Achieving Recommendation Intention in Mobile Banking

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.

A meta-analysis of satisfaction in mobile banking: a contextual examination

“…Lastly, behavioural outcomes (actual use, continuance intention and loyalty) have a positive relationship with satisfaction in m-banking, supporting hypotheses H9 to H11. Prior research on mobile applications and m-commerce has also found a significant relationship between satisfaction and actual use, continuance intention and loyalty (Kamdjoug et al, 2021;Kamboj et al, 2022;Vishnani et al, 2022). This implies that customer satisfaction will lead to an increase in the usage of m-banking.…”

“…Medina-Molina et al, 2019;Windasari and Albashrawi, 2021), while some have been conducted in developing countries (e.g. Kamboj et al, 2022;Kumar et al, 2018;Vishnani et al, 2022). The inconsistent outcomes of the empirical studies can also be attributed to the differences in sample sizes (Burgess and Steenkamp, 2006;Santini et al, 2019).…”