privacy, incentives, fulfillment, efficiency, assurance, and empathy. Of these, the first eight

dimensions are found to be the key drivers of online banking service quality.

Recent keynote speech by the Deputy Governor of Bank Negara Malaysia revealed that concern

about the security of electronic payments topped the list of four major barriers to the adoption of

electronic payments (Bank Negara Malaysia, 2014). This information could be at risk or being

used maliciously if they fall in the wrong hands. The potential violations of a consumer’s privacy

information include hackers intercepting such information, selling personal data without a

consumer’s knowledge or permission, service providers intentionally collecting, transmitting and

disclosing.

Pavlou et al., (2007) considered that consumer perception of IT security is important of

perceived uncertainty regarding the exchange over the Internet. Assurance requires the courtesy

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and knowledge of employees and their ability to achieve confidence and trust. Beside security,

credibility, courtesy and competence.

In (2006), Conway and Andaleeb pointed out that the assurance may not be very important for

other industries where the risk is highest and the result of the use of this service that it is

uncertain. For example, in the healthcare and medical industry, assurance is considered as an

important dimension to customers through its use as criteria for evaluating the surgeon for an

operation or the hospital. As for Zeithaml et al., (2006), the confidence and trust may be

represented in the personnel who connect the customer to the organization.

Security is considered as one of the best factors affecting banking customers’ decisions and

Mobile Banking adoption (Malhotra, 2011).

Security risks is one of the most important concerns of the sponsors of the innovations,

particularly in the financial sector in the countries, whether developed and Asian. (e.g. Li and

Laforet, 2005; Ralston and Matthews, 2011). When increasing the number of people who trust

high privacy and security of banking transactions Via Mobile Banking, it is expected to be

Mobile Banking Users or increase their use of these services. There are other researchers

conducted a study such as Pikkarainen et al., (2004) and Sinti & Ndubisi (2006), they show that

perceived credibility in terms of privacy and security protection is no longer an important factor

affect users of banking decisions to adopt online banking in Malaysia and Finland. Malhotra

(2001) conducted a survey in New Zealand; it found that privacy and security threats are still

considered as top concerns of banking customers when using MB services. In the light of the

previous findings of past researches the following hypothesis was proposed:

H1: assurance and security has a significant positive effect on satisfaction.

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3.3.3 Reliability and Responsiveness:

Reliability is defined as the skill of the service provider to provide the promised service

accurately and confidently (Choi and Choi, 2001., and Zeithaml et al., 2006). Responsiveness

shows the desire to provide prompt service and assistance to customers (Buttle, 1996., Zeithaml

et al., 2006) and monitor the appropriate reactions on customer needs or willingness to provide

service to the customers in a timely manner.

In )2005(, Yang et al., conducted a study in which they found an instrument to measure the

quality of service with respect to the information service on the Internet, and the results of this

study found that there are five factors affecting the quality of the electronic service. These factors

are interaction, accessibility, adequacy of information, usefulness of content, and reliability. On

the other hand, Al-Tarawneh (2012) depended on a six-dimension scale to measure the quality of

the electronic service of banking services from customers’ point of view. Results revealed that

these six dimensions; website design, security, personalization, ease of use, responsiveness

reliability positively affect perception of e-service quality. In 2001, Dale and Cox used six

different dimensions which are availability, understanding, credibility, reliability,

communication and appearance to study the users’ perception of online retailing service quality.

As for Yang and Fang (2004), the four factors dimensions which are usefulness, responsiveness

and reliability impact clearly on the users’ overall service quality evaluation, and this in turn

affects their satisfaction.

In )2011(, Deb et al., have conducted a study on the dimensions that affect the mobile banking

adoption in Bangladesh and the result was that the security, convenience and handset operate

ability are the prime influencing factors, while knowledge, network procedure, confidentiality,

cost and reliability also influence significantly on customer satisfaction.

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In )2003(, kabir studied consumers’ intention to use mobile banking and mentioned that time

advantages, reliability, relative cost and perceived ease of use are factors that affect positively,

while financial risks, social risks, time risks, security/ privacy risks and performance risks are

factors that affect negatively on the adoption of mobile banking. On the subject of customer

satisfaction, it has been conducting a study before. In the light of the previous findings of past

researches the following hypothesis was proposed:

H6: reliability and responsiveness has a significant positive effect on satisfaction.

2.3.4 Ease of Use

Venkatesh (2000: p23) defined ease of use as ‘‘the degree to which the potential user expects the

target system to be free of effort’’ Then Cabanillas et al. (2013) confirmed that internet banking

customers are mostly satisfied with trust, usefulness, ease of use and internet accessibility. As a

result, positive consumers' expectations of the quality of the various e-service attributes will lead

to the satisfaction (or dissatisfaction) e-service provided by the website .

A previous study by Srinivasan and Anderson (2003) indicates that customer satisfaction is

expected to be driven by the characteristics of the website (such as ease of use), because the site

is the principle interface between the company and the customer. As a result, positive consumers'

expectations of the quality of the various e-service attributes will lead to the retention and

satisfaction with e-service provided by the website.

Pikkarainen et al. (2004) examined consumer acceptance of banking services over the Internet

through technology acceptance model (TAM). They suggested the following variables: quality

of the internet connection, privacy and security, information on online banking, perceived

enjoyment, perceived ease of use and perceived usefulness. The results showed that information

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on online e-banking and perceived usefulness were the main variables that affected on online

banking acceptance .

Amin et al., (2012) conducted a study aimed to examine the variables that identify the local

people of Sabah bank customers’ intention to use mobile banking. This study is an extension of

the applicability of the technology acceptance model (TAM) of mobile banking and it contains

“perceived ease of use” and “perceived usefulness”. The results showed that perceived ease of

use and perceived usefulness have a few effect on mobile banking use. As for perceived self-

efficiency, perceived enjoyment and perceived credibility were very important patronage

variables for mobile banking use.

Wang et al. (2003) and Sohail’s & Al-Jabri (2012) pointed out that ease of use did not greatly

affect the behavioral intention to use online banking services. In the light of the previous findings

of past researches the following hypothesis was proposed:

H3: ease of use has a significant positive effect on satisfaction.

2.3.5 Convenience of location

Leonard et al., (2002) defined convenience of location as procedures: services are those seek to

decrease frustration, increase ease in accessibility and save resources (such as effort, energy, and

time ( . As for Shove (2004), convenience of location is a relative concept, it relies on the context,

after today it is considered a natural part of life.

Riggall (1980) examined a sample of 250 “newcomers” to a community in the USA to

investigate why and when they intend to a particular bank. There are many previous studies show

that the concept of the convenience of location (home or work) is considered as the most

influential factor for the selection of the bank by the newcomers. Other specific factors showed

19

the impact of the employer uses the same bank, availability of automated teller machines (ATM),

low service charges and friends .

Then a survey conducted in Canada by Laroche et al. (1986) where they reached that efficiency

of personnel, hours of operations, convenience of location, friendliness of bank personnel and

speed of services was the main factors for consumers, which are seen as important factors in

their selection of bank.

