Volume 29 Number 1, 2024

An Investigation of Users' Continuance Intention toward Mobile Banking Applications

Olfa Bouhlel ^a, Mohamed Nabil Mzoughi ^b*​​​​​​
^a Department of Marketing and Management, College of Business (ISGS), University of Sousse, Tunisia
olfa.bouhlel@isgs.u-sousse.tn
^b Department of Marketing, College of Business Administration, Dar Al-Uloom University, Riyadh, Saudi Arabia
^* Corresponding author: m.nabil@dau.edu.sa

ABSTRACT

This research study examines users’ continuance intention, adapting satisfaction, trust, and various dimensions of the Technology Acceptance Model. The study’s results show that perceived usefulness influences trust, satisfaction, and continuance intention toward mobile banking applications. Perceived ease of use has a significant impact on customer satisfaction. In addition, trust impacts satisfaction, which, in turn, influences consumers’ continuance intention.
Bankers should create favorable perceptions regarding usefulness and ease of use among mobile banking users. Providing clear, precise, and concise content is crucial. To build long-term mobile banking relationships, the bank’s staff should focus on both direct and indirect influences on continuance intentions. The research extends the Technology Acceptance Model by incorporating two additional factors, trust, and satisfaction, to investigate mobile banking applications. This study contributes to the research on information technology usage by addressing mobile banking applications’ use in Tunisia.
 

JEL Classification: M310

Keywords: Tunisia, mobile banking application, ease of use, usefulness, trust, satisfaction, continuance intention, partial least squares structural equation modelling

Cite this article: 

Bouhlel, O., Mzoughi, M.N., 2024, An Investigation of Users' Continuance Intention toward Mobile Banking Applications, International Journal of Business, 29(1), 005. https://doi.org/10.55802/IJB.029(1).005