دانلود رایگان مقاله انگلیسی رفتار بانکداری موبایلی و تجربه روند کار - امرالد 2018

Abstract

Purpose – Mobile banking or m-banking enables consumers to carry out their banking affairs with the help of mobile devices. Mobile-user banking interactions in the context of technology services create opportunities for positive experiences that can nurture trust, foster brand equity and eventually lead to long-term relationship building. The purpose of this paper is to examine the concepts of m-banking customer flow experiences and their role in affecting customer intention in the continued use of m-banking. Design/methodology/approach – To achieve this main objective, a research model was developed by taking theoretical backgrounds and specific characteristics of m-banking into consideration for testing. The study to test this model was carried out in Iran, a developing country in the Middle East. Findings – Results of the PLS-SEM analysis of 927 bank customers showed that the flow experience is positively influenced by both hedonic and utilitarian features. While, flow experiences influence trust and brand equity, individual mobility has a stronger effect on the intention to continue the use of m-banking compared with trust, flow experience and brand equity. Originality/value – The current research provides various useful insights into customer engagement for conducting banking tasks via mobile technologies. Managers and decision makers can take into account the following insights to enhance positive flow experiences and loyalty intention of customers toward m-banking.

6. Discussion and conclusions

6.1 Contributions

The necessity of investigating the main factors influencing the adoption and continuous usage of new technologies is clear as demonstrated by numerous studies (Amin et al., 2017; Hanafizadeh et al., 2014). Accordingly, investigation into the customer experience in technology-based m-banking is an emerging area of research. While m-banking was examined in this study, the findings may be generally applicable to other technology service contexts. The main focus of this study was to develop and test a theoretical model that investigates the antecedents and consequences of the flow experience with m-banking. The findings of this research highlight the importance of pleasurable features in m-banking n creating positive customer experiences as these features are linked to fun, pleasure and playfulness that users anticipate from a technology service.

The results also showed that while such characteristics are very important in creating flow, utilitarian elements can also be critical. Thus, when attempting to enhance m-banking customer experience, these features must not be disregarded. In fact, the traditional approaches in brick and mortar commerce are not applicable in technology service contexts. Rather, concepts such as participation, interaction, engagement and immersion are important for technology services (Bilgihan et al., 2015).