Title: Factors affecting users' decision to continue using mobile banking in Turkey
Authors: Cigdem Altin Gumussoy
Addresses: Industrial Engineering Department, Istanbul Technical University, Istanbul 34367, Turkey
Abstract: This study aims to identify factors affecting the decisions of users in Turkey to continue using mobile banking. A research model was developed to identify the relationships among the relevant constructs: continued usage intention, satisfaction, trust, flow, task-technology fit (TTF) and service quality-E-S-QUAL scale. A survey methodology was used to gather 369 responses from users who had downloaded mobile banking applications to their phones and were still using the system. A structural equation modelling technique was used to assess the validity of the relationships defined in the research model. According to the results, satisfaction is the primary predictor of continued usage intention, and can be predicted by flow, efficiency and fulfilment. Of service quality factors, fulfilment and privacy have positive effects on trust. Furthermore, trust, TTF and system availability are the antecedents of flow. We conclude the study with practical implications and possible future work in the area.
Keywords: continued usage intention; efficiency; E-S-QUAL scale; flow; fulfilment; mobile banking; m-banking; privacy; system availability; task-technology fit; trust; continuity; Turkey; customer satisfaction; service quality; smartphones; structural equation modelling; SEM.
International Journal of Mobile Communications, 2016 Vol.14 No.4, pp.411 - 430
Accepted: 02 Mar 2016
Published online: 28 Jun 2016 *