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Mobile banking affordances and constraints by the elderly

Fernando Rey Castillo-Villar (Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico City, Mexico)
Rosalia G. Castillo-Villar (Business School, Universidad Anahuac Mayab, Merida, Mexico)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 26 September 2022

Issue publication date: 20 January 2023

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Abstract

Purpose

The study explores the affordances and constraints perceived by older adults through their experiences using mobile banking apps.

Design/methodology/approach

Twenty-five interviews via Skype were carried out with older adults aged 65 years and over between April and May 2021 (during the COVID-19 pandemic).

Findings

Based on their usage experiences with mobile banking, older adults identified functional (saving time, avoiding physical risk and having control over their finances) and social affordances (supporting and bonding with family and friends), as well as non-technological (lack of useful information and patience from bank employees) and technological constraints (concerns about cybersecurity, data privacy and passwords).

Originality/value

The study offers a novel approach to customer experience research in mobile banking by adopting a customer-centered perspective and applying the theoretical framework of affordances and constraints to analyze the experiences of older adults as active mobile banking users.

Keywords

Acknowledgements

The authors would like to thank the Editor and reviewers for their helpful and high-quality feedback on an earlier version of this manuscript. The authors also acknowledge Eva María Soto de la Cruz for kindly providing research and banking industry expertise support.

Citation

Castillo-Villar, F.R. and Castillo-Villar, R.G. (2023), "Mobile banking affordances and constraints by the elderly", Marketing Intelligence & Planning, Vol. 41 No. 1, pp. 124-137. https://doi.org/10.1108/MIP-01-2022-0045

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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