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Analysis of consumer behaviour variables influencing the adoption of mobile banking

Author

Listed:
  • Nigar Huseynli

    (Azerbaijan State University of Economics (UNEC), Baku, Azerbaijan)

  • Gozde Kandemir

    (Marmara University, Istanbul, Turkey)

  • Bahman Huseynli

    (Azerbaijan Public Employment Agency, Baku, Azerbaijan)

Abstract

Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned behavior theory and the technology acceptance model. The research methods of factor, linear and regression anayses were applied. The empirical basis of the study are the results of a survey of clients in ten Turkish banks. The initial sample was 411 respondents, of which 327 completed questionaires were received. The authors put forward a number of hypotheses about the impact of customer experience in mobile banking on the retention of banking services users. According to the results, all the hypotheses were supported. It was found that each of the three aspects of user experience, and practicality of mobile banking applications in particular, has a significant impact on customer satisfaction, intention to use, and brand loyalty. The findings demonstrate that mobile banking usage intention and customer satisfaction affect loyalty to the bank brand, and customer satisfaction influences mobile banking usage intention. Increasing the number of respondents and including more banks in the research are among the directions for future research.

Suggested Citation

  • Nigar Huseynli & Gozde Kandemir & Bahman Huseynli, 2023. "Analysis of consumer behaviour variables influencing the adoption of mobile banking," Upravlenets, Ural State University of Economics, vol. 14(1), pages 60-73, March.
    • Handle: RePEc:url:upravl:v:14:y:2023:i:1:p:60-73
    DOI: 10.29141/2218-5003-2023-14-1-5
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    References listed on IDEAS

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    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    2. Tiwari, Rajnish & Buse, Stephan & Herstatt, Cornelius, 2007. "Mobile services in banking sector: The role of innovative business solutions in generating competitive advantage," Working Papers 48, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
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    More about this item

    Keywords

    mobile banking; consumer behaviour; customer satisfaction; enjoyment; practicality; brand loyalty;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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