The Influence Of Mobile Channel On Customer Behavior In Omni-Channel Banking Services

As mobile phones and tablets are in widespread use, the emergence of mobile channel is changing the way customers interact with financial institutions. In this research, we empirically examine how the use of mobile devices can improve customer informedness and affect customer behavior in financial transactions. We use a large-scale customer transaction data obtained from one of the largest commercial banks in the United States. Specifically, we investigate: (1) whether the use of mobile phones and tablets is associated with a higher level of customer informedness and demand for services; and (2) compared to customers that only transact through a PC, whether mobile phone and tablet users are less likely to incur overdraft and credit card penalty fees. This paper contributes new knowledge in omni-channel banking services by examining post-adoption customer behavioral changes using transaction-level observations. We also discuss insights for banks’ managers related to the design of new mobile channel, and strategic management of existing digital and physical channels

Understanding consumer behavior in an evolving context: from single channel to omnichannel use

La presente tesis doctoral tiene como principal objetivo avanzar en el conocimiento del comportamiento del consumidor en el actual contexto, caracterizado por el uso de múltiples canales durante todo el proceso de decisión de compra. Dicho objetivo general se desagrega en cuatro objetivos específicos que, a partir de cuatro investigaciones independientes, buscan entender desde diferentes enfoques teóricos y empíricos dicha cuestión. Para testar empíricamente las propuestas realizadas en cada una de las investigaciones, la tesis se sirve principalmente dos metodologías de investigación, la encuesta y el diseño experimental. Las cuatro investigaciones ofrecen resultados que enriquecen la literatura del comportamiento del consumidor. Los hallazgos de esta tesis doctoral también se traducen en distintas implicaciones para las empresas en el actual contexto cambiante. Particularmente, los resultados ayudan a los profesionales del marketing a adoptar estrategias útiles tanto en el contexto de compra móvil como en el contexto de compra omnicanal

Serviços omni-canal na indústria de serviços bancários: investigação qualitativa multi-método

