Determining Factors Affecting Mobile Banking Loyalty in the Philippines: Integrating Extended Technology Acceptance Model and DeLone & McLean IS Success Model
Authors: 
Yogi Tri Prasetyo, Ella Mae Calino, Michael Nayat Young, Irene Dyah Ayuwati, Satria Fadil PersadaAuthors Info & Claims
Pages 403 - 409
Abstract
Mobile banking is an important part of bank sustainability. This study integrated the extended Technology Acceptance Model (TAM) and DeLone & McLean IS Model to determine factors affecting mobile banking loyalty in the Philippines. Structural Equation Modeling (SEM) approach was utilized to analyze the interrelationship among several factors such as social influence (SI), hedonic motivation (HM), self-efficacy (SE), behavioral intention (BI), actual use (USE), and customer satisfaction (CS) to the loyalty (LOY). The research model was tested and validated using data collected through an online survey from 300 Filipino customers. Interestingly, SE was found to be the best predictor of behavioral intention. This study provided clues on the relationship of SE and SI towards HM. Our result concluded a strong relationship between BI, USE, CS, and LOY. Finally, CS was also found to have a strong relationship towards LOY. This research would help banks create a customer-centric mobile banking experience to maintain customer satisfaction and build customer loyalty. In addition, this study suggests that the low prevalence of mobile banking in the Philippines is due to low awareness of the customer. Finally, Philippine banks and policy makers should focus on raising the awareness of mobile banking through proper advertisements and campaigns to enhance mobile banking adoption in the Philippines.
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Index Terms
- Determining Factors Affecting Mobile Banking Loyalty in the Philippines: Integrating Extended Technology Acceptance Model and DeLone & McLean IS Success Model
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Published In
August 2023
429 pages
ISBN:9798400709142
DOI:10.1145/3625704
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Published: 04 December 2023
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ICEMT 2023
ICEMT 2023: The 7th International Conference on Education and Multimedia Technology
August 29 - 31, 2023
Tokyo, Japan
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