Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z

Published on Jun 1, 2020in Journal of Financial Services Marketing
· DOI :10.1057/S41264-020-00071-Z
Ghazal Shams3
Estimated H-index: 3
(IAU: Islamic Azad University),
Mohsin Abdur Rehman4
Estimated H-index: 4
(University of Bolton)
+ 1 AuthorsEeva-Liisa Oikarinen7
Estimated H-index: 7
(University of Oulu)
Customer’s adoption of mobile banking portrays tremendous growth in developing countries. However, it seems that there is a lack of studies about customer’s experiences and expectations on mobile banking services, and more research is needed considering generational differences between mobile banking customers in Iran. The purpose of this study is to explore the customer’s mobile banking experiences and expectations among generations X, Y, and Z in a developing country context, Iran. Twenty-seven in-depth interviews were conducted from active users of mobile banking services with a generational split in Iran. A qualitative content analysis was employed to understand customer’s mobile banking experiences and expectations. This study identified specific features of different generations regarding their experiences and expectations of mobile banking services. Each generation displayed distinct characteristics of mobile banking. Generation X customers perceive mobile banking as complicated; generation Y customers prefer to use mobile banking for quick payments, while generation Z customers want to have more customized services and ranked mobile banking as a spontaneous solution. Every generation expects different features to focus on: generation X expects to have more user-friendly functions; generation Y prefers to have an online transaction tracker while generation Z appeals to have enhanced the user interface. This study offers a detailed strategic starting point for management to tailor dynamic customer expectations among different generations.
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