Poromatikul, Chayawan; De Maeyer, Peter; … - In: International Journal of Bank Marketing 38 (2019) 1, pp. 242-262
Purpose: The purpose of this paper is to examine the drivers of continuance intention with mobile banking apps, in a Thai context. The secondary objective is to examine if there are underlying segments that differ meaningfully in this regard. Design/methodology/approach: A structural equation...