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

Ward, Philippa ORCID: 0000-0002-4971-8908, Naeem, Muhammad and Ozuem, Wilson ORCID: 0000-0002-0337-1419 (2022) Understanding the accessibility of retail mobile banking during the COVID-19 pandemic. International Journal of Retail and Distribution Management, 50 (7). pp. 860-879. doi:10.1108/IJRDM-02-2021-0064

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10671 Ward, P. (2021) Understanding-the-accessibility-of-retail-mobile-banking-during-the-COVID-19-pandemic.pdf - Accepted Version
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Purpose This study offers an understanding of 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; this mix of methods and sources was used to provide a rich and in-depth understanding. Findings The affordance of mobile banking for vulnerable populations is explained in four concepts: meaning, material, competency, and usability. Recommendations that could further engage and improve the service quality of mobile banking apps for vulnerable populations include customization and personalization of services, access to the digital health data of members of vulnerable populations, audio-based option selection and touchscreen options, and enhancement of service and performance standards. Implications It is suggested that retail bankers should improve the service quality and performance of their mobile banking 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 banking apps.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Retail Bankers; Vulnerable People; Affordance; Viability; Equitable
Subjects: H Social Sciences > HG Finance > HG1501 Banking
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Kate Greenaway
Date Deposited: 11 Feb 2022 09:28
Last Modified: 30 Apr 2024 12:34
URI: https://eprints.glos.ac.uk/id/eprint/10671

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