Application of Kano's Model Approach in Mobile Banking and Customer Service Delivery in Malaysia : An Empirical Investigation

The purpose of this study is to identify factors that are influencing customer service delivery of mobile banking services in Malaysian banking industry. The study also aimed at coming up with a new model describing customer service delivery. This study modified the concept of Kano's Model within the context of mobile banking. In consequence, the study was able to identify the factors that enhance service delivery vie Mobile banking in Malaysia. The study employed some hypotheses in order to guide the research in achieving the overall aim of the research as well as testing the stated hypotheses by using Structural Equation Modelling (SEM). Behavioural factors such as “security, convenience and cost” were the main concern of the respondents towards customer service delivery. In other words, the study reveals that “convenience and cost” are the major drivers of customer service delivery of mobile banking in Malaysia. In addition, using the mobile banking service context, the study discovered that there is a strong empirical evidence for measuring customer satisfaction with electronic banking services