Another survey in Hong Kong conducted by Kucukemiroglu and Kayanak (1992) to study the

importance of selection factors which the customers of Hong Kong use in their selection of

foreign and domestic banks. They found that the major factors are mortgages and loans, vault

location, available counseling and convenience location. In the light of the previous findings of

past researches the following hypothesis was proposed:

H2: convenience of location has a significant positive effect on satisfaction.

2.3.6 Information Quality

Information Quality is viewed by Shih (2004) as a result of the information system. Because a lot

of previous studies found that quality of information is used as a measurement of systems.

According to Yilmaz and Gelik (2011), found that information quality examine the impacts of

the web usage. It is supposed that the perceived service quality impacts on perceived ease of use

(PEOU), attitude towards mobile banking services and use acceptance and the perceived

usefulness .

Another study conducted by Zeithaml et al., (1996) and they found that studying behavioural

responses to information quality of services may be useful for managers in estimating the

financial consequences of investing in service quality. By focusing on the practical value of

research on the relationship between customers’ behavioural intentions and information quality

20

of services, in addition to limited study that was published with regard to this area, this study

aims to find out the impact of service quality on WOM intentions and examine the dimensions of

customer-perceived information quality of services in the Indian retail banking context.

Chung and Kwon (2009) explore the effects of information presentation quality, information

quality, and system quality on customer satisfaction, and conclude that system quality and

information quality are significant predictors of m-banking customer satisfaction, while

information presentation quality is not.

In the light of the previous findings of past researches the following hypothesis was proposed:

H5: information quality has a significant positive effect on satisfaction.

2.3.7 Interaction quality

The study of Vesna and Patrick (2010) indicates to that there is a need for efforts with customers

to ensure the quality of personal interaction in order to improve the quality of the relationship as

well as customer loyalty. The quality of the interaction was considered one of the most important

factors that have had an impact on the priority of the relationship and indirectly influenced the

formation of the loyalty of the community.

Another study by Ilias et al.,(2010) found that customer satisfaction is considered as a mediator

of the effects of service environment, reliability on loyalty, empathy and interaction quality.

Parasuraman et al. (2005) focused on the importance of the existence of a measure of online

service interaction quality to distinguish from the traditional SERVQUAL instrument on account

of distinct differences in the highlighting of the two measures. While the original service quality

instrument examines service quality provided between a customer and a human service provider.

The quality of service in the field of Internet examines the quality of service provided through

the technology of the customer in case of the absence of human interaction.

21

Lu et al. (2009) have tested their proposed model of mobile service quality based on data

collected from Chinese telecommunications brokerage service companies. They have derived

and validated three key dimensions of mobile service quality, such as interaction quality,

environment quality (how services are delivered to consumers, e.g. equipment), and outcome

quality (the result of a service encounter, e.g. punctuality)

In the light of the previous findings of past researches the following hypothesis was proposed:

H4: interaction quality has a significant positive effect on satisfaction.

2.3.8 Satisfaction

Banks that offer their customers an additional, secure, and easy way to use a banking channel

(Laukkanen, 2007) that provides a unique experience and a sense of constant control over

financial assets are expected to benefit from improvements in customer satisfaction and loyalty.

Sureshchander et al., (2002), and Dahiyat et al., (2011) determined a definition for satisfaction as

the “customer’s fulfillment response”, which is an evaluation of, in addition to the response on

the basis of emotion for, a service. Consequently, customer satisfaction is basically a

comprehensive response reaction to the experience of consumption (Stank et al., 1999).

Zeithaml et al., (2002) said that there are multiple dimensions of quality linked to commercial

sites: security, site aesthetics, efficiency, flexibility and ease of navigation. The application of

models was done to test relationships. The results showed that electronic service quality

positively affect e-loyalty, perceived value and customer satisfaction. The results also proved

that perceived value and e-customer satisfaction directly influence e-loyalty.

Sun et al. (2009) determined the Efficiency, System availability, Fulfillment and Privacy as the

variables for the quality of the electronic service. Their goal is to study the causal links between

dimensions of loyalty, perceived value, customer satisfaction and e-service quality. The findings

22

proved that dimensions of electronic service quality impact on perceived value and customer

satisfaction. The results also showed that perceived value and e-customer satisfaction impact on

loyalty .

Ward and Al-Hawari (2006), taking the bank as an example, emphasize that there are positive

effects exerted by e-service quality on customers’ satisfaction, as these effects increase the

benefits for the bank.

Lin and Lee (2005) determined that website design is considered as an important variable in

determining the customers-perceived e-service quality and it affect positively and significantly

on the customers’ perceived e-service quality. Abdullah and Kassim (2010) studied the link

between trust, customer satisfaction and e-service quality dimensions. The findings showed that

there is a significant effect of service quality on customer satisfaction. Moreover, the findings

indicated that customer satisfaction has a positive impact on e-trust.

Chu et al. (2012) studied the link between loyalty, customer satisfaction and service quality, and

they found that consumer satisfaction impacts significantly on loyalty and service quality

determines consumer’s satisfaction .

Eriksson et al. (2007) discovered that there is a significant impact on the influence of e-service

quality dimension and satisfaction in online public transport information on the internet,

respectively.

The services today enable bank customers, for example, to request their account balance and the

latest transactions of their accounts, to transfer funds between accounts, to make buy and sell

orders on the stock exchange and to receive portfolio and price information. However, while

internet banking innovation has diffused well in many countries and recent studies indicate high

user satisfaction (Pikkarainen et al., 2006)

23

Later, Yaya et al. (2011) adopt the E-S-QUAL scale (Parasuraman et al., 2005) to explore

Spanish customers’ perceptions of online banking service quality, and conclude that the

efficiency dimension is important for achieving high customer satisfaction.

In the light of the previous findings of past researches the following hypothesis was proposed:

H7: satisfaction has a significant positive effect on retention.

2.3.9 Retention

The definition of customer retention corresponds to the definition, which was brought by

researcher's ‟ interests that clarifies customer retention associated with concepts such as

relationship strength, which is depended on prolonging mutual benefits (Storbacka et al., 1994;

Zineldin, 1996; Johnson and Bove, 2001, p. 53). In general, the concept of customer retention

involves a long-term relationship but includes many of the concepts that may exist between the

lines. As for Zeithaml et al. (1996), they depended on the term “future behavior intention” to

explain “customer retention”. The researchers Cronin et al. (2000) agree with them because they

depended on the terms “behavioral intention” and “customer retention” because it is considered

concepts coincide with them. Also in the perspective of Miller and Rauyruen (2007), the concept

of customer retention has a strong correlation with the loyalty which is based on the idea of

maintaining the customers who show a high degree of loyalty in their behavior and attitudes .

Oliveria et al. (2002), the electronic service (e-services) is the secret behind the long-term

characteristics of the digital age, as the quality of service has become very important to the

retention and attraction of customers for the banking industry in the digital age. A user-friendly

e-banking service with rich, interesting and straight forward contents gains the approval of

customers and encourages revisits. On the contrary, one with poor arrangement with services

difficult to use and incompetent staff will discourage e-banking adoption and give negative

24

feelings. Side by side, the high levels of quality of service leads to a higher level of satisfaction

and this leads to a higher level of use (Eriksson et al., 2007) .

Sackey et al., (2012) conducted a study on the impacts of service quality on retention, loyalty

and customer satisfaction depending on the SERVQUAL model, and the study showed that

Barclays bank in Ghana implements all the five service quality dimensions (Responsiveness,

Reliability, Tangibility, Assurance and Empathy), which means that the bank aims to be at its

best when it is related to quality. The quality of service has also become a very important reason

of retention and satisfaction customer’s banks.

A study conducted by Ojo, (2010) which examined the correlation between customer satisfaction

and service quality in the telecommunication industry by focusing on Mobile

Telecommunication Network (MTN) Nigeria. The results showed that there is a positive

relationship between customer retention and loyalty and service quality .

Stone and Joseph (2003) conducted a study in banking sector which focused on that the existence

of e-banking services delivery and user friendliness show that it has a relationship with high

customer retention and satisfaction. Also the researchers Srinivasan and Anderson (2003) in their

study clarifies that e-customer retention and satisfaction is possible to be driven by website

characteristics (such as ease of use), because the site is the principle interface between the

company and the customer. As a result, positive consumers' expectations of the quality of the

various e-service attributes will lead to the retention and satisfaction with e-service provided by

the website. In the light of the previous findings of past researches the following hypothesis was

proposed:

H8: Retention has a significant positive effect on word of mouth.

25

2.3.10 Word of mouth

The term word of mouth is one of the strongest factors in the market and it is defined as informal

talks about the product or service among people who are independent of the company offering

the service or the product and in an independent environment for the company (Silverman,

1997). Word of mouth marketing has been discovered that it is particularly important for services

(Sweeney et al., 2008; Silverman, 1997) .

Zeithaml et al. (1996) identified a conceptual model of the impact of the quality of public

service, in particular, behavior such as Word of mouth communications (encourage relatives and

friends to do business with the company, recommending the company to others, saying positive

things about the company) and intent to purchase (considering that the company represents the

first option, which can buy services from, doing more business with the company in the next few

years). It was appeared that whenever the performance of the quality of the service was the best

in the company, the higher is the purchase intention and the higher is the propensity to engage in

positive WOM .

Kuo et al. (2009) study the link between customer satisfaction, perceived value, service quality

and post-purchase intentions. The research proves that the service quality has a positive impact

indirectly on after purchase intent through perceived value and customer satisfaction. The Link

between each of the Word of mouth at their dimensional level and the constructs of service

quality, it increases the diagnosis that explains the behavioral intentions of customers. Then

Choudhury (2011) discovered the correlation between Word of mouth and service quality with a

small sample size of banks and customers .

Moreover, Arasli et al. (2005) conducted a study which confirmed the influence of service

quality perceptions of Greek Cypriot bank customers, to positive word of mouth and to overall

26

satisfaction from their bank. The researchers used SERVQUAL dimensions to measure service

quality but the scale showed that it is with a three-dimensional structure. (Reliability, empathy

and responsiveness). The elements of reliability proved to have the highest impact on

satisfaction, which has a significant impact on positive word of mouth .

Fairhurst and Carpenter (2005) examined the impact of hedonic and utilitarian shopping benefits

on word of mouth communication, loyalty and customer satisfaction in a retail branded context.

The researchers showed that “hedonic shopping benefits” that show the psychological and

emotional worth of the purchase impact on satisfaction, which indirectly effects of word of

mouth, through loyalty, and that “utilitarian shopping benefits” which derives from the

consumer's belief that the specific objectives of the shopping trip were satisfied.

27

Chapter Three

Methodology

28

Methodology

3.1 Introduction

This chapter looks at the methods used to achieve the objectives of the study. It explains the

research design, the sources of data and the methods that were used in the data collection for the

research. It also identifies the target population for the study, the sample size, sampling

technique and the analysis of data collected.

3.2 Research Methodology

The current study is a quantitative study. Survey research was conducted. The emphasis on

quantitative methods is to have objective “outsider view” and a distance from data. It is

considered to be particularistic, analytic and providing the possibility for generalization by

population membership (Ghauri & Gronhaug, 2010). One of the advantages of using survey

research is that it allows the collection of a large amount of data from a sizeable population in a

highly economical way. In addition, survey research gives more control for the research process

(Saunders, et al., 2003).

The main purpose among other reasons for conducting survey is to have probability sampling

(Saunders, et al., 2003). The choice of quantitative methodology can also be justified based on

the fact that it is concise, it describes and examines relationships, and determines causality

among variables, where possible, sample is usually representative of a large population,

reliability and validity of the instruments are crucial, and also provides an accurate account of

characteristics of particular individuals, situations, or groups. The next section covers the data

collection for this research.

29

3.3 Measurement, Scaling and the variables of the study

This study used both primary and secondary data. Primary data were selected for respondents

using questionnaires. Secondary data were obtained by reviewing existing published literature. A

questionnaire was developed drawing upon mainly existing research instruments. Effort was

made to make the sample more representative of the population of the study; again the suitability

of using the survey strategy in this study is to help the researcher identify and explain

statistically, the factors that explain customer expectations, experiences and perceptions of

service quality in the banking industry in Jordan.

The instrument of this study was constructed on the basis of research objectives and research

questions where a demographic section was to obtain information about the respondents.

Information gathered through questions related to the customers’ gender, age, and education and

occupation customer of the Bank. The instrument was adapted to service quality when using

mobile banking in Jordan. Use was made of a 7 point Likert scale.

3.4 Data collection

This can be considered a Quantitative study, which aims to measure the customer satisfaction of

young people toward M- banking. Finder included 211 clients with ages between 20 and 60

years, randomly selected from banks and customers through contacted Google Forms with the

study during the period between November 24 and December 2, 2016, in Jordan.

30

3.5 Data Analysis

The researchers closely examined the relationship between the questions and their respective

responses in order to ensure consistency, accuracy and uniformity. Quantitative techniques were

used to process and analyse the collected data. Using these techniques, the presentation and

organization of findings made it very easy to comprehend and draw conclusions based on the

findings.

Data collected have been categorized in different categories by which answers to each question

in a completed data collection instrument, is categorized and codified. These were presented or

summarized or condensed into tables for analysis purposes. The data was then analysed using

statistical methods in order to interpret them. Tests used included descriptive statistics, tests for

reliability and Smart PLS. In order to examine the hypotheses developed for this research, using

the statistical analysis (SPSS).

31

Chapter Four

Data Analysis

32

Data Analysis

4.1 Introductions

The objective of this chapter is twofold; first, to validate the variables proposed in the study’s

model; and second, to examine and verify the suggested hypotheses. To achieve these two key

objectives, the chapter will be structured as follows. The first part highlights the procedures that

were followed in sampling and collecting the required data, the demographic characteristics of

the sample, and the process of generating items in order to measure the study’s variables. The

second part explains the statistical tests that were conducted in order to validate each of the

study’s variables. To do so, two statistical packages were used: SPSS 21 and SmartPLS. It is

worth noting that the statistical tests that were carried out using these statistical packages were:

exploratory factorial analysis; convergent validity, discriminant validity, and reliability analysis.

