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Shankar, A., & Behl, A. (2021). How to enhance consumer experience over mobile
wallet: a data-driven approach. Journal of Strategic Marketing, 1-18.
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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