The Role of Mobile Banking Technology in Enhancing Satisfaction, Trust and Word-Of-Mouth on social media

Abstract Book of the 3rd World Conference on Business, Management, and Economics

Year: 2025

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The Role of Mobile Banking Technology in Enhancing Satisfaction, Trust and Word-Of-Mouth on social media

Chonlada Sajjanit

ABSTRACT:

The purpose of the study is to explore the effect of self-service technology – mobile banking service quality on customer trust and word-of-mouth communication on social media through customer satisfaction. To test research hypotheses, the study conducted a quantitative survey of 306 respondents in Thailand. Structural equation modeling was used for data analysis. The findings indicated that the service quality of mobile banking applications including functionality, convenience, security, and perceived control significantly affected customer satisfaction. Additionally, customer satisfaction positively affected customer trust and word-of-mouth via Facebook and the Line application. This study contributes to the existing body of knowledge on technology-driven communication services in digital marketing. For practical implications, financial institutions and retail banks should focus on enhancing the quality of digital mobile banking services to improve customer satisfaction, trust, and positive electronic word-of-mouth communication.

Keywords: customer satisfaction, customer trust, electronic word of mouth, mobile banking, service quality