Measuring Client’s Feelings on Mobile Banking

Orkida Ilollari, Petraq Papajorgji, Adrian Civici and Howard Moskowitz
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Orkida Ilollari: Mediterranean University of Albania
Petraq Papajorgji: European University of Tirana, Albania
Adrian Civici: Mediterranean University of Albania
Howard Moskowitz: White Plains, New York, USA

Review of Applied Socio-Economic Research, 2022, vol. 23, issue 1, 28-39

Abstract: Mobile banking is relatively a new service offered by banks around the world. Banks are obliged to keep investing in new technologies as otherwise, they would lose competitiveness and market share. It is, although interesting, to know how clients react to these innovation efforts. This study aims to understand the client’s responses to bank innovation, especially to mobile banking technology in Albania. An online experiment is conceived based on Experimental Design Principles. Participants evaluate combinations of messages (elements) about mobile banking and rate each combination. The collected data are used to create individual models and later a general model to calculate the statistical relevance of each of the messages. The models use ordinary least squares regression and advanced data mining techniques (k—means clustering) to analyze the data and classify participants accordingly. At the end of the analyses, a set of two or three mindsets are depicted to show what pushes participants in the study in their decision-making process. These mindsets help banks understand clients’ reactions and allow banks to address different issues to serve their clients better.

Keywords: Bank; Clients; Mind Genomics Technology; Mobile Banking; Statistical Models (search for similar items in EconPapers)
JEL-codes: G2 (search for similar items in EconPapers)
Date: 2022
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