O art.º 64 (modalidade alternativa à tese) do regulamento de estudos da Universidade de Aveiro contempla a possibilidade de apresentação de uma modalidade alternativa para teses de doutoramento. Esta modalidade assinala que “caso a tese seja substituída por um conjunto de trabalhos científicos já publicados, estes terão de formar um conjunto coerente e relevante para a área cientifica do doutoramento (...)”. Neste contexto, esta tese é baseada em 8 publicações científicas, já publicadas, ou aceites para publicação, onde estão incluídas: comunicações orais em conferências internacionais, artigos em revistas científicas e capítulos de livros. O interesse pelo tema foi aliado ao crescente desenvolvimento da estratégia omni-canal na indústria de serviços onde a banca tem sido pioneira. O objetivo é contribuir para a caracterização e compreensão das implicações decorrentes de diferentes estratégias e configurações de canal de serviço para a gestão de operações e, consequentemente para a qualidade dos serviços e satisfação dos clientes. A tese está dividida em seis capítulos. Inicia-se com duas revisões sistemáticas da literatura, para analisar as oportunidades de investigação e divulgar os caminhos de pesquisa para os serviços multicanal. Seguidamente, explicam-se as opções metodológicas e o relacionamento que existe entre a engenharia e gestão industrial e as ciências sociais. A partir desse momento, entramos na fase empírica e, analisamos os serviços omni-canal à lente das redes de negócio baseadas em tecnologia e da gestão de reclamações. Terminamos a tese com uma breve conclusão, limitações e perspetivas de investigação futura. Com maior detalhe, a revisão da literatura sugeriu que à data, os estudos existentes estavam predominantemente formulados sob a perspetiva do marketing, sendo notória uma menor representatividade de estudos focados na gestão de processos e operações de serviço. Neste contexto, o trabalho desenvolvido vem oferecer algumas contribuições ao nível da gestão de operações de serviços com recurso a múltiplos canais, permitindo nomeadamente identificar, caraterizar e consolidar diferentes estratégias de múltiplos canais, e discutir princípios para o alinhamento entre estratégias de front-office de múltiplos canais e níveis operacionais da organização. O trabalho adotou uma metodologia qualitativa multi-método (i.e., revisão sistemática e estudo de caso) recorrendo a diferentes métodos e fontes para a recolha de dados (e.g., entrevistas), bem como para a sua análise. O trabalho permitiu também ilustrar como a estratégia multi-método oferece múltiplas possibilidades de investigação que conduzem a resultados fiáveis para estudos na área da engenharia. É geralmente equilibrada e integra estudos teóricos e empíricos, o que dá maior enfase às dimensões de desenvolvimento, triangulação e complementaridade. A evidência empírica analisada no âmbito deste trabalho sugere que a prestação de serviços através de múltiplos canais potencia novas sinergias organizacionais, e cria novos desafios operacionais, ao permitir a configuração de novos sistemas de serviço que oferecem aos clientes a integração de serviços e canais de diferentes prestadores, numa experiência única. As operações de serviços omni-canal estão agora a basear-se em redes de negócio com base tecnológica, já que as empresas estão a mudar a forma como competem entre si. As empresas estão a adotar processos e canais de modo a poderem colaborar em redes heterogéneas. Essas redes de empresas geralmente combinam mais de um canal e serviços. O que origina uma experiência multimarca, que ultrapassa claramente a experiência típica omnicanal. Nesta perspetiva, a rede heterogénea de empresas é uma experiência que envolve a combinação de uma tríade de diferentes elementos canaisserviços- organizações. O que está implícito é que as redes de negócios baseadas em tecnologia estão a revolucionar a indústria de serviços, embora pouco se tenha investigado. Porém, o movimento para estratégias omni-canal e de rede de negócios está longe de ser linear. Embora indesejáveis, as falhas de serviço omni-canal são inevitáveis, nesse sentido, a gestão de reclamações sempre foi considerada como uma ferramenta essencial para os gestores. Por esse facto, o trabalho incluiu ainda uma abordagem às falhas e recuperação de serviços num contexto omni-canal, bem como as debilidades da prestação de serviços associadas às novas redes baseadas em tecnologia, no contexto dos serviços financeiros. O estudo sugeriu que os clientes geralmente não estão conscientes dos atributos de recuperação de cada canal e são muitas vezes obrigados a procurar ajuda dos colaboradores de primeira linha, em particular quando a resposta nos canais virtuais não estão a reagir de acordo com as expectativas. Os clientes também já não estão dispostos a interagir com um grande número de canais, o que implica um elevado número de interações. Em alternativa, estão dispostos a aguardar por uma recuperação personalizada quando percebem que uma falha específica pode exigir um elevado nível de tomada de decisão. Essa tolerância ocorre quando os clientes percebem que uma empresa está a realizar todos os esforços necessários para a recuperação do serviço, de modo a garantir que a falha não se volte a repetir. Os resultados evidenciaram a importância da recuperação de soluções permanentes e da gestão de operações, para permitir processos de recuperação efetivos no contexto dos serviços omni-canal e de rede de negócio. No que diz respeito às redes de negócios baseadas em tecnologia, encontrámos quatro tipos de debilidades: a) barreiras à estratégia de migração de canais; b) barreiras à entrega automatizada de serviços; c) barreiras baseadas na integração do serviço; d) barreiras à padronização de operações em contextos de rede. Os gestores devem estar cientes das debilidades das redes de negócio baseadas em tecnologia, porque a sua (in)atividade pode afetar positivamente ou negativamente a imagem da marca de rede. A resolução das debilidades Tb2N permite que as organizações sejam mais sincronizadas e competitivas. Os resultados apresentados nesta tese revelam que as estratégias de canais múltiplos estão longe de estar ultrapassadas. Esta área de estudo requer atenção permanente da comunidade académica de modo a compreender a sua evolução, o aparecimento de novas estratégias e avançar a sua base de conhecimento. Para terminar, estimulamos o desenvolvimento