Purpose – The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile banking services and identify factors that can be used for making better mobile customer relationship management (mobile CRM) services in banking. Design/methodology/approach – The paper empirically explores the underlying factors by the application of exploratory factor analysis. The study sample consists of 272 respondents, with a usable response rate of 68 per cent. Findings – The empirical findings reveal that perceived utility value is regarded as the most important factor for mobile CRM services. The other factors which emerged were ease of use, context, compatibility, cost, risk, and personal innovativeness. In addition, negative attitude towards technology also emerged as a factor, which needs further investigation. Research limitations/implications – The study had a few limitations, such as selection of the sample from a limited number of places, which may induct some bias due a particular geographical and economic advantage of the place. Practical implications – Based on the findings, banks should focus on increasing the value perceptions of the customers by considering easy design of the services, service context and compatibility of the services offered. The service cost reduction and risk mitigation strategies also need attention. Originality/value – The findings provided insight into the factors that contribute to the acceptance of mobile CRM practices in banking from the consumers' perspective. This study demonstrated that in the case of mobile CRM the factors related to the service aspect dominate over the technical aspect.
Business Process Management Journal – Emerald Publishing
Published: Nov 8, 2011
Keywords: India; Banking; Customer relationship management; Consumer behaviour; Mobile technology; Mobile CRM; Perceived utility value; Exploratory factor analysis; Consumer's perspective
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera