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.

中文翻译：

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向财务脆弱的客户营销银行服务：来自新兴经济体的证据

目的

本研究旨在探讨尼日利亚的银行如何向财务脆弱的客户营销金融服务。

设计/方法/方法

使用多案例研究策略分析了三个商业银行和两个小额信贷银行。数据是通过对银行董事的半结构化访谈以及银行公布的年度报告和档案图像收集的。

发现

该研究表明，尼日利亚银行开发了不同的产品开发组合，采用创新的传统营销计划并应用包容性技术来接触和扩展社会中没有银行账户和财务脆弱的客户的服务。

研究限制/影响

银行应通过积极开发技术和采用创新营销方法来关注消费者参与。如果银行与客户就技术参与模式进行沟通和教育，则可以增强客户的银行体验。此外，金融服务交易支持和金融知识教育可以帮助银行以互惠互利的方式向财务脆弱的客户推销其服务。

原创性/价值

本研究展示了金融服务运营商如何向新兴市场的金融弱势客户营销和扩展他们的服务。它凭经验确定了金融服务对金融排斥客户的重要性。