"T̀his revised edition of one of the classic texts in the area is timely and topical; key elements of marketing as they apply to financial services are clearly articulated and supported with practical illustrations. Building on extensive accumulated experience of the sector, Meidan and Dawes...

Nigeria is a key regional player in West Africa with approximately 202 million people: one of the largest populations of youth in the world. This is an enormous market for services. However, there is a low level of financial inclusion. A large proportion of the Nigerian population still live in...

The concept of vulnerability denotes the conflict between the resources available to an individual and the challenges they face in life. Due to personal characteristics and market structures, some consumers are made financially vulnerable, which makes it difficult to access the formal financial...

Advertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to...

Purpose: Recognizing the high numbers of unbanked and financially excluded adults in Nigeria, this study positions chatbot as a digital transformation tool to radically change business model, improve customer experience, and enhance financial inclusion in emerging markets.Methodology: The...