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. pp. 1-23.

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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.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Kumar, V
Item Type: Article
Uncontrolled Keywords: Mwallet, Customer engagement, Mobile payments, Emerging markets, Qualitative study
Depositing User: Veeramani R
Date Deposited: 30 Nov 2018 11:38
Last Modified: 30 Nov 2018 11:38
URI: http://eprints.exchange.isb.edu/id/eprint/645
Publisher URL: https://doi.org/10.1007/s11747-018-0613-6
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0092-0703/
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