de investigações futuras que permitam a realização de estudos empíricos dentro das redes de negócio baseadas em tecnologia, e que se foquem não só na recolha de dados de uma empresa, mas de toda a rede.The 64th article of the regulation of studies of the University of Aveiro considers the possibility of presenting an alternative to the doctoral thesis. This modality emphasis that “if the thesis is replaced by a set of scientific papers already published, they will have to form a coherent and relevant set for the scientific area of the doctorate (…)”. In this context, this thesis is based on 8 scientific publications, some already published, some accepted for publication, which include: oral communications in international conferences, articles in scientific journals and book chapters. The interest in the subject is coined with the growing development of the omni-channel strategy in the service industry where the banks have been pioneers. The objective is to contribute to the characterization and understanding of the implications of different strategies and configurations of the service channel strategies for the management of operations and, consequently, for the service quality and customer satisfaction. The thesis is divided into six chapters. It begins with two systematic reviews of literature: to analyze research opportunities and to disseminate research paths for multi-channel services. From here on, the methodological options are explained and so are the existing relationship between the industrial engineering and the social sciences. The empirical phase starts at this point as well as the analysis of the omni-channel services in the lens of technology-based business networks and complaint management. The literature review suggested, that, to date, the existing studies were predominantly formulated from a marketing perspective, the studies focused on process management and service operations are less represented. In this context, the work developed offers some contributions to the management of multiple channel service operations, to identify, characterize and consolidate different multiple channel strategies, and discuss principles for the alignment between multiple channel front-office strategies and operational levels of the organization. A qualitative multi-method methodology (i.e., systematic review and case study) using different methods and sources was adopted for data collection (e.g., interviews) as well for its analysis. The work also illustrated how the multimethod strategy offers multiple research possibilities that lead to reliable results for studies in the field of engineering. This strategy is generally balanced and integrates theoretical and empirical studies, which give greater emphasis to the dimensions of development, triangulation and complementarity. The empirical evidence analyzed in this thesis suggests that service delivery through multiple channels raises new organizational synergies and creates new operational challenges, by allowing the configuration of new service systems that offer customers the integration of different service and channels from different providers in a unique experience. The omni-channel service operations are now based on technology-based business networks, as companies are changing the way they compete with each other. Companies are adopting processes and channels so they can collaborate in heterogeneous networks. These business networks generally combine more than one channel and services, which creates a multi-brand experience, clearly going beyond the typical omni-channel experience. In this perspective, the heterogeneous network of companies is an experience that involves the combination of a triad of different elements channel-service-organization. What is implicit is that, although still unexplored, technology-based business networks are revolutionizing the service industry. Nevertheless, the move to omni-channel and business network strategies is far from linear. Although undesirable, the omni-channel service failures are inevitable, thus complaint management has always been considered an essential tool for managers. As a result, this work also includes an approach to service failures and recovery in an omni-channel context, as well as the weaknesses in the service delivery concerning new technology-based networks, in the context of financial services. The study suggested that clients are generally unaware of the recovery attributes of each channel and are often forced to seek help from the frontline employees, particularly when the recovery from the virtual channels are not in agreement with the expectations. Customers are not willing to interact with a large number of channels which would lead to a high number of interactions. Alternatively, customers are willing to wait for a personalized recovery when they realize that a specific failure may require a high level of decision-making. This tolerance occurs when customers realize that a company is making all the necessary efforts over the service recovery, in order to ensure that the failure will not be repeated again. The results revealed the importance of recovering permanent solutions and operations management, in order to allow effective recovery processes in the context of omni-channel and business network services. With regard to technology-based business networks, we found four types of weaknesses: a) barriers to channel migration strategies; b) barriers to automated service delivery; c) barriers to employee-technology service integration; d) barriers to operations standardization in network contexts. Managers should be aware of the weaknesses of technology-based business networks because their (in)activity can affect either positively or negatively network brand image. Solving Tb2N weaknesses allows organizations to be more synchronized and competitive. The results presented in this thesis reveal that the multiple-channel strategies are far from being overcome. This area of study requires permanent attention from the academic community in order to understand its evolution, the emergence of new strategies and to advance its knowledge base. Finally, we encourage the development of future research that allows the conduction of empirical studies within technology-based business networks, focusing not only on collecting data from one company but from the entire network.Programa Doutoral em Engenharia e Gestão Industria

