بررسی پیشایندها و پیامدهای تجربه مشتری در استفاده از اپلیکیشن‌های بانکداری موبایلی
محورهای موضوعی : دانش نو در مدیریت بازاریابی
نسترن حق جوی جوانمرد
1
,
ابوالقاسم ابراهیمى
2
1 - دکتری رشته مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
2 - دانشـکده اقتصـاد، مـدیریت و علـوم اجتمـاعی، دانشـگاه شـیراز، شـیراز، ایـران
کلید واژه: بانکداری موبایلی, اپلیکیشن بانکداری موبایلی, تجربه مشتری, وفاداری برند, قصد استفاده مجدد,
چکیده مقاله :
هدف: این پژوهش با هدف بررسی پیشایندها و پیامدهای تجربه مشتری در استفاده از اپلیکیشن های بانکداری موبایلی صورت گرفته است.
روش‌شناسی: با توجه به ماهیت موضوع و اهداف پژوهش، پژوهش حاضر توصیفی از نوع همبستگی و کاربردی میباشد. جامعه آماری این پژوهش شامل کاربران اپلیکیشن‌های بانکداری موبایلی در ایران میباشد. ازاین‌رو 389 نفر از این جامعه به روش غیرتصادفی در دسترس متناسب با حجم جامعه انتخاب شدند. دادههای پژوهش با استفاده از ابزار پرسشنامه از کاربران اپلیکیشن‌های بانکداری موبایلی جمعآوری شد. دادههای گردآوری شده با استفاده از مدلسازی معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی نرم افزار Smartpls3.0)) مورد تحلیل قرار گرفته‌اند.
یافته‌ها: نتایج حاصل از این پژوهش نشان داد مؤلفه‌های اپلیکیشن‌های بانکداری موبایلی شامل اعتماد، راحتی، ویژگی های اپلیکیشن، نفوذ اجتماعی و پشتیبانی مشتری بر تجربه مشتری در استفاده از اپلیکیشن‌های بانکداری موبایلی تأثیر مثبت و معنی‌داری دارد. همچنین، تجربه مشتری بر وفاداری برند و قصد استفاده مجدد از اپلیکیشن تأثیر مثبت و معنی دارد دارد و وفاداری برند بر قصد استفاده مجدد از اپلیکیشن تأثیر معناداری دارد.
نتیجه‌گیری: در نهایت نیز با توجه به نتایج پژوهش، پیشنهادهای کاربردی در این حوزه و پیشنهاداتی برای پژوهشهای آتی ارائه شده است.
EXTENDED ABSTRACT
Purpose: This study aims to examine the antecedents and consequences of customer experience in using mobile banking applications.
Methodology: Considering the nature of the subject and the research objectives, this research is a descriptive study of a correlational and applied type. The statistical population of this study includes users of mobile banking applications in Iran. Therefore, 389 people from this population were selected using a non-random proportional to the size of the population method. The research data were collected using a questionnaire from users of mobile banking applications. The collected data were analyzed using structural equation modeling based on the partial least squares approach (SmartPLS3.0).
Findings: The results of this study showed that the components of mobile banking applications, including trust, convenience, application features, social influence, and customer support, have a positive and significant impact on customer experience in using mobile banking applications. Customer experience also has a positive and significant impact on brand loyalty and intention to reuse the application, and brand loyalty has an impact on intention to reuse the application. Finally, based on the research results, practical suggestions in this area and suggestions for future research are presented.
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28-44.
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48, 630-648
. Benoit, S., Klose, S., & Ettinger, A. (2017). Linking service convenience to satisfaction: Dimensions and key moderators. Journal of Services Marketing, 31(6), 527-538.
Berbegal-Mirabent, J., Mas-Machuca, M., & Marimon, F. (2016). Antecedents of online purchasing behaviour in the tourism sector. Industrial Management & Data Systems, 116(1), 87-102.
Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: a multichannel examination. The Service Industries Journal, 37(5-6), 317-340.
Chang, S. W., & Fan, S. H. (2017). Cultivating the brand-customer relationship in Facebook fan pages: a study of fast-fashion industry. International Journal of Retail & Distribution Management, 45(3), 253-270.
