Continuance adoption of mobile banking integrating mobile banking service quality and trust transfer process into expectation confirmation model

Abstract

Mobile banking has been considered as a breakthrough, being an alternative newlinechannel of banking enabled by technology revolution. Though initial adoption seems newlineto be important in the success of technology, only continuous usage by customers can newlineresult in desired level of performance contributing to long-term viability newline(Bhattacherjee, 2001). This is important in the new landscape where the digital newlinepayments space is being occupied by non-conventional players including fintech newlinecompanies (Susanto et al., 2016). The wide variety of innovations in the field of newlinedigital financial services are soaring the consumer expectations, which develops a newlinechallenging environment to the bankers. Once a consumer adopt mobile banking, newlinebanker s long-held customer assumptions face challenges (Capgemini Research newlineInstitute, 2019). According to the Expectation Confirmation Theory, consumers will newlinethink about the usage of any service, only if their expectations related to the service newlineperformance are confirmed during the initial adoption. This is important in the new newlinescenario, where banks are facing intense competition from other banks as well as newlinedigital wallets, making it difficult to attract and retain customers. Hence, consumer s newlineexpectation confirmation is critical in ensuring continuance usage of the service as newlinewell as customer retention and thus warrants the need for delivering innovative newlineservices with superior quality. Further, absence of physical interaction between newlinebanker and consumers results a significant amount of uncertainty. It is possible that newlinedelivering services with superior quality in terms of high privacy, safety and security newlinemay enhance customer trust in mobile banking. Hence, if banks fail to offer better newlinequality and trust worthy services through mobile banking, it may lead the customer to newlineswitch from mobile banking to traditional banking, may switch to digital wallets, or newlinethey may move to other banks with better e-service quality.