Enhancing microfinance outreach through market‐oriented new service development in Indian regional rural banks

Phil Megicks, Atul Mishra, Jonathan Lean · 2005 · International Journal of Bank Marketing

Summary. Indian regional rural banks underperform in microfinance because they focus on products rather than markets. This paper develops a conceptual framework showing how manager attitudes, institutional characteristics, and market orientation influence service innovation, customer satisfaction, and outreach performance. The findings suggest that adopting market-oriented approaches to new service development can improve these banks' ability to serve poor populations.

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@article{megicks-2005-enhancing-microfinance-outreach-market-oriented,
  title   = {Enhancing microfinance outreach through market‐oriented new service development in Indian regional rural banks},
  author  = {Phil Megicks and Atul Mishra and Jonathan Lean},
  journal = {International Journal of Bank Marketing},
  year    = {2005},
  doi     = {10.1108/02652320510577393},
  url     = {https://doi.org/10.1108/02652320510577393}
}

TY  - JOUR
TI  - Enhancing microfinance outreach through market‐oriented new service development in Indian regional rural banks
AU  - Phil Megicks
AU  - Atul Mishra
AU  - Jonathan Lean
JO  - International Journal of Bank Marketing
PY  - 2005
DO  - 10.1108/02652320510577393
UR  - https://doi.org/10.1108/02652320510577393
ER  - 

Details

DOI

10.1108/02652320510577393

Countries

India

Regions

Asia

Categories

funding, regional-innovation-systems

Added

2026-04-28