How perceived value drives the use of mobile financial services apps

Abstract

Mobile information services have revolutionized business models and service delivery methods by facilitating consumer access to information and order placement via mobile apps. In developed markets, mobile banking (m-banking) and mobile payment (m-payment) applications have replaced text-based mobile services. However, extant research has not addressed these mobile financial services apps (MFSAs) adequately from the perspective of consumer behavior. Thus, the present study developed and tested a series of hypotheses related to the antecedents of perceived value of MFSA use; it also examined how such use affects the development of customers’ overall relationships with banks. Our hypotheses were tested using two samples (N = 992; N = 524) comprising different types of MFSA end-users in one of the leading countries in digital banking, Finland. The results supported most of the hypotheses and revealed that self-congruence and new product novelty are the principal drivers of perceived MFSA value. In addition, the findings show that the perceived value of MFSAs yields strong positive effects on customers’ overall satisfaction and commitment to their bank. The present study’s key managerial implication is that banks’ investments in developing MFSAs result in improved relationships with customers and increased business.