Mobile banking service quality and customer value co-creation intention: a moderated mediated model

Abstract

PurposeThe objective of this paper is to explore the possible impact of mobile banking service quality (MBSQ) on customer value co-creation intention (CVCI).Design/methodology/approachA questionnaire was administered to research participants from Jordan. A total of 562 valid questionnaires were analysed. Mediation and moderation evaluations were performed in order to examine the function performed by MBSQ, customer engagement (CE), and social presence as determinants of CVCI. Structural equation modeling of type covariance-SEM using AMOS software was employed for the analysis.FindingsThe research results verify the proposition that MBSQ, CE, and social presence can all influence. In addition, the mediating role of customer engagement in respect of the relationship between MBSQ and CVCI is also confirmed in this research.Practical implicationsThis research is of use to bank managers who must allocate resources during the development of m-banking platforms, wherein value co-creation in banking can be promoted.Originality/valueThis study comprises an original contribution to current scholarship in the field of m-banking through its examination of the impact of customer engagement with m-banking. Moreover, this research augments current literature pertaining to the function of MBSQ in relation to CVCI as tempered by customer engagement and social presence.