TY - JOUR
T1 - Intentions to use and recommend to others
T2 - An empirical study of online banking practices in Portugal and Austria
AU - Loureiro, Sandra Maria Correia
AU - Kaufmann, Hans Rüdiger
AU - Rabino, Samuel
PY - 2014
Y1 - 2014
N2 - Purpose: In an online banking context this study seeks to explore the relation between the relationship marketing factors of customer intentions to continue to use services and to recommend these services to others, and the technology acceptance factors of self-control, usefulness, customer value, technology-based service encounter satisfaction and reputation. Innovatively this study also compares the proposed model in two countries, Portugal and Austria. Design/methodology/approach: Derived from a review of previous literature, a survey was developed and data were collected using the online survey service of universities in two countries, Portugal and Austria. The partial least squares approach was employed to test the hypotheses. Findings: The findings showed that self-control and usefulness are important antecedents of customer value delivery. Furthermore perceptions of online bank reputation were enhanced by the satisfaction derived from positive customer encounters with online banking services. Unlike the Portuguese, Austrians' perceptions of bank reputation did not significantly influence their intention to continue to use or their propensity to recommend online banking to others. Originality/value: Based on literature which suggests that constructs such as customer value, trust, satisfaction and reputation are inter-related to the technology acceptance model, this paper extends earlier theoretical frameworks and is the first study to incorporate relationship marketing constructs into a model examining intention to use, and recommending online banking services. The study also differentiates the model in two countries that represent different business and cultural settings: Portugal and Austria.
AB - Purpose: In an online banking context this study seeks to explore the relation between the relationship marketing factors of customer intentions to continue to use services and to recommend these services to others, and the technology acceptance factors of self-control, usefulness, customer value, technology-based service encounter satisfaction and reputation. Innovatively this study also compares the proposed model in two countries, Portugal and Austria. Design/methodology/approach: Derived from a review of previous literature, a survey was developed and data were collected using the online survey service of universities in two countries, Portugal and Austria. The partial least squares approach was employed to test the hypotheses. Findings: The findings showed that self-control and usefulness are important antecedents of customer value delivery. Furthermore perceptions of online bank reputation were enhanced by the satisfaction derived from positive customer encounters with online banking services. Unlike the Portuguese, Austrians' perceptions of bank reputation did not significantly influence their intention to continue to use or their propensity to recommend online banking to others. Originality/value: Based on literature which suggests that constructs such as customer value, trust, satisfaction and reputation are inter-related to the technology acceptance model, this paper extends earlier theoretical frameworks and is the first study to incorporate relationship marketing constructs into a model examining intention to use, and recommending online banking services. The study also differentiates the model in two countries that represent different business and cultural settings: Portugal and Austria.
KW - Customer value
KW - Intentions to use and recommend
KW - National culture
KW - Online-banking
KW - Reputation
UR - http://www.scopus.com/inward/record.url?scp=84897831489&partnerID=8YFLogxK
U2 - 10.1108/OIR-01-2012-0100
DO - 10.1108/OIR-01-2012-0100
M3 - Article
AN - SCOPUS:84897831489
SN - 1468-4527
VL - 38
SP - 186
EP - 208
JO - Online Information Review
JF - Online Information Review
IS - 2
M1 - 17107130
ER -