Drivers of the experience value of mobile money transfer service: Senegaleseuser perspectives
ISSN: 0887-6045
Article publication date: 22 September 2021
Issue publication date: 12 November 2021
Abstract
Purpose
Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal.
Design/methodology/approach
Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT.
Findings
Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users’ cultural and individual characteristics for better customer relationship management policy.
Originality/value
Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology.
Keywords
Acknowledgements
Authors would like to sincerely thank Professor Mbaye Diallo for his expert advice during the analysis of the results, the reviewers for their constructive comments that greatly contributed to the quality of the article and the associate editors for their support throughout the review process.
Funding: Erasmus+ fundings supported this research and the Partenamut -IPM marketing digital chair supports Pr. Ingrid Poncin research.
Citation
Fall, N.A.M., Diop-Sall, F. and Poncin, I. (2021), "Drivers of the experience value of mobile money transfer service: Senegaleseuser perspectives", Journal of Services Marketing, Vol. 35 No. 7, pp. 901-917. https://doi.org/10.1108/JSM-07-2020-0282
Publisher
:Emerald Publishing Limited
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