The final part aims to test the proposed model, and thus, verifying the hypotheses of the current

thesis.

First Part: Sampling and Data Collection Procedures, Sample Characteristics, and Measurement

Development

4.2 Sampling Procedures

It is widely recognized that there are two methods of sampling: probability sampling and

nonprobability sampling. The former assumes that a sample of units is chosen from a population

through the use of a randomized selection processes i.e. each unit has a known and equal chance

of being chosen (Wretman, 2010); while the latter suggests that a sample of units is selected

from a population based on its accessibility and/or the judgment of the researcher (Henry, 1990).

Additionally, each method has different types of sampling. That is, cluster sampling, stratified

33

random sampling and simple random sampling are considered as types of probability sampling;

whereas, purposive sampling, snowball sampling, convenience sampling, and quota sampling are

regarded as parts of nonprobability sampling. Given the nature of the current thesis, a

nonprobability purposive sampling was believed to be the most appropriate because this kind of

sampling is very useful in the situations when reaching the targeted sample has to be quick.

4.3 Data Collection Procedures

Unlike longitudinal research design, where data are collected for at least two points in time; a

cross-sectional design collects data at one point in time, which is considered as a snapshot that

provides a picture of what the researcher aims to investigate (Sedgwick, 2014). A cross sectional

design is flexible, inexpensive, and quick to administer (Connelly, 2016). Due to these

advantages and the nature of the current study, a cross-sectional design was used to collect the

required data. This design was conducted using an online survey that was developed via Google

Forms. Originally, 242 questionnaire were collected. However, due to partial completeness of

some questionnaire, 33 were excluded, which resulted in retaining 211 usable questionnaire.

4.4 Sample Characteristics

The survey asked respondents to indicate their gender, age, education level, and career type.

These are reported in table (1).

Table (1): Sample Characteristics

Gender

Male

Female

Percentage

55.1

44.9

Education

Senior high diploma or

below

Associate Bachelor's degree

Bachelor's degree

Master’s degree

PhD degree

Percentage

18.1

2.2

51.4

23.2

5.1

34

Age

20-30

31-40

41-50

51-60

Percentage

63.0

15.2

14.5

7.2

Career

Student

Work at enterprises

Self-employed

Government employees

House keeper

Percentage

53.6

20.3

10.1

7.2

8.7

4.5 Measurement Development

The proposed model consists of six independent variables (i.e. information quality, interaction

quality, convenience of location, reliability and responsiveness, assurance and security, and ease

of use); two independent variables (i.e. satisfaction and retention); and one dependent variable

(i.e. word of mouth). The items and the type of scale that were used to measure each variable, the

number of items of each variable, and the sources that were consulted to generate items for each

variable, are reported in table (2).

35

Table (2): Measurement Development

Variable Name

and Type

Code Items No. of

Items

Source Scale Type

Reliability and

Responsiveness

Independent Variable

REL1

REL2

REL3

REL4

REL5

REL6

REL7

REL8

REL9

My mobile banking provides prompt responses if my transaction is not

processed

If there is a mistake, my mobile makes it right quickly and effectively.

The bank quickly resolves mobile banking related problems.

I know exactly when my transaction will be performed.

Mobile banking provides me the services exactly.

Mobile banking is able to improve my performances

Mobile banking has allowed me to save time

Instructions in the mobile banking system are clear and understandable.

I believe in the security of my mobile banking transactions.

9

Tradivo (2014)

Sagib and

Zapan (2014)

7 Point-Likert

Scale

Convenience of

Location

Independent Variable

CON1

CON2

CON3

CON4

Using mobile banking saves time compared to going to a branch, ATM or using

computer.

I can speak to a customer service representative if there is a problem related to

mobile banking transaction.

All my mobile banking relevant transaction confirmation details are sent by

SMS or e-mail within 24 hours.

Mobile Banking is available all the time

4

Sagib and

Zapan (2014)

7 Point-Likert

Scale

Information Quality

Independent Variable

INF1

INF2

INF3

INF4

INF5

INF6

INF7

Mobile banking Provides accurate information.

Mobile banking Provides believable information.

Mobile banking Provides timely information.

Mobile banking Provides relevant information.

Mobile banking Provides easy to understand information.

Mobile banking Provides information at the right level of detail.

Mobile banking Presents the information in an appropriate format

7

Punyani et al.

(2015)

7 Point-Likert

Scale

Interaction Quality

Independent Variable

INTE1

INTE2

INTE3

INTE4

INTE5

INTE6

INTE7

Mobile banking Has a good reputation.

It feels safe to complete transactions with mobile banking

My personal information feels secure with mobile banking.

Mobile banking creates a sense of personalization.

Mobile banking conveys a sense of community.

Mobile banking makes it easy to communicate with the organization.

I feel confident that goods/services will be delivered as promise

7

Punyani et al.

(2015)

7 Point-Likert

Scale

Assurance and

Security

AS1

AS2

Using mobile banking will be financially secure

I will trust in the technology that mobile banking will use

Salhieh et al.

(2011)

7 Point-Likert

Scale

36

Independent Variable

AS3

AS4

AS5

AS6

AS7

AS8

AS9

AS10

I will trust in mobile banking as a bank

I am not worried about the security of mobile banking

Matters of security have no Influence on using mobile banking

The tools offered in mobile banking instill confidence in Customers.

Help has been available when I got problems in using mobile banking

I feel safe in transactions with mobile banking.

I have full trust in my mobile banking services

Mobile banking is available all the time.

10

Ease of Use

Independent Variable

EU1

EU2

EU3

EU4

Learning to use mobile banking will be easy for me.

I will find it easy to do what I want to do in mobile banking.

My interaction with mobile banking will be clear & understandable.

I find mobile banking flexible to interact with.

4

Salhieh et al.

(2011)

7 Point-Likert

Scale

Satisfaction

Mediator Variable

SAT1

SAT2

SAT3

SAT4

I believe I am satisfied with my mobile banking services.

Overall, I am pleased with my mobile banking services.

Using the services of my mobile banking is usually a satisfying experience.

My feelings toward my mobile banking services can best be characterized as

very satisfied.

4

Amin (2016) 7 Point-Likert

Scale

Retention

Mediator Variable

RET1

RET2

RET3

RET4

This mobile banking is my first choice.

The next time my friend needs the services of mobile banking I will recommend

my bank.

I have no regrets of having patronized my mobile banking in the past.

I intend to continue using mobile banking in the future.

4

Sagib and

Zapan (2014

7 Point-Likert

Scale

Word of Mouth

Dependent Variable

WM1

WM2

WM3

WM4

How likely are you to spread positive WOM about (mobile banking)’s online

service?

I would recommend (mobile banking)’s online service to my friends

Given my experience with (mobile banking), I would not recommend their

service to my friends.

