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Amit Shankar

Title: How to enhance consumer experience over mobile wallet: a data-driven approach

Journal: Journal of Strategic Marketing

The study aims to explore consumer experience of mobile wallet
(m-wallet) platforms using a data-driven mixed-method approach.

A qualitative study using 4789 consumer reviews was performed to
explore key drivers of consumer experience of the m-wallet platform.
Further, responses were collected using an online survey from 337 Indian
m-wallet users to validate the findings of the exploratory study. The

results indicated that interactivity, privacy and security, convenience,
and contact are the key drivers of consumer experience over m-wallet
platforms. The study’s findings enrich the mobile payment literature by
exploring key factors impacting consumer experience in the m-wallet

context. The findings of the study will help marketers to enhance
consumer experience over m-wallet platforms.

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