Banks' e-reputation and customers' e-loyalty in the mobile-banking applications: e-trust and e-satisfaction as mediators and frequency of use as moderator

This paper investigates the links between banks' e-reputation, customers' e-trust, e-satisfaction and e-loyalty in the Mobile Banking (MB) context and explores the moderating role of customers' frequency of use of MB application. Structural equation modelling was used to analyse the data collected from a sample of MB applications users. Results confirm that banks' e-reputation affects positively customers' e-trust. The dimensions of customers' e-trust, namely competence, benevolence and integrity mediate the link between banks' e-reputation and customers' e-loyalty. MB applications use frequency moderates the link between banks' e-reputation and customers' e-trust. This study highlights the effects of banks' e-reputation in building a good relationship with customers. This work highlights the drivers on which banks must focus on to retain their customers, the profile of MB users and the importance of developing a digital monitoring service to manage e-reputation and to create a real sense of closeness with customers.