Achieving Recommendation Intention in Mobile Banking: A Serial Mediation Approach

Abstract

This study explores the critical elements driving the recommendation intention of mobile banking users in India. It explores the relationship between ease of use and recommendation intent via serially mediating roles of satisfaction and continued intention. It also explores the relationship between cost and recommendation intent by studying the serially mediating roles of satisfaction and continued intention. It combines the two resulting in an integrated framework. The study utilized the analytical approach by Hayes (2013) for testing the hypothetical model. The path coefficients were calculated using Model 6 (PROCESS). Our findings reveal that satisfaction and continued intention are serially mediating the relationship between ease of use and recommendation intention as well as cost and recommendation intention. The major contribution of this research study to existing literature is that it culminates with the ‘action’ of ‘recommendation to use’ rather than continued intention.