THE INFLUENCE OF SERVICE QUALITY AND ADVERTISING MESSAGES ON INTENTION TO USE OF MOBILE BANKING SERVICE (CASE STUDY IN BPR-KS BANDUNG)*)
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Date
2014-03-15
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11th International Annual Symposium on Management, Departement of Management Faculty of Business and Economics Universitas Surabaya
Abstract
Bank Perkreditan Rakyat Karyajatnika Sadaya (BPR-KS) is a Bank which have made an introduction of mobile banking services in February 2012, the introduction was due to this company faces a trend regarding product marketing services, that is mobile banking. Regarding this mobile banking, the company uses media campaign as a mean to inform the presence of these services to customer. BPR-KS Mobile banking advertising has been done in several media such as "Pikiran Rakjat" - an outstanding newspaper in Bandung, Megatron screen, Brochure and Flyer which are available at every BPR-KS branches in Bandung. However, the performance is not in accordance with management's expectations, after the launching, until 2013, only 1,290 out of 50,000 customers or 0.384% who makes registration and transactions through mobile banking. The Authors assumed that the low of using mobile banking is due to service quality and advertising messages of the mobile banking. This study aimed is to examine the effect of service quality and advertising messages on intention to use mobile banking in BPR-KS. This research shows that Quality of service and advertising messages both together influence the intention to use mobile banking services BPR-KS, but the variance contribution is only 11.22%. The Authors also made some recommendations regarding the research problem identified.
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Service Quality, Advertising messages, intention, mobile banking