Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour

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Aijaz A. Shaikh Heikki Karjaluoto

Marketing and Mobile Financial Services

A Global Perspective on Digital Banking Consumer Behaviour

Aijaz A. Shaikh, Heikki Karjaluoto

$284

Hardback

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English

Routledge
15 January 2019

Banking; International business; Sales & marketing; Financial services industry

Series: Routledge Studies in Marketing

Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers.

Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular.

Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.

Edited by: Aijaz A. Shaikh, Heikki Karjaluoto
Imprint: Routledge
Country of Publication: United States
Dimensions: Height: 234mm, Width: 156mm,
Weight: 740g
ISBN: 9780815386940
ISBN 10: 081538694X
Series: Routledge Studies in Marketing
Pages: 296
Publication Date: 15 January 2019
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Aijaz A. Shaikh is a University Lecturer(Marketing) at the University of Jyväskylä, Finland. He has more than 15 years of professional, teaching, and research experience. His research interests include customer behaviour, mobile financial services, shared-economy, social media technologies and their usage. Heikki Karjaluoto is a Professor of Marketing at the University of Jyväskylä, Finland and the leader of the Digital Marketing Research group. His research interests include customer relationship management, marketing communications, mobile communications, and retail banking.