Impact of Service Quality and Relative Advantage of Mobile Banking on Customer Loyalty: The Mediating Role of Satisfaction

Researching service quality and relative advantages to customer loyalty is no longer a new topic. However, the author chose as the research object the Gen Z and Millennials customer base between the ages of 18-40, which is the customer file that will dominate the banking industry in the future. The research topic is the first research article in the Vietnamese context to analyze the impact of service quality and relative advantage on customer loyalty. This research can be considered as a premise in Vietnam, creating conditions for application to future research articles with similar topics, the conclusions are all based on a solid theoretical basis. The study combines scales from previous studies, then proposes a new scale to measure service quality and loyalty to fit the research model. More specifically, with the service quality structure: Adding 2 observed variables extracted from the scale of Lewis (2006) [18], Kaur et al. (2021) directly related to ego satisfaction and personalization tendency and update technology suitable for research subjects and the context of the 4.0 era; with the loyalty structure: adding 1 observed variable extracted from the scale of Casalo et al. (2008), Davis (1989) [6] with the aim of increasing the connection of the relationship between satisfaction and loyalty. In addition, the study also adds the variable relative advantage of mobile banking and the mediating role of satisfaction compared to the model of Zhou (2021).