Adoption of payments banks: a grounded theory approach
نویسندگان
چکیده
Payments banks came into existence in India 2015 when the Reserve Bank of awarded licenses to eleven applicants set up these specifically further financial inclusion by providing small savings accounts and facilitating payments remittances financially excluded population. As March 2020, only six were operative not very successful, both from profitability customer growth perspectives. This article seeks understand reason for taking off as envisaged. Attributing this primarily low adoption segments, study uses a grounded theory approach based on data collected interviews target groups managers at some banks. The primary factors contributing segments studied here, namely migrant labor vendors, have been identified lack awareness, trust perceived need their products/services. These arise due inconsistencies between business model design nature audience. discusses managerial policy implications conclusions.
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ژورنال
عنوان ژورنال: Journal of Financial Services Marketing
سال: 2022
ISSN: ['1363-0539', '1479-1846']
DOI: https://doi.org/10.1057/s41264-021-00133-w