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

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Deniz Tuncalp

Istanbul Technical University

Date Written: August 21, 2017

Abstract

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

Ozturkcan, Selcen and Tuncalp, Deniz, iGaranti: Expanding the Frontiers of Mobile Banking Innovation (August 21, 2017). 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. . Available at SSRN: https://ssrn.com/abstract=3236156

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Deniz Tuncalp

Istanbul Technical University ( email )

Ayazaga Kampusu
Fen Edebiyat Fakultesi
İstanbul
Turkey

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