What is it about?
Fierce competition in financial service retailing is the order of the day, thanks to financial technologies (FinTech). We demonstrate that, traditional banks do not have to continue to lose customers as the data shows. That, with m-banking platform, banks have a unique opportunity to retain customers through this platform. And this may be achievable via knowledge of users' levels of OSL through surveys. With such knowledge, appropriate financial and non-financial products and platform interfaces can be launched to delight and retain customers.
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Why is it important?
Literature on m-banking is skewed towards acceptance or adoption (90% of all studies). However, acceptance doesn't automatically translate into continuance usage as the continuous decline in bank customers in the study's context illustrates. Crucially, banks are at a loss as to what to do to stop waning customer numbers. This study contributes to the attempts to make m-banking a convenient and enjoyable platform that retains customers.
Perspectives
Banks play instrumental roles in wealth creation and distribution in any economies. Socio-economically, the employment opportunities of banking institutions are enormous. With postmodern consumers' penchant for multiple channels of consumption opportunities, banks do not have to fall out of business to make way for emerging financial systems. They need the relevant scientific information to stay viable and competitive. Such competition is pivotal to creative and innovative products where everyone wins.
Collins Opoku Antwi
Zhejiang Normal University
Read the Original
This page is a summary of: Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions, Journal of Retailing and Consumer Services, March 2019, Elsevier,
DOI: 10.1016/j.jretconser.2019.01.001.
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