The role of the hedonistic and utilitarian quality dimensions in enhancing user satisfaction in mobile banking
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 25 August 2022
Issue publication date: 17 November 2022
Abstract
Purpose
The purpose of this study is to examine the components of the utilitarian and hedonistic dimensions of the quality of mobile banking services, their impact on customer satisfaction, as well as the effects of satisfaction on word of mouth (WOM) and intention to use.
Design/methodology/approach
The analysis includes 307 mobile banking users in the Republic of Serbia. Reliability analysis, confirmatory factor analysis, structural equation modelling and multigroup analysis are applied in the paper.
Findings
The results show that security/privacy, perceived usefulness, perceived ease of use, design and enjoyment are important drivers of customer satisfaction, and that satisfaction has very strong effects on WOM and intention to use. In addition, there are apparent differences in the relationships between the two groups of respondents observed: innovators and followers.
Originality/value
The originality of the paper lies in the innovative model that includes a combination of the TAM model and the utilitarian/hedonistic dimension of the quality of mobile banking services. An element of the study which is of particular value is its segmentation of customers into innovators and followers – dividing respondents into two groups depending on whether they are among the first people in their environment to start using mobile banking services.
Keywords
Citation
Rejman Petrović, D., Nedeljković, I. and Marinković, V. (2022), "The role of the hedonistic and utilitarian quality dimensions in enhancing user satisfaction in mobile banking", International Journal of Bank Marketing, Vol. 40 No. 7, pp. 1610-1631. https://doi.org/10.1108/IJBM-03-2022-0112
Publisher
:Emerald Publishing Limited
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