Role of mobile banking servicescape on customer attitude and engagement : An empirical investigation in India

Purpose The purpose of this paper is to examine the potential influence of the mobile banking (M banking) servicescape on customer attitude and engagement. The stimulus-organism-response framework was adapted to formulate a conceptual model, in which the M banking servicescape was modelled as an antecedent (stimulus) of customer attitudes towards M banking (organism), in turn directing customer behaviour (response), namely, customer engagement. Design/methodology/approach A web-based survey of 345 M banking users was conducted to gather data. The structural equation modelling technique was employed to analyse the conceptual model and test the proposed set of hypotheses. Findings The results of data analyses showed that M banking servicescape is a strong predictor of customer attitude towards M banking, which then influences customer engagement. The findings also demonstrate that customer attitudes towards M banking mediate both the M banking servicescape and engagement. Originality/value The extension of servicescape literature from the physical to the online context of M banking provides a notable new realm in which academicians can extend the current paradigms. This study also enhances understanding of potential improvements to customer attitude towards and engagement with M banking.