Mediating Role of Value Co-Creation and Customer Commitment between Customer Trust and Customer Loyalty in Mobile Banking of Pakistan
Air University Multan Campus
Islamia University of Bahawalpur
In pursuit of examining the diverse perspective of mobile banking in Pakistan, the study intends, to examine the effect of customer trust on customer loyalty through the mediating role of value cocreation and customer commitment. With, a sample of 440 distributed, and 396 returned questionnaires, the study made use of a convenient sampling technique for mobile banking customers in Pakistan. The hypothesis was tested on Smart PLS-SEM 3.0, in the theoretical lens of social exchange theory, trust and commitment theory, and reasoned action theory. The outcome of the study shows the significant relationship between customer trust with value co-creation, customer commitment, and customer loyalty, moreover, the study found a positive influence of value cocreation and customer commitment with customer loyalty. Partial mediation of value co-creation and customer commitment in the relationship between customer trust and customer loyalty was also found. While the switching cost inversely moderated the relation between value co-creation and customer loyalty. Interestingly, customer involvement plays an important role to moderate the relationship between customer commitment and customer loyalty but regret to moderate the between value co-creation and customer loyalty. Lastly, the trust had a significant effect on value cocreation, customer commitment, and customer loyalty. Therefore, the study plays a monumental role by contributing to literature with insights on potential antecedents and moderating variables, which helps firms in enhancing customer loyalty, specifically in the banking sector of Pakistan.
Keywords: Customer Trust, Customer Commitment, Value Co-Creation, Switching Cost, Customer Involvement, Customer Loyalty