Title: Measuring mobile banking customers' channel attribute preferences in service consumption

Authors: Tommi Laukkanen

Addresses: Department of Business and Management, University of Kuopio, P.O. Box 1627, 70211 Kuopio, Finland

Abstract: The purpose of the paper was to measure mobile banking customers| channel attribute preferences in two different banking services, namely request for account balance service and bill paying. An Internet survey was implemented and conjoint analysis was used. In addition, the respondents were clustered into homogenous segments on the basis of their channel attribute preferences. The findings indicate slight differences between the services in respondents| channel attribute preferences while individual respondents| preferences vary widely. The results provide important information for service providers| marketing campaigns and communication activities and device manufacturers| aims to develop different kinds of devices for different market segments.

Keywords: consumer preferences; customer preferences; mobile services; mobile banking; mobile communications; conjoint analysis; m-banking; m-services; account balance; bills payment; financial services.

DOI: 10.1504/IJMC.2007.011812

International Journal of Mobile Communications, 2007 Vol.5 No.2, pp.123 - 138

Published online: 24 Dec 2006 *

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