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The purpose of the paper was to measure mobile banking customers' channel attribute preferences in two different banking services, namely request for account balance service and bill paying. An Internet survey was implemented and conjoint analysis was used. In addition, the respondents were clustered into homogenous segments on the basis of their channel attribute preferences. The findings indicate slight differences between the services in respondents' channel attribute preferences while individual respondents' preferences vary widely. The results provide important information for service providers' marketing campaigns and communication activities and device manufacturers' aims to develop different kinds of devices for different market segments.
Tommi Laukkanen (Sat,) studied this question.