Abstract:
Purpose: The integration of Marketing Technology (MarTech) in Mobile Banking (MB) apps gains recognition in marketing automation, previous research lacks a comprehensive framework for understanding customer behavior. This study addresses this gap by proposing a new model within Financial Technology (FinTech), incorporating customer characteristics. Design/methodology/approach: The Integrated MarTech Usage Behavior Model (IMTUBM) triangulates three theories to explore the MarTech landscape in a longitudinal survey of 400 MB app users in Sri Lanka, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS software. Findings: The resultant Integrated MB App Usage Behavior Model (IMBUBM) provides a foundational understanding of customer characteristics in the MarTech domain. Notably, this study conceptualizes awareness, elucidating that experiential aspects are shaped by both previous and pre-experience. Originality: This study introduces the concept of current pre-experience as a moderator in the MarTech landscape within FinTech, arguing for its deeper exploration compared to previous experience. Implications: These findings not only suggest avenues for future research in MarTech but also provide managerial insights, encouraging refinement of strategies based on heightened customer awareness. Additionally, the study emphasizes the importance of current pre-experience in bridging the gap between customer intention and behavior in MarTech usage.
