Manon Arcand, Sandrine PromTep, Isabelle Brun and Lova Rajaobelina
The purpose of this paper is to investigate the multidimensional concept of mobile banking service quality (security/privacy, practicity, design/aesthetics, enjoyment and…
Abstract
Purpose
The purpose of this paper is to investigate the multidimensional concept of mobile banking service quality (security/privacy, practicity, design/aesthetics, enjoyment and sociality) and the impact of the latter on the quality of the relationship (commitment, trust and satisfaction) between consumers and their primary financial institution.
Design/methodology/approach
An online survey was conducted using a sample of 375 respondents, all owners of a mobile device and all accustomed to conducting banking activities on mobile platforms. Results were analyzed using structural modeling techniques (EQS 6.1).
Findings
Findings confirm that trust significantly and positively impacts commitment/satisfaction. Mobile banking service quality dimensions also influence trust and commitment/satisfaction. Trust is associated with security/privacy and practicity (regarded as utilitarian factors), while commitment/satisfaction is driven by enjoyment and sociality (dimensions more hedonic by nature). No link is found between interface design and either trust or commitment/satisfaction.
Originality/value
This study contributes to bank marketing theory since it is the first to demonstrate how key mobile banking service quality dimensions drive customer perceptions of relationship quality. In doing so, this research extends beyond mobile adoption (short term) by addressing customer engagement with financial institutions and issues relating to relationship quality (long term). Regarding managerial implications, findings signal to marketers in the financial services industry the importance of not underestimating the power of hedonic factors (sociality and enjoyment) when developing mobile platforms. These dimensions are often overlooked in the banking industry, a sector in which consumers are believed to be mostly driven by utilitarian motives.
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Keywords
Mariem Bouhia, Lova Rajaobelina, Sandrine PromTep, Manon Arcand and Line Ricard
This study aims to examine the antecedents of privacy concerns in the era of artificial intelligence. Specifically, it focuses on the impact of various factors related to…
Abstract
Purpose
This study aims to examine the antecedents of privacy concerns in the era of artificial intelligence. Specifically, it focuses on the impact of various factors related to interactions with a chatbot (creepiness and perceived risk) and individual traits (familiarity with chatbots and need for privacy) in relation to privacy when interacting with a chatbot in the context of financial services. The moderating effect of gender on these relationships was also examined.
Design/methodology/approach
A total of 430 Canadians responded to an online questionnaire after interacting with a chatbot in the context of a simulated auto insurance quote. A structural equation model was used to test the hypotheses.
Findings
The results showed that privacy concerns are influenced primarily by creepiness, followed by perceived risk and the need for privacy. The last two relationships are moderated by gender. Conversely, familiarity with chatbots does not affect privacy concerns in this context.
Originality/value
This study is the first to consider the influence of creepiness as an antecedent of privacy concerns arising from interactions with AI tools and highlight its key impacts. It also shows how gender moderates specific relationships in this context.
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Keywords
Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand and Line Ricard
This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking…
Abstract
Purpose
This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps).
Design/methodology/approach
An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed.
Findings
The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM.
Practical implications
To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features.
Originality/value
This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.