Customers' predisposition to use mobile banking: resource's availability is decisive

IF 0.7 4区 管理学 Q3 COMMUNICATION
Jana Prodanova, Sonia San Martín, Nadia Jiménez
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引用次数: 1

Abstract

The mobile banking channel, although thriving, has been characterised by features such as lack of information or difficult accessibility to direct advice in the mobile communication between clients and banks, making clients' use of mobile banking services challenging. The failure of mobile banking to provide some traditional banking services is considered a shortage, further leaving negative consequences on mobile banking usage. Thus, in the attempt to understand and mitigate these negative effects, with data from 1,429 actual mobile banking clients, this study identifies the adverse influence of the mobile banking inadequacies on clients' satisfaction, permission-based mobile marketing tendencies and word-of-mouth. With the idea to overcome the limitations to the mobile banking use, two groups of clients were distinguished, recognising that positive or negative relations are stimulated in accordance with clients' perception of the importance of ubiquity, as the unique mobile banking attribute.
客户使用手机银行的倾向:资源的可用性是决定性的
手机银行渠道虽然蓬勃发展,但其特点是在客户与银行之间的移动通信中缺乏信息或难以获得直接建议,这使得客户使用手机银行服务具有挑战性。手机银行未能提供一些传统银行服务被认为是一个短缺,进一步给手机银行的使用留下了负面影响。因此,为了理解和减轻这些负面影响,本研究利用来自1429个实际移动银行客户的数据,确定了移动银行的不足对客户满意度、基于许可的移动营销趋势和口碑的不利影响。为了克服手机银行使用的局限性,我们区分了两组客户,认识到积极或消极的关系是根据客户对无处不在的重要性的看法而激发的,这是手机银行独特的属性。
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来源期刊
自引率
12.50%
发文量
66
期刊介绍: The world of mobile communications is not a trend, but a phenomenon. IJMC, a fully refereed journal, publishes articles that present current practice and theory of mobile communications, mobile technology, and mobile commerce applications. Topics covered include Integrated mobile marketing communications Wireless advertising/CRM Telematics, pervasive computing Incoming/outgoing wireless links Location management Diffusion, security, efficacy, interaction/integration Metric mobile business enterprises PDAs in services delivery M-/u-business models, m-/u-commerce Digital office, groupware, roomware Mobile ad hoc networking, wireless information assurance Nomadic/portable communications Cross-cultural mobile communications Teaching mobile communication applications Mobile/handheld devices in the classroom, tele-learning.
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