Purpose

This paper aims to examine customer experience value orchestrated by non-banks' financial touchpoints to understand how they enhance the financial inclusion of low-income consumers.

Design/methodology/approach

Two independent but related studies were conducted using qualitative comparative analyses (QCA) research design with semi-structured interviews to compare and contrast customer experience value at two rural locations in Southern Africa. The interview transcripts were analysed using ATLAS.ti, which is a powerful operating system for analysing qualitative data.

Findings

The results indicate that non-banks in the two countries design financial services that include functional, economic, humanic, social and mechanic customer experience value dimensions.

Research limitations/implications

The data for this study was collected from financial services customers of retailers and mobile phone network operators in only one research setting in each country. Further research could extend the comparative context for qualitative studies across similar markets. Other limitations are discussed in the paper.

Originality/value

This paper contributes to the body of knowledge by highlighting the salient and germane dimensions and components found to be important in understanding financial inclusion using customer experience value. To the best of the authors’ knowledge, this is the first study that incorporates customer experience value dimensions in understanding the financial inclusion of low-income consumers at the base of the social and economic pyramid in emerging markets.

中文翻译：

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通过南部非洲金融接触点的客户体验价值构建普惠金融

目的

本文旨在研究由非银行金融接触点精心设计的客户体验价值，以了解它们如何增强低收入消费者的金融包容性。

设计/方法/方法

使用定性比较分析 (QCA) 研究设计和半结构化访谈进行了两项独立但相关的研究，以比较和对比南部非洲两个农村地区的客户体验价值。访谈记录使用 ATLAS.ti 进行分析，ATLAS.ti 是一个用于分析定性数据的强大操作系统。

发现

结果表明，两国非银行机构设计的金融服务包括功能性、经济性、人文性、社会性和机械性客户体验价值维度。

研究限制/影响

本研究的数据是从每个国家的一个研究环境中的零售商和移动电话网络运营商的金融服务客户那里收集的。进一步的研究可以扩展类似市场的定性研究的比较背景。论文中讨论了其他限制。

原创性/价值

本文通过强调在使用客户体验价值理解金融包容性方面发现重要的显着和密切的维度和组成部分，为知识体系做出了贡献。据作者所知，这是第一项将客户体验价值维度纳入新兴市场社会和经济金字塔底层低收入消费者金融包容性的研究。