SUSTAINING MOBILE BANKING USE: INSIGHTS FROM CUSTOMERS IN THE NORTHERN REGION OF MALAYSIA
DOI:
https://doi.org/10.35631/AIJBES.829004Keywords:
Continuous Intention, Fintech, Mobile Banking ApplicationAbstract
Financial services delivery has changed because of quick uptake of mobile banking. The benefits that customers receive from mobile banking are what motivate everyday use. Customers are choosing online platforms over in-person transactions at a bank counter. In the age of information technology (IT), banking clients may complete transactions with a single click on their smartphones. The variables that affect users intend to continue using mobile banking have not been sufficiently investigated. Prior research has thoroughly investigated the elements that influence mobile banking usage. The long-term viability of digital banking services depends on knowledge of mobile banking continued usage, which is limited by this gap. This study examines the variables that affect the Northern Region of Malaysian customers inclinations to keep using mobile banking apps. Besides, this study used the Unified Technology Acceptance and Utilisation Theory (UTAUT2) to explain intentions of customers to continue using mobile banking apps. A quantitative survey of 291 mobile banking clients in Northern Malaysia was analysed using partial least squares structural equation modelling (PLS-SEM). Furthermore, the findings indicate that the intention of customers to keep using mobile banking apps in the Northern Region of Malaysia is significantly influenced by four (4) factors: performance expectation, effort expectations, social influence and facilitating conditions. Finally, this study establishes the foundation for further research into the variables affecting customers' inclination to stick with mobile banking apps in different parts of Malaysia.
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