Enriching m-banking perceived value to achieve reuse intention

Abstract

Purpose The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty seeking (epistemic value) impact m-banking overall perceived value, which in turn influences customers’ reuse intentions. Design/methodology/approach A survey with 260 Macedonian current users of m-banking services was carried out, using questionnaires as a method of data collection. Five-point Likert scales adapted from the relevant literature to the context of m-banking services were used to measure the variables. PLS-SEM approach was employed to estimate the proposed model. Findings The findings indicate that bank entities can increase customers’ intention to reuse m-banking, by providing an enriched perceived value of m-banking services, precisely putting emphasis on perceived value drivers related to utilitarian value (ubiquity) and epistemic value (novelty seeking). Hedonic value (perceived entertainment) does not show a significant influence on the perception of m-banking value. Originality/value This study provides a different perspective of the perceived value observation, by contemplating not only the well-established hedonic and utilitarian aspects of value, but also the epistemic component, considered as a vital element in contexts of mobile technologies adoption. Moreover, this is the first study to explore the m-banking perceived value in a developing country in the Balkans.

Extending the Role of Technology Continuance Theory and Task Technology Fit with Pre-Technology Adoption and Post-Technology Adoption Behaviors

“…It can also occur because of its organizational-specific design or problem-centered format. While, the direct association of continuance intention and actual usage of ICTs is found in the results of the current study that was supported and evidenced by the previous researchers [61,[116][117][118][119].…”

Customers’ intention to use robot-serviced restaurants in Korea: relationship of coolness and MCI factors

“…The value of robots and service automation can be enhanced by integrating fun with technology acceptance models while providing services and joy to customers (Ivanov and Webster, 2017). Meanwhile, in the case of banking services, the practical value influences intention to use whereas pleasure value (fashionableness value) does not (Prodanova et al , 2019). The analysis results show that the restaurant service robots are not so attractive, because the essence of food-serving robots is to minimise labour and operating costs and to achieve more efficient operations in restaurants.…”

Customer Experience in Fintech

“…The perceived value influences the persistence of customer experience on the longterm [60] because savings made are visible in the customer's pocket, which contributes significantly to loyalty [87]. The perceived value of fintech services impacts on the relevant customer experience and satisfaction [128].…”

“…The perceived value is an important determinant of behavioural intentions to use banking services, including digital financial ones [86]. M-banking ubiquity and novelty seeking contribute to the perceived value, which is a prerequisite of the intention to continue to rely on mobile banking [87]. Ubiquity is important for fintech because it enables customers to perform financial operations anywhere and anytime.…”