Effect of Mobile Banking Service Quality on Attitude and Customer Value Co-creation Intention

Purpose: This study was conducted to empirically analyze the relationship between mobile banking service quality and customer value co-creation intention with mediation of customer attitude on mobile banking. The service quality is constructed by perceived usefulness, perceived ease of use, perceived enjoyment and perceived security & p riva yc. C ustomer va ule co-creation intention is measured by seven dimensions. Research design, data, and methodology: A survey was conducted targeting mobile banking users in Korea and 250 valid samples were selected for analysis. AMOS 24.0 was used for statistical analysis of structural equation model. Results: As a result of empirical analysis of this study, usefulness, enjoyment, and security & privacy resulted into significantly positive effect on attitude toward using mobile banking but ease of use failed to show positive effect on attitude. Attitude had a significantly positive effect on customer value co-creation intention and positively mediate the relationship between usefulness, enjoyment, security & privacy and customer value co-creation intention. Implications: This paper is a pioneer study to empirically investigate whether mobile banking service quality boosts customer value co-creation intention for Korean mobile banking customers. Therefore, this study will add to service research and bank marketing literature to develop further knowledge about value co-creation and service quality.