Identifying the effects of perceived values of mobile banking applications on customers : Comparative study between baby boomers, generation X and generation Y

Purpose The purpose of this paper is twofold: first, the authors empirically examine the effect of the perceived values of mobile banking (MB) applications on customers’ e-trust, e-satisfaction and e-loyalty and second, the authors investigate the moderating role of customers’ age in the relationship between perceived value of MB and e-trust. Design/methodology/approach A survey was conducted on a sample of 361 Tunisian banks’ customers using mobile applications. Structural equation modeling method was performed to test the research hypotheses. Findings The results of this research revealed that quality, price and emotional perceived values’ dimensions of MB applications are predictors of customers’ e-trust. Within this spectrum, age acts as a moderator in these latter relationships. Findings also suggested that e-trust has positive effects on e-satisfaction and e-loyalty. Practical implications This paper presented a reading grid for bank marketers allowing them to identify the levers they must focus their efforts on so as to retain the customers using MB applications. It also permits them to identify the needs and values of three generation of customers, namely baby boomers, generation X and generation Y, so that they can offer better services for each group. Originality/value This paper sheds light on an innovative and unexplored topic in the literature. The authors broaden understanding of the relationship between the perceived values of MB applications, e-loyalty, e-trust and e-satisfaction. Research devoted to investigate these different links through an integrative model does exist, yet embryonic. This study also highlights differences between three group of customer, namely baby boomers, generation X and generation Y in terms of perceived values that builds their trust in the context of MB applications use.