The Effect of Internet Banking Service Recovery on Using Mobile Banking: Transaction Frequency as a Moderator

Abstract

Due to the rise in popularity of smartphones mobile banking has become a new option for customers Ald?s-Manzano et al (2009) stated that Internet services are the best media on which to base advertising campaigns for mobile services and thus customers’ internet banking experience may influence their adoption of mobile banking This study thus investigates the effect of internet banking service recovery satisfaction on future intention toward using mobile banking and examines transaction frequency as a moderator of this relationship Moreover this study applies customer participation in service recovery and service recovery experience as the influential factors of service recovery satisfaction A total of 455 valid questionnaires were obtained from respondents with internet banking and service recovery experience Confirmatory factor analysis and structural equation modelling were adopted for data analysis The results illustrate that both role clarity and ability of service recovery can affect the level of service recovery participation Additionally the internet banking service provider’s responsive and proactive customer orientation can influence customer service recovery experience which further increases service recovery satisfaction Recovery satisfaction can thus affect future intention toward using mobile banking and the moderating effect of transaction frequency was also confirmed The findings of this work suggest that in order to increase customer willingness to adopt mobile banking and thus raise revenues internet banking service providers should offer detailed instructions with regard to service recovery processes and become more customer-oriented so as to better satisfy customers’ service recovery needs

Date of Award	2015 Feb 12
Original language	English
Supervisor	Hsin-Hsin Chang (Supervisor)