TY - JOUR
T1 - Motivators and critical factors in mobile banking communications
T2 - the case of Kuwait
AU - Thrassou, Alkis
AU - Philip, Lijo Raju
PY - 2008
Y1 - 2008
N2 - With the effort in gaining competitive advantage shifting towards non-price factors, new forms of communications and distribution channels are invaluable outlets for financial institutions, since they provide the opportunity for cutting costs without diminishing existing service levels. As customers are demanding greater convenience and accessibility, many banks are eyeing cost-effective alternative service delivery systems. Mobile banking, a relatively new phenomenon, helps customers to interact with a bank via a mobile device and makes banking virtually anywhere on a real-time basis a reality. The aim of this research is to investigate the mobile banking competitive environment of Kuwait, to identify the motivators underlying mobile banking adoption by banks, and to isolate the corresponding critical factors of success. The findings are finally integrated into a comprehensive ‘motivators and critical factors’ model. The methodology used was predominantly based on secondary data, reinforced with primary data. The former included an extensive literature review, as well as a range of statistical and other data, while the latter was based on experts’ in-depth interviews.
AB - With the effort in gaining competitive advantage shifting towards non-price factors, new forms of communications and distribution channels are invaluable outlets for financial institutions, since they provide the opportunity for cutting costs without diminishing existing service levels. As customers are demanding greater convenience and accessibility, many banks are eyeing cost-effective alternative service delivery systems. Mobile banking, a relatively new phenomenon, helps customers to interact with a bank via a mobile device and makes banking virtually anywhere on a real-time basis a reality. The aim of this research is to investigate the mobile banking competitive environment of Kuwait, to identify the motivators underlying mobile banking adoption by banks, and to isolate the corresponding critical factors of success. The findings are finally integrated into a comprehensive ‘motivators and critical factors’ model. The methodology used was predominantly based on secondary data, reinforced with primary data. The former included an extensive literature review, as well as a range of statistical and other data, while the latter was based on experts’ in-depth interviews.
KW - communications
KW - customer relationship
KW - electronic marketing
KW - Kuwait
KW - mobile banking
KW - services
UR - http://www.scopus.com/inward/record.url?scp=84870358713&partnerID=8YFLogxK
U2 - 10.1504/JGBA.2008.019932
DO - 10.1504/JGBA.2008.019932
M3 - Article
AN - SCOPUS:84870358713
SN - 1746-966X
VL - 1
SP - 327
EP - 349
JO - Journal for Global Business Advancement
JF - Journal for Global Business Advancement
IS - 4
ER -