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dc.contributor.authorTanakinjal, Geoffrey Harveyen_NZ
dc.date.available2011-04-07T03:02:08Z
dc.date.copyright2006-10-18en_NZ
dc.identifier.citationTanakinjal, G. H. (2006). Short Messaging Services (SMS) and banking (p. 8). Presented at the Otago Business PhD Colloquium.en
dc.identifier.urihttp://hdl.handle.net/10523/750
dc.description.abstractAs a direct marketing tool, electronic Short Message Services (SMS) is likely to surpass internet-based advertising before the end of 2006. Younger consumers higher in social class are the most willing to accept SMS direct advertising text and respond favourably to SMS-TV integrated marketing communications (Trappey III & Woodside, 2005). On the same note, online banking is starting to gain its momentum via the internet. Nonetheless, effort has been made to ensure online banking flexibility walks hand in hand with the convenience factor, therefore introducing banking via mobile phone (with GPRS interface). Understanding how companies should interact with their customers and deliver services in electronic environments is of decisive importance (Parasuraman and Zinkhan 2002). Nevertheless, despite these advantages, the consumer uses mobile devices mainly for simple services, such as voice services and text messaging. Based on this factor, it is important to understand the driving forces of consumers’ intentions to use mobile services and to adapt the services to fulfil consumers’ motives for using them (Nysveen, Pedersen, & Thorbjornsen. 2005). Objective of the study The general purpose of this study is to explore Short Messaging Service (SMS) potential as a vehicle of banking services by understanding consumers’ attitude, motivation and behavior towards wireless application channel. Significance of the study The contributions of the study may include: a. For the service providers or network companies, the study will be able to contribute additional information regarding consumer preference toward SMS messages on mobile banking; and b. For the marketers, especially those involved in the banking industry, this research will help understand the approach of wireless application technology.en_NZ
dc.format.mimetypeapplication/pdf
dc.subjectdirect marketing toolen_NZ
dc.subjectShort Message Servicesen_NZ
dc.subjectSMSen_NZ
dc.subjectSMS-TV integrated marketing communicationsen_NZ
dc.subjectbanking servicesen_NZ
dc.subjectconsumer preferenceen_NZ
dc.subjectwireless application technologyen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.subject.lcshH Social Sciences (General)en_NZ
dc.titleShort Messaging Services (SMS) and bankingen_NZ
dc.typeConference or Workshop Item (Paper)en_NZ
dc.description.versionUnpublisheden_NZ
otago.date.accession2007-03-27en_NZ
otago.relation.pages8en_NZ
otago.openaccessOpen
dc.identifier.eprints562en_NZ
dc.description.refereedNon Peer Revieweden_NZ
otago.school.eprintsMarketingen_NZ
dc.description.referencesOnline Banking – US (n.d). http://www.marketresearch.com/product/display.asp?productid=1312238&xs=r&SID=73370 885-363499455-301269690&curr=USD, retrieved September 20, 2006. SMS History, (n.d). Retrieved August 31, 2006, from http://in.mobile.yahoo.com/smshistory.html Sony Erickson Corporate V600i specification (n.d), retrieved October 02, 2006 http://www.sonyericsson.com/spg.jsp?cc=global&lc=en&ver=4001&template=pp1_1_1&zon e=pp&lm=pp1&pid=10290 Baron, S., Patterson, A., & Harris, K. (2006): Beyond technology acceptance: understanding consumer practice. International Journal of Service Industry Management. Vol. 17 No.2, 2006. pp.111-135. Emerald Group Publishing Limited. Bruene, J. (2006): Why “My Spending Report” trumps free bill pay. Personal Finance Features for Online Banking. Aug 28, 2006; OBR 131 & 132 Dabholkar, P.A (1994) Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Process. Journal of Consumer Research 21 (June): 100 - 118 Dabholkar, P.A & Bagozzi, R.P (2002) An Attitudinal Model of Technology-Based Self- Service: Moderating Effects of Consumer Traits and Situational Factors. Academy of Marketing Science. Journal; Summer 2002; 30, 3; ABI/INFORM Global Davis, F.D. (1989): Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly; Sep 1989; 13, 3; ABI/INFORM Global pg. 319 Davis, F.D., Bagozzi, R.P., and Warshaw, P.R. (1989): User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management of Science; Aug 1989; 35, 8; ABI/INFORM Global pg.984 Davis, R. & Yung, D. (2005): Understanding the Interactivity between Television and Mobile Commerce. Communications of ACM July 2005/Vol.48, No. 7 Meuter, M.L., Ostrom, A.L., Roundtree, R.I., & Bitner, M.J. (2000) Self-service technologies: Understanding customer satisfaction with technology: Understanding Customers’ Satisfaction with Technology-Based Service Encounters. Journal of Marketing; Jul 2000; 64, 3; ABI/INFORM Global pg. 50 Nysveen, H., Pedersen, P.E., & Thorbjornsen, H. (2005): Intentions to Use Mobile Services: Antecendents and Cross-Service Comparisons. Academy of Marketing Science. Journal; Summer 2005; 33, 3;ABI/INFORM Global. Parasuraman, A., & Zinkhan, G.M. (2002): Marketing to and Serving Customers through the Internet: An Overview and Research Agenda. Journal of the Academy of Marketing Science 30: 286-295 Trappey III, R.J. & Woodside, A.G. (2005): Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials. Journal of Advertising Research 45.4 (Dec 2005): p382 (20) Yan, X., Gong, M., & Thong, J.Y.L. (2006): Two tales of one service: user acceptance of short message service (SMS) in Hong Kong and China. Vol.8 NO. 1 2006, pp. 16-28, Emerald Group Publishing Limited.en_NZ
otago.event.dates18 – 19 October 2006en_NZ
otago.event.placeOtago, New Zealanden_NZ
otago.event.typeconferenceen_NZ
otago.event.titleOtago Business PhD Colloquiumen_NZ
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