Mobile banking behavior and flow experience: An integration of utilitarian features, hedonic features and trust

Mobile banking or m-banking enables consumers to carry out their banking affairs with the help of mobile devices. Mobile-user banking interactions in the context of technology services create opportunities for positive experiences that can nurture trust, foster brand equity and eventually lead to long-term relationship building. The purpose of this paper is to examine the concepts of m-banking customer flow experiences and their role in affecting customer intention in the continued use of m-banking.

To achieve this main objective, a research model was developed by taking theoretical backgrounds and specific characteristics of m-banking into consideration for testing. The study to test this model was carried out in Iran, a developing country in the Middle East.

Results of the PLS-SEM analysis of 927 bank customers showed that the flow experience is positively influenced by both hedonic and utilitarian features. While, flow experiences influence trust and brand equity, individual mobility has a stronger effect on the intention to continue the use of m-banking compared with trust, flow experience and brand equity.

The current research provides various useful insights into customer engagement for conducting banking tasks via mobile technologies. Managers and decision makers can take into account the following insights to enhance positive flow experiences and loyalty intention of customers toward m-banking.