Omni-channel retailing:Some reflections

In this paper, I discuss some reflections on the emerging literature on multi- and omni-channel retailing. I discuss four important area’s of prior research and briefly describe some general findings. Next, I consider three important emerging trends: 1) digital only, 2) Covid-19 effects and 3) New Technologies. I discuss the implications of these trend for omni-channel retailing and provide some ideas for future research on these trends

KAKO POTRAGA ZA INOVACIJAMA OBLIKUJE ODNOS IZMEĐU PERCIPIRANE KORISNOSTI I STAVOVA PREMA MOBILNOM BANKARSTVU

In the banking sector, mobile banking is one in the most recent types of services introduced with an aim to retain customers. Trend of mobile banking development is strongly connected with the penetration of mobile devices in every-day life as well as with customers’ behavior which is based on the transfer of activities from various spheres of their lives in virtual world. This study investigates how consumers’ perceptions of mobile banking usefulness impacts the attitude towards mobile banking, conditioned by the level of novelty seeking expressed by that consumer. Based on services marketing and technology acceptance literature, we test these relationships on a sample of 581 mobile banking users. Results show that consumers’ novelty seeking negatively moderates the positive relationship between perceived usefulness of the mobile banking and the attitude towards the mobile banking. Implications of the findings are considered, and the future research directions identified.U bankarskom sektoru, mobilno bankarstvo je jedna od najnovijih vrsta usluga uvedenih s ciljem zadržavanja klijenata. Trend razvoja mobilnog bankarstva snažno je povezan s prodiranjem mobilnih uređaja u svakodnevnom životu, kao is ponašanjem korisnika koje se temelji na prijenosu aktivnosti iz različitih sfera njihovih života u virtualni svijetu. U radu se istražuje kako percepcija potrošača o korisnosti mobilnog bankarstva utječe na stav prema mobilnom bankarstvu, uvjetovan razinom traženja novosti (inovacija) koju je taj potrošač izrazio. Sukladno marketingu usluga i literaturi o prihvaćanju tehnologije testirani su ti odnose na uzorku od 581 korisnika mobilnog bankarstva. Rezultati pokazuju da traženje inovacija negativno ublažava pozitivan odnos između percipirane korisnosti mobilnog bankarstva i odnosa prema mobilnom bankarstvu. U radu se razmatraju rezultati i sugeriraju se buduća istraživanja

Understanding perceived shopping effectiveness with omnichannel: A MOA theory perspective

Customers’ shopping effectiveness is a critical factor in encouraging customers to stay with the firms, the knowledge regarding how to provide shopping effectiveness in an omnichannel retailing environment remains underexplored. Thus, this study draws on Motivation-Opportunity-Ability theory (MOA) and examines MOA factors affecting customers’ perceived shopping effectiveness, which in turn influences customers’ omnichannel usage continuance intention. The expected findings may suggest that the opportunity factor, channel integration quality encompassing channel-service configuration, content consistency, process consistency, and assurance quality, positively influences customers’ percieved shopping effectiveness. Furthermore, the motivation factors such as relative advantage, perceived ease of use, personalized incentives, flow, and enjoyment, have positive effects on customers’ perceived shopping effectiveness. In addition, ability factors encompassing technology readiness and self efficacy are expected to influence perceived shopping effectiveness. As a result, perceived shopping effectiveness positively influences omnichannel usage continuance intention. These findings enhance the literature on the shopping values and channel integration quality in an omnichannel retailing environment. These findings also offer insightful implications for omnichannel retailers in terms of creating and managing customers’ shopping effectivess in the post-COVID period

Emergent Digital Strategies and Networks: Advancements to Service Management Research

