Author(s): Arjun Ganguly and Saugat Ghosh
Usage of mobile banking apps is a common phenomenon in developed countries while developing countries are still in the process of adopting the practice. This timeframe provides a greater opportunity for financial organizations to increase their business through providing a better experience to their target audience and win them from the market. Although technology is the backbone of this venture, human feeling like satisfaction, trust and loyalty also plays a pivotal role in adoption of a mobile – based banking app of a particular financial organization. but most of the studies conducted in this field only concentrate on the perception of users about the technological aspect of the apps. The present study aims to investigate this interplay of these human feelings with regard to adoption of this service. The study primarily identifies the related variables and dimensions that influence loyalty over mobile – based banking apps. Finally, the interrelationships among these dimensions were also tested with respect to the banking apps. The insight gathered from the research will help the banks design strategies from the human – behaviour perspective to enhance their loyalty among their customers and also to win new markets. Besides this, the methodology used in the present study could be replicated for identification of ways to loyalty for other businesses.