Understanding customer’s intention to adopt metaverse banking services in Pakistan: a qualitative study
Muhammad Hassaan
Abstract:Purpose
The emergence of metaverse banking services (MBS) enables customers to interact and socialise in a virtual environment. However, there is a lack of research on MBS adoption. This study aims to examine the key factors influencing customer behaviour in adopting MBS, with a specific focus on Pakistan as a developing country.
Design/methodology/approach
Semi-structured interviews were conducted with 22 Pakistani banking customers, and the resulting data were transcribed and subjected to thematic analysis… Show more
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