Critical success factors for the “unbanked” customers in Kenya

Abstract

Purpose

The purpose of this research paper is to define the factors that a bank would require to have in order to succeed in the traditionally unbanked segment of the East African region. The paper specifically looks at approaches used by banks to make banking affordable and accessible to most Kenyans. Most banks are turning their focus to the traditionally unbanked with all of them competing in an ever decreasing market.

Design/methodology/approach

The research was carried out by using both primary and secondary data. Primary data were collected using a survey questionnaire administered to customers of banks in Kenya whilst secondary data were collected from the banking survey of Kenya reports. Respondents were sampled using convenient sampling method.

Findings

The paper found empathy and satisfaction to be the major critical success factors (CSFs) for these banks. This implies that customers who visit these banks are more concerned with the attention they receive when they seek financial services. It was also found that there was significant difference between banks that cater for the traditionally unbanked customers (TUC) and those that do not.

Research limitations/implications

Management of banks should put into cognizance aspects of empathy and satisfaction which are the identified CSFs. This will enable them to improve and sustain their competitiveness in the banking sector.

Practical implications

The paper puts forward market practices which can inform policies and guide other financial institutions that would want to provide services to the TUC.

Originality/value

The paper introduces the concept of service quality for TUC who were left out in the banking sector in Kenya.

Citation

Mulengani Katwalo, A. and Isendi Muhanji, S. (2014), "Critical success factors for the “unbanked” customers in Kenya", International Journal of Bank Marketing, Vol. 32 No. 2, pp. 88-103. https://doi.org/10.1108/IJBM-09-2013-0100