Title: Customers' predisposition to use mobile banking: resource's availability is decisive

Authors: Jana Prodanova; Sonia San-Martín; Nadia Jiménez

Addresses: Department of Economics and Business Administration, Faculty of Economics and Business Sciences, University of Burgos, C/Parralillos, s/n, 09001, Burgos, Spain ' Department of Economics and Business Administration, Faculty of Economics and Business Sciences, University of Burgos, C/Parralillos, s/n, 09001, Burgos, Spain ' Department of Economics and Business Administration, Faculty of Economics and Business Sciences, University of Burgos, C/Parralillos, s/n, 09001, Burgos, Spain

Abstract: The mobile banking channel, although thriving, has been characterised by features such as lack of information or difficult accessibility to direct advice in the mobile communication between clients and banks, making clients' use of mobile banking services challenging. The failure of mobile banking to provide some traditional banking services is considered a shortage, further leaving negative consequences on mobile banking usage. Thus, in the attempt to understand and mitigate these negative effects, with data from 1,429 actual mobile banking clients, this study identifies the adverse influence of the mobile banking inadequacies on clients' satisfaction, permission-based mobile marketing tendencies and word-of-mouth. With the idea to overcome the limitations to the mobile banking use, two groups of clients were distinguished, recognising that positive or negative relations are stimulated in accordance with clients' perception of the importance of ubiquity, as the unique mobile banking attribute.

Keywords: mobile banking; m-banking; resources; inadequacies; resource-based theory; RBT; ubiquity; satisfaction; permission-based marketing; word-of-mouth; WOM; perceptions; m-commerce; u-commerce.

DOI: 10.1504/IJMC.2023.128818

International Journal of Mobile Communications, 2023 Vol.21 No.2, pp.159 - 180

Received: 13 Jul 2020
Accepted: 18 Apr 2021
Published online: 07 Feb 2023 *

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