If my friends were looking for an online service, I would tell them to try

(mobile banking)

4 Maxham (1999) 7 Point-Likert

Scale

37

4.6 Construct Validity and Reliability

4.6.1 Exploratory of Factorial Analysis (EFA)

EFA is a statistical analysis “that accounts for common variance among a set of items by their

linear relations to latent dimensions” (Eijk and Rose, 2015, p.3). In simple terms, EFA aims to

link a set of items to specific latent factors (Finch and Finch, 2016). The criterion that specify the

rule of thumbs when performing an EFA are: item loadings >0.50, item communalities >0.60,

and cross loadings <0.30 (Neill, 2008). When applying these criteria, 15 items were deleted. The

items that were deleted and the reasons for deleting them are reported in table (3).

Table (3): Items Deleted

Item loadings <0.50 Item communalities <0.60 Cross loadings >0.30

1. Instructions in the mobile banking

system are clear and

understandable.

2. Provides believable information

3. Creates a sense of personalization.

4. I am not worried about the

security of M-banking

5. Matters of security have no

Influence on using M-banking

6. I believe in the security of my

mobile banking transactions.

7. My personal information feels

secure

8. M-banking is able to

improve my performances

9. M-banking has allowed me

to save time

10. Provides accurate

information.

11. Provides timely information.

12. Has a good reputation.

13. Using M-banking will be

financially secure

14. I will trust in the technology

that M-banking will use

15. I will trust in M-bank as a

bank

The remaining 38 measures of the nine factors loaded significantly on their respective constructs

(0.551 to 0.834) (see table number), and items communalities were ≥0.60 (see table number).

In addition, the value of Kaiser-Meyer-Olkine (KMO), which specifies the coherence of data was

0.875, which is above the recommended threshold of 0.60 (Tabachnick and Fidell, 2013).

38

Further, Bartlett test for Sphericity (χ2 =3766.650, p>0.001). These findings offer evidence of

satisfactory factorability for all the measures.

39

Rotated Component Matrixa

Item

Communalities

Factor

1 2 3 4 5 6 7 8 9

REL1 .694 .551

REL2 .790 .744

REL3 .775 .764

REL4 .780 .781

REL5 .674 .695

SAT1 .766 .795

SAT2 .703 .584

SAT3 .713 .731

SAT4 .751 .752

RET1 .733 .654

RET2 .816 .746

RET3 .768 .728

RET4 .807 .820

EE1 .732 .694

EE2 .723 .711

EE3 .770 .729

EE4 .787 .658

WM1 .740 .672

WM2 .818 .653

WM3 .584 .639

WM4 .791 .649

CON1 .736 .746

CON2 .821 .799

CON3 .736 .708

40

INF4 .685 .612

INF5 .766 .588

INF6 .793 .763

INF7 .745 .572

INTER2 .608 .638

INTER5 .708 .686

INTER6 .714 .729

INTER7 .803 .834

AS6 .709 .665

AS7 .741 .714

AS8 .724 .814

AS9 .703 .780

AS10 .757 .777

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 8 iterations.

41

4.6.2 Reliability Analysis

Reliability analysis “is a psychometric property of a specific sample’s responses to a measure

administered under specific conditions” (Wilkinson and the Task Force on Statistical Inference,

1999). It has been suggested that a scale exhibit a high degree of internal consistency, as

evidenced by Cronbach alpha or composite reliability (Hair et al. 2011; Streiner, 2003). The

recommended threshold of Cronbach alpha is 0.70, while that of composite reliability is 0.80

(ibid). In the current study, Cronbach alpha of each of the nine the scales was above 0.70 (i.e.

0.833-0.893), and composite reliability of each scale was above 0.80 (0.888-0.920).

4.6.3 Convergent and Discriminant Validity

Convergent validity refers to the level of agreement between a theoretical concept (i.e. a latent

construct), and its specific measuring instrument (i.e. a set of items that measure the latent

construct (Hair et al. 2010). This type of validity can established via the average variance

extracted, which refers to the average variance shared between a variable and its items

(Couchman and Fulop, 2006). Table (4) shows that the AVE of the nine scales exceeded the

recommended threshold of 0.50 (Barclay, et al., 1995). More specifically, the AVE of the nine

scales were in the range of 0.655-0.748, indicating that the items of each scale are indeed related.

On the other hand, discriminant validity, which refers to the extent to which the items that should

not be related are actually not related (Hair et al., 2010). Discriminant validity can be assess via

cross loadings, which suggests that item loadings to its latent construct should be higher than that

of other constructs (Fornell and Larcker, 1981). Table (number) shows that the items of each

42

scale loaded significantly higher on their own factor than they loaded on other factors, indicating

that discriminant validity is not an issue of concern.

