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Mobile banking behavior and flow experience

Author

Listed:
  • Dariyoush Jamshidi
  • Yousef Keshavarz
  • Fazlollah Kazemi
  • Moghaddaseh Mohammadian

Abstract

Purpose - Mobile banking or m-banking enables consumers to carry out their banking affairs with the help of mobile devices. Mobile-user banking interactions in the context of technology services create opportunities for positive experiences that can nurture trust, foster brand equity and eventually lead to long-term relationship building. The purpose of this paper is to examine the concepts of m-banking customer flow experiences and their role in affecting customer intention in the continued use of m-banking. Design/methodology/approach - To achieve this main objective, a research model was developed by taking theoretical backgrounds and specific characteristics of m-banking into consideration for testing. The study to test this model was carried out in Iran, a developing country in the Middle East. Findings - Results of the PLS-SEM analysis of 927 bank customers showed that the flow experience is positively influenced by both hedonic and utilitarian features. While, flow experiences influence trust and brand equity, individual mobility has a stronger effect on the intention to continue the use of m-banking compared with trust, flow experience and brand equity. Originality/value - The current research provides various useful insights into customer engagement for conducting banking tasks via mobile technologies. Managers and decision makers can take into account the following insights to enhance positive flow experiences and loyalty intention of customers toward m-banking.

Suggested Citation

  • Dariyoush Jamshidi & Yousef Keshavarz & Fazlollah Kazemi & Moghaddaseh Mohammadian, 2018. "Mobile banking behavior and flow experience," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 45(1), pages 57-81, January.
    • Handle: RePEc:eme:ijsepp:ijse-10-2016-0283
    DOI: 10.1108/IJSE-10-2016-0283
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    Citations

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    Cited by:

    1. Barta, Sergio & Flavián, Carlos & Gurrea, Raquel, 2021. "Managing consumer experience and online flow: Differences in handheld devices vs PCs," Technology in Society, Elsevier, vol. 64(C).
    2. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    3. Maohao Che & Sze Yee Ashley Say & Han Yu & Qingji Zhou & Jared Shu & Wen Sun & Xi Luo & Hong Xu, 2023. "Investigating customers’ continuous trust towards mobile banking apps," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    4. Jong Ho Lee & Heejun Park, 2021. "Effect of Character Marketing and Marketing Mix on Usage Intention of Internet-Only Banks: Evidence From South Korea," SAGE Open, , vol. 11(4), pages 21582440211, December.
    5. Yasser Sayed Ahmed Hussein & Hossam Mubarak & Adel R. M. Rayan, 2023. "Modeling the Customer’s Adaptive Behavior towards Accepting the Technological Change in E-Banking Services: The Moderation Role of Service Accessibility," International Journal of Business and Management, Canadian Center of Science and Education, vol. 17(12), pages 1-57, February.
    6. Branka Dropulic & Zoran Krupka & Goran Vlasic, 2022. "Brand Equity In A Digital Age: Systematic Literature Review," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 31(1), pages 277-302, june.

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