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

• Published in: International journal of bank marketing 2022-02, Vol.40 (1), p.87-109
• Main Authors: Banerjee, Shubhomoy, Sreejesh, S
• Format: Article
• Language: English
• Subjects: Bank marketing; Banking industry; Banks; Costs; Customer services; Investments; Knowledge sharing; Marketing; Mobile commerce; Motivation; Scandals; Technology Acceptance Model; Value creation
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-06-2021-0216

PurposeThis 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/approachAn online survey was conducted among 342 m-banking users in India. Data were analyzed and the hypotheses were tested using structural equation modeling.FindingsRelationship-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/implicationsThis 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/valueFirst 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.