The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

Purpose: This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps). Design/methodology/approach: An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed. Findings: The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM. Practical implications: To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features. Originality/value: This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.