Financial literacy as a mediator of the inclusiveness of banking marketing strategies in the context of digital transformation

K. Zh. Elshibekova, A. S. Bikteubayeva, Gulnar Koishybaevna LUKHMANOVA, Gaukhar Kaldanovna Zhanibekova

2026

Full text Open access: Gold Metadata (CSL-JSON)
DOI 10.46914/1562-2959-2026-1-3-105-119
Data confidence 70 medium
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Abstract

Digital transformation is changing the banking sector through the expansion of digital financial services, the development of remote service channels, and new forms of customer interaction. Under these conditions, inclusive marketing strategies become increasingly important. Such strategies should consider differences in customers’ financial literacy, digital competencies, and ability to understand financial information. The accessibility and clarity of marketing communications influence customer trust in digital banking services. The purpose of this study is to substantiate the role of financial literacy as a mediator of the inclusiveness of banking marketing strategies in the context of digital transformation. The research is based on literature review, comparative analysis, statistical analysis, and a questionnaire survey. The information base includes official data of the National Bank of the Republic of Kazakhstan, the Agency for Regulation and Development of the Financial Market, the Bureau of National Statistics, as well as materials of the OECD and the World Bank. The scientific contribution of the study lies in substantiating the mediating role of financial literacy in ensuring the inclusiveness of banking marketing strategies. Based on a survey of 148 customers of second-tier banks in Kazakhstan, an original model was developed. The model reflects the relationship between the inclusiveness of marketing strategies, customers’ financial literacy, and trust in digital banking services. The findings show that financial literacy significantly affects the perception of marketing communications, access to financial information, and trust in digital banking services. Higher levels of financial literacy contribute to more inclusive marketing strategies and improve interaction with different customer groups. The results can be used in the development of banking marketing strategies, financial education programs, and initiatives aimed at strengthening trust in digital financial services.