This study explores the relationship between customer satisfaction and loyalty in mobile banking, emphasizing the moderating role of Technology Readiness. As mobile banking becomes increasingly central to financial service delivery, understanding the nuanced drivers of customer loyalty is essential for strategic growth. Drawing from the Technology Readiness Index, this study examines how four dimensions, optimism, innovativeness, discomfort, and insecurity, moderate the satisfaction–loyalty linkage. Data were collected via a structured survey from 258 mobile banking users in the United States, analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that optimism and innovativeness positively moderate this relationship, while discomfort and insecurity act as negative moderators. Practically, this research introduces a segmented approach to mobile banking service design, underscoring the need for differentiated strategies that address varying levels of user readiness. Theoretically, this study addresses a gap in mobile banking literature by shifting the focus from adoption to sustained usage and satisfaction-based loyalty, enriching the discourse on customer behavior in digital finance.
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