Marketing and Mobile Financial Services
A Global Perspective on Digital Banking Consumer Behaviour
Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers.
Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular.
Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.
Table of Contents
Part 1: Mobile financial services; 1. Mobile financial services: introduction, definition, and conceptualization; 2. Engaging non-active consumers to use mobile financial services: a developed country perspective; 3. How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty; Part II: Mobile banking and payment services; 4. The development of mobile banking services in a large Finnish financial organization; 5. Factors influencing mobile banking continuous use in Sub-Sahara Africa: a study of mobile banking users in Nigeria; 6. Mobile payments: where does it come from and what does it lead to?; 7. Drivers of continuous usage: a consumer perspective on mobile payment service ecosystems; 8. Stand-alone retail owners’ preference on using mobile payment at the point of sales (POS): evidence from a developing country; 9. The emergence of Indian mobile payments market: an institutional perspective; 10. Institutional logics as inhibitors or levers? The case of mobile payments in Finland; Part III Branchless banking services; 11. Branchless banking and financial inclusion: agents as facilitators of financial access; 12. How is the use of mobile money services transforming lives in Ghana?; 13. Mobile financial services: conclusion;
Aijaz A. Shaikh is a University Lecturer(Marketing) at the University of Jyväskylä, Finland. He has more than 15 years of professional, teaching, and research experience. His research interests include customer behaviour, mobile financial services, shared-economy, social media technologies and their usage.
Heikki Karjaluoto is a Professor of Marketing at the University of Jyväskylä, Finland and the leader of the Digital Marketing Research group. His research interests include customer relationship management, marketing communications, mobile communications, and retail banking.