In the current context of ubiquitous connectedness through portable mobile devices and services, it is important to comprehend more fully the nature of consumer/bank interactions and relationships. At the same time, firms in the service sector are trying to provide customers with impactful positive experiences. This article examines the impact of mobile banking experience on trust and commitment based on the customer experience dimensions defined by Schmitt and expanded to include the negative aspect of the affective dimension. A total of 396 panellists of a recognized Canadian research firm responded to a self-administered online questionnaire. Findings demonstrate that the cognitive and negative affective dimensions of mobile experience impact trust, whereas the positive affective/sensory dimension influences commitment. The behavioural and social dimensions do not have significant impacts. This study enriches the theoretical corpus of knowledge in customer experience, relationship marketing and m-banking literature, lending practical implications for mobile services managers. Financial institutions, for example, should offer sensory mobile applications designed to appeal to the eye or to the touch (positive affective/sensory dimension), provide tools and information intended to arouse user curiosity and provoke reflection (cognitive dimension), while avoiding negative experiences which can lead to damaging feelings/emotions such as disappointment and anger (negative affective dimension).

中文翻译：

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更好地了解移动银行：客户体验对信任和承诺的影响

在通过便携式移动设备和服务无处不在的当前连接的情况下，重要的是更全面地理解消费者/银行交互和关系的性质。同时，服务行业的公司正在努力为客户提供有意义的积极体验。本文根据施密特（Schmitt）定义并扩展到包含情感维度的负面方面的客户体验维度，研究了移动银行体验对信任和承诺的影响。一家加拿大知名研究公司的396名小组成员回答了自我管理的在线问卷。研究结果表明，移动体验的认知和消极情感维度会影响信任，而积极的情感/感官维度会影响承诺。行为和社会方面没有重大影响。这项研究丰富了客户体验，关系营销和移动银行文献中的理论知识，这对移动服务经理具有实际意义。例如，金融机构应提供旨在吸引眼球或触摸的感官移动应用程序（积极的情感/感觉层面），提供旨在引起用户好奇心并引起反思（认知层面）的工具和信息，同时避免负面体验这可能会导致破坏性的感觉/情绪，例如失望和愤怒（负面情感维度）。对移动服务管理者具有实际意义。例如，金融机构应提供旨在吸引眼球或触摸的感官移动应用程序（积极的情感/感觉层面），提供旨在引起用户好奇心并引起反思（认知层面）的工具和信息，同时避免负面体验这可能会导致破坏性的感觉/情绪，例如失望和愤怒（负面情感维度）。对移动服务管理者具有实际意义。例如，金融机构应提供旨在吸引眼球或触摸的感官移动应用程序（积极的情感/感觉层面），提供旨在引起用户好奇心并引起反思（认知层面）的工具和信息，同时避免负面体验这可能会导致破坏性的感觉/情绪，例如失望和愤怒（负面情感维度）。