The effect of mobile banking e-service on positive word-of-mouth marketing and customers: a case study of South Kalimantan Bank in Indonesia

Various studies on bank customers’ perception of e-service quality are widely done in conventional banks or private banks. However, hardly any study sheds light the baby boomers and X generation customers how their perceptions satisfaction affect positive word-of-mouth (WOM) a regional government-owned bank. This aims to analyze effect South Kalimantan Bank (SKB) mobile banking WOM old SKB role customer intervening influence WOM. used structured, self-administered questionnaire based convenience sampling method collect data from 97 an Indonesian The were analyzed using Partial Least Square (PLS). structural equation modelling (SEM) analysis looked for essential relationships between variables study. findings showed that has no direct WOM, but affects through satisfaction. study’s key found although older want transactions, they still put security as main factor. Therefore, it is recommended focus more user-friendly features than complex features, primarily when serving customers.