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The transition in the Nigerian financial environment can be directly linked to digitalization as banks are racing to digital complexity. Historically in Nigeria, the utilization of digital operations by financial institutions is to reduce the burden of long queues in the banking hall and the pressure of carrying cash all the time. The goal of financial technology was to enable bank customers to use digitalized banking services. Hence, the purpose of this paper is to establish an empirical analysis evaluating the effect of service digitalization (internet banking, mobile banking, and automated teller machine) on bank competitiveness. Survey data were collected from 118 banks employees and hypothesized relationships were assessed through SMART-PLS structural equation modeling tool version 3.3.3. The study found a positive and significant impact of internet banking and automated machines on bank competitiveness. The findings also revealed that mobile banking has an insignificant effect on bank competition, although the outcome was positive. Overall, both the regulators and bankers should formulate and integrate their digitalized banking system by focusing on the attributes that are required for effective and safe digital-based banking.

Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension, representing the increased complexity of branding banks and financial institutions. This study explicitly addresses the branding strategies employed by TDNBs.

This study has adopted a case study research design, using a multi-stage data collection strategy. Initially, interviews were conducted with bank managers, followed by interviews with customers. Later, user-generated content was extracted through verified reviews from the app store. Subsequently, these three strands of data were thematically analysed and triangulated, in order to gain a holistic understanding of the branding strategies used by TDNBs.

Three key themes emerged regarding the branding strategies of the TDNBs: aligning with the parent brand, reinforcing the digital experience, and enhancing the brand image.

This study contributed to the growing body of research on marketing, branding, and digital transformation of bank services. As more traditional banks are exploring opportunities to pivot and explore other fintech options, this study offers significant insights that will help in managing brand experience and promotion across customer journeys in the banking sector.

This study contributes to the growing body of research on marketing, branding, and digital transformation of bank services. Even as more traditional banks explore opportunities to pivot as well as other fintech options, this study offers significant insights to help manage brand experience and promotion across customer journeys in the banking sector.

While previous studies on banking and financial services have concentrated on traditional retail and high street banks, there is a need for a greater understanding of the brand positioning of digital banks, especially those created by traditional banks.

Using social dominance theory as a conceptual lens, this study explores how female managers and professionals strive to defy the perceived career stereotypes in traditionally male-dominated occupations.

The dataset comprises 30 interviews with female bank managers and senior engineers in Nigeria – a non-Western location and work group – a sample that is considered under-researched.

The qualitative analysis identifies how the interviewed women adopted three strategies in managing gender and career stereotypes, with some expressing concerns of experiencing emotional dissonance as they contend with occupational segregation based on gender.

The extent to which the findings can be generalised may be constrained by the study’s limited sample size. Nevertheless, the findings shed light on the underlying importance of disclosing how working women exert themselves in navigating the social dominance ideology in Nigeria that is notable for extreme gender role differentiation. This often results in an intensification of the efforts made by female professionals in confronting the endemic nature of male chauvinism in Nigerian organisations.

Research on gender and career constraints has, in the main, restricted our understanding of the barriers that Nigerian women face in their careers as a result of the masculine hegemony perpetuated by social dominance. The present study aims to challenge, however, proponents of social dominance by unveiling the mitigating strategies that women living in an inegalitarian society adopt to confront occupational male-group ascendency.

This study seeks to assess how a humane leadership style affects customer service orientation among casual employees of financial service institutions in Ghana. Using job satisfaction as a moderator, this study predicts that a humane leadership style influences casual employees’ customer service orientation.

Survey data were obtained from 328 frontline casual employees of financial service firms. The structural equation modelling technique of partial least squares was used to test the hypothesised relationships.

The study found that a humane leadership style positively and significantly drives customer service behaviour. Job satisfaction also had a positive effect on customer service orientation among casual employees.

The study appears to be the first of its kind to explore the moderating role of job satisfaction in the connection between humane leadership and customer service orientation from the perspective of casual employees. The study highlights insightful practical implications for corporate managers, HR practitioners and marketing academics.

This research sought to examine the differential effect of chatbot banking artificial intelligence (AI) on consumer experience in the banking industry. A positivist paradigm was adopted to sample 389 consumers who were previously exposed to chatbot banking in Zimbabwe. A causal research design was employed whilst a quantitative approach was followed. In analysing data, the research study applied the structural equation modelling (SEM) technique. The authors found that chatbot banking significantly improves customer experience (CX) in the banking industry. Reliability and responsiveness of the chatbot need to be enhanced for effective improvements in CX. A need was also identified to enhance CX through the development of an ease-to-use chatbot which is embedded in everyday messaging applications of consumers. A significant association was also found between perceived benefits of chatbot banking and CX. This study informs the development of competitive advantage by banks and other related companies through AI-based CX management strategies. In times of pandemics and beyond, chatbot banking can be very instrumental in improving CX.

This study aims to investigate sustainability practices in the banking industry, focusing on a developing economy. It uses the triple-bottom-line framework to answer the following research question: how do banks in Nigeria conceptualise sustainability, and what role does it play in their banking practices?

