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Introduction
The uprising competition in the banking sector has set the pressure to introduce alternative, more advanced delivery channels, such as m-banking, which is considered the most recent electronic-based self-services delivery channel (Glavee-Geo et al., 2017; Choudriea et al., 2018; Malaquias, and Hwang, 2019). M-banking is defined as a channel that enables customer interaction with a bank to carry out banking-related transactions, anytime and anywhere at a less physical and monetary cost, through using mobile devices, such as mobile phones (Glavee-Geo et al., 2017; Sahoo and Pillai, 2017; Singh and Srivastava, 2018). M-banking provides customers with value including account checking, bill payment, money transfer, and mobile phones notification messages, in addition to issuing and redeeming certificates with true mobility relative to other electronic banking media, which, thus, results in creating a competitive advantage (Laukkanen, 2016; Sahoo and Pillai, 2017).
The massive usage of mobile devices has drawn the attention of scholars to m-banking (Tam and Oliveira, 2017). Previous studies (Glavee-Geo et al., 2017; Tam and Oliveira, 2017; Singh and Srivastava, 2018) clearly reveal that the research has focused intensively on factors inducing the adoption of m-banking, while very few research studied post-adoption (Tam and Oliveira, 2017). In an attempt to address this gap, few recent studies examined post-adoption outcomes such as e-loyalty (López-Miguens and Vázquez, 2017), individual performance (Tam and Oliveira, 2016), and relationship quality as determined by satisfaction, trust and commitment (Arcand et al., 2017). However, to date, no study has yet assessed the impact of m-banking service quality on customers’ value co-creation in the banking services industry. In line with this stream of research, the current study responds to call for research to extend beyond m-banking adoption to explore post-adoption outcomes (e.g. Tam and Oliveira, 2017), such as customer value co-creation, a subject that still needs more research in the banking service industry (Mainardes et al., 2017; Cambra-Fierro et al., 2018).
It is important to study value co-creation since value co-creation encourages customers’ creativity and yields a mutual value for the company and the customers themselves (Saarijärvi et al., 2013). For example, Mascarenhas et al. (2004) suggested that during value co-creation, customers are part of the productive process and they enjoy their important role...