Abstract
Incorporating advanced technologies, banks in South Africa now offer Chat-banking app services. Using a three-variable mediation model, this study examines the antecedents of Chat-banking app services' positive word-of-mouth (WOM). Data was collected in an online survey from a purposive sample of 373 online banking customers and was analysed using structural equation modeling (SEM) on AMOS 28. The results show that customer engagement positively affects customer experience and WOM intentions. While customer experience positively affects perceived value and trust, it significantly negatively affects WOM intentions. Customer trust positively affects customer engagement, but not WOM intentions. The perceived value of Chat-banking app services affects customer engagement and trust, but not WOM intentions. In addition, customer trust mediated the effects of customer experience and the effects of perceived value on WOM intention. Perceived value mediated the effect of customer experience on WOM intention. Customer experience partially mediated the effect of customer engagement on WOM intention. Managers can cultivate customer engagement to increase customer experience and WOM intentions. Improving customer experience with a Chat-banking app would enhance perceived value and customer trust while delivering perceived value increases customer engagement and customer trust. The limitations of this study and future research directions will be discussed.