Research Agenda for Financial Services

This chapter underscores the significance of a comprehensive approach to financial services marketing within Nigeria’s dynamic financial landscape. It outlines three critical research agendas: enhancing financial inclusion strategies, improving financial literacy and education, and fostering sustainable financial systems. By addressing these agendas, stakeholders gain valuable insights into regulatory frameworks, consumer behaviour, and market dynamics. The chapter also highlights the involvement of diverse stakeholders, including students, educators, financial service providers, government agencies, and international organizations, emphasizing the need for collaboration and knowledge sharing. Through a holistic understanding of financial services marketing and engagement with key stakeholders, Nigeria can advance towards a more inclusive, resilient, and sustainable financial ecosystem.