The impact of perceived financial security in neobanks on customer retention and the cost of switching to a traditional bank: the mediating role of trust in neobanks

Purpose - This research had two objectives: first, to analyze the effect of perceived financial security of neobanking applications on trust, customer retention, and the cost of switching to a traditional bank; second, to analyze the mediating role of trust in neobanks between perceived financial security in the application and customer retention, as well as between trust and the cost of switching to a traditional bank. Theoretical framework - This research used the stimulus-response (S-R) and stimulus-organization-response (S-O-R) models to study perceived financial security in the application as a stimulus and its effect on trust as an organism and customer retention and switching costs as behavioral responses. Design/methodology/approach - A quantitative cross-sectional study was conducted. Online surveys were used to collect data from 305 neobank customers in Mexico. Furthermore, the partial least squares approach and bootstrapping resampling method were used to test seven hypotheses. Findings - The results supported six hypotheses and confirmed that perceived financial security in the neobank application affected customer trust and retention, but did not affect the cost of switching to a traditional bank. In addition, trust was found to play a mediating role between perceived financial security and both customer retention and switching costs. Practical & social implications of research - This study shows that neobanks need to ensure and communicate to customers the perceived security of their applications for financial transactions, as it has a direct impact on customer retention. Moreover, the development of mechanisms that increase customer trust is key to retaining customers and building barriers to prevent the loss of users to traditional banking. Originality/value - This research contributes to the advancement of knowledge in the field of neobank management, as it deepens the understanding of perceived financial security and trust as key aspects of customer retention and switching costs.