Journal article Open Access
Erkek İsmail Burak; Altınbaşak-Farina İpek
Recent research has investigated the determinant factors of customers’ adoption of digital banking. But, after the spread of Corona 19 virus and world-wide pandemic, the customer behavior, traditional and digital market dynamics have changed. This study focuses on understanding the attitude and intention of customers to use mobile banking applications, digital banking marketing strategies and consumer behavior, especially during Covid-19 lock-down, in a developing country, Turkey. It is argued that service-wise attributes (e.g. usability) of mobile banking applications and personal traits (e.g. innovativeness) of bank customers have a positive impact on attitude towards and intention to use mobile banking applications. Besides, it is claimed that Covid-19 pandemic has accelerated customers’ intention to use mobile technologies including mobile banking apps. The study aims to put forward the generational differences in terms of mobile banking usage, as well. The comprehensive model derived from Technology Acceptance Model (TAM)  with some extensions from Unified Theory of Acceptance and Use of Technology model , were tested using IBM SPSS and AMOS, through the survey delivered to 702 customers, which were chosen through convenience sampling. An e-mail survey has been shared with Turkish customers, after the first wave of Covid-19 pandemic, in June 2020. The results revealed that, usability, security, enjoyment and performance of mobile banking applications have positive and financial risk has a negative impact on attitude towards mobile banking and attitude has a positive impact on intention to use mobile banking applications (Five of hypothesis of the model are found to be highly significant (0,001). The CFI of the model is 0,898, where R2 is 0.490). Generation Y customers have a more positive attitude and intention to use mobile banking, compared to Generation X, as well as Baby Boomers. Besides, despite the economic recession and shrink in usage of traditional banking channels, Covid-19 pandemic has improved digital customers’ intention to use mobile banking applications. The research contributed to establish an enriched TAM, covering both functional, social and risk aspects of mobile banking. For the practitioners, the research has created value-added findings and recommendations for digital marketing strategies of organizations including investment proposals on functionality and security of their mobile banking services, as well as further penetration in Generation Y customers, during the pandemic.
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