Tommi Laukkanen

Consumer value creation in mobile banking services

The paper presents findings of the study that explored consumer value creation in various mobile banking services. New electronic channels are replacing the more traditional ones. Mobile devices represent the recent development in electronic service distribution. An exploratory study was conducted on experienced electronic banking customers by using a qualitative in-depth interviewing method. The findings increase the understanding of customer-perceived value and value creation on the basis of attributes of mobile services and customer-perceived disadvantages of mobile phones in electronic banking context. The findings allow practitioners to improve their services and marketing strategies and pass on information to the academics about interesting future research areas.

Internet vs mobile banking: comparing customer value perceptions

Purpose – The aim of the paper is to explore and compare customer value perceptions in internet and mobile banking. The purpose especially is to compare customer perceived value and value creation between internet and mobile bill paying service.Design/methodology/approach – A qualitative in‐depth interviewing design was applied in order to ascertain the factors that create value perceptions in fund transfer service via personal computer and mobile phone. Means‐end approach and laddering interviewing technique was used in order to reveal how different value creating factors are hierarchically structured and related to each other.Findings – The results indicate that customer value perceptions in banking actions differ between internet and mobile channels. The findings suggest that efficiency, convenience and safety are salient in determining the differences in customer value perceptions between internet and mobile banking.Research limitations/implications – The findings of the qualitative study, being more ...

Mobile banking rollout in emerging markets: evidence from Brazil

Purpose – The aim of this paper is to investigate the perceived obstacles to the adoption of mobile banking services among Brazilian internet users and search for patterns according to socio‐demographics variables.Design/methodology/approach – Data were collected through an online survey involving the internet banking customers of a major Brazilian bank. A total of 3,585 usable cases were collected from customers who do not use any kind of mobile devices (cell phones, PDAs or Smartphones) to access electronic banking services. The main reasons for rejecting the service were explored using multidimensional scaling, while chi‐square tests were used to assess differences between socio‐demographic variables.Findings – The results indicate that the majority of respondents do not use any kind of mobile banking service. Perception of cost, risk, low perceived relative advantage and complexity were revealed to be the main reasons behind the reluctance to use the service. The influence of other background factors ...

The role of information in mobile banking resistance

Purpose – Adopting technological service innovations entails substantial learning effort requiring information and guidance from the provider. The purpose of this paper is to investigate the effect of information and guidance offered by a bank on five adoption barriers – usage, value, risk, tradition, and image – in a mobile banking context.Design/methodology/approach – The measurement development and hypotheses were based on consumer resistance theory and the earlier literature on internet and mobile banking. A large empirical study on bank customers with 1,551 effective observations was conducted. The measure items were validated by measurement model and hypotheses were tested using structural equation modelling.Findings – The results show that the information and guidance offered by a bank has the most significant effect on decreasing the usage barrier, followed by image, value and risk barriers respectively. The information and guidance showed no effect on the tradition barrier.Originality/value – Thi...

Consumer resistance to internet banking: postponers, opponents and rejectors

Purpose – The purpose of this paper is to further the understanding of innovation resistance by dividing internet banking non‐adopters into three groups based on their intentions to use the innovation. Thereafter, the aim is to identify how the resistance differs in these customer groups.Design/methodology/approach – This study identifies three groups of internet banking non‐adopters, namely postponers, opponents and rejectors. The data were collected by conducting an extensive postal survey among the retail banking customers in Finland who had not adopted internet banking. The measurement development was based on consumer resistance theory and the earlier literature on internet banking. Principal component analysis was used to classify the resistance items into five adoption barriers derived from the earlier literature. Thereafter, analysis of variance was used to analyse the statistical differences in resistance to internet banking between the three groups.Findings – Significant differences were identif...

The effect of strategic orientations on business performance in SMEs

Purpose – The present study sheds light on the role of strategic orientations (SOs) in explaining business growth. The purpose of this paper is to examine how different SOs, namely learning orientation, entrepreneurial orientation, market orientation and brand orientation simultaneously affect business performance measured with brand performance, market performance and business growth in SME context and whether these effects vary across countries. Design/methodology/approach – An extensive data set of 1,120 effective responses is collected from two European countries, namely Hungary, representing a post socialist rapidly growing market, and Finland with a stable, highly developed and competitive economy. A multigroup moderation analysis is conducted. Confirmatory factor analysis is used in testing measurement invariance, subsequently followed by structural equation modeling procedure used in testing research hypotheses developed on the basis of a literature review. Findings – The results show that entrepr...

Customer preferred channel attributes in multi‐channel electronic banking

Purpose – The purpose of the study is to increase the understanding of the diverse retail channel preferences of online bank customers by examining their channel attribute preferences in electronic bill paying. Two different groups of online customers were examined: those who pay their bills over the internet and those who, in addition, have experience of using a mobile phone for this service.Design/methodology/approach – A large internet survey was implemented and conjoint analysis was used in order to identify the utilities of the attribute levels and relative importance of the different attributes. Moreover, cluster analysis was used to group the individuals into homogenous attribute preference segments.Findings – The empirical findings indicate that internet users and mobile users differ in their channel attribute preferences. The results suggest coherent customer preference segments in both groups. In addition, the study identifies a group of potential mobile banking users among those who have never ...

Communication strategies to overcome functional and psychological resistance to Internet banking

This paper aims to investigate how customers experiencing different kinds of resistance to Internet banking perceive the information and guidance offered by the service provider. A postal survey was conducted and 251 effective responses from Internet banking non-users were received. Based on the earlier literature a typology of consumer resistance to innovations is proposed and four resistance segments, namely Non-Resistors, Functional Resistors, Psychological Resistors and Dual Resistors are identified. The results show that those customers reporting both functional and psychological resistance to Internet banking are more dissatisfied with the information and guidance offered by the service provider compared to those with only psychological resistance or no resistance to the innovation. Communication strategies to reduce and overcome different kinds of resistance to Internet banking are proposed.

Are Growing SMEs More Market‐Oriented and Brand‐Oriented?

The aim is to examine whether growing, stable, and declining small and medium‐sized enterprises (SMEs) differ from one another in terms of market orientation and brand orientation. The results show that growing SMEs have adopted market and brand orientations to a greater extent than have the stable or declining ones. They also suggest that these orientations can prove to be helpful in achieving different kinds of growth goals. Thus, in order to support the growth of SMEs, more information and training should be offered to them about issues relating to these orientations.

Comparing Consumer Resistance to Mobile Banking in Finland and Portugal

This study compares two distinct European countries namely Finland and Portugal in terms of consumer resistance to mobile banking services. We explored how the five adoption barriers namely usage, value, risk, tradition and image, derived from the earlier literature, differ between these two countries. Using an Internet questionnaire a total of 3.597 usable responses was collected. A confirmatory factor analysis was implemented with SEM to build the constructs’ latent score levels. Using non-parametric difference tests we concluded that the resistance is significantly lower among the Portuguese online bank customers in terms of four out of the five barriers. The results can be used for a better understanding and enhancement of adoption of this specific case of mobile communication.