Customer Experience in Mobile Banking: a Systematic Literature Review and Agenda for Future Research

Abstract

The purpose of this study is to provide a systematic review of the literature on customer experience in mobile banking, offering an overview of the current state of research, highlighting the underpinning theories, research trends, methods, determinants, and outcomes, identifying gaps in the literature, and setting an agenda for future research.

This research consists of the study and analysis of 26 articles published between 2014 and 2021 in 20 journals identified from the online academic databases such as Ebsco and Emerald.
The results indicate that research on customer experience has flourished in recent years and has become a key concept in customer management. It is a multidimensional concept with different determinants and outcomes, depending on the context and underlying theoretical foundation (UTAUT, ECT, flow theory, etc.).

This study is the first to systematically synthesize the literature on customer experience in the context of mobile banking, offering a theoretical state-of-the-art and an extensive agenda for future research.