The Impact of Mobile Adoption on Customer Omni-Channel Banking Behavior

As smartphones and tablets have been widely adopted and mobile banking apps have come into ubiquitous use, mobile devices have increasingly become new tools consumers use for banking, payments, and budgeting. This paper examines the impact of the mobile channel on customer services demand across banking digital channels, and investigates how the use of the mobile channel influences customer financial decision-making. Our findings suggest that the use of the mobile channel increases customer demand for digital services. The mobile phone channel serves as a complement to the PC channel, and the tablet channel substitutes for the PC channel. Our analysis indicates that customers acquire more information for financial decision-making following the use of the mobile channel. Compared to the PC-only users, mobile users are less likely to incur overdraft and credit card penalty fees. This study has implications for banks’ managers related to the design and management of service channels