Whether service innovativeness has additive effects on mobile banking business from switching costs perspective Online publication date: Thu, 12-Mar-2015
by Tseng-Lung Huang; Feng-Hsu Liu
International Journal of Mobile Communications (IJMC), Vol. 13, No. 2, 2015
Abstract: The purpose of this study is to explore how businesses can create special, valuable and innovative services to attract investment of specific assets by consumers and the essential factors that affect consumers' willingness to maintain sustainable relationship with a mobile bank. All together, 421 respondents completed the survey interview. The empirical results indicate that different types of service innovativeness (e.g., personnel service innovativeness and technology service innovativeness) compose different specific assets in various banking service channels (e.g., mobile and physical banking services) and that these specific assets can encourage consumers to invest in a sustainable and close relationship with mobile banking. The findings of this study provide implications for improving consumers' willingness to invest in a sustainable relationship with a mobile bank under different cross-channel-specific assets and service innovativeness conditions for managers.
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