Using Hunan industrial and commercial bank as a case study, this paper examines the factors that influence customer loyalty in mobile banking

This research examined the factors that affect customer loyalty in mobile banking within the Hunan Province in China using quantitative research approaches. The TAM and UTAUT2 were used to test the hypotheses on the links between mobile app ambiance, perceived trust, perceived ease of use, perceived usefulness, perceived satisfaction, and perceived loyalty. In this study, mobile app ambiance specifically refers to elements like visual design, user interface quality, and feature integration. A cross-sectional survey involved 484 ICBC mobile banking users who completed self-administered questionnaires, and 20 in-depth interviews were conducted to provide qualitative insights into customer perceptions of loyalty. The study affirmed that mobile app ambiance had a significant influence on perceived usefulness, perceived trust, and perceived satisfaction and, therefore, customer loyalty. The findings of the present study provided practical solutions for enhancing customer loyalty in mobile banking.