Using the modified TAM to improve customer retention levels for banks operating in Egypt

Purpose This study aims to measure customer retention levels for banks operating in Egypt by examining the relationship between attitudes towards using, perceived ease of use, perceived usefulness, trust, and customer experience of m-banking with customer retention. Design/methodology/approach This study uses a mixed-approach research design. Initially, qualitative research was conducted through structured, in-depth interviews with Egyptian m-banking users to gain a better understanding of the research problem. Subsequently, quantitative research was conducted by distributing an online survey among m-banking users in Cairo using a quota sampling technique. SPSS analyzed the data to conduct several statistical analyses to support the developed hypotheses. Findings The study results indicate that in the context of m-banking, there is a significant positive relationship between attitudes toward using m-banking, PEOU, PU, customer trust and customer experience of m-banking with customer retention. Research limitations/implications The research results cannot be generalized to all service sectors; it would be noteworthy to measure customer retention levels in other prominent sectors. Practical implications The research’s practical contribution could provide good guidance for the Central Bank of Egypt, marketers and policymakers on building resilient infrastructure, promoting inclusive and sustainable industrialization, and fostering innovation in banking activities across Egypt. Social implications Examining the role of technology in customer retention is a useful endeavor that contributes to the sustainable development agenda and Egypt’s Vision for 2030. Originality/value The study’s uniqueness comes from providing evidence-based insights into enhancing customer retention levels within the context of m-banking.