The Effect of Mobile Banking Service Quality on Customer Engagement: The Mediating Role of Customer Satisfaction (A Case Study of Dashen Bank
No Thumbnail Available
Date
2026-10-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The fast move to digital in the banking sector of Ethiopia has made the competition among financial institutions fiercer as they try to attract customers through mobile banking platforms. Even though there has been a lot of investment in digital infrastructure, the real factors that link mobile service quality and customer trust to long-term customer engagement are still not well understood. This research explores the impact of mobile service quality and customer trust on customer engagement, with customer satisfaction acting as a mediator. The research was conducted at Dashen Bank in Addis Ababa, Ethiopia. The study was done using a quantitative research approach with a cross-sectional survey design. A total of 388 mobile banking users were surveyed; they were selected through simple random and stratified sampling methods. We used structured questionnaires (both in English and Amharic) to collect primary data. Reliability testing showed good internal consistency as Cronbach's Alpha values were all above 0.7. Descriptive statistics, Pearson correlation, multiple regression analysis, and mediation analysis using Hayes' PROCESS Macro (v4.1) in SPSS were the methods used to analyze the data. Results show that mobile service quality and customer trust are major factors improving customer satisfaction and customer engagement. Customer satisfaction is also highly correlated with customer engagement. The mediation analysis shows that customer satisfaction is a partial mediator between mobile service quality and customer engagement, and also between customer trust and customer engagement. The results indicate that although service quality and trust directly lead to engagement, their impact is greater when customers are satisfied with their mobile banking experience. This paper adds to the literature by combining service quality trust satisfaction, and engagement into one mediation structure in the Ethiopian banking environment. From a practical perspective, the results indicate that banks should focus on mobile system reliability security responsiveness, and user-friendliness as these are key factors for trust and satisfaction, which in turn lead to customer engagement and competitive advantag
Description
Keywords
Mobile service quality, Customer trust, Customer satisfaction, Customer engagement.