Table (4): Cronbach Alpha, Composite Reliability, and Convergent0 Validity

Variables Cronbach Alpha Composite Reliability AVE Mean Scores

Assurance and Reliability 0.87 0.905 0.657 5.36

Convenience of Location 0.833 0.899 0.748 5.50

Ease of Use 0.864 0.907 0.710 5.58

Interaction Quality 0.833 0.888 0.655 5.62

Information Quality 0.871 0.912 0.722 5.38

Reliability and Responsiveness 0.893 0.920 0.697 5.40

Satisfaction 0.850 0.899 0.690 5.75

Retention 0.844 0.920 0.742 5.63

Word of Mouth 0.877 0.916 0.734 5.50

43

Table number (5): Discriminant Validity and Cross Loadings

+F5:O33 Assurance Convenience

Ease of use

Interaction

Information Retention

Satisfaction

Word of mouth Reliability

ASSU10 0.7949 0.1708 0.3708 0.2216 0.302 0.2527 0.1923 0.2812 0.5759

ASSU6 0.7821 0.2278 0.4102 0.32 0.3353 0.3256 0.1543 0.4532 0.4506

ASSU7 0.8739 0.2932 0.3964 0.3618 0.4956 0.3108 0.1813 0.4428 0.5682

ASSU8 0.7817 0.1929 0.1832 0.1588 0.2703 0.1776 0.1635 0.1508 0.4644

ASSU9 0.8052 0.1625 0.2811 0.2077 0.3157 0.2289 0.1432 0.2959 0.5183

CON1 0.2749 0.8629 0.424 0.3875 0.4854 0.3634 0.4758 0.4291 0.325

CON2 0.2323 0.8774 0.3753 0.4381 0.5179 0.467 0.4813 0.4738 0.2989

CON3 0.1902 0.8553 0.406 0.4346 0.536 0.3865 0.3626 0.5255 0.313

EE1 0.3174 0.4015 0.804 0.4966 0.4414 0.4391 0.4011 0.4691 0.3914

EE2 0.3371 0.2866 0.8171 0.4481 0.5295 0.4073 0.3184 0.511 0.3832

EE3 0.3384 0.3678 0.8749 0.4692 0.5452 0.4235 0.399 0.6047 0.4382

EE4 0.4013 0.4866 0.872 0.4978 0.5922 0.5233 0.4662 0.6685 0.5388

INTERACT2 0.2155 0.4372 0.4628 0.7872 0.5288 0.3773 0.3435 0.4433 0.3154

INTERACT5 0.2844 0.4623 0.5144 0.8254 0.5501 0.4038 0.3787 0.4464 0.2857

INTERACT6 0.3327 0.4127 0.4725 0.8362 0.5468 0.3681 0.3518 0.4459 0.3781

INTERACT7 0.2381 0.2568 0.4029 0.8143 0.3496 0.3418 0.2883 0.3373 0.3532

IQ4 0.3375 0.4764 0.5369 0.4373 0.8186 0.4879 0.4021 0.5578 0.4461

IQ5 0.4393 0.5263 0.5686 0.5977 0.8857 0.5114 0.5014 0.5906 0.4344

IQ6 0.3232 0.4662 0.4039 0.4603 0.8403 0.4091 0.4548 0.5081 0.3756

IQ7 0.3946 0.5371 0.6066 0.5619 0.8526 0.4797 0.4528 0.5427 0.4873

REL1 0.5763 0.3291 0.4644 0.3888 0.4694 0.4374 0.4318 0.5178 0.8244

REL2 0.5594 0.285 0.4426 0.3646 0.447 0.3736 0.2312 0.4068 0.8527

REL3 0.5307 0.3321 0.4276 0.2977 0.3663 0.3638 0.3171 0.4916 0.852

REL4 0.4663 0.2922 0.4603 0.3042 0.4046 0.3146 0.2843 0.5487 0.846

REL5 0.5124 0.2749 0.3966 0.3354 0.446 0.3026 0.2943 0.446 0.8079

RETEN1 0.3468 0.4783 0.4724 0.4702 0.5952 0.837 0.5486 0.4932 0.4059

44

RETEN2 0.2304 0.4218 0.4665 0.3702 0.4931 0.8921 0.6446 0.4074 0.3354

RETEN3 0.2889 0.361 0.4479 0.3869 0.4512 0.8631 0.4996 0.5485 0.4074

RETEN4 0.2655 0.3382 0.4614 0.3429 0.3638 0.8523 0.5058 0.3927 0.3347

SAT1 0.1886 0.3662 0.3754 0.3066 0.4482 0.4834 0.8292 0.4188 0.2668

SAT2 0.1902 0.4206 0.4367 0.3632 0.4201 0.5679 0.8081 0.3653 0.3782

SAT3 0.2085 0.4546 0.3648 0.4084 0.4639 0.5228 0.8247 0.44 0.3566

SAT4 0.1004 0.4494 0.4019 0.3106 0.4418 0.5498 0.8595 0.4163 0.2429

WM1 0.379 0.4053 0.6094 0.4041 0.5447 0.4552 0.4485 0.8367 0.499

WM2 0.4297 0.4661 0.6478 0.474 0.6068 0.4794 0.4739 0.9268 0.5898

WM3 0.2196 0.4167 0.4104 0.3881 0.4414 0.3853 0.2865 0.7442 0.3129

WM4 0.3904 0.578 0.6144 0.4891 0.6101 0.5087 0.4617 0.9072 0.5397

45

4.7 Model Testing

SmartPLS 2.0, which is a partial least squares software, was used to examine the proposed

model. This software is considered as covariance-based-structural equation modeling that

analyzes complex causal models (Hair et al., 2010). When examining a model using

SmartPLS, four different values are needed to be reported: path coefficients (β); t-values;

effect size (f2); and variance in a dependent variable that was explained by an independent

variable (R2). The cut-off points of these tests are reported in table (number). When

conducting bootstrapping cases were changed to 211 and samples were changed to 500.

Based on that, the analysis of the hypotheses were as followed:

H1: assurance and security has a significant positive effect on satisfaction. This hypothesis

is accepted (β=0.146; t=<0.05, f2= 0.03)

H2: convenience of location has a significant positive effect on satisfaction. This

hypothesis is accepted (β=0.263; t=<0.01, f2= 0.11)

H3: ease of use has a significant positive effect on satisfaction. This hypothesis is accepted

(β=0.159; t=<0.05, f2= 0.03)

H4: interaction quality has a significant positive effect on satisfaction. This hypothesis is

rejected (β=0.035; t=>0.05)

H5: information quality has a significant positive effect on satisfaction. This hypothesis is

accepted (β=0.235; t=<0.01, f2= 0.06).

H6: reliability and responsiveness has a significant positive effect on satisfaction. This

hypothesis is accepted (β=0.172; t=<0.05, f2= 0.04).

46

The variance in satisfaction that was explained by the above five independent

variables was moderate (R2=0.388)

H7: satisfaction has a significant positive effect on retention. This hypothesis is accepted

(β=0.641; t=<0.001). The variance in retention that was explained satisfaction was

relatively high (R2=0.411).

H8: Retention has a significant positive effect on word of mouth. This hypothesis is

accepted (β=0.537; t=<0.001). The variance in word of mouth that was explained by

retention was relatively moderate (R2=0.288).

47

Figure 4.1 Results of Analysis

48

Table (6): Analysis of the Hypotheses

Hypotheses Path

Coefficients

R2 t-

values

Sig.

Level

f2 Accepting/Rejecting

Hypotheses

Assurance and securitySatisfaction 0.146

0.388

1.972 0.05 Small

0.03

Accepted

Convenience of

locationSatisfaction

0.263 3.115 0.01 Moderate

0.11

Accepted

Ease of useSatisfaction 0.159 2.015 0.05 Small

0.03

Accepted

Interaction qualitySatisfaction 0.035 0.554 Insig.

P<0.05

-- Rejected

Information qualitySatisfaction 0.235 2.701 0.01 Small

0.06

Accepted

Reliability and

responsivenessSatisfaction

0.170 2.239 0.05 Small

0.04

Accepted

SatisfactionRetention 0.641 0.411 11.642 0.001 -- Accepted RetentionWord of mouth 0.537 0.288 8.648 0.001 -- Accepted

R2: 0.67= Legend; 0.33= Moderate; 0.20= Weak

Effect size: 0.02= Small effect; 0.15= Moderate effect; 0.35= Substantial effect

t-values: <1.96 = Insignificant (i.e. p<0.05); >1.96-<2.58= Sig. at (0.05); >2.58-<3.26= Sig. at (0.01); >3.26=

Sig. at (0.001)

49

Chapter Five

Discussion

Discussion

5.1 Introduction

Firstly, chapter one provided an overview of the current research, the topic under

investigation, and the research problems. It has also introduced the research objective and

related research questions, presented a justification for the study, summarized the

methodological approaches, and outlined the content of the research at hand. Chapter two

discussed the theoretical framework for the study by examining related existing literature

regarding mobile banking through which a range of relevant variables to the study were

identified and analyzed. This review resulted in the conceptualization of the conceptual

model of the variables affecting service quality when using mobile banking. Next, in

chapter three a quantitative methodology was used to report the development of a set of

hypothesized relationships as well as the conceptual model that was created, and presented

the findings in the exploratory stage of this research. This was followed by chapter four,

that demonstrated the results found from the survey conducted and the methods used to

retrieve them and then test the hypotheses.

Lastly, the final chapter of this research (chapter five) provides a discussion on the research

findings, addressing the research objectives and associated research questions that were

50

fixed on exploring the elements and the findings of the variables affecting service quality

when using mobile banking. This chapter has seven sections. Following the chapter

introduction section, section 5.2 discusses the research hypotheses conclusions. Section 5.3

describes the theoretical implications. Next, section 5.4 discusses the practical implication

and highlights the importance of the study for companies. Section 5.5 sheds light on the

limitations faced throughout the research. In section 5.6, propositions and ideas are

presented for future research. Finally, section5.7 provides a summary of this chapter.

