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Date Published:
30/09/2023
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Views PDF: 467
Issue
Section
SOCIAL SCIENCE
How to Cite
Nguyễn, T. L., & Nguyễn, P. T. (2023). Toward a Model of e-Banking Service Quality, Customer Co-Creation, and eWOM. Dong A University Journal of Science, 2(3). https://doi.org/10.59907/daujs.2.3.2023.133
Toward a Model of e-Banking Service Quality, Customer Co-Creation, and eWOM
Main Article Content
Abstract
Advances in the development of new technology and the common use of mobile electronic devices have led customers to increase their use of electronic banking (e-banking). Many studies have focused on the factors that induce the adoption of e-banking, however, few have reviewed customers’ post-adoption behaviour. Service quality has been recognised as one of the most critical components of e-banking use, which include satisfaction, trust, and commitment. However, very rare studies have focused on the impact of e-banking quality on customer co-creation regarding electronic word of mouth (eWOM). It has been demonstrated that value co-creation promotes customer creativity, which results in mutual benefits for both business and customers, including the promotion of eWOM, but relevant empirical validations are still limited. The conceptual model was empirically tested using survey data from 265 respondents who are users of e-banking services in Vietnam. The data were analyzed using Partial Least Squares and SPSS. The results indicated that both e-banking service quality and adoption intention have a significant impact on customer value co-creation and eWOM. Since previous literature regarding the antecedents to facilitate customer value co-creation and eWOM is limited, the results of this study can contribute to the existing literature by integrating relevant constructs to a comprehensive framework, which can explain the phenomenon of customer value co-creation and eWOM, especially in the context of e-banking adoption. Furthermore, the results will help professionals design marketing mix programs to promote e-banking adoption.
Article Details
Keywords
e-banking adoption, service quality, customer value co-creation (CVCI), eWOM
References
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Anic, I. D., Budak, J., Rajh, E., Recher, V., Skare, V., & Skrinjaric, B. (2019). Extended model of online privacy concern: what drives consumers’ decisions?. Online Information Review, 43(5), 799-817.
Arcand, M., PromTep, S., Brun, I., & Rajaobelina, L. (2017). Mobile banking service quality and customer relationships. International Journal of Bank Marketing, 35(7), 1068-1089.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2017). Mobile payments adoption by US consumers: an extended TAM. International Journal of Retail & Distribution Management, 45(6), 626-640.
Biraglia, A., Assadinia, S., & Kadile, V. (2018). E-Service Quality and eWOM: The Moderating Role of Customers’ Risk Orientation and Moral Identity: An Abstract. In Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 635-636). Springer International Publishing.
Cambra-Fierro, J., Melero-Polo, I., & Sese, F. J. (2018). Customer value co-creation over the relationship life cycle. Journal of Service Theory and Practice, 28(3), 336-355.
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of retailing and consumer services, 32, 189-197.
Chen, J. S., Weng, H. H., & Huang, C. L. (2018). A multilevel analysis of customer engagement, its antecedents, and the effects on service innovation. Total Quality Management & Business Excellence, 29(3-4), 410-428.
Cora, M. C., Kooistra, L., & Travlos, G. (2015). Vaginal cytology of the laboratory rat and mouse: review and criteria for the staging of the estrous cycle using stained vaginal smears. Toxicologic pathology, 43(6), 776-793.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of applied social psychology, 22(14), 1111-1132.
Gozukara, E., Ozyer, Y., & Kocoglu, I. (2014). The moderating effects of perceived use and perceived risk in online shopping. Journal of Global Strategic Management, 16, 67-81.
Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing theory, 11(3), 279-301.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Im, I., Kim, Y., & Han, H. J. (2008). The effects of perceived risk and technology type on users’ acceptance of technologies. Information & management, 45(1), 1-9.
Ismagilova, E., Hughes, L., Dwivedi, Y. K., & Raman, K. R. (2019). Smart cities: Advances in research—An information systems perspective. International journal of information management, 47, 88-100.
