Motivators and critical factors in mobile banking communications: the case of Kuwait

Alkis Thrassou, Lijo Raju Philip

    Research output: Contribution to journalArticlepeer-review

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)327-349
    Number of pages23
    JournalJournal for Global Business Advancement
    Volume1
    Issue number4
    DOIs
    Publication statusPublished - 2008

    Keywords

    • communications
    • customer relationship
    • electronic marketing
    • Kuwait
    • mobile banking
    • services

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