The current research major objective was to determine and examine the factors that explain

customer expectations, experiences and perceptions of service quality in the banking

industry in Jordan. For this purpose, a model was developed which included eight

constructs including Security and Assurance, Ease of Use, Convenience of location,

Information quality, Interaction quality, Satisfaction, Retention, and Word of mouth. This

model was collected from different studies as demonstrated in chapter two. The set of

hypotheses, derived from the current study’s model, were developed based on the relevant

literature and were tested using quantitative online surveys (Google form) as a mean for

data collection. A comparison of the results with the extant literature is framed within the

context of the hypotheses developed to address the major research objective.

51

5.2 Research Hypotheses conclusions

In this section of the current chapter, each set of proposed hypothesis will be discussed

further in detail.

5.2.1 The Impact of assurance and security on satisfaction

Assurance and security have been hypothesized to have significant positive effect on

satisfaction, as shown in the theoretical model demonstrated in figure 1 chapter two. It was

assumed that a positive assurance and security plays an important role in satisfaction, in

which it considered as one of the best factors affecting Mobile Banking adoption (Malhotra,

2011). As demonstrated in the results (chapter four), this relationship was supported, there

is a significant impact between assurance and security and satisfaction. This finding is

consistent with past research (Wang et al., 2003) that has suggested that the increase in the

number of people who trust high privacy and security of banking transactions Via Mobile

Banking plays an important role in the use of Mobile Banking services, and consistent with

Hussien and El Aziz (2013) founded that assurance is one of the key drivers of online

banking service quality. In addition Deb et al., )2011( concluded that the security,

convenience and handset operate ability are the prime influencing factors on customer

satisfaction.

52

5.2.2 The Impact of convenience of location on satisfaction

Convenience of location was hypothesized to have a significant positive impact on

consumers satisfaction, as shown in figure 1 in chapter two. Convenience of location had a

significant impact on consumers’ satisfaction. The hypothesis result was found to be

supported. This finding is consistent with past research (Amin et al., 2012) that has

suggested that Convenience of location is very important patronage variables for mobile

banking use.

5.2.3 The Impact of ease of use on satisfaction

Ease of use was hypothesized to have significant positive impact on satisfaction as shown

in figure 1 chapter two. Ease of use had a significant positive impact on satisfaction.

However, the findings in chapter four showed that there is a significant impact between

ease of use and satisfaction. This finding was inconsistent with past research (Amin et al.,

2012) that has suggested that ease of use has a few effect on mobile banking use. On the

other hand this finding was consistent with Goel and Saoji (2013) who reviled that when

the use of mobile banking services is very simple this affects the customers satisfaction of

which may help in increasing the numbers of M-banking users.

5.2.4 The Impact of interaction quality on satisfaction

Interaction quality was hypothesized to have a significant positive impact on satisfaction as

shown in figure 1 in chapter two. Interaction had an insignificant impact on satisfaction.

The hypothesis result was found to be not supported. Yang et al., (2005) conducted that

53

interaction can be used as an instrument to measure the quality of service, in addition

Zeithaml et al., (2002) said that electronic service quality positively affect customer

satisfaction, in addition Ilias et al.,(2010) found that customer satisfaction is considered as a

mediator of the effects of interaction quality.

5.2.5 The Impact of information quality on satisfaction

Information quality was hypothesized to have a significant positive influence on

satisfaction, as shown in figure 1 in chapter two. Information quality had a significant

positive effect on satisfaction. The hypothesis result was found to be supported. This

finding is consistent with Chung and Kwon (2009) who conclude that information quality is

significant predictor of m-banking customer satisfaction.

5.2.6 The Impact of reliability and responsiveness on satisfaction

Reliability and responsiveness was hypothesized to have a significant positive influence on

satisfaction, as shown in figure 1 in chapter two. Reliability and responsiveness had a

significant positive effect on satisfaction. The hypothesis result was found to be supported.

This finding closely align with those concepts suggested by Yang et al., (2005) that

reliability can be used as an instrument to measure the quality of service. Interaction had an

insignificant impact on satisfaction. The hypothesis result was found to be supported, in

addition Al-Tarawneh (2012) revealed that responsiveness reliability positively affect

perception of e-service quality. Deb et al., )2011( concluded that reliability influence

significantly customer satisfaction.

54

5.2.7 The Impact of satisfaction on retention

Satisfaction was hypothesized to have a significant positive influence on consumers’

retention, as shown in figure 1 in chapter two. Satisfaction had a significant positive effect

on consumers’ retention. The hypothesis result was found to be supported. Goel and Saoji

(2013) indicated that customers satisfaction help in increasing the numbers of M-banking

users.

5.2.8 The Impact of Retention on word of mouth

Retention was hypothesized to have a significant positive effect on word-of-mouth, as

shown in figure 1 in chapter two Retention had a significant positive effect on consumers’

word-of-mouth. The hypothesis result was found to be supported. It has been proven that

customers retention lead to people to recommend mobile banking. Al-Tarawneh (2012)

found that when the customers like to use electronic services, this in its role impact on

customers’ word of mouth. It was appeared also in Zeithaml et al. (1996) study that

whenever the performance of the quality of the service was the best in the company, the

higher is the purchase intention and the higher is the propensity to engage in positive

WOM.

55

5.3 Theoretical Implications

The current research contributes in an assumption that mobile banking service has an effect

on customers' word of mouth. Throughout this research, additional constructs were found.

From a theoretical perspective, the study provides new information on the impact of using

mobile banking on customer’s satisfaction and retention. Thus, the study adds and expands

our knowledge of the factors that affect customers' behavior. First of all, a number of

characteristics that affects customers' satisfaction through using mobile banking were

identified. The researchers designed a model depending on many variables: Security and

Assurance, Ease of Use, Convenience of location, Information quality, and Interaction

quality, in order to identify customers' Satisfaction, Retention, and Word of mouth.

Therefore, the study enhances the mobile banking service, and provides specific

information about customers' satisfaction about the service.

The study has applied proven theories and constructs in customer behavior research, and

has extended and validated the theoretical relationships between the focal constructs of the

conceptual model. Consequently, this research strengthen the understanding of electronic

services and offers specific information about the characteristics of mobile banking service

that are associated to its impact on customers’ behavior in Jordan.

5.4 Practical Implications

The benefit of this research is to examine the impact of using mobile banking on the

customer’s satisfaction and how it leads to the customer’s retention and eventually

spreading a positive word of mouth by testing different independent variables. Banks in

56

Jordan can use our findings from analyzing the relationships between the independent

variables (Reliability and Responsiveness, Convenience of Location, Information Quality,

Interaction Quality, Assurance and Security, Ease of Use) and customer satisfaction,

Retention and Word of Mouth shown in the theoretical model demonstrated in figure 1

chapter two in addition to pervious researches finding to improve their mobile banking

application features. Assurance and security have a positive impact on the customer’s

satisfaction. Based on this result, the bank can improve their mobile banking security

settings as well as update the graphical user interface making it more appealing and simple

to use which in turn would improve interaction quality and ease of use that also have

positive impact on customer satisfaction. The theoretical model also demonstrates that

convenience of location positively impacts customer satisfaction by providing the customer

with the privilege of having the banking service available anytime and anywhere. Banks in

Jordan can improve convenience of location by adapting a data free mode, like the one

Facebook is using, to allow customers to use it whenever they need to even without having

access to the internet. Finally, information quality also has a positive impact on customer’s

satisfaction what banks in Jordan should take into consideration and improve the quality of

the information that the customer gets exposed to while using the mobile banking

application.

