This issue focuses on understanding the use of mobile banking (m-banking) as a benefit for the user, especially on the individual performance. Mobile banking is one of the most important strategic changes to occur in retail banking in more than a decade. Changes in technological interfaces have made it possible for the financial industry to delight its customers with instant solutions to their problems through the use of self-service technologies. Today, the financial industry offers a wide range of channel services to its customers, such as branch service for traditional use, self-service devices such as automated teller machines (ATM), telephone banking, internet banking, and m-banking. Internet banking allows customers to conduct financial transactions, such as account transfers, paying bills, stock exchange transactions, and other financial services on a secure website offered by the financial institution, usually accessed via a laptop device or desktop PC. M-banking users can perform almost the same transactions of internet banking by using a mobile device (mobile phone, smartphone, or tablet). Many banks are encouraging theirs customers to adopt self-service technology, which allows additional benefits such as cost savings and cross-selling activity. At the same time, offering different multi-channel services and products enhances the relationship between banks and their customers. For these reasons, the e-commerce literature is vast and the research streams continue to grow, as does their impact on the financial industry.
This issue provides further insight on the role of gender in m-banking services adoption intention. Gender differences in m-banking services adoption are important for two reasons. First, as men and women have different decision-making processes, gender difference is considered one of the fundamental differences among individuals. Second, understanding gender differences is significant because gender information is easily identifiable and accessible in such a way that practitioners can effectively manage different gender segments using different marketing strategies.
The use of banking applications on cell phones has grown in recent years. Furthermore, many banks have invested in mobile banking strategies, which include improving banking applications that provide customers with new benefits and increased satisfaction. These benefits include security, convenience, ease-of-use, privacy, customization, control, interactivity and telepresence, among others. The use of mobile apps for banking has also led to an increased number of complaints. Many customers complain about problems or service failures associated with applications. Banks should be aware of such complaints since they directly profit from the positive consequences of customer satisfaction with mobile banking, such as trust, loyalty, and positive word-of-mouth. However, banks are among the most vulnerable to service failures. Therefore, marketing managers cannot simply eliminate complaints; they must learn to respond to them effectively and correct existing failure points.
The objective of this issue is to examine the role played by the overall service environment (or servicescape) of M banking to develop customer attitude and engagement.
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