Jun, M., & Palacios, S. (2016). Examining the key dimensions of mobile banking service quality: an exploratory study. International Journal of Bank Marketing, 34(3), 307-326.
Kim, S., & Jones, C. (2009). Online shopping and moderating role of offline brand trust. Direct Marketing: An International Journal, 3(4), 282-300.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands?. Management Research Review, 40(3), 310-330.
Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: empirical generalizations and directions for future research. Journal of retailing, 89(3), 246-262.
Kumar, V., Petersen, J. A., & Leone, R. P. (2007). How valuable is word of mouth?. Harvard business review, 85(10), 139.
Lee, D., Yoon, S. N., Choi, H. Y., & Park, Y. (2011). Electronic word of mouth systems and acceptance of user-generated contents. International Journal of Information and Decision Sciences, 3(1), 54-69.
Li, H., Li, L., Gan, C., Liu, Y., Tan, C. W., & Deng, Z. (2018). Disentangling the factors driving users' continuance intention towards social media: A configurational perspective. Computers in Human Behavior, 85, 175-182.
Mainardes, E. W., Teixeira, A., & Romano, P. C. D. S. (2017). Determinants of co-creation in banking services. International journal of bank marketing, 35(2), 187-204.
Mostafa, R. B. (2020). Mobile banking service quality: a new avenue for customer value co-creation. International Journal of Bank Marketing, 38(5), 1107-1132.
Parayitam, S., Kakumani, L., & Muddangala, N. B. (2020). Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India. Journal of Marketing Theory and Practice, 28(4), 521-540.
Poyry, E., Parvinen, P., Salo, J., & Blakaj, H. (2012, January). Hedonic and utilitarian search for electronic word-of-mouth. In 2012 45th Hawaii international conference on system sciences (pp. 1797-1806). IEEE.
Park, C., Wang, Y., Yao, Y., & Kang, Y. R. (2011). Factors influencing eWOM effects: Using experience, credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1), 74.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145-158.
Rehman, S. U., Bhatti, A., Mohamed, R., & Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1), 1-25.
Rogers, E. M. (2003). Elements of diffusion. Diffusion of innovations. Free Press, 5, 18-46.
Salimon, M. G., Yusoff, R. Z. B., & Mohd Mokhtar, S. S. (2017). The mediating role of hedonic motivation on the relationship between adoption of e-banking and its determinants. International Journal of Bank Marketing, 35(4), 558-582.
See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in human behavior, 31, 182-189.
Seifert, C., & Kwon, W. S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence & Planning, 38(1), 89-102.
Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119-1142.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
Sharma, A., Sinha, K., & Vandenberg, B. (2017). Pricing as a means of controlling alcohol consumption. British medical bulletin, 123(1), 149-158.
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65-75.
Singh, S., & Srivastava, R. K. (2018). Predicting the intention to use mobile banking in India. International Journal of Bank Marketing, 36(2), 357-378.
Susilowati, Y., & Yasri, Y. (2019, April). The effect of service quality and customer satisfaction toward word of mouth intention. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 393-401). Atlantis Press.
Sutton, S. (1998). Predicting and explaining intentions and behavior: How well are we doing?. Journal of applied social psychology, 28(15), 1317-1338.
Tam, C., & Oliveira, T. (2017). Understanding mobile banking individual performance: The DeLone & McLean model and the moderating effects of individual culture. Internet Research, 27(3), 538-562.
Tanev, S., Bailetti, T., Allen, S., Milyakov, H., Durchev, P., & Ruskov, P. (2011). How do value co-creation activities relate to the perception of firms’ innovativeness?. Journal of Innovation Economics, (1), 131-159.
Huy Tuu, H., Ottar Olsen, S., & Thi Thuy Linh, P. (2011). The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction‐loyalty relationship. Journal of Consumer Marketing, 28(5), 363-375.
Veeramootoo, N., Nunkoo, R., & Dwivedi, Y. K. (2018). What determines success of an e-government service? Validation of an integrative model of e-filing continuance usage. Government information quarterly, 35(2), 161-174.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Wu, G., Hu, X., & Wu, Y. (2010). Effects of perceived interactivity, perceived web assurance and disposition to trust on initial online trust. Journal of Computer-Mediated Communication, 16(1), 1-26.
