Examining key drivers of consumer experience with (non-financial) digital services : An exploratory study

Abstract

Recent advancements in the field of mobile information systems have transformed the consumer lifestyle as well as have changed the digital service landscape globally. This exploratory study identifies and describe key marketing drivers of consumer experience with non-financial transactions available on mobile banking apps. Data were gathered using semi-structured in-depth interviews from 12 respondents in Finland during March and April 2019. The qualitative analysis of the interview transcripts revealed three emerging themes i.e. the mobile banking app experiences and sustained usage of mobile banking apps are largely affected by consumers’ level of knowledge (consumer awareness), usefulness, and ease of use of non-financial transactions. The study offers valuable theoretical and managerial implications; its limitations and directions for future research are also discussed.