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Case study 8: IGaranti: Expanding the frontiers of mobile banking innovation
Kadir Has University, Istanbul, Turkey.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
Media and Communication Technology
Identifiers
URN: urn:nbn:se:hj:diva-39017DOI: 10.1007/978-3-319-32970-3_10Scopus ID: 2-s2.0-85017576173ISBN: 9783319329703 (electronic)ISBN: 9783319329680 (print)OAI: oai:DiVA.org:hj-39017DiVA, id: diva2:1191692
Available from: 2018-03-20 Created: 2018-03-20 Last updated: 2018-07-03Bibliographically approved

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Özturkcan, Selcen

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