Driving adoption of branchless banking: insights from consumer education in India, the Philippines, and Zambia
As providers design and launch branchless banking (BB) services, our work has identified that one crucial element that tends not to be given sufficient attention is the customer's experience with the service. This paper examines how customers experience a BB service and the process that they go through to reach adoption of the service. This paper highlights the consumer challenges that prevent adoption of BB in three countries: India, Philippines, and Zambia. It then discusses how consumer education can be used as a tool to address them. The paper draws on previous theories of technology adoption and applies them to the innovative use of branchless banking for delivering financial services. The insights presented in the paper contribute to the current discussions around adoption of BB by highlighting how consumer education can support the adoption of this technology by addressing potential use challenges and enhancing the customer's experience with the BB service.