Authors: Kuang-Husn Shih; Ming-Fang Lee
Addresses: CTBC Financial Management College, 600, Sec. 3, Taijiang Blvd., Annan District, Tainan, Taiwan 709, ROC ' Graduate Institute of International Business Administration, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei, Taiwan 11114, ROC
Abstract: Due to the development of wireless technology and the popularity of mobile devices, major securities dealers have developed mobile trading platforms and aggressively promoted their mobile trading services to customers. Therefore, improving the service quality of mobile trading systems has become one of the concerning issues for securities dealers. Improvement of the service quality for mobile trading systems can provide a good service environment for the mobile trading platform. Good customer relationship management (CRM) can facilitate the positive attitude of investors towards the securities industry, thus enhancing customer loyalty and reducing their intentions to switch. This study aims to explore customers' mobile trading behaviour, with customers' attitudes and their intentions as the framework for this research, in order to determine customers' intentions regarding the use of mobile trading services. Through both literature review and empirical analysis, this study explores the correlations among dimensions of CRM, service quality, customer attitudes, and customer intentions. The research subjects are the mobile trading customers. The correlation analysis is conducted through structural equation modelling (SEM) to help the securities dealers learn about the different customer demands in the mobile trading system, thus enhancing users' intentions regarding mobile trading services. The research findings can serve as a reference to the existing or new securities dealers in developing their mobile trading systems.
Keywords: customer relationship management; CRM; mobile trading; service quality; user intentions; securities trading; customer loyalty; intention to switch; customer behaviour; customer attitudes; structural equation modelling; SEM; mobile communications.
International Journal of Mobile Communications, 2017 Vol.15 No.3, pp.252 - 265
Accepted: 25 May 2016
Published online: 16 Mar 2017 *