Journal of Financial Services Marketing
Scope & Guideline
Unlocking Consumer Behavior in Financial Services
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
The journal focuses on understanding consumer attitudes and behaviors towards various financial services, including banking, insurance, and fintech products. This includes exploring factors that influence adoption, loyalty, and decision-making processes. - Technological Innovations in Financial Services:
A significant emphasis is placed on how technological advancements, such as mobile banking, AI, and digital payments, impact consumer engagement and service delivery in the financial sector. - Sustainability and Ethical Considerations:
The journal addresses the growing importance of sustainability in financial services, examining how corporate social responsibility (CSR) and ethical practices influence consumer trust and brand loyalty. - Market Dynamics and Financial Inclusion:
Research on market trends, competitive strategies, and the role of financial services in promoting financial inclusion, especially in emerging economies, is a core focus. - Impact of Economic and Social Factors:
The journal investigates how external factors, including economic crises, social norms, and demographic changes, affect consumer behavior and financial service marketing strategies.
Trending and Emerging
- Digital Transformation and Fintech Adoption:
A significant increase in research related to digital transformation and the adoption of fintech solutions, reflecting the industry's shift towards technology-driven financial services and the impact on consumer behavior. - Consumer Empowerment and Financial Literacy:
There is a growing emphasis on studies exploring consumer empowerment, financial literacy, and their roles in enhancing financial decision-making and promoting responsible financial behaviors. - Behavioral Finance and Decision-Making:
Emerging themes in behavioral finance are gaining traction, focusing on psychological factors and biases that influence consumer investment decisions and financial planning. - Impact of COVID-19 on Financial Services:
Research analyzing the effects of the COVID-19 pandemic on consumer behavior, digital payment adoption, and the evolution of financial services has surged, highlighting the need for adaptive marketing strategies. - Sustainable Finance and Ethical Marketing:
An increasing number of papers are dedicated to sustainable finance and ethical marketing practices, reflecting the rising consumer demand for socially responsible financial products and services.
Declining or Waning
- Traditional Banking Marketing Strategies:
There is a noticeable decline in research centered around traditional banking marketing strategies, as newer digital and fintech solutions gain traction and dominate the discourse. - Conventional Risk Assessment Models:
Studies focusing on conventional risk assessment models in financial services are becoming less frequent, likely due to the rise of more dynamic and technology-driven approaches to risk management. - Static Consumer Segmentation Approaches:
Research that relies on static consumer segmentation is waning, as the industry increasingly embraces more fluid and behavior-based segmentation strategies influenced by real-time data. - Focus on Generic Financial Products:
There is a decline in studies addressing generic financial products without a specific focus on consumer context or innovative features, as the market shifts towards personalized and tailored financial solutions. - Historical Analysis of Banking Practices:
Research that primarily focuses on historical perspectives of banking practices is diminishing, with a stronger emphasis on contemporary issues and future-oriented research.
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