iGaranti: Expanding the Frontiers of Mobile Banking Innovation
Ozturkcan, S. & Tuncalp, D. (2016), "iGaranti: Expanding the Frontiers of Mobile Banking Innovation," chapter in Services Marketing Cases in Emerging Markets, edited by Sanjit Roy, Dilip Mutu & Bang Nguyen, p. 89-106, Springer International Publishing: Cham, Switzerland. ISBN 978-3-319-32968-0.
Posted: 26 Sep 2018
Date Written: August 21, 2017
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. Yılmaz worried about the bottlenecks that had limited further user acceptance and engagement.
Keywords: Smart Phone, Internet Banking, Mobile Banking, Customer Engagement, Brand Relationship
JEL Classification: M00
Suggested Citation: Suggested Citation