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Keywords: Abandonment
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Journal Articles
Expectations unmet: disconfirmation and abandonment of mobile money services in rural base of the pyramid markets
Available to Purchase
International Journal of Bank Marketing (2026) 44 (3): 518–546.
Published: 25 September 2025
...Pilar Carbonell; Ana Isabel Rodríguez Escudero Purpose This study investigates the abandonment of mobile money (MM) services in rural base of the pyramid (BoP) markets, where financial exclusion is prevalent. Using the expectation-confirmation theory as a foundation, the study examines how...
Includes: Supplementary data
