HOW MUCH DOES MOBILE MARKETING AFFECT PERFORMANCE OF BANK WITH CUSTOMER INTENTION AS A MEDIATING ROLE?

Abstract

The contribution of mobile device banking to commercial banks' value addition has long piqued the curiosity of researchers.  Even though a lot of commercial banks have studied digital transformation in great detail, managers and academics have run into a lot of obstacles when trying to figure out how digital transformation impacts organization  performance.  This article's goal is to evaluate the impact of mobile banking on specific commercial banks' performance while accounting for the mediating role of customer intention.  To do this, we used a quantitative research methodology.  Specifically, we analyzed data from five selected Ethiopian commercials from 2021 to 2024 using the AMOS SPSS version 26 system. SEM analysis is then used to evaluate the models' robustness that was calculated using AMOS version 26 techniques.  The result shows that both the performance of certain commercial banks and client intention are greatly enhanced by banking via mobile devices.  Furthermore, we find that the larger a bank is, the greater the positive impact of mobile banking on bank performance.  Therefore, the success of mobile banking depends on a bank's customer-centric perspective.