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Enriching m-banking perceived value to achieve reuse intention

Jana Prodanova (Universidad de Burgos, Burgos, Spain)
Anita Ciunova-Shuleska (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Skopje, Republic of North Macedonia)
Nikolina Palamidovska-Sterjadovska (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Skopje, Republic of North Macedonia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 13 May 2019

Issue publication date: 14 August 2019



The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty seeking (epistemic value) impact m-banking overall perceived value, which in turn influences customers’ reuse intentions.


A survey with 260 Macedonian current users of m-banking services was carried out, using questionnaires as a method of data collection. Five-point Likert scales adapted from the relevant literature to the context of m-banking services were used to measure the variables. PLS-SEM approach was employed to estimate the proposed model.


The findings indicate that bank entities can increase customers’ intention to reuse m-banking, by providing an enriched perceived value of m-banking services, precisely putting emphasis on perceived value drivers related to utilitarian value (ubiquity) and epistemic value (novelty seeking). Hedonic value (perceived entertainment) does not show a significant influence on the perception of m-banking value.


This study provides a different perspective of the perceived value observation, by contemplating not only the well-established hedonic and utilitarian aspects of value, but also the epistemic component, considered as a vital element in contexts of mobile technologies adoption. Moreover, this is the first study to explore the m-banking perceived value in a developing country in the Balkans.



Prodanova, J., Ciunova-Shuleska, A. and Palamidovska-Sterjadovska, N. (2019), "Enriching m-banking perceived value to achieve reuse intention", Marketing Intelligence & Planning, Vol. 37 No. 6, pp. 617-630.



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