UNAPREĐENJE KVALITETA BANKARSKIH USLUGA: PRIMER MOBILNOG BANKARSTVA
IMPROVING BANKING SERVICES QUALITY: EXAMPLE OF MOBILE BANKING

Summary/Abstract: Implementation of contemporary information technology provided banks with the possibility to communicate with clients through mobile banking. To improve this service quality, banks must monitor and analyse components that determine clients’ intention to communicate with their bank through this channel. The goal of the paper is to identify key determinants of clients’ intention to use mobile banking through empirical research conducted on a sample containing 196 clients. The paper analyses effects of the perceived usefulness and ease of use as the main components of the TAM model, by expanding the same with two more components: trust and credibility. By processing the data in SPSS software research obtained the results that all observed components, except trust, influence clients’ intention to use mobile banking. The obtained results expand existing scientific knowledge in the contemporary banking communication research area and provide valuable knowledge for improving banking services quality.

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