From Mobile Service Quality Evaluation to E-Word-Of-Mouth: What Makes the Users of Mobile Banking Applications Speak About the Bank?: The Moderating Role of Brand Reputation

The purpose of the present article is to explore the electronic word-of-mouth (e-WOM) determinants in a mobile banking context such as e-service quality, e-satisfaction, e-trust and e-loyalty. It also examines the moderating role played by brand reputation in the relation between e-loyalty and e-WOM. A survey was conducted with 256 users of mobile bank applications. The findings illustrate the positive effect of e-service quality components such as information quality, security and reliability on e-satisfaction and e-trust as well as the effect on e-loyalty. It was also found that e-loyalty can be a determinant of e-WOM. Brand reputation has a moderating effect on the relation between e-loyalty and e-WOM. This article is interesting for the practitioners by bringing tracks of improvement for banking services proposed to the customer.