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Design aesthetics as drivers of value in mobile banking: does customer happiness matter?

Walid Chaouali (Rabat Business School, Université Internationale de Rabat, Morocco)
Renaud Lunardo (Department of Marketing, KEDGE Business School, Bordeaux, France)
Imene Ben Yahia (Applied Research in Business Relationships and Economics (ARBRE), High School of Commerce of Tunis, Tunis, Tunisia)
Dianne Cyr (Faculty of Business Administration, Simon Fraser University, Burnaby, Canada)
Abdelfattah Triki (College of Business, University of Jeddah, Jeddah, Saudi Arabia)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 25 July 2019

Issue publication date: 17 January 2020

Abstract

Purpose

The purpose of this paper is to examine how customers derive value (functional, emotional, social and epistemic value) from the design aesthetics of mobile banking applications and then form intention to adopt mobile banking. Furthermore, this research investigates the moderating effect of happiness, which is predicted – and showed – to strengthen the effects of design aesthetics on value.

Design/methodology/approach

A survey using screenshots of mobile banking applications was administered to a sample of 281 bank customers. Data were analysed using SmartPLS.

Findings

The results show that design aesthetics have a positive effect on functional, emotional, social and epistemic value. In turn, these value dimensions positively affect intention to adopt mobile banking. The findings also demonstrate that happiness moderates the effects of design aesthetics on these value dimensions.

Practical implications

This work can be useful to designers of banking applications and other practitioners to improve their policies and strategies related to mobile applications.

Originality/value

This research represents an initial attempt to examine how customers derive functional, emotional, social and epistemic value from design aesthetics in mobile banking. In addition, this research demonstrates that happiness moderates – and more specifically strengthens – the effects of design aesthetics on customer value. The results provide a theoretical contribution to the importance of value in customer decision making, and in the current case, in the seldom-researched area of mobile banking.

Keywords

Citation

Chaouali, W., Lunardo, R., Ben Yahia, I., Cyr, D. and Triki, A. (2020), "Design aesthetics as drivers of value in mobile banking: does customer happiness matter?", International Journal of Bank Marketing, Vol. 38 No. 1, pp. 219-241. https://doi.org/10.1108/IJBM-03-2019-0100

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited