Mobile banking service quality: a new avenue for customer value co-creation Rania B. Mostafa Department of Business Administration, Damanhour University, Damanhour, Egypt Abstract Purpose – This paper attempts to investigate the potential effect of mobile banking (m-banking) service quality dimensions (ease of use, usefulness, security/privacy and enjoyment) on customers’ value co-creation intention (CVCCI) in the banking sector. Design/methodology/approach – A questionnaire was administered with a sample of 301 respondents from Egypt. Mediation and moderation analyses were performed to explore the role of m-banking service quality, attitude toward using m-banking (ATT-m-banking) and bank trust in shaping CVCCI. Findings – The empirical evidence confirms the potential role of m-banking service quality dimensions, the ATT-m-banking, and customer trust in developing CVCCI. In addition, the mediation effect of ATT-m-banking in the m-banking service quality dimensions and CVCCI link was demonstrated. Interestingly, trust was not found to have a moderating effect between the ATT-m-banking and CVCCI. Practical implications – Outcomes of the study will benefit bank managers to allocate resources when developing an m-banking platform, which helps in effectively promoting value co-creation in the banking sector. Originality/value – This paper is a pioneering study to move the m-banking literature forward beyond the extensively studied m-banking adoption by exploring a longer-term outcome of customer engagement with m- banking, which is CVCCI. Keywords Mobile banking, Customer value co-creation, Service quality, Technology acceptance model, Service dominant logic, Egypt Paper type Research paper 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 (L opez-Miguens and V azquez, 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 Mobile banking - customer value co-creation 1107 The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0265-2323.htm Received 20 November 2019 Revised 18 March 2020 11 April 2020 Accepted 11 April 2020 International Journal of Bank Marketing Vol. 38 No. 5, 2020 pp. 1107-1132 © Emerald Publishing Limited 0265-2323 DOI 10.1108/IJBM-11-2019-0421