The Influence Of Service Quality Of Mobile Internet Finance On Brand Loyalty

Due to the popularity of smart phones, our country has entered the era of mobile Internet. Brokerage business channels are not limited to the business department and the PC side, the mobile phone app is becoming the major focus of competition. How to improve service quality and customer brand loyalty in the launch of their products, which is an urgent problem. Therefore, topics studied in this paper is the influence of brokers’mobile app service quality on brand loyalty, and explore if user experience is there a mediating role between the two.Based on the existing research, this paper build a theoretical model. Among the theoretical model, we named the broker app quality of service as the independent variable, brand loyalty as the dependent variable, the user experience as a mediator, while customer involvement degree as a moderator. Among them, brokerage service quality dimensions include usability, responsiveness, fulfillment, profession and security, while user experience dimensions include functional experience and emotional experience. According to theoretical model, questionnaires and empirical analysis on the security companies studied how app service quality affects brand loyalty.Eventually we obtained following conclusions:brokerage app of usability, responsiveness, profession and security on brand loyalty has significantly effect; user experience between service quality and brand loyalty has a partially mediating role; customer involvement degree on service quality effecting emotional user experience has an enhanced regulation role.