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Top1. Introduction
Undoubtedly the accelerating pace of innovation is bringing forth significant impacts on economies, and the trend of applying these innovations will continue to grow in many industries. The innovation trend will soon define the banking service industry. At present, Mobile Banking (MB) service makes considerable success and contributions to the growth of modern banking services (Lin, 2011). MB ushers unprecedented benefits and experiences compared to traditional banking services such as internet banking or telebanking. Mobile banking allows customers to use mobile devices or smartphones to conduct banking transactions at any moment in any place (Chawla & Joshi, 2017). Customers can use a mobile phone with an internet/4G connection to make transactions instead, going to brick and mortar banks (Tam & Oliveira, 2016). Mobile banking will not only bring practical benefits to customers, but also offer banks a big advantage. Through MB, banks can serve customers faster, information can be accessed in real-time, especially MB allows banks to personalize the need of customers (Berraies et al., 2017). The recent upsurge in providing mobile banking services has been promoted by the growth in smartphone ownership and the increasing capabilities of advanced wireless communication technologies (Lee & Chung, 2009; Persaud & Azhar, 2012). Thus, this tendency provides an opportunity for widening customers' experience with new digital services. This trend is indeed well suited to young customers, who are known as digital natives (Prensky, 2001). Furthermore, the way of communication between customers and banks has significantly changed and smartphone has increasingly become the main interaction channel (Suoranta & Mattila, 2004). In the global innovation trend, new technologies could contribute to addressing the growing need in society (Van Der Boor et al., 2014). Developing countries with problems about infrastructure constraints, the high cost of operating bank branches and difficulties in getting access to brick & mortar bank branches are boosting demand for new technology-based services like mobile banking applications (Afshan & Sharif, 2016). Thereupon, users’ perception of convenience and usefulness, as well as the risks and benefits of MB services would emerge as the leading factor in the success of financial technological innovations (Van Der Boor et al., 2014).
Despite good conditions to develop MB services, the adoption rate of MB is still moderate, even though the long-term prospects are excellent (Alalwan et al., 2016; Hanafizadeh et al., 2014; Riquelme & Rios, 2010; Shaikh & Karjaluoto, 2014). This practical evidence seems to show that the success of new services not only depend on technology but also customers. Therefore, besides implementing new mobile platforms, bank managers need to pay attention to the needs and behaviors of customers, because that will be the most important factor affecting the success or failure of implementing mobile banking services (Unruh & Kiron, 2017).
A review of the recent literature on mobile banking studies found that a larger part of current researches has substantially converged to the individual’s adoption topic which has investigated the behavior of mobile banking customers. There are many studies conducted in different countries, the main findings of these studies have complemented the current understanding of user behavior with mobile banking services (Makanyeza, 2017; Mortime et al., 2015; Priya et al., 2018; Sharma et al., 2017). Regarding customers’ behavior, studies into using/adopting mobile banking on smartphone are scattered among academia (Shaikh & Karjaluoto, 2014). As one of such mobile banking app studies, Muñoz-Leiva et al. (2017) investigated the factors impact the intention to use mobile banking apps from Spanish customers. By extending technology acceptance model (TAM), the research found that the attitude of customers plays the biggest role in the acceptance of MB app. Furthermore, other factors such as perceived ease of use, social image, perceived usefulness, and perceived trust had an indirect influence on customers’ intention to use MB apps through a mediating effect of attitude. On the other hand, Susanto et al. (2016) examined determinants of continuance intention to use smartphone banking services and confirmed that self-efficacy, along with user satisfaction and perceived usefulness, significantly affected continuance use intention. Regrettably, to date, there is a great scarcity of research on adopting mobile banking apps (Ha et al., 2012; Shaikh & Karjaluoto, 2014).