Driving growth of Mwallets in emerging markets: a retailer's perspective

Kumar, V and Nim, N and Sharma, A (2018) Driving growth of Mwallets in emerging markets: a retailer's perspective. Journal of the Academy of Marketing Science, 47. pp. 747-769. ISSN 1552-7824

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The technology growth and evolving customer expectations in emerging markets have led firms to search for strategic tools to engage customers. The digital payment industry has seen the emergence of a new mobile-based service called Mwallet: a digital version of a physical wallet. Although there has been excitement, firms lack guidance regarding leveraging the potential of Mwallets. Relying on the extant literature, industry reports, and a qualitative study, we investigate the strategic potential of Mwallets for retailers. We develop a research framework and provide multiple research propositions linking Mwallet integration to customer engagement (CE) and discussing the moderating effects of market, firm, and customer-related factors. We find that Mwallet integration will have an S-shaped relationship with CE. An initial empirical investigation provides evidence for the effect of Mwallet on CE. This research is the first step towards linking Mwallet to a retailer's performance; it demonstrates academic and managerial relevance.

Item Type: Article
Date Deposited: 30 Nov 2018 11:38
Last Modified: 11 Jul 2023 17:36
URI: https://eprints.exchange.isb.edu/id/eprint/645

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