Purpose

This paper aims to explore the effects of the customer-to-customer co-creation experiences of savings/credit groups in the African context and how savings/credit groups influence financial capability and enhance financial well-being.

Design/methodology/approach

Using purposive sampling, a study of a total of 18 focus groups was conducted in sub-Saharan Africa. Nine urban-based savings/credit groups were drawn from across South Africa and additional nine, rural-based savings/credit groups were studied in the Monduli district of Tanzania.

Findings

Findings demonstrate that the African philosophy of Ubuntu, which promotes customer-to-customer interaction, is the cornerstone of the customer-to-customer co-creation experience. Ubuntu philosophical principles were found to influence the dialogue, access, risk and transparency model of co-creation and customer-dominant logic. The results show further that customer-to-customer co-creation experience positively influences the cognitive, financial, personal and social experiences of members. Specifically, it was found that cognitive and financial experiences positively influence financial satisfaction, financial self-esteem, financial self-efficacy and financial capability, all of which enhance financial well-being. In addition, personal and social experiences positively influence equality, self-confidence, entrepreneurial skills and motivation that in turn enhance social well-being.

Research limitations/implications

This study has implications for many different stakeholders concerned with the financial inclusion of low-income consumers, particularly in the southern part of Africa.

Originality/value

To the authors’ knowledge, this is the first study to explore the effects of customer-to-customer co-creation experiences in traditional financial services settings in order to understand how these indigenous financial services influence the financial capability and financial well-being of co-creation members.

中文翻译：

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客户对客户共创体验的财务状况：储蓄/信贷组的比较定性焦点小组研究

目的

本文旨在探讨非洲背景下储蓄/信贷集团的客户对客户共创体验的影响，以及储蓄/信贷集团如何影响财务能力和提高财务福祉。

设计/方法/方法

使用有目的的抽样，在撒哈拉以南非洲对总共 18 个焦点小组进行了研究。来自南非各地的九个基于城市的储蓄/信贷组和另外九个基于农村的储蓄/信贷组在坦桑尼亚的蒙杜利区进行了研究。

发现

调查结果表明，促进客户与客户互动的 Ubuntu 非洲哲学是客户与客户共同创造体验的基石。发现 Ubuntu 哲学原则会影响共同创造和客户主导逻辑的对话、访问、风险和透明度模型。结果进一步表明，客户对客户的共创体验对会员的认知、财务、个人和社交体验产生积极影响。具体而言，研究发现认知和财务体验对财务满意度、财务自尊、财务自我效能和财务能力有积极影响，所有这些都可以提高财务福祉。此外，个人和社会经历对平等、自信、

研究限制/影响

这项研究对许多关注低收入消费者金融包容性的不同利益相关者都有影响，特别是在非洲南部。

原创性/价值

据作者所知，这是第一项探讨传统金融服务环境中客户对客户共创体验的影响的研究，以了解这些本土金融服务如何影响企业的财务能力和财务福祉。 - 创建成员。