Best prices Special offers for members of the PWE book club The cheapest delivery
DOI: 10.33226/1231-7853.2022.11.4
JEL: G21, M31, O32
Beata Kowańska ORCID: 0000-0002-1009-4376 , e-mail: bkowanska|san.edu.pl| |bkowanska|san.edu.pl

Functionality of mobile banking service and customer relationships

A key focus of competition in the banking sector has become mobile banking, and in particular the functionality of the mobile applications offered, which are designed to provide customers with the convenience of using the full financial offer. In mobile banking, the customer is the party initiating the relationship, and the bank's role is reduced to providing a wide range of services and products, as well as ensuring maximum convenience and security of transactions. The remote model of relations with the bank places higher demands on the customer in terms of the level of necessary knowledge of the principles of mobile distribution channels and the conditions for the provision of banking services. In this context, aspects related to trust, commitment and customer satisfaction in the relationship with the bank become important. The purpose of this article is to assess the impact of the functionality of banking mobile applications on customer relationships with the bank. With regard to the objective, a hypothesis was formulated, which is: "The formation of lasting relationships between customers and their banks is determined by the functionality of the available mobile application." A systematic review of the literature on the subject was used as a research method, and the results of a self-reported survey conducted on a group of 450 active mobile banking customers were analyzed. The main conclusion of the own survey is that more than 90% of the respondents positively evaluated the used banking mobile application through the prism of the proposed dimensions of its functionality.

Download article
Keywords: mobile banking; usability of mobile applications; customer relations

References

Bibliografia/References

Arcand, M., PromTeb, S., Brun, I., & Rajaobelina, L., (2017). Mobile banking service quality and customer relationships. International Journal of Bank Marketing, 35(7), 1068–1089. https://doi.org/10.1108/ijbm-10-2015-0150

Bajor, B. (2011). Bankowość elektroniczna — studium prawne. Scholar.

Bauer, H. H., Grether, M., & Leach, M. (2002). Building customer relations over the Internet. Industrial Marketing Management, 31(2). https://doi.org/10.1016/s0019-8501(01)00186-9

Casalo, L.V., Flavian, C., & Guinaliu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International Journal of Bank Marketing, 26(6). https://doi.org/10.1108/02652320810902433

Chomiak-Orsa, I. (2013). Zrządzanie kapitałem relacyjnym w procesie wirtualizacji organizacji. Podejście modelowe. Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu.

Chung, K.-H., & Shin., J.-I. (2010). The antecedents and consequents of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4). https://doi.org/10.1108/13555851011090510

Cicharska, M. (2015). Bankowość mobilna. Texter.

Czechowska, I. D., & Zatoń, W. (2018). Problemy klientów usług finansowych oraz ich uwarunkowania. Bank i Kredyt, 9(3), 289–320.

Esmaeili A., Haghgoo, I., Davidaviciene, V., & Meidute-Kavaliauskiene, I. (2021). Customer loyalty in mobile banking: Evaluation of perceived risk, relative advantages, and usability factors. Inzinerine Ekonomika — Engineering Economics, 32(1), 70–81. https://doi.org/10.5755/j01.ee.32.1.25286

Garzaro, D. M, Varotto, L. F., & Carvalho, P. S. (2021). Internet and mobile banking: The role of engagement and experience on satisfaction and loyalty. International Journal of Bank Marketing, 39(1), 1–23. https://doi.org/10.1108/ijbm-08-2020-0457

Hanafizadeh, P., Behboudi, M., Koshksaray, A. A., & Tabar, M. J. S. (2014). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1). https://doi.org/10.1016/j.tele.2012.11.001

Hoehle, H., Scornavacca, E., & Huff, S. (2012). Three decades of research on consumer adoption and utilization of electronic banking channels: A literature analysis. Decision Support Systems, 54(1). https://doi.org/10.1016/j.dss.2012.04.010

Ioannou, M., & Zołkiewski, J. (2009). Can retail bank-client relationships be developed online? EuroMed Journal of Business, 4(3). https://doi.org/10.1108/14502190910992684

Januszewski, A. (2019). Funkcjonalność informatycznych systemów zarządzania. Tom 1. Zintegrowane systemy transakcyjne. Wydawnictwo Naukowe PWN.

