Title: Consumers' perceptions of mobile banking continuous usage in Finland and South Africa

Authors: Aijaz A. Shaikh; Heikki Karjaluoto; Nathalie Beatrice Chinje

Addresses: Jyväskylä University School of Business and Economics, University of Jyväskylä, Finland P.O. Box 35, FI-40014, Finland ' Jyväskylä University School of Business and Economics, University of Jyväskylä, Finland P.O. Box 35, FI-40014, Finland ' Wits Business School, University of the Witwatersrand, No. 2 St David's Place, Parktown-Johannesburg 2000, Republic of South Africa

Abstract: This study examines continuous usage behaviour related to mobile banking (m-banking) among consumers living in Finland (FI) and South Africa (ZA). The study investigates three post-adoption behavioural consequences - namely, trust, satisfaction and word of mouth. Using purposeful sampling techniques, we found that trust plays a significant role in promoting continuous usage of m-banking. In general, the respondents reported high levels of trust in m-banking technology and were satisfied with the m-banking application and services. In addition, convenience, user friendliness and speed emerged as the main sub-topics related to satisfaction. In most cases, the convenience of using m-banking dominated the recommendation criteria. However, users, especially those in ZA, generally do not promote m-banking services to others. This study shows that for the majority of users, m-banking usage is related to increased satisfaction with the bank, implying that m-banking services should be a vital part of banks' strategy to retain customers.

Keywords: mature markets; emerging markets; mobile banking; m-banking; trust; satisfaction; word of mouth; WoM; Finland; South Africa; e-finance; electronic finance; consumer perceptions; customer satisfaction; convenience; user friendliness; speed; bank services; customer retention.

DOI: 10.1504/IJEF.2015.070528

International Journal of Electronic Finance, 2015 Vol.8 No.2/3/4, pp.149 - 168

Received: 07 May 2014
Accepted: 20 Jan 2015
Published online: 09 Jul 2015 *

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