An Integrative Framework on Mobile Banking Success

Albashrawi, Mousa; Motiwalla, Luvai

doi:10.1080/10580530.2020.1696530

Cited by 24 publications

(19 citation statements)

References 49 publications

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“…Safety perceptions of mobile banking services (adapted from Bidarra et al , 2013; Albashrawi and Motiwalla, 2020) assesses customer perceptions of threats associated with mobile banking activities.…”

Section: Measures and Methodsmentioning

confidence: 99%

“…Building on the technology acceptance model (TAM) and diffusion of innovation, early research examined mobile banking benefits, such as perceived ease of use (Lin, 2011), perceived complexity and relative advantage (Brown et al, 2003) and perceived usefulness (Sripalawat et al, 2011). More recent studies have examined value perceptions (Laukkanen, 2016), performance efficacy (Albashrawi and Motiwalla, 2020), service quality (Arcand et al, 2017), social norms (Choudrie et al, 2018), hedonic motivation (Baabdullah et al, 2019) and customer satisfaction and loyalty (Izogo and Jayawardhena, 2018;Baabdullah et al, 2019;Albashrawi and Motiwalla, 2020). AI and algorithm-based interactions are emerging in the mobile banking channel to offer a more personalized banking experience and heightened security.…”

Section: Literature Reviewmentioning

confidence: 99%

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Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Payne

Peltier

Barger

2021

JRIM

131

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Purpose The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms. Design/methodology/approach A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling. Findings This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions. Research limitations/implications The sample consisted on digital natives. Additional age cohorts are needed. Practical implications As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance. Originality/value The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.

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Section: Measures and Methodsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Payne

Peltier

Barger

2021

JRIM

131

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“…The firm’s IT infrastructure and overall system quality is also likely to be critical to enabling the firm to integrate AI in new ways to create value (Albashrawi and Motiwalla, 2020; Mbama et al , 2018). For example, digital servitization is likely to require that traditional financial industry actors such as banks adopt more of an omni-channel orientation to ensure AI meets consumers’ service expectations (Shi et al , 2020).…”

Section: Multi-actor Digital Servitization Value Co-creation Framework For Artificial Intelligence Servicesmentioning

confidence: 99%

Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Payne

Dahl

Peltier

2021

JRIM

106

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Purpose Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and service delivery in their respective industries. Nonetheless, the issues surrounding AI services remain relatively unknown. The purpose for this paper is to offer a digital servitization framework for understanding how AI services impact value perceptions, consumer engagement and firm performance measures. The authors use the financial service ecosystem to explore this topic. Design/methodology/approach The authors explore relevant literature on digital servitization, service-dominant logic and AI/disruptive innovation. Next, a conceptual framework, organized by AI-Service Exchange Antecedents, Context of AI Usage and Digital Servitization Consequences, is developed. The authors conceptualize consequences for consumers and firms. Findings The main findings suggest that the linkages between consumers, financial institutions and fintech companies with AI usage in a service ecosystem should be identified; how value is created among multiple SD Logic-AI network actors should be analyzed; and the effects of AI-consumer interactions (lower-level and higher levels of engagement) on firm performance measures should be explored. Research limitations/implications The conceptual framework identifies gaps in the literature and suggests research questions for future studies. Practical implications This paper may assist practitioners with the development of AI-enabled banking activities that involve direct consumer engagement. Originality/value To the authors’ best knowledge, this research agenda is the first comprehensive framework for understanding value co-creation in the context of AI in financial services, linking antecedents, usage and consequences.

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“…The banking sector has undergone one of the most substantial transformations as a result of digitalization. The significant transition of banking services into an online format has stimulated a growing interest in studying the banking customer experience around the globe (Laukkanen et al 2008;Ozdemir and Trott 2009;Yoon 2010;Hickman et al 2020;Nikumanesh and Albadvi 2014;Montazemi and Qahri-Saremi 2015;Shankar and Jebarajakirthy 2019;Sia et al 2016;and Albashrawi and Motiwalla 2020). Several studies included analyses of influencing factors on the banking channels selection process (Lee and Lee 2020b;Timokhina 2019;Verhoef et al 2007;Bawankule and Chandani 2020;and Shin et al 2020).…”

Section: Literary Analysis and Conceptual Frameworkmentioning

confidence: 99%

Digital Customer Experience Mapping in Russian Premium Banking

Тимохина

Prokopova

Gribanov³

et al. 2021

Economies

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The purpose of this study is to identify, in an era of extensive digitalization, the major opportunities and threats that influence the experiences of digital premium banking customers at key stages of their banking interactions. This study’s conceptual research model combines the content of online questionnaires, completed by a representative sample of 3629 customers, in-depth interviews with heads of premium banking departments, and an audit of customer experiences conducted via Mystery Shopping in 13 Russian banks. The authors formulate four research hypotheses, substantiated by the empirical data and highlight key barriers preventing premium banks from effective digital interactions with their customers. Key opportunities for improving customer experiences are also identified. The theoretical contribution of the research includes the adaptation of an axiological approach to studying digital customers in premium banking. Practical contributions include the Premium Digital Customer Experience Map, designed by the authors as a ready-made tool for planning and improving premium banking services and a tool for performance comparison between competing banks. This study also discusses the authors’ definition of a “digital customer”. It presents a new approach to the Mystery Shopping methodology, including the recruitment of Mystery Shoppers following the three premium banking customer portraits: “saver”, “spender”, and “saver–spender”.

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An Integrative Framework on Mobile Banking Success

Cited by 24 publications

References 49 publications

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Digital Customer Experience Mapping in Russian Premium Banking

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