Analysis of Influencing Factors on Sichuan Banking Service Satisfaction of Personal Mobile Banking Services

Abstract

The rapid development of smartphone technologies in Sichuan has increased the demand for mobile banking in financial services and mobile commerce. This research is conducted for mobile banking adoption in Sichuan based on the use intention. The social influence was added with the KANO model to investigate the direct effect on individuals' intentions. The relationship between practical characteristics and service quality was explored in the relationship between customer satisfaction and use intention. The perceived usefulness, social influence, perceived ease of use, word of mouth, perceived service, expected services, and personal requirements are significant predictors of individuals' intentions to adopt m-banking in Sichuan. The three research objectives are; to explore the current user intention of personal mobile banking services in Sichuan, to evaluate the importance of influencing factors to Sichuan customers’ use intention, and to suggest respective solutions for mobile banking services to local Sichuan banking customers.