...Yasmine Mahmoud Meselhy; Wael AbdelRazek Kortam Purpose This study aims to measure customer retention levels for banks operating in Egypt by examining the relationship between attitudes towards using, perceived ease of use, perceived usefulness, trust, and customer experience of m-banking...

... by the previous research. Originality/value This research provides an original framework on the relationship between AR characteristics and OCE through highlighting the role of media richness theory. The study is considered the first of its kind to combine these AR characteristics and customer experience...