Title: Whether service innovativeness has additive effects on mobile banking business from switching costs perspective

Authors: Tseng-Lung Huang; Feng-Hsu Liu

Addresses: College of Management, Yuan Ze University, Chung-Li City, Tao-Yuan County 32003, Taiwan ' Department of Business Administration, Shih Hsin University, Taipei City 10099, Taiwan

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.

Keywords: specific assets; service innovativeness; sustainable relationships; relationship behaviour; service encounters; mobile banking; m-banking; switching costs; service innovation.

DOI: 10.1504/IJMC.2015.067964

International Journal of Mobile Communications, 2015 Vol.13 No.2, pp.204 - 227

Accepted: 20 Nov 2013
Published online: 12 Mar 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article