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The Fiduciary Digital Encounter: Developing a Grounded Theory of Institutional Trust Work and Service Quality in Nigeria's SME Banking Ecosystem

Ekejiuba Augustine Nnaemeka

Journal of Emerging Markets and Management · 114–131 · 10.63385/jemm.v2i3.102684

This study develops a grounded theory of digital banking service quality by examining how Small and Medium-sized Enterprises (SMEs) in Nigeria evaluate digital banking services under conditions of institutional uncertainty. Using a Straussian grounded theory approach, data were collected through 54 in-depth episodic narrative in