How to enhance consumer experience over mobile wallet: A data-driven approach

Shankar, Amit and Behl, Abhishek (2021) How to enhance consumer experience over mobile wallet: A data-driven approach. Journal of Strategic Marketing, 31 (04). pp. 838-855. ISSN 0965-254X

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Abstract

The study aims to explore consumer experience of mobile wallet (m-wallet) platforms using a data-driven mixed-method approach. A qualitative study using 4789 consumer reviews was performed to explore key drivers of consumer experience of the m-wallet platform. Further, responses were collected using an online survey from 337 Indian m-wallet users to validate the findings of the exploratory study. The results indicated that interactivity, privacy and security, convenience, and contact are the key drivers of consumer experience over m-wallet platforms. The study’s findings enrich the mobile payment literature by exploring key factors impacting consumer experience in the m-wallet context. The findings of the study will help marketers to enhance consumer experience over m-wallet platforms.

Item Type: Article
Keywords: Consumer Experience | Data-Driven Strategy | Mixed-Method Approach | Mobile Wallet | Online Reviews
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 31 Jul 2023 10:18
Last Modified: 31 Jul 2023 10:18
Official URL: https://doi.org/10.1080/0965254X.2021.1999306
URI: https://pure.jgu.edu.in/id/eprint/6437

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