Adasa Nkrumah
Li Ping
ABSTRACT
Mobile money transfer (MMT) started in Kenya as MPESA. "M" for mobile and "Pesa"; the Swahili word for cash. It has often been cited as highly innovative. Recent studies have focused on comparing the service in terms of its acceptance, extent of access, awareness, adoption, Infrastructure levels, impact, the politics, and regulations, etc. Studies on customer journey to depict exactly what customers do, what they get, and how they feel remain unclear, real examples of managerial interpretation remain scarce in general. In this paper, based on MMT in Ghana, we propose a 5-phase MMT Customer Journey and show the sequence of events through which MMT customers interact with MNOs during the entire MMT transaction process. Through a sample of 250 MMT users, we identify and categorize MMT touchpoints in the service exchange processes. Not only is this unique, but also categorizing them in the 5-phase customer journey proposed. We build on previous studies and outline real managerial interpretation of MMT Customer Journey Map.
- S. Haas, M. G. Plyler, and G. Nagarajan, "Outreach of M-PESA System in Kenya: Emerging Trends," no. June, pp. 1--21, 2010.Google Scholar
- S. Haas and G. Nagarajan, "Water Delivery through Payment Platform-M-PESA Pushes the Rural Frontier," Financ. Serv. Assess., no. July, 2011.Google Scholar
- M. Plyler, S. Haas, and G. Nagarajan, "Community Level Economic Effects of M-PESA in Kenya: Initial Findings," Financ. Serv. Assess. - Iris Center, Univ. Maryl. Coll. Park, no. June, p. 50, 2010.Google Scholar
- G. Stuart and M. Cohen, "Cash In, Cash Out Kenya: The Role of MPESA in the Lives of Low Income People," Financ. Serv. Assess., no. September, 2011.Google Scholar
- S. Tavneet and W. Jack, "Mobile Money: The Economics of M-PESA.," 2009.Google Scholar
- S. Chauhan, "Acceptance of mobile money by poor citizens of India: integrating trust into the technology acceptance model," info, vol. 17, no. 3, pp. 58--68, 2015.Google Scholar
- M. Danquah and A. M. Iddrisu, "Access to mobile phones and the wellbeing of non-farm enterprise households: Evidence from Ghana," Technol. Soc., 2018.Google ScholarCross Ref
- C. N. Gichuki and M. Mulu-Mutuku, "Determinants of awareness and adoption of mobile money technologies: Evidence from women micro entrepreneurs in Kenya," Womens. Stud. Int. Forum, vol. 67, no. July 2017, pp. 18--22, 2018.Google ScholarCross Ref
- O. Mothobi and L. Grzybowski, "Infrastructure deficiencies and adoption of mobile money in Sub-Saharan Africa," Information Economics and Policy, vol. 40. pp. 71--79, 2017.Google ScholarCross Ref
- G. K. Munyegera and T. Matsumoto, "Mobile Money, Remittances, and Household Welfare: Panel Evidence from Rural Uganda," World Dev., vol. 79, no. 25101002, pp. 127--137, 2016.Google ScholarCross Ref
- S. L. Suárez, "Poor people's money: The politics of mobile money in Mexico and Kenya," Telecomm. Policy, vol. 40, no. 10-11, pp. 945--955, 2016. Google ScholarDigital Library
- J. Lepoutre and A. Oguntoye, "The (non-)emergence of mobile money systems in Sub-Saharan Africa: A comparative multilevel perspective of Kenya and Nigeria," Technol. Forecast. Soc. Change, no. November, pp. 0--1, 2017.Google Scholar
- M. S. Rosenbaum, M. L. Otalora, and G. C. Ramírez, "How to create a realistic customer journey map," Bus. Horiz., vol. 60, no. 1, pp. 143--150, 2017.Google ScholarCross Ref
- NCA-Ghana, "Quarterly Statistical Bulletin on Communications in Ghana," Accra, 2017.Google Scholar
- G. D. Zaney, "BoG Issues Guidelines To Regulate Mobile Financial Services," Bank of Ghana, 2017. {Online}. Available: http://www.ghana.gov.gh/index.php/media-center/news/1791-bog-issues-guidelines-to-regulate-mobile-financial-services. {Accessed: 12-Apr-2018}.Google Scholar
Index Terms
- Mobile Money Transfer: The Customer Journey Perspective
Comments