An Exploratory Study of B2c Dimensions Affecting the Mobile Services Adoption: A Quantitative Study Among Postgraduate Libyan Students
In developed countries currently, the Banking sector has one of the most up-to-date mobile technology platforms.
But the success of mobile services applications depends to a large extent on customer relationships and uptake of the
technology. In Libya, mobile services applications have so far had less penetration in the Banking sector. The purpose of this
paper is to fill in a gap in the literature by finding out the relationships between Mobile banking, customer satisfaction,
customer trust, attitudes to technology, and customer loyalty in the Libyan banking industry. This article extends the
technology acceptance model to evaluate the impact of ICT in improving customer relationships with a numbers of
dimensions. A survey was conducted to collect data from a sample of participations who were previously Libyan citizens but
now resident in Australia who have experience of the Libyan banking sector. The findings provide useful insight for banks
for developing fitting marketing strategies to meet customer needs, and further to maintain and increase the degree of
relationship with customers.
Keywords- M Services, Customer Satisfaction, Customer Trust, and Customer Loyalt