Customer Loyalty in Mobile Banking: Evaluation of Perceived Risk, Relative Advantages, and Usability Factors

Information and communications technologies promote change in the service sector, banking sector is not an exception. Finding what factors impact consumer satisfaction with lead to loyalty invariably important for business. However, it begin evaluating aspects that are specific market service. The purpose of this study was investigate affecting customer Mobile Banking. Following model designed by researchers, consideration given mediator variables satisfaction, trust, examine how such as perceived risk, relative advantages, usability affect loyalty. In study, customers Iranian bank (Shahr Bank) based city Tehran constituted statistical population. descriptive survey method used on a sample selected through cluster-convenience included 411 Shahr Bank's resident east, west, north, south, centre Tehran. Structural Equation Modelling (SEM) test LISREL 8.8 software were analyse data determine role each factor plays results showed trust have most significant effect confirmed. Furthermore, identified risk has negative