University of Jyväskylä

Dissertation: 16.12.2016 M.Sc. Aijaz Shaikh (The Jyväskylä University School of Business and Economics, Marketing)

Start date: Dec 16, 2016 12:00 PM

End date: Dec 16, 2016 03:00 PM

Location: Mattilanniemi, Lea Pulkkisen sali

M.Sc. Aijaz Shaikh defends his doctoral dissertation in Marketing "Examining Consumers' Intention in Mobile Banking Technology and Services Adoption and Continuous Usage". Opponent Professor Tommi Laukkanen (University of Eastern Finland) and custos Professor Heikki Karjaluoto (University of Jyväskylä).


Changing consumer behavior continues to have a profound impact on digital banking adoption and prolonged usage in developed and emerging markets. Several factors influence the consumer decision journey when choosing any specific digital channel or combination of channels. Among a variety of digital banking channels, this dissertation research seeks to contribute to the mobile banking (m-banking) literature by examining consumer behavior in m-banking services as well as technology (application) adoption and continuous usage, especially after considering the fact that financial service institutions have entered a time when offering mobile-based services is no longer a novelty but a necessity.

This dissertation analyzes and synthesizes a plethora of literature on information systems/information technology and m-banking and their adoption and usage across various strata of populations in developed and emerging countries. The dissertation provides useful insights into the drivers of adoption and continuous usage of m-banking services and application.

The most valuable findings indicate that the m-banking adoption and usage literature is fragmented and lacks a clear road map or agenda. The extant literature appears limited by its narrow focus on SMS banking in developing countries. More surprisingly, no studies address the use of m-banking applications via smartphones or tablets or consider the consequences of such usage. Self-congruence is significantly related to perceived value and addresses a critical gap in the extant literature, which does not seem to have analyzed the effect of self-congruence on m-banking continuous usage. Overall, perceived value is significantly associated with increased m-banking usage, and perceived value is a significant antecedent of the intention to use for consumers in a mature market. On a different note, the main motivation for the continuous usage of m-banking is convenience. The results also indicate positive changes in bank customers’ relationship commitment after using m-banking services.

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Aijaz Shaikh