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Examining the role of customers' intrinsic motivation on continued usage of mobile banking: a relational approach

Shubhomoy Banerjee (Marketing Area, Jindal Global Business School, O.P. Jindal Global University, Sonipat, India)
S. Sreejesh (Marketing Management Area, Indian Institute of Management Kozhikode, Kozhikode, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 27 September 2021

Issue publication date: 1 February 2022

1083

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

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