Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot
Purpose: Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial inclusion in emerging markets. Design/methodology/a...
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| Định dạng: | Journal Article |
| Ngôn ngữ: | English |
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Emerald Group Holdings Ltd.
2021
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| Truy cập trực tuyến: | http://digital.lib.ueh.edu.vn/handle/UEH/62073 https://doi.org/10.1108/JEC-06-2020-0126 |
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oai:localhost:UEH-620732021-08-20T14:49:48Z Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot Abdulquadri A. Mogaji E. Kieu T.A. Nguyen N.P. Banks Chatbot Digital transformation Emerging market Financial inclusion Nigeria Purpose: Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial inclusion in emerging markets. Design/methodology/approach: The Search-Access-Test (S-A-T) model was adopted to understand how Nigerian banks are adopting chatbots. Findings: A majority of Nigerian banks now have chatbots that enhance customer engagement and financial inclusion. WhatsApp was the most frequently used platform. Chatbots were often branded and presented with female gender identification. The chatbots were less responsive beyond their predefined path. While Nigeria is a multilingual country with English being the original language, none of the chatbots used any of the Nigerian’s local languages. Practical implications: Brands need to re-evaluate their chatbots with regard to responsiveness, predefined questions, verification and privacy. There are also possibilities of branding the chatbot and developing content creation strategies for proper engagement. Beyond English, the integration of African languages into chatbot is essential for digital transformation. Digital literacy and skills, particularly in the field of science, technology, engineering and mathematics, should be supported to equip future developers and create more jobs. Originality/value: While many theoretically based models for investigating the adoption of digital technologies have often placed focus on users’ ability to engage, this study takes an alternative perspective; by using the S-A-T model, it lays the responsibilities on the banks and chatbot developer to ensure that their chatbots are secure, responsive and able to meet the needs of the customers. 2021-08-20T14:49:48Z 2021-08-20T14:49:48Z 2021 Journal Article 1750-6204 http://digital.lib.ueh.edu.vn/handle/UEH/62073 https://doi.org/10.1108/JEC-06-2020-0126 en Journal of Enterprising Communities: People and Places in the Global Economy Vol. 15, Issue 2 none Portable Document Format (PDF) 258 281 Emerald Group Holdings Ltd. |
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Đại học Kinh tế Thành phố Hồ Chí Minh |
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DSpaceUEH |
| language |
English |
| topic |
Banks Chatbot Digital transformation Emerging market Financial inclusion Nigeria |
| spellingShingle |
Banks Chatbot Digital transformation Emerging market Financial inclusion Nigeria Abdulquadri A. Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot |
| description |
Purpose: Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial inclusion in emerging markets. Design/methodology/approach: The Search-Access-Test (S-A-T) model was adopted to understand how Nigerian banks are adopting chatbots. Findings: A majority of Nigerian banks now have chatbots that enhance customer engagement and financial inclusion. WhatsApp was the most frequently used platform. Chatbots were often branded and presented with female gender identification. The chatbots were less responsive beyond their predefined path. While Nigeria is a multilingual country with English being the original language, none of the chatbots used any of the Nigerian’s local languages. Practical implications: Brands need to re-evaluate their chatbots with regard to responsiveness, predefined questions, verification and privacy. There are also possibilities of branding the chatbot and developing content creation strategies for proper engagement. Beyond English, the integration of African languages into chatbot is essential for digital transformation. Digital literacy and skills, particularly in the field of science, technology, engineering and mathematics, should be supported to equip future developers and create more jobs. Originality/value: While many theoretically based models for investigating the adoption of digital technologies have often placed focus on users’ ability to engage, this study takes an alternative perspective; by using the S-A-T model, it lays the responsibilities on the banks and chatbot developer to ensure that their chatbots are secure, responsive and able to meet the needs of the customers. |
| author2 |
Mogaji E. |
| author_facet |
Mogaji E. Abdulquadri A. |
| format |
Journal Article |
| author |
Abdulquadri A. |
| author_sort |
Abdulquadri A. |
| title |
Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot |
| title_short |
Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot |
| title_full |
Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot |
| title_fullStr |
Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot |
| title_full_unstemmed |
Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot |
| title_sort |
digital transformation in financial services provision: a nigerian perspective to the adoption of chatbot |
| publisher |
Emerald Group Holdings Ltd. |
| publishDate |
2021 |
| url |
http://digital.lib.ueh.edu.vn/handle/UEH/62073 https://doi.org/10.1108/JEC-06-2020-0126 |
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AT abdulquadria digitaltransformationinfinancialservicesprovisionanigerianperspectivetotheadoptionofchatbot |
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