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

Andrews A. Yalley ()
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Andrews A. Yalley: University of Cape Coast

Journal of Financial Services Marketing, 2022, vol. 27, issue 2, No 2, 95 pages

Abstract: 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.

Keywords: Customer-only co-production; Customer readiness for co-production; Co-production; Mobile banking; Technology-based services; Services productivity (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41264-021-00105-0

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