Intelligent System Usability and Customer Satisfaction in Digital Banking: The Mediating Role of User Experience Quality

Abstract

This research aims to explore the mediating effect of user experience quality between purpose and intelligent system usability and customer satisfaction, and in the specific of the digital banking sector in the Kingdom of Jordan. An online survey method was used to gather data from 248 customers of digital banking services from different financial institutions in Jordan. A model of research was proposed that was tested with mediation analysis using PROCESS Macro Model 4. The theoretical framework of this study is based on the Technology Acceptance Model (TAM) and Expectation-Confirmation Theory (ECT). Based on the results of the research it is determined that ISU has a significant positive effect on user experience quality (UEQ), and UEQ has a positive effect on CS. Furthermore, the mediation analysis shows that the relationship among intelligent system usability (ISU) and customer satisfaction (CS) is significantly mediated by UEQ. This work poses future research indications to explore the multidimensional nature of ISU and UEQ to create more comprehensive models. This framework could be expanded in the future into other digital service areas including ecommerce or financial technology (fintech) on different cultural contexts. For practical purposes, the digital banking managers should focus on the usability of the system, as this will boost the UEQ and ultimately the CS. This study builds upon the current body of knowledge on digital systems and user experience by providing a holistic perspective of the interaction between ISU, UEQ and CS.