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Consumers have taken on new electronic mobile devices at an unprecedented rate over the last 10 years. A massive rise in mobile devices' usage has made it a subject of interest for researchers (Tam and Oliviera, 2017). Mobile banking is a plug-in that bank clients may use to carry out their transactions through a hand-held mobile device. It provides clients with added utility of “anytime anywhere” banking facilities (Lee and Chung, 2009). Mobile banking provides a diversified collection of services e.g. monitoring balances in savings and current deposits making money transfers or disbursing bills. It has grown quite rapidly and reduced substantially the need to visit the bank frequently. It’s a leap forward in the development of internet banking. Mobile banking's scope requires more research into its use and acceptance (Verissimo, 2016, Awad & Dessouki, 2017).
In India, m-banking has grown by 92% and 13% respectively concerning size and cost as per RBI's report for 2017-18 Y-O-Y basis. Despite the reported growth millions of Indian bank customers still deter from using the mobile platform of banking. The use of mobiles for banking is less common than expected (Shaikh and Karjaluoto, 2015). Mobile banking is critical for enhancing the customer base of Indian banks given the huge underbanked urban and unbanked rural people. The recent development of telecommunication services (including low-cost data availability) and the easy availability of reasonably priced smartphones in India may be tapped favorably by Indian bankers to enhance the user base of mobile banking services.
Prior studies are done to identify the various antecedents of m-banking usage intentions (Teng Ling and Seng, 2018; Choudrie et al., 2017; Lee et al., 2012; Singh &Srivastava, 2014; Singh and Srivastava, 2018; Ramos Ferreira, Freitas and Rodrigues 2018; Wang et al., 2015; Makanyeza, 2017; Verissimo, 2016). However, there are a few studies on the consequences of mobile banking usage such as continuance intention, retention, etc. (Shaikh and Karjaluoto, 2016; Foroughi et al., 2019; Thich, 2021). The m-banking client's post-usage behavior has not been adequately explored in past. Further none of the earlier studies have integrated antecedents and consequences of such behavior holistically. The current research is expected to enhance the banker's awareness about what motivates existing customers to continue using m-banking and also recommending it to new ones. Three stages in the acceptance of a novel technological product are “Intention” “Adoption” and “Continuance” (Cheung et al. 2003). The present research aims to ascertain the relevant determinants for each of these stages in m-banking acceptance and then tries to build a connection between them. Intention to use has been commonly examined using the constructs of “perceived usefulness” “perceived ease of use” “perceived risk” “trust” “social influence” “system quality” and “compatibility” in prior literature (Lee and Chung, 2009; Talukder et al.,2014; Verissimo, 2016). This research additionally explores a relatively less explored construct 'cost'. Cost is a very important factor for the adoption of any product by the customer. To establish consumers 'acceptance of new technology it becomes imperative that they perceive it as entailing reasonable price or cost (Premkumar et al., 1997). The current study advances the body of literature on this dimension. Past studies have explored intention to use and user behavior and found a positive association (Talukder et al., 2014). The present paper furthers literature by analyzing the impact of “continuance intention to use on 'recommendation to use. The two constructs are commonly used for analyzing the post-adoption behavior in literature. The study performs serial mediation to explore the role of two mediators ‘Satisfaction’ and ‘Continued Intention’ in researching the impact of ‘ease of use’ and ‘cost’ on ‘recommendation intention’. The present study develops a comprehensive model to study the recommendation intention of mobile banking users.