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

摘要

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.