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 |
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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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