In the present research, authors try to understand how customers evaluate mobile service quality (MSQ) in the context of mobile banking (MB) applications. Consequences such as e-trust, e-satisfaction, e-loyalty and e-word-of-mouth (WOM) were explored. Responses from 337 users of Tunisian MB applications were examined using structural equation modelling. The research points out the moderating role of customers’ age and gender in the relationship between some dimensions of MSQ and e-trust. These characteristics were used to define customers’ expectations depending on the most important MSQ components that affect their level of e-trust. E-trust seems to determine customers’ e-satisfaction. E-trust and e-loyalty affect separately e-loyalty, which has an impact on e-WOM.
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