Understanding the accessibility of retail mobile banking during the Covid-19 pandemic

Naeem, Muhammad, Ozuem, Wilson ORCID logo ORCID: https://orcid.org/0000-0002-0337-1419 and Ward, Philippa (2022) Understanding the accessibility of retail mobile banking during the Covid-19 pandemic. International Journal of Retail & Distribution Management, 50 (7). pp. 860-879.

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Official URL: https://doi.org/10.1108/IJRDM-02-2021-0064


Purpose: This study offers an understanding vulnerable populations’ experiences of actual use of mobile banking and their expectations of mobile banking (MB).

Method: Data were generated from mobile banking customers and bankers using online reviews, focus groups, and semi-structured interviews, as a mix of methods and sources can provide rich and in-depth understanding.

Findings: The affordance of mobile banking for vulnerable populations is explained in four concepts: meaning, material, competency, and usability. Customization and personalization of services, access to digital health data of vulnerable population members, audio-based option selection and touchscreen options, and service and performance standards are some of recommendations that can further engage and improve the service quality of mobile banking apps for vulnerable populations.

Implications: It is suggested that retail bankers should improve the service quality and performance of mobile banks apps by considering the recommendations drawn from vulnerable people’s experiences. This study discusses implications for retailers.

Originality: This study applied social practice theory and affordance of technology theory to understand how those in vulnerable populations experienced mobile banking apps; the results could be used to improve the accessibility, performance, and service quality of mobile banks apps.

Item Type: Article
Journal / Publication Title: International Journal of Retail & Distribution Management
Publisher: Emerald
ISSN: 0959-0552
Departments: Institute of Business, Industry and Leadership > Business
Depositing User: Insight Administrator
Date Deposited: 15 Mar 2022 09:29
Last Modified: 01 Feb 2024 18:43
URI: https://insight.cumbria.ac.uk/id/eprint/6401


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