Int. J. of Electronic Finance   »   2015 Vol.8, No.2/3/4

 

 

Title: Consumers' perceptions of mobile banking continuous usage in Finland and South Africa

 

Authors: Aijaz A. Shaikh; Heikki Karjaluoto; Nathalie Beatrice Chinje

 

Addresses:
Jyväskylä University School of Business and Economics, University of Jyväskylä, Finland P.O. Box 35, FI-40014, Finland
Jyväskylä University School of Business and Economics, University of Jyväskylä, Finland P.O. Box 35, FI-40014, Finland
Wits Business School, University of the Witwatersrand, No. 2 St David's Place, Parktown-Johannesburg 2000, Republic of South Africa

 

Abstract: This study examines continuous usage behaviour related to mobile banking (m-banking) among consumers living in Finland (FI) and South Africa (ZA). The study investigates three post-adoption behavioural consequences - namely, trust, satisfaction and word of mouth. Using purposeful sampling techniques, we found that trust plays a significant role in promoting continuous usage of m-banking. In general, the respondents reported high levels of trust in m-banking technology and were satisfied with the m-banking application and services. In addition, convenience, user friendliness and speed emerged as the main sub-topics related to satisfaction. In most cases, the convenience of using m-banking dominated the recommendation criteria. However, users, especially those in ZA, generally do not promote m-banking services to others. This study shows that for the majority of users, m-banking usage is related to increased satisfaction with the bank, implying that m-banking services should be a vital part of banks' strategy to retain customers.

 

Keywords: mature markets; emerging markets; mobile banking; m-banking; trust; satisfaction; word of mouth; WoM; Finland; South Africa; e-finance; electronic finance; consumer perceptions; customer satisfaction; convenience; user friendliness; speed; bank services; customer retention.

 

DOI: 10.1504/IJEF.2015.070528

 

Int. J. of Electronic Finance, 2015 Vol.8, No.2/3/4, pp.149 - 168

 

Date of acceptance: 20 Jan 2015
Available online: 09 Jul 2015

 

 

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