Behavioral routes to loyalty across gender on m-banking usage
Review of International Business and Strategy
ISSN: 2059-6014
Article publication date: 23 December 2020
Issue publication date: 13 September 2021
Abstract
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.
Keywords
Acknowledgements
The authors have no conflict to declare.
Citation
Windasari, N.A. and Albashrawi, M. (2021), "Behavioral routes to loyalty across gender on m-banking usage", Review of International Business and Strategy, Vol. 31 No. 3, pp. 339-354. https://doi.org/10.1108/RIBS-06-2020-0073
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited