Understanding customer’s intention to adopt metaverse banking services in Pakistan: a qualitative study

Purpose - The emergence of metaverse banking services (MBS) enables customers to interact and socialise in a virtual environment. However, there is a lack of research on MBS adoption. This study aims to examine the key factors influencing customer behaviour in adopting MBS, with a specific focus on Pakistan as a developing country. Design/methodology/approach - Semi-structured interviews were conducted with 22 Pakistani banking customers, and the resulting data were transcribed and subjected to thematic analysis using NVivo software. Findings - This qualitative investigation into the determinants of MBS adoption encompasses a wide range of facilitators, inhibitors and customer resources. These findings ultimately contribute fresh perspectives to the field, challenging prevailing beliefs and offering new insights into the complex dynamics driving customer behaviour in the MBS context. Research limitations/implications - Since this study only focused on Pakistan with a limited scope, future studies on MBS adoption would benefit from a comparative analysis across several countries, especially in Asian nations. Practical implications - This study advances our understanding of MBS adoption by revealing key determinants of customer intentions. Moreover, it offers actionable guidance for banking professionals, marketers and policymakers to navigate the implementation of MBS and unlock promising avenues for growth and innovation. Originality/value - The first scholarly inquiry into MBS adoption seeks to expand extant knowledge by elucidating customers' viewpoints, thereby revealing novel insights into the key factors that influence customer behaviour within the MBS landscape.