Kim, J. Y., & Lee, H. S. (2013). Key factors influencing customer satisfaction in Korea's mobile service sector. Journal of Internet Banking & Commerce, 18(3).

Kim, J., Jin., B. L. & Swinney, J. L. (2009). The role of e-tail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4). https://doi.org/10.1016/j.jretconser.2008.11.019

Koleśnik, J. (2016). Bankowość detaliczna. Difin.

Laukkanen, T. (2016). Consumer adoption versus rejection decisions in seemingly similar service innovations: the case of internet and mobile banking. Journal of Business Research, 69(7). https://doi.org/10.1016/j.jbusres.2016.01.013

Lin, H. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards & Interfaces Journal, 35(2), 195–204. https://doi.org/10.1016/j.csi.2012.07.003

Lin, J., Wang, B., Wang, N., & Lu, Y. (2014). Understanding the evolution of consumer trust in mobile commerce: A longitudinal study. Information Technology and Management, 15(1), 37–49. https://doi.org/10.1007/s10799-013-0172-y

Marcinkowska, M. (2013). Kapitał relacyjny banku. Tom 2. Relacje banku z kluczowymi interesariuszami. Wydawnictwo Uniwersytetu Łódzkiego. https://doi.org/10.18778/7525-830-1

Mazurek-Łopacińska, K. (2002). Orientacja na klienta w przedsiębiorstwie. Polskie Wydawnictwo Ekonomiczne.

Mohd Thas Thaker, M. A. B., Amin M. F. B., Mohd Thas Thaker, H. B., & Allah Pitchay, A. B. (2019). What keeps Islamic mobile banking customer loyal? Journal of Islamic Marketing, 10(2), 525–542. https://doi.org/10.1108/jima-08-2017-0090

Moser, F. (2015). Mobile banking: A fashionable concept or an institutionalized channel in future retail banking? Analyzing patterns in the practical and academic mobile banking literature. International Journal of Bank Marketing, 33(2). https://doi.org/10.1108/ijbm-08-2013-0082

Pawłowska, A. (2015). Kompetencja „orientacja na klienta” u osób zakładających działalność gospodarczą oraz jej znaczenie dla procesu inwestowania w rozwój pracowników. Problemy Zarządzania, 13(1/51), Tom 2. Przedsiębiorczość w XXI wieku: oblicza i wyzwania. https://doi.org/10.7172/1644-9584.51.11

Rajaobelina, L., Ricard, L., Bergeron, J. & Toufaily, E. (2014). An integrative model of installed online trust in the financial services industry. Journal of Financial Services Marketing, 19(3). https://doi.org/10.1057/fsm.2014.18

Shunbo, Y., Yong, L., Ruihong, Y., & Jing, L. (2016). An investigation of users' continuance intention towards mobile banking in China. Information Development, 32(1).

Sołek-Borkowska, C., & Mazurek, I. (2015). Aplikacje mobilne w sektorze bankowym. Nowoczesne Systemy Zarządzania, 10(1). https://doi.org/10.37055/nsz/129364

Świecka, B. (2015). Konsument na rynku finansowych. W: G. Rosa (Red.). Konsument na rynku usług. C.H.Beck. https://doi.org/10.18276/sip.2016.43/3-40

Wessels, L. & Drennan, J. (2010). An investigation of consumer acceptance of m-banking. International Journal of Bank Marketing, 28(7). https://doi.org/10.1108/02652321011085194

Zaleska, M. (2007). Współczesna bankowość. Tom I. Difin.

Zalewska-Bochenko, A. (2017). Wpływ nowoczesnych technologii na rozwój usług bankowych. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu (448). https://doi.org/10.15611/pn.2017.488.24

Zalewska-Bochenko, A. (2021). Bankowość mobilna a marketing produktów bankowych. Marketing i Rynek, (7), 20–28. https://doi.org/10.33226/1231-7853.2021.7.3

Związek Banków Polskich. (2021). Netb@nk Raport. Bankowość internetowa i mobilna. Płatności bezgotówkowe. IV kwartał 2020 roku.

Article price
4.00
Price of the magazine number
15.00
Subscription
225.00 €
180.00
Lowest price in last 30 days: 177.00
get subscription