5.5 Limitations

This study contributes significantly to the body of knowledge related to electronic services

(mobile banking) and consumers’ behavior. Nevertheless, as with all research, it is vital to

acknowledge, and learn from the limitations of the study. Firstly, there were limited studies,

57

to the best of our knowledge that have examined mobile banking within the context of

customers’ word of mouth, especially in Jordan, also some problems were faced because a

large number of the targeted sample did not use mobile banking service

Secondly, as the data collection was conducted using an online survey (google form).

However, the generalization of the results of these methods can be problematic, as

observations like the controlled observations require some especial instruments or tools for

effective working, which are very much costly. Also, attitudes and opinions cannot be

studied with the help of observations. For these reasons, an online survey was considered to

be the most appropriate method to be used for the current study, as the findings in support

of the proposed conceptual model being highly reliable and valid.

Thirdly, any research using a quantitative method and applying a survey based-method,

including the one used in the current research, is prone to the inherent limitation of

measurement errors. Yet, the measurement errors were minimized and ensured, as indicated

by the study’s good validity and reliability results reported in chapter four.

A final limitation is time constraints, this research was conducted in approximately three

months, which was not enough to collect and analyze the data.

5.6 Future Research

It is suggested that further research could be done by taking in consideration the following

suggestions:

58

First, a potential area of future research is to extend our research instruments into other

online service inside and outside Jordan in order to shed more lights on mobile banking in

customers' retention.

Second, broaden the sample to include various universities or to different age groups.

Finally, a potential area of research is to examine antecedents and consequences of mobile

banking service from managers and employees perspectives alike

5.7 Conclusion

This study highlighted and added important information related to the enhancing our

understanding of mobile banking service. The findings suggest that when customers find

mobile banking service trusted, safe and financially secure. And when the using of mobile

banking saves time compared to going to a branch. And when it is easy and flexible to do

what they want to do in mobile banking. And when it has a good reputation, and give safe

transactions, and provides accurate, relevant, timely and easy to understand information,

and characterized by reliability and responsiveness, customers will be satisfied and pleased

with this services, and then mobile banking service will be the first choice for them, and

they will intend to continue using it in the future, and therefore, this makes them spread

positive WOM about mobile banking service, and recommend mobile banking services to

their friends.

59

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60

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Appendix

A

70

Dear Participants,

We are students from E-marketing and Social Media Department at Princess Sumaya

University for Technology. We are conducting a research project to examine the variables

affecting service quality when using mobile banking. We kindly request that you complete

the following questionnaire. it should take maximum 10 minutes of your time, your

contribution is important to us. Note that the information contained in the questionnaire

will be used to scientific purpose only and will be treated confidentially. We hope you will

answer the questionnaire carefully and objectively.

Mohammad Hamdan [email protected]

Dania Hamad [email protected]

Zeid Al-Bakri [email protected]

Abdallah Hayek [email protected]

Supervisor:

Dr. Mohammad Al-Khasawneh

71

[email protected]

Have you ever used mobile banking services?

o Yes

o No

Gender.

o Male

o Female

Age.

o 20-30 years

o 30-40 years

o 40-50 years

o 50-60 years

Education.

o Senior high diploma or below

o Associate Bachelor's degree

o Bachelor's degree

o Master's degree

o PhD degree

Occupation.

o Work at enterprises

o Government employees

o Student

o House keeper

72

o Self-employed

Strongly

disagree

Mostly

disagree

Disagree Neutral Agree Mostly

agree

Strongly

disagree

1) My mobile

banking

provides

prompt

responses if my

transaction is

not processed.

2) If there is a

mistake, my

mobile makes

it right quickly

and effectively.

3) The bank

quickly

resolves mobile

banking related

problems.

4) I know

exactly when

my transaction

will be

performed.

5) Mobile

banking

provides me

the services

73

exactly.

6) I am

experienced

with the chosen

company's

brand and/or

product.

7) M-banking

is able to

improve my

performances.

8) Mobile

banking has

allowed me to

save time

9) I believe I

am satisfied

with my mobile

banking

services.

10) Overall, I

am pleased

with my mobile

banking

services.

11) Using the

services of my

mobile banking

is usually a

74

satisfying

experience.

12) My

feelings toward

my mobile

banking

services can

best be

characterized

as very

satisfied.

13) This

mobile banking

service is my

first choice.

14) The next

time my friend

needs mobile

banking

services I will

recommend my

bank.

15) I have no

regrets of

having

patronized my

mobile banking

service in the

past.

75

16) I intend to

continue using

mobile banking

in the future.

17) Using M-

banking will be

financially

secure.

18) I will trust

in the

technology that

M-banking is

using

19) I will trust

in Mobile

banking as a

bank.

20) I am not

worried about

the security of

mobile

banking.

21) Matters of

security have

no Influence on

using mobile

banking.

22) The tools

offered instill

76

confidence in

Customers.

23) Help has

been available

when I got

problems in

using mobile

banking.

24) I feel safe

in transactions

with the bank.

25) I have full

trust in my

bank's mobile

banking

services.

26) Mobile

Banking is

available all the

time.

27) Learning to

use Mobile

banking will be

easy for me.

28) I will find

it easy to do

what I want to

do in mobile

77

banking

29) My

interaction with

mobile banking

will be clear &

understandable.

30) I will find

mobile banking

flexible to

interact with.

31) How likely

are you to

spread positive

WOM about

(mobile

banking) online

service?

32) I would

recommend

(mobile

banking) online

service to my

friends.

33) Given my

experience with

mobile banking

I would not

recommend

78

their service to

my friends.

34) If my

friends were

looking for an

online service,

I would tell

them to try

mobile banking

35) Using

mobile banking

saves time

compared to

going to a

branch, ATM

or using

computer.

36) I can speak

to a customer

service

representative

if there is a

problem related

to mobile

banking

transaction.

37) All my

mobile banking

relevant

79

transaction

confirmation

details are sent

by SMS or e-

mail within 24

hours.

38) Mobile

Banking is

available all the

time.

39) Provides

accurate

information.

40)Provides

believable

information.

41) Provides

timely

information

41) Provides

relevant

information.

42) Provides

easy to

understand

information.

43) Provides

information at

the right level

of detail.

44) Presents

the information

in an

appropriate

format.

45) Has a good

reputation.

46) It feels safe

to complete

transactions.

47) My

80

personal

information

feels secure.

48) Conveys a

sense of

community.

49) Creates a

sense of

personalization.

50) Makes it

easy to

communicate

with the

organization.

51) I feel

confident that

goods/services

will be

delivered as

promise