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The Product Importance and Involvement Measurement: A mobile banking perspective
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: This study aims to investigate how important the mobile banking is amongst the

Swedish population. This has become an important area due to the fact that competition in

the financial sector has made it mandatory for banks to adopt new technologies, the

increase of mobile devices and Internet access as a way of communication and the slightly

lack of theoretical and statistical knowledge in this specific field.

Methodology: Quantitative methods are used to gather empirical findings that will be

subsequently analysed according to the adapted model of product importance and

involvement theories.

Findings: The Swedish mobile banking users are educated and skilled; the average usage is

2-3 times a week. Although the current app appears to be a complete tool, there is a need to

include other features. More than a half the population are described as having an enduring

importance towards the product. As additional finding, the research suggests that mobile

banking market could be described as being in a mature stage with few new adopters.

Research limitations: The product importance and involvement theory has never been used

to investigate technological phenomenon. The methods were restricted due to time limit.

Recommendations: Future studies could benefit from exploring this area through a more indept

approach by considering the views of financial institutions and conduct a qualitative

study with the users. In the managerial field, financial institutions should consider different

strategies with the current users as presented in the model, such as a more integrated and

interactive revised mobile banking app.

Place, publisher, year, edition, pages
National Category
Business Administration
URN: urn:nbn:se:hh:diva-29562OAI: diva2:858686
Subject / course
International Marketing
Available from: 2015-10-05 Created: 2015-10-03 Last updated: 2015-10-05Bibliographically approved

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Efemini, EireneLech, Leila Patricia
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