Xie, L., Guan, X., & Huan, T. C. (2019). A case study of hotel frontline employees' customer need knowledge relating to value co-creation. Journal of Hospitality and Tourism Management, 39, 76-86.
Xie, X. Z., Tsai, N. C., Xu, S. Q., & Zhang, B. Y. (2019). Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry. The Social Science Journal, 56(3), 401-416.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business research, 66(9), 1279-1284.
Zhang, T., Lu, C., & Kizildag, M. (2018). Banking “on-the-go”: examining consumers’ adoption of mobile banking services. International Journal of Quality and Service Sciences, 10(3), 279-295.
Alsaad, A., Mohamad, R., & Ismail, N. A. (2017). The moderating role of trust in business to business electronic commerce (B2B EC) adoption. Computers in Human Behavior, 68, 157-169.
Anic, I. D., Budak, J., Rajh, E., Recher, V., Skare, V., & Skrinjaric, B. (2019). Extended model of online privacy concern: what drives consumers’ decisions?. Online Information Review, 43(5), 799-817.
Arcand, M., PromTep, S., Brun, I., & Rajaobelina, L. (2017). Mobile banking service quality and customer relationships. International Journal of Bank Marketing, 35(7), 1068-1089.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2017). Mobile payments adoption by US consumers: an extended TAM. International Journal of Retail & Distribution Management, 45(6), 626-640.
Biraglia, A., Assadinia, S., & Kadile, V. (2018). E-Service Quality and eWOM: The Moderating Role of Customers’ Risk Orientation and Moral Identity: An Abstract. In Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 635-636). Springer International Publishing.
Cambra-Fierro, J., Melero-Polo, I., & Sese, F. J. (2018). Customer value co-creation over the relationship life cycle. Journal of Service Theory and Practice, 28(3), 336-355.
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of retailing and consumer services, 32, 189-197.
Chen, J. S., Weng, H. H., & Huang, C. L. (2018). A multilevel analysis of customer engagement, its antecedents, and the effects on service innovation. Total Quality Management & Business Excellence, 29(3-4), 410-428.
Cora, M. C., Kooistra, L., & Travlos, G. (2015). Vaginal cytology of the laboratory rat and mouse: review and criteria for the staging of the estrous cycle using stained vaginal smears. Toxicologic pathology, 43(6), 776-793.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of applied social psychology, 22(14), 1111-1132.
Gozukara, E., Ozyer, Y., & Kocoglu, I. (2014). The moderating effects of perceived use and perceived risk in online shopping. Journal of Global Strategic Management, 16, 67-81.
Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing theory, 11(3), 279-301.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Im, I., Kim, Y., & Han, H. J. (2008). The effects of perceived risk and technology type on users’ acceptance of technologies. Information & management, 45(1), 1-9.
Ismagilova, E., Hughes, L., Dwivedi, Y. K., & Raman, K. R. (2019). Smart cities: Advances in research—An information systems perspective. International journal of information management, 47, 88-100.
Jun, M., & Palacios, S. (2016). Examining the key dimensions of mobile banking service quality: an exploratory study. International Journal of Bank Marketing, 34(3), 307-326.
Kim, S., & Jones, C. (2009). Online shopping and moderating role of offline brand trust. Direct Marketing: An International Journal, 3(4), 282-300.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands?. Management Research Review, 40(3), 310-330.
Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: empirical generalizations and directions for future research. Journal of retailing, 89(3), 246-262.
Kumar, V., Petersen, J. A., & Leone, R. P. (2007). How valuable is word of mouth?. Harvard business review, 85(10), 139.
Lee, D., Yoon, S. N., Choi, H. Y., & Park, Y. (2011). Electronic word of mouth systems and acceptance of user-generated contents. International Journal of Information and Decision Sciences, 3(1), 54-69.
