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Case study 8: iGaranti: Expanding the frontiers of mobile banking innovation
Istanbul Bilgi University, Turkey. (Ctr Data Intens Sci & Applicat, DISA;DISA-DH)ORCID iD: 0000-0003-2248-0802
Istanbul Technical University, İstanbul, Turkey.
2016 (English)In: Services Marketing Cases in Emerging Markets: An Asian Perspective, Springer, 2016, p. 89-106Chapter in book (Refereed)
Abstract [en]

iGaranti have claimed many awards and recognitions, in addition to the wide press coverage. Two years into its launch, iGaranti counted for an active user base of 110 k. However, the spread of its reach was only about 2?% of the active mobile banking users in the market. Mr. Yilmaz worried about the bottlenecks that had limited further user acceptance and engagement. 
Place, publisher, year, edition, pages
Springer, 2016. p. 89-106
Keywords [en]
Smart Phone, Internet Banking, Mobile Banking, Customer Engagement, Brand Relationship
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-77309DOI: 10.1007/978-3-319-32970-3_10Scopus ID: 2-s2.0-85017576173ISBN: 9783319329703 (electronic)ISBN: 9783319329680 (print)OAI: oai:DiVA.org:lnu-77309DiVA, id: diva2:1241408
Available from: 2018-08-23 Created: 2018-08-23 Last updated: 2022-02-24Bibliographically approved

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Ozturkcan, Selcen

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