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Customer readiness to co-production of mobile banking services: a customer-only co-production perspective

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  • Andrews A. Yalley

    (University of Cape Coast)

Abstract

This paper aimed to identify the antecedents and corollary of customer readiness for co-production in customer-only co-production services using mobile banking services as a context. Using a structured questionnaire, data were gathered from a sample of mobile banking customers in Ghana and the UK and the data analysis was facilitated by structural equation modelling. From the findings, the antecedents were customer socialisation, customer self-efficacy and customer motivation and the corollary was service productivity. The findings provide managers of customer-only co-production or technology-based services particularly mobile banking services with the specific factors that can be managed strategically and tactically to enhance customer readiness for co-production and service productivity. This study is one of a kind to conceptualise and empirically identify the antecedents and corollary of customer readiness for co-production within the customer-only co-production context. However, as the study was limited to mobile banking services, future studies might test the research model in other customer-only technology-based services.

Suggested Citation

  • Andrews A. Yalley, 2022. "Customer readiness to co-production of mobile banking services: a customer-only co-production perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 81-95, June.
    • Handle: RePEc:pal:jofsma:v:27:y:2022:i:2:d:10.1057_s41264-021-00105-0
    DOI: 10.1057/s41264-021-00105-0
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    References listed on IDEAS

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