Li, H., Li, L., Gan, C., Liu, Y., Tan, C. W., & Deng, Z. (2018). Disentangling the factors driving users' continuance intention towards social media: A configurational perspective. Computers in Human Behavior, 85, 175-182.
Mainardes, E. W., Teixeira, A., & Romano, P. C. D. S. (2017). Determinants of co-creation in banking services. International journal of bank marketing, 35(2), 187-204.
Mostafa, R. B. (2020). Mobile banking service quality: a new avenue for customer value co-creation. International Journal of Bank Marketing, 38(5), 1107-1132.
Parayitam, S., Kakumani, L., & Muddangala, N. B. (2020). Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India. Journal of Marketing Theory and Practice, 28(4), 521-540.
Poyry, E., Parvinen, P., Salo, J., & Blakaj, H. (2012, January). Hedonic and utilitarian search for electronic word-of-mouth. In 2012 45th Hawaii international conference on system sciences (pp. 1797-1806). IEEE.
Park, C., Wang, Y., Yao, Y., & Kang, Y. R. (2011). Factors influencing eWOM effects: Using experience, credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1), 74.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145-158.
Rehman, S. U., Bhatti, A., Mohamed, R., & Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1), 1-25.
Rogers, E. M. (2003). Elements of diffusion. Diffusion of innovations. Free Press, 5, 18-46.
Salimon, M. G., Yusoff, R. Z. B., & Mohd Mokhtar, S. S. (2017). The mediating role of hedonic motivation on the relationship between adoption of e-banking and its determinants. International Journal of Bank Marketing, 35(4), 558-582.
See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in human behavior, 31, 182-189.
Seifert, C., & Kwon, W. S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence & Planning, 38(1), 89-102.
Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119-1142.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
Sharma, A., Sinha, K., & Vandenberg, B. (2017). Pricing as a means of controlling alcohol consumption. British medical bulletin, 123(1), 149-158.
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65-75.
Singh, S., & Srivastava, R. K. (2018). Predicting the intention to use mobile banking in India. International Journal of Bank Marketing, 36(2), 357-378.
Susilowati, Y., & Yasri, Y. (2019, April). The effect of service quality and customer satisfaction toward word of mouth intention. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 393-401). Atlantis Press.
Sutton, S. (1998). Predicting and explaining intentions and behavior: How well are we doing?. Journal of applied social psychology, 28(15), 1317-1338.
Tam, C., & Oliveira, T. (2017). Understanding mobile banking individual performance: The DeLone & McLean model and the moderating effects of individual culture. Internet Research, 27(3), 538-562.
Tanev, S., Bailetti, T., Allen, S., Milyakov, H., Durchev, P., & Ruskov, P. (2011). How do value co-creation activities relate to the perception of firms’ innovativeness?. Journal of Innovation Economics, (1), 131-159.
Huy Tuu, H., Ottar Olsen, S., & Thi Thuy Linh, P. (2011). The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction‐loyalty relationship. Journal of Consumer Marketing, 28(5), 363-375.
Veeramootoo, N., Nunkoo, R., & Dwivedi, Y. K. (2018). What determines success of an e-government service? Validation of an integrative model of e-filing continuance usage. Government information quarterly, 35(2), 161-174.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Wu, G., Hu, X., & Wu, Y. (2010). Effects of perceived interactivity, perceived web assurance and disposition to trust on initial online trust. Journal of Computer-Mediated Communication, 16(1), 1-26.
Xie, L., Guan, X., & Huan, T. C. (2019). A case study of hotel frontline employees' customer need knowledge relating to value co-creation. Journal of Hospitality and Tourism Management, 39, 76-86.
Xie, X. Z., Tsai, N. C., Xu, S. Q., & Zhang, B. Y. (2019). Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry. The Social Science Journal, 56(3), 401-416.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business research, 66(9), 1279-1284.
Zhang, T., Lu, C., & Kizildag, M. (2018). Banking “on-the-go”: examining consumers’ adoption of mobile banking services. International Journal of Quality and Service Sciences, 10(3), 279-295.