Consumer value creation in mobile banking services

The paper presents findings of the study that explored consumer value creation in various mobile banking services by using a qualitative in-depth interviewing method to increase the understanding of customer-perceived value and value creation on the basis of attributes of mobile services.

Abstract

The paper presents findings of the study that explored consumer value creation in various mobile banking services. New electronic channels are replacing the more traditional ones. Mobile devices represent the recent development in electronic service distribution. An exploratory study was conducted on experienced electronic banking customers by using a qualitative in-depth interviewing method. The findings increase the understanding of customer-perceived value and value creation on the basis of attributes of mobile services and customer-perceived disadvantages of mobile phones in electronic banking context. The findings allow practitioners to improve their services and marketing strategies and pass on information to the academics about interesting future research areas.