The relationship of trust and security in developing customer word-of-mouth and loyalty in mobile banking

Abstract

Currently the large number of people involved in electronic commerce. Mobile banking which introduced by developing mobile technology is new adopted technology in electronic commerce. Even though mobile banking is accepted as part of daily life of people, focusing on just adopting this technology is not enough and managers should also go far beyond to increase customers. In addition, it is difficult to increase the number of customers in online business without considering the effecting factors. Therefore the importance of investigation in development of customer loyalty and positive word-of-mouth as two main concerns of online managers is obvious. Trust and security as two main technical factors cited by most of researchers in adopting mobile banking needs more consideration. Focusing on the relationships between customers and banks through mobile technologies, there is still a lack of studies that analyze the formation of both concepts. Hence, this research investigates on the relationship of security and trust for developing customer loyalty and positive word-of-mouth in the mobile banking services. Data is collected through questionnaire from CIMB mobile banking users in Malaysia. the data of this research analyzed through SPSS and lisrel software. The results of this research indicate that there is a direct and positive relationship between both factors namely security and trust in developing customer loyalty and positive word-of-mouth.