Purpose

Despite merely comparing constructs on male vs female, this study aims to explore how customer usage behavior to loyalty journey is generated by both service providers and the individual factors.

Design/methodology/approach

The authors survey 516 m-banking customers and test the hypotheses using partial least squares structural equation modeling. Structural equation modeling analysis was used because of its capability to handle several exogenous and endogenous variables. All variables were adapted from established constructs in information systems literature.

Findings

The results show different routes of loyalty between male vs female. Males emphasize system and information qualities to shape expectancies as well as facilitating conditions that in turn affect males’ loyalty. While in females, service quality plays a big role in shaping their satisfaction, and in turn affects female customer loyalty.

Originality/value

The study of gender and technology usage has been growing since decades. With higher technological advancement, people always demand for higher service experience and customer behavior evolves accordingly. Although earlier studies on technology adoption models have received considerable empirical validation, most of the studies did not consider different routes across gender.

中文翻译：

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移动银行使用跨性别忠诚度的行为途径

目的

尽管仅比较男性与女性的结构，但本研究旨在探讨服务提供商和个人因素如何产生客户对忠诚度旅程的使用行为。

设计/方法/方法

作者调查了 516 名移动银行客户，并使用偏最小二乘结构方程模型检验了假设。使用结构方程建模分析是因为它能够处理几个外生和内生变量。所有变量均改编自信息系统文献中的既定结构。

发现

结果显示男性与女性之间的忠诚路线不同。男性强调系统和信息质量来塑造期望以及反过来影响男性忠诚度的便利条件。而在女性中，服务质量在塑造她们的满意度方面发挥着重要作用，进而影响女性客户的忠诚度。

原创性/价值

几十年来，对性别和技术使用的研究一直在增长。随着科技的进步，人们对服务体验的要求越来越高，客户行为也随之发生变化。尽管早期关于技术采用模型的研究已获得大量实证验证，但大多数研究并未考虑跨性别的不同途径。