Purpose
To explore how inclusive banking services are marketed to financially vulnerable consumers (FVCs) in Ghana from the perspective of managers. This study aims to explore this under-researched area and contribute towards a transformative service research in the country.
Design/methodology/approach
This study adopted a multiple case study research approach to analyse six banks, including commercial, development, investment and rural and community banks. Specifically, semi-structured interviews and archival documents were used to collect data from the perspectives of bank managers.
Findings
The empirical research based on practical and theoretical models shows that Ghanaian banks design an array of financial products and services (FPS), adopt innovative traditional marketing strategies and apply inclusive technologies to reach out to the FVCs.
Research limitations/implications
The authors conducted this study on six banks in Ghana; thus, service researchers are cautioned when generalising the findings and conclusions in other contexts beyond the country of focus.
Practical implications
This study offers practical ideas to guide marketers to better understand how banks market their inclusive banking services to FVCs.
Social implications
This paper provides implications for addressing financial inclusion amongst the “unbanked”, “underserved” and “unserved” collectively known as the FVCs and how Ghanaian banks design FPS to improve service research and well-being outcomes.
Originality/value
This study provides vital information to policymakers in designing FPS aimed at achieving an inclusive financial system to improve the well-being of FVCs in Ghana.
Accurate measurement of relationship between assets is sensitive to different market conditions in different horizons and has implications for portfolio optimization. Cryptocurrencies are new category of assets that can reduce the risk of well‐diversified portfolio including gold. The paper explores the connections between seven cryptocurrencies and gold at bear (bull) markets across time to uncover the hedging properties of cryptocurrencies for gold investors. Wavelet technique was used to decompose the daily return series of the assets into short‐, medium‐ and long‐term frequencies. Quantile regression (QR) and quantile‐in‐quantile regression (QQR) were applied on the decomposed series to establish the association between the assets over 19 quantiles (τ = 0.05 to 0.95). QR results show all cryptocurrencies as hedges for gold regardless of market regime in the medium to long‐terms. QQR results depict inverse association at bear market but positive association at bull market across time suggesting hedging possibilities at bear markets. Our study provides precise information to investors, regulators and policy makers on risk mitigating strategies for extreme gold market fluctuations across time and market states.
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