6533b82bfe1ef96bd128e23f
RESEARCH PRODUCT
Continuous mobile banking usage and relationship commitment – A multi-country assessment
Aijaz A. ShaikhKarjaluoto HeikkiNathalie Beatrice Chinjesubject
MarketingMobile bankingbusiness.industryDistribution management systemCustomer relationship managementmobile banking continuous usageBrand managementSouth Africapost-adoptionSMS bankingAdded valueRetail bankingBusinessMarketingta512FinanceFinancial servicesFinlandrelationship commitmentdescription
Although conducting banking transactions via mobile phones, smart phones and tablets has become popular in many countries, major gaps exist in our understanding of those who use this technology, particularly how experienced users perceive mobile banking. Drawing from the literature on mobile banking adoption, continuous usage behavior and post-adoption of technology behavior, the authors shed light on the nature of experienced mobile banking users’ relationship commitment (RC) with their bank and personal finances. The study reveals changes in commitment and shows that mobile banking offers substantial added value to users. Overall, this research will help managers better understand the importance of mobile banking services in the light of customer RC. peerReviewed
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2015-09-01 |