The impact of customer experience on the intention to continue using mobile application: A case study of joint-stock commercial banks in Hue City

Abstract

The rapid growth of digital banking has increased the importance of customer experience in fostering the continued use of mobile banking applications. This study examines the impact of customer experience on continuance intention toward mobile banking applications among customers of joint stock commercial banks in Hue City, Vietnam, while investigating the mediating role of customer satisfaction. Data were collected from 250 customers and analyzed using Structural Equation Modeling (SEM). The results indicate that customer experience positively affects customer satisfaction (β = 0.713) and continuance intention (β = 0.555). Customer satisfaction also has a positive effect on continuance intention (β = 0.255) and mediates the relationship between customer experience and continuance intention (β = 0.106). The findings contribute to the literature on customer experience in digital banking and provide practical implications for enhancing customer retention through mobile banking platforms.