Publisher： IGI Global_journal
E-ISSN： 1941-6288|10|2|36-57
ISSN： 1941-627x
Source： International Journal of E-Services and Mobile Applications (IJESMA), Vol.10, Iss.2, 2018-04, pp. : 36-57
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Abstract
The purpose of the present article is to explore the electronic word-of-mouth (e-WOM) determinants in a mobile banking context such as e-service quality, e-satisfaction, e-trust and e-loyalty. It also examines the moderating role played by brand reputation in the relation between e-loyalty and e-WOM. A survey was conducted with 256 users of mobile bank applications. The findings illustrate the positive effect of e-service quality components such as information quality, security and reliability on e-satisfaction and e-trust as well as the effect on e-loyalty. It was also found that e-loyalty can be a determinant of e-WOM. Brand reputation has a moderating effect on the relation between e-loyalty and e-WOM. This article is interesting for the practitioners by bringing tracks of improvement for banking services proposed to the customer.
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