Consumer's expectations from mobile CRM services: a banking context

Abstract Purpose – The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile banking services and identify factors that can be used for making better mobile customer relationship management (mobile CRM) services in banking. Design/methodology/approach – The paper empirically explores the underlying factors by the application of exploratory factor analysis. The study sample consists of 272 respondents, with a usable response rate of 68 per cent. Findings – The empirical findings reveal that perceived utility value is regarded as the most important factor for mobile CRM services. The other factors which emerged were ease of use, context, compatibility, cost, risk, and personal innovativeness. In addition, negative attitude towards technology also emerged as a factor, which needs further investigation. Research limitations/implications – The study had a few limitations, such as selection of the sample from a limited number of places, which may induct some bias due a particular geographical and economic advantage of the place. Practical implications – Based on the findings, banks should focus on increasing the value perceptions of the customers by considering easy design of the services, service context and compatibility of the services offered. The service cost reduction and risk mitigation strategies also need attention. Originality/value – The findings provided insight into the factors that contribute to the acceptance of mobile CRM practices in banking from the consumers' perspective. This study demonstrated that in the case of mobile CRM the factors related to the service aspect dominate over the technical aspect.