Aijaz A. Shaikh

Mobile banking adoption: A literature review

Abstract Electronic commerce (e-commerce) continues to have a profound impact on the global business environment, but technologies and applications also have begun to focus more on mobile computing, the wireless Web, and mobile commerce. Against this backdrop, mobile banking (m-banking) has emerged as an important distribution channel, with considerable research devoted to its adoption. However, this research stream has lacked a clear roadmap or agenda. Therefore, the present article analyzes and synthesizes existing studies of m-banking adoption and maps the major theories that researchers have used to predict consumer intentions to adopt it. The findings indicate that the m-banking adoption literature is fragmented, though it commonly relies on the technology acceptance model and its modifications, revealing that compatibility (with lifestyle and device), perceived usefulness, and attitude are the most significant drivers of intentions to adopt m-banking services in developed and developing countries. Moreover, the extant literature appears limited by its narrow focus on SMS banking in developing countries; virtually no studies address the use of m-banking applications via smartphones or tablets or consider the consequences of such usage. This study makes several recommendations for continued research in the area of mobile banking.

Mobile Banking Services Continuous Usage -- Case Study of Finland

Finland is at the forefront of using new information systems, such as mobile banking (m-banking). The present study develops and tests a model of continuous usage intentions toward m-banking services for a sample of 273 Finnish m-banking users. Results confirm the hypothesized direct relationships between self-congruence and perceived value, perceived risk and perceived value, perceived value and continuous usage, and continuous usage and word of mouth. The frequency of usage of m-banking services and experience moderate the relationship between perceived value and continuous usage. We discuss the theoretical and managerial implications of the study results and present recommendations for future research.

On Some Misconceptions Concerning Digital Banking and Alternative Delivery Channels

A great deal of conceptual confusion surrounds the notions of digital banking and innovative alternative delivery channels that support banking and other financial transactions globally. The authors contend that the concepts of digital banking and associated delivery channels are ambiguous and restrictive; their usability has been undermined and their purpose and objective have, to a large extent, been misunderstood. Against this backdrop, the authors offer an inclusive definition of digital banking and delivery channels and provide logical explanations of these terms that can benefit scholars, the telecommunication sector, the banking industry, policy makers, and service providers in terms of developing digital banking and marketing strategies. This article discusses the theoretical and managerial implications of the study results and presents recommendations for future research.

How relevant are risk perceptions, effort, and performance expectancy in mobile banking adoption?

This article provides a comprehensive overview of the adoption process using evidence from m-bankingadoptioninPakistan.Asurveydesignwasusedand189responseswerereceivedfrom acrossPakistanandanalyzedusingSmartPLSapplication.Findingssuggestthatresearchonthe effectofriskintheadoptionprocessremainsinconclusive.Contrarily,consumershaveovercome manyfearsduetotheusefulness,indispensability,highsecurityfeatures,andeffortexpendedinthe useoffinancialservicesdeliveredthroughm-banking.Perceivedrisk’s(PR)directinfluencewas foundtobegenerallyweak.However,PRplaysamajorroleinthepre-adoptionprocessbecause it’sweakanddirect inhibitinginfluencebecomean“enhancer”intheassociationbetweeneffort expectancy(EE)andthethreekeyTAM/UTAUTconstructs[performanceexpectancy(PE),attitude (ATT),andadoptionintention(INT)].Mostimportantly,theroleofEEasastrongdriverofPE, ATT,INT,anditssignificantinteractionwithPRhighlightstheuniquerolethatbothriskandEE playintheadoptionprocess. KEywoRdS Attitude, Developing Country, Intention, Mobile Banking Adoption, Perceived Risk

Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence

Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future research.

Mobile Banking and Payment System: A Conceptual Standpoint

This study conceptualizes and proposes a well-regulated and designated mobile banking and payment system MBPS with the potential to strengthen the banking system, foster the regulatory framework, and to be integrated across various platforms and mobile devices. Unlike other mobile payment systems that lack convenience, scalability, and usability, the proposed MBPS contains several important functionalities and it has the potential to bring together hitherto unconnected industries-banking, Fintech and telecoms-to offer value-added services to their existing and potential customers. The ownership of the MBPS shall remain with the financial services sector including the banking and microfinance institutions. The paper concludes with a discussion on the implications and limitations of the study and proposes future research directions.

Mobile banking services adoption in Pakistan: are there gender differences?

Purpose The purpose of this paper is to provide a comprehensive insight into the deciding factors affecting an individual’s intention to adopt mobile banking (m-banking) services in Pakistan. Design/methodology/approach A survey approach was used with a sample of 189 responses from across Pakistan. Multi-group analysis was performed in order to detect gender differences among men and women in the process of adopting m-banking. Findings The paper found support for the positive effect of perceived behavioral control (PBC) and attitudes (ATT) toward m-banking adoption intentions. Significant differences between men and women were found to affect subjective norms (SN) on adoption intention, even though the combined sample of men and women was insignificant. The effect of SN on m-banking adoption is stronger for women than for men. Interestingly, the paper provides contradictory findings on the role of PBC on adoption intention. The effect of PBC on m-banking adoption intention was found to be significantly stronger for men than for women. Practical implications The results present implications of consumer behavior and marketing communication for bank marketing. Although men and women do not differ in their ATT toward m-banking service adoption in general, the succinct nuance between men and women in terms of the influence of SN and PBC with adoption intention calls for a strategic reorientation of how men and women as consumers of m-banking services should be appropriately segmented, targeted and communicated. The formulation of marketing strategies to target potential consumers and to reinforce the usefulness of m-banking to existing consumers should not be “one size fits all.” The marketing of m-banking services to segments of men and women should be approached strategically in order to increase adoption rates in developing/emerging economies. Originality/value This is the first study on m-banking services adoption in Pakistan to examine the role of gender in the innovation adoption process. The differences between the two genders and the insightful results that we found in our study help shed light on the uniqueness of the context. This study is also one of the first to test a combined technology acceptance model and theory of planned behavior model in the context of m-banking adoption in a developing country using a variance-based modeling technique.

The effects of mobile banking application user satisfaction and system usage on bank-customer relationships

This study examines mobile banking (m-banking) application usage in Finland by linking it with customer-bank relationship development. Specifically, we examine how usage is related to relationship commitment, overall satisfaction, intention to recommend the bank and future intentions to remain with the bank. A survey was used to collect data from experienced m-banking application users. In total, 273 valid responses were received. The results support the hypotheses and reveal that user satisfaction with m-banking application usage has a strong positive association with usage of m-banking applications. Usage, in turn, was positively related to all examined bank-customer relationship related variables. The results have both theoretical and practical implications for m-banking usage and its effects on bank-customer relationships.

Social Network Banking: A Case Study of 100 Leading Global Banks

Social media is widely recognized as a challenging new communication technology in both economic and social contexts. The present article explores how banks have exploited this technology in the range of consumer retail banking services offered by 100 leading global banks on the three major social networking sites (SNS): Facebook, Twitter, and YouTube. Viewing social network (SN) banking as a separate delivery channel and offering a working definition of SN banking, the article shows that banks have been more cautious than other businesses in using SNS. The available services are classified on nine main dimensions: marketing, financial education and advice, information support, customer support, sales representativeness, customer engagement, online recruitment, survey and polling, and other services. The scope of these SN banking services is for the most part non-cash-based. Conclusions, implications, and recommendations are discussed and future research priorities are identified.