| Summary: | 碩士 === 國立交通大學 === 管理學院經營管理學程 === 104 === With the increasing usage of smart phone and internet, mobile banking service has increasingly become the important channel in banking sector. However, the great customer experience is the crucial factor to a successful digital service of banking. This study is focused on the relationship among user experience, perceived ease of use of mobile banking and loyalty by the method of structural model. The 313sample are collected from one of leading Taiwan banks that launched mobile banking business. The study result demonstrates that the level of significant effects of user experience on loyalty is feel, action, relate, and sense in turn. The experience of think has no significant effect on the customer loyalty. In addition, the perceived ease of use has significant effect on the loyalty, which means the degree of ease use by customer will affect the customer loyalty. The perceived ease of use is significantly related to the action, sense, relate, think, and feel in turn. As a result, this study has demonstrated that great experience will create high brand loyalty, especially in the factor of feel, action, and relate that related to the perceived ease of use.
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