Marketing bank services to financially vulnerable customers: evidence from an emerging economy

Abstract

Purpose – This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach – A multiple case study research strategy was used to analyse three commercial banks and two microfinance banks. Data were collected using semi-structured interviews with the banks’ directors as well as from banks’ published annual reports and archival images. Findings – The study reveals that Nigerian banks develop different product development portfolios, adopt innovative traditional marketing schemes and apply inclusive technologies to reach and extend services to the unbanked and financially vulnerable customers in the society. Research limitations/implications – Banks should focus on consumer engagement through the proactive development of technologies and employ innovative marketing methods. Customers’ banking experiences can be enhanced if banks communicate with and educate customers about technological modes of engagement. In addition, financial service transaction support and financial literacy education can assist banks in marketing their services to financially vulnerable customers, in mutually beneficial ways. Originality/value – This study shows how financial service operators’ market and extend their services to financially vulnerable customers in emerging markets. It empirically establishes the importance of financial services to financially excluded customers.