CUSTOMER READINESS, MARKET ORIENTATION AND TRANSACTION FREQUENCY IN MOBILE BANKING SERVICE RECOVERY
This study investigates the effect of internet banking service recovery satisfaction on future intention toward using mobile banking, and examines transaction frequency as a moderator of this relationship. Moreover, this study applies customer participation in service recovery and service recovery experience as the influential factors of service recovery satisfaction. Questionnaires were obtained 419 respondents with internet banking and service recovery experience. The results of SEM analysis illustrate that both role clarity and ability of service recovery can affect the level of service recovery participation. Additionally, the internet banking service provider’s responsive and proactive customer orientation can influence customer service recovery experience, which further increases service recovery satisfaction. Recovery satisfaction can thus affect future intention toward using mobile banking. The moderating effect of transaction frequency was also confirmed. Theoretical and managerial implications are discussed.
Hsin Chang, Hsin; Fu, Chen Su; Chen, Shu-Hui; Chiu, Wei Zong; and Lu, Yu-Yu, "CUSTOMER READINESS, MARKET ORIENTATION AND TRANSACTION FREQUENCY IN MOBILE BANKING SERVICE RECOVERY" (2016). PACIS 2016 Proceedings. 281.