Mobile banking usage in the postpandemic era: Demystifying the disparities among divergent user segments in a majority-Muslim country

Abstract

Purpose The COVID-19 crisis has sped up digital transformation and technologies by several years. Customers have dramatically shifted to online channels, and businesses have quickly responded by offering additional canals for online shopping and payment. Customers have also been exhibiting greater preferences for contactless payments, and mobile banking has therefore become a norm in both developed and developing countries. This study aims to understand the antecedents of mobile banking actual usage in an early adoption stage setting (i.e. Morocco) through a comprehensive conceptual model combining the unified theory of acceptance and use of technology, the DeLone and McLean IS success model and additional constructs extracted from extent literature. The moderating effects of age, gender and education are also examined and analyzed using multigroup analysis. Design/methodology/approach Based on data collected from 616 Moroccan users, the authors empirically tested the proposed conceptual model using structural equation modeling. Findings First, consumer M-banking actual usage has a significant effect on customer satisfaction and attitudinal loyalty; at the same time, attitudinal loyalty was significantly influenced by customer satisfaction. Second, while M-banking actual usage was significantly influenced by effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, service quality, trust, attitude and perceived security, the results show no significant impact of system quality and information quality. Third, the relationship between M-banking actual usage and its antecedents was significantly moderated by age, gender and education. Practical implications The findings help bank practitioners to understand the importance of meeting customers’ needs and expectations as a prerequisite in enhancing actual usage, satisfaction and attitudinal loyalty. More importantly, the authors emphasize the need for demographically oriented strategies to target different demographic segments of customers. Originality/value The study bridges a gap in M-banking literature by offering a thorough understanding of consumers’ mobile banking use during the pandemic. The findings provide evidence of the applicability of the conceptual model proposed in this research. Furthermore, the reflection of the moderating effects of gender, age and education emphasizes the mobile banking usage disparities among dissimilar demographic segments.

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

“…To evaluate the construct's reliability, two criteria were used: Cronbach's alpha (CA) and composite reliability (CR). Values of Cronbach's alpha are substantially above the suggested standard of 0.70, indicating that the constructs' reliabilities are acceptable (Chetioui et al , 2023; Dana and Dana, 2005). Second, constructs' composite reliabilities are also higher than 0.7 as shown in Table 1, therefore confirming construct reliability (Ringle and Sinkovics, 2004).…”

“…A review of extent literature suggests that individuals' attitudes, beliefs, and priorities can significantly influence a consumer choice to purchase sustainably produced products (Chetioui et al , 2023). Other common motivations include environmental concerns, health and nutrition, support for local communities and farmers, and ethical/fair-trade matters.…”

“…Following the gradually increasing health consciousness trends, the OF industry has significantly grown in recent years (Chetioui et al , 2023). OF consumption has grown even further following the COVID-19 pandemic (Xie et al , 2020).…”

“…In Morocco, the COVID-19 pandemic has spawned a growing awareness of the health benefits of a balanced diet, which has significantly increased the demand for organic food (AgriMaroc, 2020). Indeed, consumers have become more concerned about the source of the food they are consuming, how it is produced, stored and prepared (Chetioui et al , 2023). Though it remains a niche market, OF consumption has significantly increased recently.…”

Modeling the Socio-Economic Factors Affecting Islamic Insurance Adoption: A Structural Equation Modeling Analysis

“…According to Alam et al, (2011), research on Islamic banking and Takaful insurance sectors, the decision to adopt certain banking products is directly influenced by peer pressure and cultural norms. Moreover, social influence is found to be a key element in predicting consumers' intention to purchase financial products such as credit cards, life insurance and Islamic financing facilities (Hanudin and Rosita, 2011) while it has also a direct positive relationship with the behavioral intention to use internet stock trading (Gopi and Ramayah, 2007) and internet banking (Chetioui et al, 2023a). Based on the above discussion, we hypothesize that: H1 -Social influence has a positive impact on the attitude towards Takaful insurance.…”