University of Oulu

Shams, G., Rehman, M.A., Samad, S. et al. Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z. J Financ Serv Mark 25, 1–13 (2020).

Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z

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Author: Shams, Ghazal1; Rehman, Mohsin Abdur2; Samad, Sarminah3;
Organizations: 1Islamic Azad University, Dehaghan Branch, Isfahan, Iran
2University of Bolton, Bolton, UK
3Princess Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia
4University of Oulu, Oulu, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
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Language: English
Published: Springer Nature, 2020
Publish Date: 2021-05-26


Customer’s adoption of mobile banking portrays tremendous growth in developing countries. However, it seems that there is a lack of studies about customer’s experiences and expectations on mobile banking services, and more research is needed considering generational differences between mobile banking customers in Iran. The purpose of this study is to explore the customer’s mobile banking experiences and expectations among generations X, Y, and Z in a developing country context, Iran. Twenty-seven in-depth interviews were conducted from active users of mobile banking services with a generational split in Iran. A qualitative content analysis was employed to understand customer’s mobile banking experiences and expectations. This study identified specific features of different generations regarding their experiences and expectations of mobile banking services. Each generation displayed distinct characteristics of mobile banking. Generation X customers perceive mobile banking as complicated; generation Y customers prefer to use mobile banking for quick payments, while generation Z customers want to have more customized services and ranked mobile banking as a spontaneous solution. Every generation expects different features to focus on: generation X expects to have more user-friendly functions; generation Y prefers to have an online transaction tracker while generation Z appeals to have enhanced the user interface. This study offers a detailed strategic starting point for management to tailor dynamic customer expectations among different generations.

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Series: Journal of financial services marketing
ISSN: 1363-0539
ISSN-E: 1479-1846
ISSN-L: 1363-0539
Volume: In press
DOI: 10.1057/s41264-020-00071-z
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2020, Springer Nature. This is a post-peer-review, pre-copyedit version of an article published in J Financ Serv Mark. The final authenticated version is available online at