This study adopts a social constructivist approach in its exploration of banking sustainability practices in an emerging economy, and the research design is a purpose-based (exploratory) approach. The qualitative data was collected from 33 bank personnel from various bank units and departments through semi-structured interviews to achieve the research objective.

The study reveals a lack of sustainability policies and programmes, as banks focus mainly on profitability. It uncovers unfair treatments of bank workers through casualisation, low wages and work overload. It indicates that most banks in developing countries ignore environmental considerations, as they still carry out paper-based transactions and use diesel-powered generators, which cause various negative environmental impacts. It also confirms that governments and banks in the country are not doing enough to propagate sustainable practices and banks have also not taken advantage of the sustainability concept to promote their brands; instead, they consider it as requiring additional operational costs.

The findings demonstrate the need for banks to see sustainability from a marketing point of view and adopt sustainable practices to create additional value that will improve their brand image and enhance their competitiveness.

The importance of sustainability in the banking industry in emerging economies is considered a viable means of contributing to the overall development goals of the United Nations as the world tries to preserve the environment. It also highlights the consequences of inaction or unsustainable banking practices.

This chapter takes an overview look at open digital infrastructures for financial services: what they are, why they are important for digital financial landscape, and thus why the central banks might need to take an active role to promote them. This chapter also reviews some concrete examples of open digital infrastructures in various jurisdictions to give some context.

This research explores how to design service delivery systems to facilitate a customer experience that enables the realisation of prevention-oriented goals.

Case-based research is undertaken to inform the design of service delivery systems for prevention-oriented consumption goals. Data from multiple informants, from both the provider and customer perspective, in two in-depth case studies, provide empirical insights.

Drawing on customer and provider perspectives, a model of service design for prevention-oriented goals is presented. The model is informed through the identification of service delivery system characteristics (facility layout, staff service orientation, facility appearance and staff presence/appearance) and perceived experience quality dimensions (control, duration, privacy and reliability impressions) that contribute to the fulfilment of prevention-oriented consumption goals.

The research affirms that it is critical for organisations to comprehend the goals they want their service delivery systems to enable in the customer experience. Specific attention should be given to the design of facility layout, staff-service orientation, facility appearance, staff presence/appearance to positively impact perceived quality dimensions and to facilitate the realisation of customer prevention goals.

The main research contribution lies in the articulation of the design characteristics of the service delivery system that enables a customer experience supporting the fulfilment of prevention goals. The empirical study draws on both customer and organisational perspectives to identify prevention-oriented goals, and corresponding experience quality dimensions, to inform service delivery system design.

This study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a comprehensive typology of banks that integrates fintech and explores how traditional and app-only banks strategically position their brands. The key argument is that understanding the changing landscape of banking and the impact of technological advancements is crucial for banks to navigate the challenges and opportunities presented by fintech and digital transformation.

This study examines literature and practices to develop a typology of banks, describing their characteristics, strengths, weaknesses and providing examples. It also proposes new research agendas for scholars and practitioners in the field.

This paper introduces a typology of banks based on their adoption of fintech and digital technologies. Three distinct types of banks are identified: Traditional banks adopting FinTech (TBAF), Traditionally Driven Neo Banks (TDNBs) and Digitally Driven Neo Banks (DDNBs). TBAF are traditional banks that have embraced fintech solutions to enhance their operations and customer experiences. TDNBs represent a hybrid model, combining the trusted brand and infrastructure of traditional banks with the digital capabilities and agility of neo banks. DDNBs are purely digital banks that operate exclusively online, offering innovative and user-friendly banking services.

This study is a pioneering work that classified banks based on their utilization of fintech and digital technologies. The study provides a typology of banks based on fintech adoption, offering valuable insights for bank managers, policymakers and researchers. The research also outlines a research agenda, suggesting future investigations to further enhance understanding of the evolving banking landscape and its implications.

This paper aims to investigate the influence of human resource management (HRM) practices on the level of innovativeness observed within the service sector of Ghana, taking into account the potential mediating role of innovation capability.

The research used a quantitative methodology to fulfill the study's objectives. A Web-based survey questionnaire was designed to gather data from a sample of 168 respondents, selected through a convenient sampling technique. The proposed model was tested using the Process Macro Model 4 by Hayes in SPSS version 26.

The study’s outcomes indicate that there is no statistically significant correlation between HRM practices and firm innovativeness. However, the mediating role of innovation capability was observed to fully account for the relationship between human HRM practices and firm innovativeness. Additionally, a positive and significant association was identified between HRM practices and innovation capability, as well as between innovation capability and firm innovativeness.

It is important to note that the findings are limited to the perspective of employees within the service sector of Ghana. Therefore, future research could explore the manufacturing and/or extraction industries in Ghana to obtain a more comprehensive understanding. Furthermore, a larger sample size could be considered in future studies.

To the best of the authors’ knowledge, this study presents a novel examination of the hypothesized model within the Ghanaian context, providing valuable insights into the relationship between HRM practices, innovation capability and firm innovativeness.