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The smartphone, not the tablet, now rules the mobile banking experience
Even though 56 per cent of Canadian Internet users conduct banking transactions on mobile devices, most studies still focus on factors governing its adoption rather than its use. To better understand what mobile banking means, the tablet versus smartphone experience is compared using a sample of 375 Canadian mobile banking respondents. Survey results show that the mobile experience, though socially friendly, is frustrating when conducted on a smartphone. This paper describes how, despite specific characteristics and benefits associated with each device, there is no difference in the effect on the cognitive, sensory/positive emotional and behavioural dimensions of the mobile experience mostly because of the increasing mobile device format evolution.
The full article is available to institutions that have subscribed to the journal
Sandrine Prom Tep is Associate Professor of Marketing at the University of Quebec in Montreal (UQAM) ESG Business School (Canada). She teaches interactive marketing courses at all levels, and her research focuses on interactive marketing, consumer behaviour and online participation (UGC and Web 2.0). She has published in various journals, including International Journal of Bank Marketing, International Journal of Case Studies in Management and Journal of Person-System Interaction. She has a PhD in Business Administration, from HEC Montreal (Quebec, Canada), and her thesis specifically explores the cutting edge notion of ‘social usability’ and investigates the influence of website interactive social features on consumers’ online intentions to contribute. She has more than 15 years of work experience in corporate settings and was a usability consultant for CBC, Cirque du Soleil, Cascades and many others. She is founding partner and UX Research Vice-President at imarklab.
Manon Arcand is Full Professor of Marketing at the University of Quebec in Montreal (UQAM) ESG Business School (Canada). She has a BA and an MS in Marketing from the UQAM and a PhD in Business Administration from HEC Montréal (Quebec, Canada). Her research interests include digital and mobile marketing as well as online consumer behaviour in various service settings, including financial services. She has published over 20 peer-reviewed research papers in various journals, including International Journal of Bank Marketing and Journal of Financial Services Marketing.
Sara-Kim Diotte is a graduate student from the University of Quebec in Montreal (UQAM) ESG Business School (Canada), where she has obtained a BA and an MS in Marketing, both with honours. Defined as a marketing analyst, she contributes to the success of marketing strategies for many companies. Her main interests are marketing management, data business intelligence and emerging technologies.