Usersâ Loyalty towards Mobile Banking in Malaysia
Electronic banking emerges as perhaps the most prominent development trend in the Malaysian internet economy. Thus, it is vital to explore customer loyalty in using electronic banking industry. The study is aimed to investigate the determinants of customer loyalty of mobile banking. A survey questionnaire approach is adopted in this study. Our findings show that subjective norms, perceived convenience and perceived usefulness positively and significantly influencing loyalty. The findings offer important implications to policy makers to understand customer loyalty on mobile banking in Malaysia.
Yun Min Low, Chin Fei Goh, Owee Kowang Tan, Amran Rasli