Chaouali, W., & Souiden, N. (2019). The role of cognitive age in explaining mobile banking resistance among elderly people. Journal of Retailing and Consumer Services, 50, 342–350.
Chong, A. Y. L. (2013). Predicting m-commerce adoption determinants: A neural network approach. Expert systems with applications, 40(2), 523-530.
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annu. Rev. Psychol., 55, 591-621.
Cox, D., & Cox, A. D. (2002). Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designs. Journal of the Academy of Marketing Science, 30(2), 119-130.
Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of business research, 117, 284-289.
Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
Fagerstrøm, A., Eriksson, N., & Sigurdsson, V. (2020). Investigating the impact of Internet of Things services from a smartphone app on grocery shopping. Journal of Retailing and Consumer Services, 52, 101927.
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41.
Fong, L. H. N., Lam, L. W., & Law, R. (2017). How locus of control shapes intention to reuse mobile apps for making hotel reservations: Evidence from Chinese consumers. Tourism management, 61, 331-342.
Gao, J., Tian, Z., & Yang, X. (2020). Breakthrough: Chloroquine phosphate has shown apparent efficacy in treatment of COVID-19 associated pneumonia in clinical studies. Bioscience trends.
Geebren, A., Jabbar, A., & Luo, M. (2021). Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior, 114, 106584.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
Hassan, H. E., & Wood, V. R. (2020). Does country culture influence consumers' perceptions toward mobile banking? A comparison between Egypt and the United States. Telematics and Informatics, 46, 101312.
Helkkula, A., Kelleher, C., & Pihlström, M. (2012). Characterizing value as an experience: implications for service researchers and managers. Journal of service research, 15(1), 59-75.
Hristov, L., & Reynolds, J. (2015). Perceptions and practices of innovation in retailing. International Journal of Retail & Distribution Management, 43(2), 126–147.
Iivari, N., Sharma, S., & Ventä-Olkkonen, L. (2020). Digital transformation of everyday life–How COVID-19 pandemic transformed the basic education of the young generation and why information management research should care?. International journal of information management, 55, 102183.
Islam, M. S., Ferdous, M. Z., & Potenza, M. N. (2020). Panic and generalized anxiety during the COVID-19 pandemic among Bangladeshi people: An online pilot survey early in the outbreak. Journal of affective disorders, 276, 30-37.
Islam, T., Pitafi, A. H., Arya, V., Wang, Y., Akhtar, N., Mubarik, S., & Xiaobei, L. (2021). Panic buying in the COVID-19 pandemic: A multi-country examination. Journal of Retailing and Consumer Services, 59, 102357.
Jebarajakirthy, C., & Shankar, A. (2021). Impact of online convenience on mobile banking adoption intention: A moderated mediation approach. Journal of Retailing and Consumer Services, 58, 102323.
Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service management, 24(2), 191-214.
Johnston, R., & Kong, X. (2011). The customer experience: a road‐map for improvement. Managing Service Quality: An International Journal, 21(1), 5-24.
Keaveney, S. M., & Parthasarathy, M. (2001). Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors. Journal of the academy of marketing science, 29(4), 374-390.
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Rahman, Z. (2020). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175.
Kim, W. G., Jin-Sun, B., & Kim, H. J. (2008). Multidimensional customer-based brand equity and its consequences in midpriced hotels. Journal of Hospitality & Tourism Research, 32(2), 235-254.
Klaus, P. P., & Maklan, S. (2013). Towards a better measure of customer experience. International journal of market research, 55(2), 227-246.
Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking: a customer experience perspective. International Journal of Bank Marketing, 37(5), 1082–1102.
Kumar, S., Stecher, G., Li, M., Knyaz, C., & Tamura, K. (2018). MEGA X: molecular evolutionary genetics analysis across computing platforms. Molecular biology and evolution, 35(6), 1547.
Ladhari, R., & Leclerc, A. (2013). Building loyalty with online financial services customers: Is there a gender difference?. Journal of Retailing and Consumer Services, 20(6), 560-569.
Laukkanen, T. (2016). Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking. Journal of Business Research, 69(7), 2432-2439.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customer-to-customer interactions: broadening the scope of word of mouth research. Journal of service research, 13(3), 267-282.
