ABSTRACT
COVID-19 has changed the way people live, bank, shop, and work by moving them toward digitalization. It has also driven the trend toward a cashless society, and this change has taken place in an increasingly uncertain and fearful environment. This study explores the social practice of mobile banking (MB) adoption during the global COVID-19 pandemic. Data were collected from banking customers and managers using online customer reviews, semi-structured interviews, and focus groups to develop an in-depth understanding of the subjective realities of their use of MB. This approach also ensured that social distancing practices were maintained during interviews conducted during the COVID-19 outbreak. Analysis of the data suggests that social media, social circles, family members, and teams of customer service agents play an important role in developing the social practice of MB. This study culminates in the presentation of the social practice of MB adoption (SPOTA) framework. This framework is based on extended social practice theory in the context of MB adoption. The study discusses the practical implications of the findings for systems developers. The many expectations of people with or without disabilities of MB are discussed and the findings could be used to improve the accessibility and habitual practice of MB adoption.
ABSTRACT
COVID-19 has changed the way people live, bank, shop, and work by moving them toward digitalization. It has also driven the trend toward a cashless society, and this change has taken place in an increasingly uncertain and fearful environment. This study explores the social practice of mobile banking (MB) adoption during the global COVID-19 pandemic. Data were collected from banking customers and managers using online customer reviews, semi-structured interviews, and focus groups to develop an in-depth understanding of the subjective realities of their use of MB. This approach also ensured that social distancing practices were maintained during interviews conducted during the COVID-19 outbreak. Analysis of the data suggests that social media, social circles, family members, and teams of customer service agents play an important role in developing the social practice of MB. This study culminates in the presentation of the social practice of MB adoption (SPOTA) framework. This framework is based on extended social practice theory in the context of MB adoption. The study discusses the practical implications of the findings for systems developers. The many expectations of people with or without disabilities of MB are discussed and the findings could be used to improve the accessibility and habitual practice of MB adoption.
ABSTRACT
While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid-19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure during a crisis we asked 70 millennials from three European Countries-Italy, France, and the UK-to describe their responses to service failure during the Covid-19 pandemic (30 completed a 4-week diary and 40 completed a 4-week qualitative survey). Drawing on phenomenological, constructivist, and hermeneutical approaches, and utilizing an actor-network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the Covid-19 pandemic. Conclusions highlight implications for theory, policy, and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.