Educational level as a modified variable to the relationship between microfinance services marketing and attracting customers’ attention in Egyptian banks

Einas Elabbasy () and Ahd Bakr
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Einas Elabbasy: Kafr El Sheikh University
Ahd Bakr: Higher Institute of Management and Information Technology

Journal of Financial Services Marketing, 2024, vol. 29, issue 2, No 16, 423-439

Abstract: Abstract The main objective of this study is to shed light on the reality of microfinance marketing in Egyptian banks, how the marketing mix affects on attracting customers’ attention toward microfinance services, and how this effect can vary according to the educational level as a moderator variable. Data were collected through structured questionnaire from a sample of 400 microfinance customers in public banks in Egypt. To test the hypotheses, structural equation modeling (SEM) was used using the maximum likelihood method available in the program (Lisrel 8.8). Attracting customers to microfinance services is an important goal for banks. This study explains the marketing mix of the microfinance services (7 ps) that public banks focus on to attract customers toward microfinance services. This study determines the suitable microfinance services marketing mix to attract customers by evaluate the current marketing mix from the point of view of current consumers, so this study putting its hand on the marketing imbalance in the Egyptian banks and how the educational level of customers increase the feeling of this problem in attracting them to the banks.

Keywords: Microfinance services marketing—Attracting customers; Attention–educational level (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41264-022-00206-4

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