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision support systems, 49(2), 222-234.
Malaquias, R. F., & Hwang, Y. (2019). Mobile banking use: A comparative study with Brazilian and U.S. participants. International Journal of Information Management, 44, 132–140.
Malhotra, N., Sahadev, S., & Purani, K. (2017). Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms. Journal of Business Research, 75, 17-28.
McLean, G. (2018). Examining the determinants and outcomes of mobile app engagement-A longitudinal perspective. Computers in Human Behavior, 84, 392-403.
Molinillo, S., Navarro-García, A., Anaya-Sánchez, R., & Japutra, A. (2020). The impact of affective and cognitive app experiences on loyalty towards retailers. Journal of Retailing and Consumer Services, 54, 101948.
Pagani, M., & Malacarne, G. (2017). Experiential engagement and active vs. passive behavior in mobile location-based social networks: The moderating role of privacy. Journal of Interactive Marketing, 37(1), 133-148.
Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, 106–114.
Pekovic, S., & Rolland, S. (2020). Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience. Journal of Retailing and Consumer Services, 56, 102171.
Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing and Consumer Services, 57, 102175.
Rasool, S. F., Wang, M., Tang, M., Saeed, A., & Iqbal, J. (2021). How toxic workplace environment effects the employee engagement: the mediating role of organizational support and employee wellbeing. International journal of environmental research and public health, 18(5), 2294.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of retailing and consumer services, 51, 221-230.
Sahoo, D., & Pillai, S. S. (2017). Role of mobile banking servicescape on customer attitude and engagement: An empirical investigation in India. International Journal of Bank Marketing.
Seetharaman, P. (2020). Business models shifts: Impact of Covid-19. International Journal of Information Management, 54, 102173.
Shahid, S., & Paul, J. (2021). Intrinsic motivation of luxury consumers in an emerging market. Journal of Retailing and Consumer Services, 61, 102531.
Shahid, S., Islam, J. U., Malik, S., & Hasan, U. (2022). Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes. Journal of Retailing and Consumer Services, 65, 102870.
Shankar, A., & Rishi, B. (2020). Convenience matter in mobile banking adoption intention?. Australasian Marketing Journal, 28(4), 273-285.
Shareef, M. A., Baabdullah, A., Dutta, S., Kumar, V., & Dwivedi, Y. K. (2018). Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages. Journal of Retailing and Consumer Services, 43, 54-67.
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65-75.
Singh, S., & Srivastava, R. K. (2018). Predicting the intention to use mobile banking in India. International Journal of Bank Marketing, 36(2), 357–378.
Singh, S., & Srivastava, R. K. (2020). Understanding the intention to use mobile banking by existing online banking customers: an empirical study. Journal of Financial Services Marketing, 25(3), 86-96.
Thusi, P., & Maduku, D. K. (2020). South African millennials’ acceptance and use of retail mobile banking apps: An integrated perspective. Computers in Human Behavior, 111, 106405.
Tseng, S. M. (2015). Exploring the intention to continue using web-based self-service. Journal of Retailing and Consumer Services, 24, 85-93.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
Verhoeven, J. W., van Rompay, T. J., & Pruyn, A. T. (2009). The price facade: Symbolic and behavioral price cues in service environments. International Journal of Hospitality Management, 28(4), 604-611.
Wang, Y. J., Minor, M. S., & Wei, J. (2011). Aesthetics and the online shopping environment: Understanding consumer responses. Journal of Retailing, 87(1), 46-58.
Weaver, K., Garcia, S. M., Schwarz, N., & Miller, D. T. (2007). Inferring the popularity of an opinion from its familiarity: a repetitive voice can sound like a chorus. Journal of personality and social psychology, 92(5), 821.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.
Zhao, Z., & Balagué, C. (2015). Designing branded mobile apps: Fundamentals and recommendations. Business Horizons, 58(3), 305-315.
Zhou, T. (2011). The effect of initial trust on user adoption of mobile payment. Information development, 27(4), 290-300.
Zhou, T. (2012). Understanding users’ initial trust in mobile banking: An elaboration likelihood perspective. Computers in Human Behavior, 28(4), 1518–1525.