Jobs-to-be-done meets mobile banking: what makes customers recommend

Despite the rise of digital technologies and social media, mobile banking continues to see increased post-consumption engagement, yet faces challenges from fintech competitors and mobile wallets. Customer positive response, such as referrals and recommend is key to addressing these challenges. This study analysed 297,116 customer referrals, the key indicators of recommendation intentions by using text mining, topic modeling, and K-means clustering. The study uncovered latent themes by mapping Jobs-to-be-Done theory. Findings highlight functional factors (reliability, speed, security) and non-functional factors (user-centric design, technology ecosystem, reputation) that shape mobile banking recommendations. This study offers critical insights into factors influencing customer response and a robust framework for future research and practice.