Examining the role of customers' intrinsic motivation on continued usage of mobile banking: a relational approach
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 27 September 2021
Issue publication date: 1 February 2022
Abstract
Purpose
This research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps.
Design/methodology/approach
An online survey was conducted among 342 m-banking users in India. Data were analyzed and the hypotheses were tested using structural equation modeling.
Findings
Relationship-marketing orientation was found to have a positive and significant influence on customer intrinsic motivation and knowledge sharing with customers. Customer intrinsic motivation was found to play a dual role as a driver of continued mobile banking usage and as an intervening mechanism between relationship-marketing orientation and continued usage of mobile banking.
Research limitations/implications
This research was conducted only in one country. It was therefore not possible to consider varying regulations across markets and their effects on continued usage of mobile banking.
Originality/value
First time in the m-banking literature, this research establishes the pivotal role of intrinsic customer motivation in the continued usage of mobile banking. While evaluating drivers of continued usage of m-banking, most studies considered various aspects of the technology itself. This research instead evaluates consumer-centric and marketer-led antecedents in driving the continued usage of mobile banking.
Keywords
Citation
Banerjee, S. and Sreejesh, S. (2022), "Examining the role of customers' intrinsic motivation on continued usage of mobile banking: a relational approach", International Journal of Bank Marketing, Vol. 40 No. 1, pp. 87-109. https://doi.org/10.1108/IJBM-06-2021-0216
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited