Yalley, Andrews ORCID: https://orcid.org/0000-0003-0822-3316 (2022) Customer readiness to co-production of mobile banking services: a customer-only co-production perspective. Journal of Financial Services Marketing, 27 (2). pp. 81-95.

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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.

Item Type:	Article
Status:	Published
DOI:	10.1057/s41264-021-00105-0
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/9079

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