Exploring the Use of Social Networking Sites in Banking Services: Evidence from China

Veronica Scuotto, Xin Guo, Wanxin Xue

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


The present paper seeks to: (i) capture customer perceptions of social networking sites provided by Chinese banks; and (ii) examine the relationship between such perceptions and customer behaviour. Drawing on the extant literature of social networking sites (SNSs), we introduce various constructs (i.e. interactivity, sociability, social presence, telepresence, flow, service quality, trust, shared value, commitment, continuance intention, and customer satisfaction) into our hypothesized conceptual model. In order to evaluate customer service quality in e-banking services, a questionnaire will be administrated to individual bank customers (N=500) in China and then Structural Equation Modelling (SEM) will be applied. This ongoing research is of importance and significance to academics, bank management, and government supervisory agencies so as to the current relevance of social networking sites in bank industry. Recommendations are made to bank managements to plan and implement an efficient digital strategy to improve their online banking services. Theoretical implications and revenue for future research are also considered.
Original languageEnglish
Title of host publicationICSB 2015 World Conference Proceedings
Subtitle of host publicationJune 6-9, 2015, Dubai, UAE
PublisherInternational Council for Small Business
ISBN (Print)978-0-9819028-7-6, 0-9819028-7-1
Publication statusPublished - Jun 2015


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