The purpose of this research is to report and explore new channel strategies, which allow delivering services through new digital technologies. Therefore, we have conducted an in-depth qualitative case study to generate comprehensiveness and rich knowledge. The case focused on a Private bank in Portugal and counted with several sources of data collection, gathering 42 semi-structured interviews, more than 80 direct observations and more than 3,600 internal documents, for triangulation and corroboration purposes. The results suggest that organizational synergies are changing the business landscape by encompassing triadic elements channels-services-firms. While some organizations are implementing this strategy around the world, we found that it provides greater channel freedom of choice to customers when compared with the previous strategies. Thus, our findings identify a set of potential advantages, as well as risks of adopting digital business networks as a strategy. This article also studies technologydriven solutions in business networks, as customers are becoming active co-producers.info:eu-repo/semantics/publishedVersio

Whether Adoption Drivers Differ between Click-and-mortar and Pure-play E-payment Services?

How could traditional financial institutions attract online users? Should they mimic their online counter-parts, or compete based on an existing offline business? This research compares different effects of the adoption drivers between pure-play and click-and-mortar e-payment services based on a trust-based Valence Framework. Use intention is proposed to be affected by perceived benefit, perceived risk, and trust, which is in turn affected by familiarity, reputation and security protection. 276 subjects’ responses about Quick Pay (a pure online third-party payment) and Union Pay (an e-payment service offered by a traditional financial institution) were collected. The data analysis reveals: (1) the pure-play e-payment performs much better than the click-and-mortar e-payment except for information risk and property risk; (2) all the path coefficients are significant except the link between perceived risk and use intention for Union Pay; (3) most of the path coefficients for pure-play e-payment service are stronger than those of click-and-mortar e-payment service, except for the links between perceived benefit and intention, trust and perceived risk, and familiarity and trust. These differences can be attributed to different resource endowments owned by service providers. The results suggest that pure-play and click-andmortar e-payment should have different focuses when promoting their services

The Effect of Service Quality on Customer Loyalty Through Perceived Value and Customer Satisfaction of Jakarta Mobile Banking Application

Objectives: This study aims to examine the form of service quality which has profound effects on the way customers interact with firms to create positive service outcomes i.e., service quality, perceived value, customer satisfaction, and customer loyalty. Therefore, the main objective of this study is to examine the service quality’s impact on the user's perceived value, satisfaction, and loyalty in mobile banking.Methodology: This study uses a quantitative research method. The data has been collected from 498 service users through the online survey. Finding: Structural Equation Modelling is applied by using the PLS-SEM program to test the model. The study concluded that mobile banking service quality positively and significantly affects customer perceived value, customer satisfaction, and customer loyalty. Customer perceived value positively and significantly affects customer satisfaction, significantly but negatively affects customer loyalty, and customer satisfaction positively and significantly affects customer loyalty. Conclusion: This research has differences and similarities with the results of previous studies. This difference is caused by several things such as regional characteristics and participating respondents. The characteristics and behavior of consumers are unique so there may be differences in the results of the research conducted. The research results obtained from the hypothesis prove that the greater the influence of service quality, the greater the perceived value of the mobile banking application, and better customer service quality decreases customer loyalty, better customer service will further increase customer satisfaction. Better perceived value will further increase customer satisfaction, and better customer satisfaction increases customer loyalty

Multi-Channel Choice in Retail Banking Services: Exploring the Role of Service Characteristics

Companies are moving towards omni-channel management offering all products and services on all channels. Yet, some of these investments might be obsolete as certain products are associated with certain channels. At this point, service companies are still left behind as past research focused on product categories and it remains unclear if the results are transferrable to services. Our study addresses this gap by analyzing the influence of service characteristics on channel choice. We tested our research model by surveying 2,000 banking customers in Germany on their past channel choices for five financial services. The results show that complex services with a high value are rather purchased in a branch than the online channel. Thereby, demographics and behavior-related constructs are important control variables. The results improve the understanding of channel choice behavior in a multi-channel context for services and provide guidance for practitioners to right-channel IT investments