Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour, 1st Edition (Hardback) book cover

Marketing and Mobile Financial Services

A Global Perspective on Digital Banking Consumer Behaviour, 1st Edition

Edited by Aijaz A. Shaikh, Heikki Karjaluoto

Routledge

296 pages

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Hardback: 9780815386940
pub: 2019-01-15
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Description

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 I Mobile financial services

1 Mobile financial services: introduction, definition, and conceptualization

AIJAZ A. SHAIKH AND HEIKKI KARJALUOTO

2 Engaging non- active consumers to use mobile financial services: a developed country perspective

HANNA KOMULAINEN, SAILA SARANIEMI AND PAULIINA ULKUNIEMI

3 How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty

HANNELE HAAPIO

PART II Mobile banking and payment services

4 The development of mobile banking services in a large Finnish financial organization

PASI SAJASALO, TOMMI AUVINEN, MARKO JÄRVENPÄÄ, TUOMO TAKALA AND TEPPO SINTONEN

5 Factors influencing mobile banking continuous use in Sub- Sahara Africa: a study of mobile banking

users in Nigeria

DANDISON C. UKPABI, HEIKKI KARJALUOTO, SUNDAY A. OLALEYE AND SALIMAT MODUPE ABASS

6 Mobile payments: where does it come from and what does it lead to?

MIA OLSEN

7 Drivers of continuous usage: a consumer perspective on mobile payment service ecosystems

ROBERT CIUCHITA, DOMINIK MAHR, GABY ODEKERKEN- SCHRÖDER AND MARTIN WETZELS

8 Stand- alone retail owners’ preference on using mobile payment at the point of sales (POS): evidence from a developing country

FELIX ADAMU NANDONDE

9 The emergence of Indian mobile payments market: an institutional perspective

SUDHANSHU SHEKHAR, SHOUNAK BASAK AND BHUPESH MANOHARAN

10 Institutional logics as inhibitors or levers? The case of mobile payments in Finland

MIKKO RIIKKINEN, ILKKA LÄHTEENMÄKI AND SATU NÄTTI

PART III Branchless banking services

11 Branchless banking and financial inclusion: agents as facilitators of financial access

OLAYINKA DAVID- WEST, IMMANUEL OVEMESO UMUKORO AND NKEMDILIM IHEANACHOR

12 How is the use of mobile money services transforming lives in Ghana?

AIJAZ A. SHAIKH, RICHARD GLAVEE- GEO, HEIKKI KARJALUOTO AND ROBERT EBO HINSON

13 Mobile financial services: conclusion

AIJAZ A. SHAIKH AND HEIKKI KARJALUOTO

Index

About the Editors

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.

About the Series

Routledge Studies in Marketing

This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. 

It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS004000
BUSINESS & ECONOMICS / Banks & Banking
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS070140
BUSINESS & ECONOMICS / Industries / Financial Services
BUS090010
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing