The Service-dominant logic as driver of financial inclusion in digital payments sector

Abstract

Despite the benefits of financial inclusion through digital payments, many entrepreneurs in Mexico perceive more obstacles than advantages when joining the payments network. By analyzing the case of E-fectivo, a technological solutions firm that offers financial products and services, this study aims to understand how digital payments contribute to financial inclusion and if a Service-Dominant Logic (SDL) incentivizes a wider adoption of them. To do so, the study was divided into three phases: firstly, the application of a questionnaire took place in Cuetzalan, México within five dimensions: 1) financial inclusion, 2) user experience, 3) personalization, 4) relationship and 5) financial education. Secondly, a graph analysis was made to analyze the percentage and values of respondents that comply with the elements of the SDL. Finally, a statistical and correlation analysis was made to confirm the research questions and adjustment of the model. We found that, even when the use of digital technologies is common and easy in Mexico, that does not guarantee confidence in digital payment services. The limitation of the study is that it considers only rural and semi-rural regions.