Examining the role of customers' intrinsic motivation on continued usage of mobile banking : a relational approach

Purpose: This research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps. Design/methodology/approach: An online survey was conducted among 342 m-banking users in India. Data were analyzed and the hypotheses were tested using structural equation modeling. Findings: Relationship-marketing orientation was found to have a positive and significant influence on customer intrinsic motivation and knowledge sharing with customers. Customer intrinsic motivation was found to play a dual role as a driver of continued mobile banking usage and as an intervening mechanism between relationship-marketing orientation and continued usage of mobile banking. Research limitations/implications: This research was conducted only in one country. It was therefore not possible to consider varying regulations across markets and their effects on continued usage of mobile banking. Originality/value: First time in the m-banking literature, this research establishes the pivotal role of intrinsic customer motivation in the continued usage of mobile banking. While evaluating drivers of continued usage of m-banking, most studies considered various aspects of the technology itself. This research instead evaluates consumer-centric and marketer-led antecedents in driving the continued usage of mobile banking.