The Lebanese mobile banking applications and customer satisfaction : investigating service quality variables in North Lebanon

Abstract

Purpose - This study was conducted in order to investigate and analyze the underlying impact that mobile banking applications’ service quality has on customer satisfaction within the Lebanese context, specifically North Lebanon. Design/methodology/approach - Deduction was the reasoning approach embraced in this study. Using an online distributed questionnaire, there was a collection of 157 usable responses. Data was analyzed using SPSS. Moreover, correlations along with regression and other tests were used to test the considered hypotheses. Findings – The hypotheses considered in this study were all approved and verified after data analysis and interpretation. The findings showed that each of assurance, convenience and ease of use, privacy/security, responsiveness, sociality and reliability have a positive impact on the satisfaction of customers. The top three variables in terms of impact on customer satisfaction were convenience and ease of use the privacy/security the reliability. Research limitations/ implications – Aside from adding to the literature especially the Lebanese one, this study was limited to only one specific region being North Lebanon. Furthermore, the considered sample was small in size. Moreover, not all service quality constructs and variables were covered in this study. Practical implications – This study increases the awareness and understanding of bank managers about the service quality factors in mobile banking applications affecting customer satisfaction. Moreover, this study help each of IT, sales and marketing managers in banks by giving them insights in order to ameliorate applications in a way that satisfies customers better. Originality/value – In respect to the few previous Lebanese studies, this research has its own originality by shedding more light of the topic of e-banking focusing on mobile banking applications with customer satisfaction. Moreover, this study encounters details concerning in specific North Lebanon as a Lebanese region which was not studied before.