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

Part 1: Mobile financial services; 1. Mobile financial services: introduction, definition, and conceptualization; 2. Engaging non-active consumers to use mobile financial services: a developed country perspective; 3. How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty; Part II: Mobile banking and payment services; 4. The development of mobile banking services in a large Finnish financial organization; 5. Factors influencing mobile banking continuous use in Sub-Sahara Africa: a study of mobile banking users in Nigeria;  6. Mobile payments: where does it come from and what does it lead to?; 7. Drivers of continuous usage: a consumer perspective on mobile payment service ecosystems; 8. Stand-alone retail owners preference on using mobile payment at the point of sales (POS): evidence from a developing country; 9. The emergence of Indian mobile payments market: an institutional perspective; 10. Institutional logics as inhibitors or levers? The case of mobile payments in Finland; Part III Branchless banking services; 11. Branchless banking and financial inclusion: agents as facilitators of financial access; 12. How is the use of mobile money services transforming lives in Ghana?; 13. Mobile financial services: conclusion;

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?)