Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.12188/4732
Title: Enriching m-banking perceived value to achieve reuse intention
Authors: Prodanova, Jana
Ciunova shuleska, Anita 
Palamidovska sterjadovska, Nikolina 
Keywords: Keywords Mobile phone, Perceived value, Entertainment, Service industry, Novelty seeking, M-banking,Reuse, New technologies, Ubiquity, Usage intentions
Issue Date: 2-Sep-2019
Publisher: Marketing Intelligence & Planning, Vol. 37 No. 6, pp. 617-630 (2019)
Source: Prodanova, J., Ciunova-Shuleska, A. and Palamidovska-Sterjadovska, N. (2019), "Enriching m-banking perceived value to achieve reuse intention", Marketing Intelligence & Planning, Vol. 37 No. 6, pp. 617-630
Journal: Marketing Intelligence & Planning
Series/Report no.: 37;6
Abstract: Purpose – The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty seeking (epistemic value) impact m-banking overall perceived value, which in turn influences customers’ reuse intentions. Design/methodology/approach – A survey with 260 Macedonian current users of m-banking services was carried out, using questionnaires as a method of data collection. Five-point Likert scales adapted from the relevant literature to the context of m-banking services were used to measure the variables. PLS-SEM approach was employed to estimate the proposed model. Findings – The findings indicate that bank entities can increase customers’ intention to reuse m-banking, by providing an enriched perceived value of m-banking services, precisely putting emphasis on perceived value drivers related to utilitarian value (ubiquity) and epistemic value (novelty seeking). Hedonic value (perceived entertainment) does not show a significant influence on the perception of m-banking value. Originality/value – This study provides a different perspective of the perceived value observation, by contemplating not only the well-established hedonic and utilitarian aspects of value, but also the epistemic component, considered as a vital element in contexts of mobile technologies adoption. Moreover, this is the first study to explore the m-banking perceived value in a developing country in the Balkans.
URI: http://hdl.handle.net/20.500.12188/4732
DOI: 10.1108/MIP-11-2018-0508
Appears in Collections:Faculty of Economics 03: Journal Articles / Статии во научни списанија

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