Abstract:
Retaining existing customer is a challenging task for any business. The banks are facing difficulties in retaining the existing mobile banking users. Customers loyalty is an important factor for usage continuation by the customers. This study develops and test a model by incorporating Social Influence, Ubiquitous Finance Control (UFC), Perceived Trust with Mobile Banking Adoption and Customers Satisfaction constructs to study customer Loyalty. Data from 263 mobile banking users from Saudi Arabia was tested against the proposed model and structural equation modelling (SEM) technique was used
