The density of banks in Germany is very high and customers’ willingness to change has grown strongly since the availability of online banking. Therefore, customer loyalty is one of the main tasks a bank has to resolve for the future.
One option is the introduction of mobile payment in order to gain a unique selling proposition. Banks offer a high perceived security for end customers so that they are considered to be highly trustable. Hence, 52,8% of the participants of the study “Acceptance criteria for mobile payment procedures (MP3)” quoted that the mobile payment service provider has to be a bank.
Linking customers to one`s brand can also be reached by the development of an own mobile brand as a mobile virtual network operator (MVNO). In this context a mobile marketing campaign can also be applicable to enhance customer loyalty or to achieve additional customer contacts.