Although conducting banking transactions via mobile phones, smart phones, and tablets has become popular in many countries, major gaps exist in our understanding of those who use this technology, particularly how experienced users perceive mobile banking. Drawing from the literature on mobile banking adoption, continuous usage behavior and post-adoption of technology behavior, the authors shed light on the nature of experienced mobile banking users' relationship commitment with their bank and personal finances. The study reveals changes in commitment and shows that mobile banking offers substantial added value to users. Overall, this research will help managers better understand the importance of mobile banking services in the light of customer relationship commitment.

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Abstract:This study examines continuous usage behaviour related to mobile banking (m-banking) among consumers living in Finland (FI) and South Africa (ZA). The study investigates three postadoption behavioural consequences-namely, trust, satisfaction, and word of mouth. Using purposeful sampling techniques, we found that trust plays a significant role in promoting continuous usage of m-banking. In general, the respondents reported high levels of trust in mbanking technology and were satisfied with the m-banking application and services. In addition, convenience, user friendliness, and speed emerged as the main sub-topics related to satisfaction.In most cases, the convenience of using m-banking dominated the recommendation criteria.However, users, especially those in ZA, generally do not promote m-banking services to others. This study shows that for the majority of users, m-banking usage is related to increased satisfaction with the bank, implying that m-banking services should be a vital part of banks' strategy to retain customers.

Despite the substantial interest in loyalty programs amongst marketing scholars and professionals, few studies have been conducted amongst the youth within emerging markets. The purpose of the study was to examine the mediating influence of customer satisfaction, trust, and commitment on the relationship between loyalty programs and repeat purchase behaviour of a group of South African youth. The methodology involved a self-administrated questionnaire adapted from previous similar studies. Data were collected from 263 South African young people between the ages of 18 and 24 who were retail loyalty program members. The study tested six hypotheses using Structural Equation Modeling. The software used was SPSS 22 for descriptive statistics and IBM Amos 22. The findings indicate that all hypotheses were supported. They also suggest the significance of customer satisfaction as a strong mediator of loyalty programs and repeat purchase behaviour. Moreover, the study reveals that the mediating influence of customer commitment on loyalty programs and repeat purchase behaviour was the weakest influence. The findings revealed that, by building customer satisfaction and customer trust amongst the youth, the potential for marketers to positively impact on the success of loyalty programs and repeat purchase behaviour is high. This paper makes a valuable contribution to the literature on loyalty programs amongst youth within a developing market context.

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