Ebrahim Zarepour Nasirabadi; Neda Ghamaripoor
Volume 28, Issue 1 , April 2024, , Pages 131-154
Abstract
Gaining customer satisfaction and trust by expanding the use of new technologies in banking systems is one of the most important challenges of banking in mobile ecosystems. Therefore, the present study aims to investigate the relationship between the factors affecting customer satisfaction and trust ...
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Gaining customer satisfaction and trust by expanding the use of new technologies in banking systems is one of the most important challenges of banking in mobile ecosystems. Therefore, the present study aims to investigate the relationship between the factors affecting customer satisfaction and trust in mobile banking services in mobile banking ecosystems. This research is of an applied type, which was carried out with a survey method. The statistical population of the research includes customers using mobile banking services, 460 of whom were selected as a sample using random sampling. The tool of data collection in this research is a questionnaire, and Kolmogorov-Smirnoff, T, Spearman's correlation coefficient, and structural equation method were used to analyze the data. The data analysis tool is PLS software. The findings showed that there is a positive and significant relationship between aesthetic components, system quality, service quality, information quality, task characteristics, structural assurance and sociality with trust and satisfaction in mobile ecosystems. And this relationship has been confirmed statistically because all significance levels obtained are less than 0.05. Also, the findings showed that the value of R2 related to the endogenous variable of trust is 0.485 and the variable of satisfaction with mobile banking is 0.545, which indicates the appropriateness of the fit of the structural model. Therefore, it can be said that the factors affecting mobile banking through trust have an effective role in obtaining customer satisfaction in mobile banking ecosystems.
