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What drives m-banking clients to continue using m-banking services?

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  • Ciunova-Shuleska, Anita
  • Palamidovska-Sterjadovska, Nikolina
  • Prodanova, Jana

Abstract

During the last decade, the constant innovation in the banking industry has prompted an evolution in providing these services, converting mobile banking into the channel that would distinguish banking entities’ competence. With the goal to determine the path towards customers’ retention, a survey with 252 mobile banking users was performed. Founded on the premises of the Elaboration Likelihood Model, the results of this study indicate how cognitive and affective aspects of the mobile banking experience foster clients’ perceived value and their future intentions towards these services’ usage. This research contributes with precise recommendations regarding the vital communication with customers identified in value perception. Besides, valuable insights on the simultaneous effect of the central and peripheral route of processing are evidenced by integrating entertainment elements. All of this finally assist in arranging a practical and pleasant experience that ensures customer maintenance.

Suggested Citation

  • Ciunova-Shuleska, Anita & Palamidovska-Sterjadovska, Nikolina & Prodanova, Jana, 2022. "What drives m-banking clients to continue using m-banking services?," Journal of Business Research, Elsevier, vol. 139(C), pages 731-739.
    • Handle: RePEc:eee:jbrese:v:139:y:2022:i:c:p:731-739
    DOI: 10.1016/j.jbusres.2021.10.024
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    3. Sharma, Manisha & Banerjee, Subhojit & Paul, Justin, 2022. "Role of social media on mobile banking adoption among consumers," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    4. S, Sreejesh, 2024. "Integrated banking channel service quality (IBCSQ): Role of IBCSQ for building consumers' relationship quality and brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Md. Abdur Rouf & Humaira Begum & Md. Asaduzzaman Babu, 2024. "Customer Trust and Satisfaction: Insights from Mobile Banking Sector in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 34(1), pages 117-131.
    6. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

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