Enhancing E-Loyalty through AI-Powered Mobile Banking: Trust and Perceived Efficiency as Key Mediators

The rapid development of technology has significantly impacted the banking sector, including the advent of mobile banking. This study examines the relationship between the quality of service delivered by mobile banking (e-service quality) and user loyalty (e-loyalty), focusing on the roles of e-trust and perceived efficiency. Data were collected through an electronic questionnaire distributed to 388 international students in Hangzhou, China, who are active mobile banking users conducting monthly transactions, including deposits and withdrawals. Regression analysis was used to analyze the data. The findings indicate that e-service quality positively impacts e-trust, perceived efficiency, and e-loyalty. Additionally, e-trust and perceived efficiency mediate the relationship between e-service quality and e-loyalty. This research highlights the importance of e-trust and perceived efficiency in fostering user loyalty in mobile banking.