Determinants of Customer Satisfaction and Loyalty in Mobile Banking: A Structural Equation Modeling Analysis in Bolivia
DOI:
https://doi.org/10.35319/perspectivas.202657304Keywords:
Mobile banking, Customer satisfaction, ACSI, Perceived quality, Customer loyaltyAbstract
Mobile banking is a digital service that has experienced continuous growth and development, creating a pressing need to understand the factors influencing user satisfaction with this service in the current context. The main objective of this research was to determine the factors influencing mobile banking customer satisfaction in the municipality of Cercado, Cochabamba. The study was conducted using the deductive method, under a quantitative approach with a descriptive and correlational nature, using the American Customer Satisfaction Index model as a theoretical basis. Through the application of a structured survey and analysis via structural equation modeling, variables such as expectations, perceived quality, and perceived value were evaluated. The results concluded that the customer expectation variable does not have a direct effect on satisfaction. However, it was evidenced that perceived quality and perceived value were the most influential variables on customer satisfaction and, consequently, on customer loyalty, demonstrating that factors such as reliability, responsiveness, and security are crucial for mobile banking in the region.
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