A Review of Literature on the Evaluation of Customer Satisfaction Patterns in Mobile Banking Services
Keywords:Customer satisfaction, E-banking, Mobile banking, Online service quality
Purpose: Providing high-quality e-banking services and trust is considered a basic strategy for attracting and retaining customers with mobile banking that is less investigated particularly in Iraq. A review of the literature was conducted to achieve these goals.
Theoretical framework: The scarcity of literature in terms of mobile banking in Iraqi setting was the theoretical basis of the current study. Previous related research was collected and reviewed thematically to understand the trends of the latest literature in mobile banking and customer satisfaction.
Design/methodology/approach: A narrative approach was utilized in the context of this study. Several studies published between 2016 and 2022 were reviewed. Through this semi systematic literature review different key words were keyed in numerous e-journal database.
Findings: the review revealed that most of the studies in this article utilized qualitative approach as an appropriate method to elicit data. The participants were from ordinary people one study investigated the variables of mobile banking and customer satisfaction among bank staff. Service quality was the highest variable compare with security and ease of use. The review indicated also there a limitation in the previous studies in the Iraqi mobile banking setting.
Research, Practical & Social implications: Mobile banking as an emerging research area specially in Iraqi environment needs more investigation since such kind of research could increase people awareness about the advantage of such technology in the banking industry.
Originality/value: Even though mobile banking is not a novel concept in Iraq, there is no literature that discusses the use of service quality modal to evaluate a user's level of satisfaction in the mobile banking research area. As a result, the purpose of this paper is to make up for this void.
Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
Al-Otaibi, S., Aljohani, N. R., Hoque, M. R., & Alotaibi, F. S. (2018). The satisfaction of Saudi customers toward mobile banking in Saudi Arabia and the United Kingdom. Journal of Global Information Management (JGIM), 26(1), 85-103.
Avornyo, P., Fang, J., Odai, R. O., Vondee, J. B., & Nartey, M. N. (2019). Factors Affecting Continuous Usage Intention of Mobile Banking in Tema and Kumasi. International Journal of Business and Social Science, 10(3).
Baabdullah, A. M., Alalwan, A. A., Rana, N. P., Kizgin, H., & Patil, P. (2019). Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model. International Journal of Information Management, 44, 38-52.
George, A. (2018). Perceptions of Internet banking users—a structural equation modelling (SEM) approach. IIMB management review, 30(4), 357-368.
Grant, M. J., & Booth, A. (2009). A typology of reviews: an analysis of 14 review types and associated methodologies. Health information & libraries journal, 26(2), 91-108.
Hamidi, H., & Safareeyeh, M. (2019). A model to analyze the effect of mobile banking adoption on customer interaction and satisfaction: A case study of m-banking in Iran. Telematics and Informatics, 38, 166-181.
Iberahim, H., Taufik, N. M., Adzmir, A. M., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self service technology for retail banking services. Procedia Economics and Finance, 37, 13-20.
Laukkanen, T. (2016). Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking. Journal of Business Research, 69(7), 2432-2439.
Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance, 37, 80-85.
Malaquias, R. F., & Hwang, Y. (2016). An empirical study on trust in mobile banking: A developing country perspective. Computers in human behavior, 54, 453-461.
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in human behavior, 61, 404-414.
Ozatac, N., Saner, T., & Sen, Z. S. (2016). Customer satisfaction in the banking sector: the case of North Cyprus. Procedia Economics and Finance, 39, 870-878.
Sharma, R., Singh, G., & Sharma, S. (2020). Modelling internet banking adoption in Fiji: A developing country perspective. International Journal of Information Management, 53, 102116.
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65-75.
Tadesse, B., & Bakala, F. (2021). Effects of automated teller machine service on client satisfaction in Commercial Bank of Ethiopia. Heliyon, 7(3), e06405.
Tam, C., & Oliveira, T. (2016). Performance impact of mobile banking: using the task-technology fit (TTF) approach. International Journal of Bank Marketing.
Uzir, M. U. H., Jerin, I., Al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?. Heliyon, 6(12), e05710
How to Cite
Copyright (c) 2022 Nibras Khadim, Muhummad Khairul Islam
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html