Promoting Bank Usage Habits in Africa’s Savings Mobilization Programs: A Strategic Marketing Perspective

Despite widespread liberalization of savings mobilization marketing systems in African economies, consumers continue to rely more heavily on informal financial services than formal financial services, within these systems. The authors draw on habit theory and the strategic marketing framework to develop a rural, customer-centric marketing (CCM) model for promoting rural savings programs in the Sub-Saharan African (SSA) context. Results based on...