Mobile banking affordances and constraints by the elderly
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 26 September 2022
Issue publication date: 20 January 2023
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
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