Thailand's mobile banking is growing. Since most m-banking apps offer a variety of functions, it is essential to understand why users choose one over another and the reasons for their loyalty. This study aims to understand how customers develop loyalty to a mobile banking application, how loyalty affects willingness to recommend, and how celebrity endorsement affects loyalty and willingness to recommend.

There are six hypotheses obtained from this study. Hypothesis 1 (H1) is that loyalty toward the bank influence the loyalty of the bank's m-banking application. Consequently, Hypotheses 2 (H2) is that satisfaction with the bank's m-banking quality influences the loyalty of the bank's m-banking application. Hypothesis 3 (H3) is that mobile banking app loyalty will positively influence willingness to recommend. Hypothesis 4 (H4) is that the endorsement will moderate the relation between loyalty towards the bank and mobile banking app loyalty. Hypothesis 5 (H5) is that the endorsement will moderate the relation between users' satisfaction with mobile banking service quality and mobile banking app loyalty. Lastly, hypothesis 6 (H6) is that the endorsement will moderate the relation between mobile banking app loyalty and willingness to recommend. According to the statistical analysis, loyalty toward the bank and satisfaction with the bank's m-banking quality influence the loyalty of the bank's m-banking application. Thus, when m-banking loyalty is created, it helps create the willingness to recommend the app.

On the other hand, celebrity endorsements, as part of a marketing strategy, do not moderate the relationship between bank loyalty and satisfaction with m-banking loyalty. However, using different celebrity endorsers for the exact m-banking product yield different effects in moderating the relationship between m-banking loyalty and willingness to recommend. The findings and outcomes of this study will be of interest to both the private and public sectors of Thailand's digital banking industry. This study has some limitations, including small sample size, only Thai mobile banking customers participating, and lengthy questionnaires.

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