The influences of technological characteristics and user beliefs on customers' perceptions of live chat usage in mobile banking

Abstract

PurposeIn recent years, numerous banks have introduced live chat systems to their mobile banking (m-banking) applications to help customers address problems that arise while using m-banking. However, few researchers have investigated bank customers' perceptions of live chat in the context of m-banking, known as mobile chat. The present study attempts to fill this research gap and identify potential factors affecting bank customers' intention and attitude toward using mobile chat from the perspective of functional and expected advantages.Design/methodology/approachA research model was developed integrating three technological characteristics of mobile chat (mobility, reachability and convenience) identified from the mobile service and self-service technology literature with user beliefs involving performance expectancy, effort expectancy and facilitating conditions specified by the unified theory of acceptance and use of technology. The proposed model was evaluated using data collected from a field survey of 268 customers with experience in Internet or m-banking at an international bank in Taiwan. The mediating effects of attitude on the relationship between intention and its predictors were also measured.FindingsThe results suggest that reachability and convenience influence performance expectancy whereas effort expectancy is affected by all the technological characteristics. Additionally, customers' intention is determined by attitude, effort expectancy and facilitating conditions whereas their attitude depends on the three constructs of user beliefs.Research limitations/implicationsThe development of user behavioral research in intelligent customer engagement is lacking in the m-banking literature. This study sheds light on Internet banking and m-banking customers' viewpoints and the salient determinants of their intention and attitude toward using mobile chat. Therefore, the findings allow a broader understanding of customer engagement applications in the banking sector.Practical implicationsThe research findings would help banks not only better understand how to deploy useful mobile applications for improving the effectiveness of their mobile service development but also develop adequate mobile strategies to engage with customers more intelligently.Originality/valueThis research provides valuable insight into the relationship between the adoption of intelligent customer engagement tools and the improvement of customer support performance in the context of m-banking. Moreover, this study is among the first to identify the potential mobile technological factors that might affect bank customer expectations from mobile chat applications.

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