Consumer Based Modeling of Mobile Service Consumption Using Explanatory Factor Analysis and Analytic Network Process

Purpose: This paper explores a model of the Consumer based mobile service consumption, combining the use of exploratory factor analysis (EFA) and Analytic network process (ANP). Design/methodology/approach: The research form is divided in to two phases. In the first phase the consumer based factors that mentioned in theoretical framework was presented to samples of customers that use online banking to determine their level of agreement, exploratory factor analysis was used to form a model. In the second phase ANP method was used for ranking discovered factors to determine priority of this factor to improvement. Findings: Findings present a model for online banking usage this model has 4 main factors: internal, external, usefulness and demographic factors that effect on online banking usage. There are 10 sub-factors. The priority of factors show the banking industry must focus on the models factors by this priority. This priority is: 1) Internal benefits 2) Government support 3) external benefits 4) attitude, 5) Level of customer education, 6) customer experience, 7) bank activity, 8) trust 9) technology support 10) ease of use. Practical implications: Banking consumers are not supposed to use an online banking if they found it unfit for their daily tasks and bring no improvement in their execution. Thus banks should focuses on this reality in their marketing mix. They can expand their financial market and profitability by pay attention on this research priority. Banks by focus on high educated potential customers can faster expand their online market. They can segment their online market by level of education and then implement appropriate market positioning strategy. Originality/value: The main contribution of this study is the light it sheds on how banking consumers think about mobile banking service. It develops a model incorporating motives for mobile banking service consumption and determining the priorities held by consumers of mobile banking services.