Abstract
During the last decade, the constant innovation in the banking industry has prompted an evolution in providing these services, converting mobile banking into the channel that would distinguish banking entities’ competence. With the goal to determine the path towards customers’ retention, a survey with 252 mobile banking users was performed. Founded on the premises of the Elaboration Likelihood Model, the results of this study indicate how cognitive and affective aspects of the mobile banking experience foster clients’ perceived value and their future intentions towards these services’ usage. This research contributes with precise recommendations regarding the vital communication with customers identified in value perception. Besides, valuable insights on the simultaneous effect of the central and peripheral route of processing are evidenced by integrating entertainment elements. All of this finally assist in arranging a practical and pleasant experience that ensures customer maintenance.
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