Desvita Rahmadani, -
The Influence of E-Customer Service, Mobile Application Design, Brand Image, and Customer Satisfaction on Interest in Mobile Banking Adoption.
The 4th International Conference on Emerging Smart Technologies and Applications (eSmarTA-2024).
(Submitted)
Abstract
Mobile banking competition is an important issue for companies in acquiring customers. The success of technology implementation in organizations often depends on the extent to which users can accept and utilize it effectively. Therefore, assessing the level of interest in adoption of BSI Mobile becomes very important. When an app is introduced, users' attitudes towards the app, whether positive or negative, are based on how they perceive the app. This study aims to analyze the direct and indirect effects of e-customer service, brand image, mobile application design, and customer satisfaction on interest in mobile banking adoption. This study analyzed 96 respondents of bsi mobile service user customers using quantitative methods and SEM PLS analysis techniques using the SmartPLS application. The results of this study indicate e-customer service, mobile application design, and brand image have a positive and significant effect on user satisfaction. User satisfaction significantly mediates the influence of e-customer service, mobile application design, and brand image. Then, user satisfaction has a positive and significant effect on increasing customer interest in using BSI Mobile.
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