Marketing bank services to financially vulnerable customers: evidence from an emerging economy

Purpose This study aims to explore how banks in Nigeria are marketing financial services financially vulnerable customers. Design/methodology/approach A multiple case research strategy was used analyse three commercial and two microfinance banks. Data were collected using semi-structured interviews with the banks' directors as well from published annual reports archival images. Findings The reveals that Nigerian develop different product development portfolios, adopt innovative traditional schemes apply inclusive technologies reach extend unbanked customers society. Research limitations/implications Banks should focus on consumer engagement through proactive of employ methods. Customers' banking experiences can be enhanced if communicate educate about technological modes engagement. In addition, service transaction support literacy education assist their customers, mutually beneficial ways. Originality/value shows operators' market emerging markets. It empirically establishes importance excluded