The Mediating Role of Self-Efficacy and Gamification in Influencing the Customer’s Loyalty toward Mobile Banking in Malaysia

Abstract

Mobile Banking has become a widespread technology in most developed countries. The usage of this technology is still limited in emerging economies with the majority tending to use traditional online banking. The purpose of this study is to examine customer loyalty to M-banking and to examine the mediating role of self-efficacy and gamification. The data of this study were collected using a random sampling technique from users in Malaysia. The findings were derived using Smart PLS 4. The findings showed that design aesthetics and navigability affected positively self-efficacy which in turn affected customer loyalty and mediated the effect of design aesthetics and navigability on customer loyalty. The effect of social influence and rewards on gamification is positive. Gamification affected customer loyalty and mediated the effect of social influence and rewards on customer loyalty. The design of m-banking and rewarding points is critical to improving customer loyalty to m-banking.