Introduction mobile banking & mobil ecommerce
online banking servicesBanks
Banks are considered highly dynamic business entities that,joined in a global network, offer better conditions to thoseclients who decide to use online banking services (Mu˜noz-Leiva, Sánchez-Fernández, & Luque-Martínez, 2010). Thissector, as in many others, converts the Internet and mobile applications or apps into the most effective channel foroffering banking products and services to clients. As a con-sequence, we are witnessing an increasingly competitiv ebanking sector with increasingly demanding clients (Shaikh& Karjaluoto, 2015).
Since electronic banking first appeared, Web apps havegained rapid popularity due to the advantages they offerbanking entities in terms of comfort and ease when per-forming client transactions, increasing market coverage andservice quality. In contrast to traditional banking activities,online banking provides more features and functionalities ata lower cost (Laukkanen, 2007).
Online banking and mobile apps of financial entities allowusers to, among other advantages, access their accountsfrom any location and at any time. Such accessibility repre-sents an advantage over traditional banks. Despite all of this,it is important to highlight that the number of clients thatoperate through online banking has not increased as muchas it was expected. Aspects such as the lack of differentia-tion between banks, lack of trust in the system, impersonaltreatment or lack of security have caused reluctance frommany customers to use such tools (Mu˜noz-Leiva et al., 2010).According to a recent study by Price Waterhouse1con-
ducted in 2013 involving 157 managers for technology andsystems for financial institutions in 14 major markets inAmerica, Europe and the Asia-Pacific, the weight of digi-tal channels in retail banking will grow significantly in thecoming years. The number of mobile banking (or m-banking)users will increase by 64% until 2016; and those who ake
purchases through social networks and use online bankingwill also significantly increases, 56% and 37% respectively.This situation will be detrimental to other traditional chan-nels such as bank branches and telephone banking, whoseusers will fall by 25% and 13% respectively. However, theywill not disappear and they will continue to have an impor-tant role focused on the most complex banking.