Exploring transformational customer experience in digital banking: an exploratory study

• Autorzy: Skubis Ida , Akahome Joy E.

Identyfikatory

DOI

10.29119/1899-6116.2022.59.7

• Języki publikacji: EN

Abstrakty

EN

Introduction/background: The increase in digital banking in Nigeria has made it easy for customers to experience self-service. The shift towards digital banking means that banks marketing systems will change, which makes it important for banks to understand the service quality dimensions of digital banking on customer experience. The following study was conducted as a qualitative case study to provide a grounded and more versatile understanding of the context-based phenomenon of customer experience of digital banking using three generations of customers. Aim of the paper: This study aims to explore customer digital banking experiences in terms of advancements, transformational journey of digital banking and challenges for customers. Materials and methods: A semi-structured interviews conducted from 25 digital banking customers from Nigeria about their experiences with digital banking. The interviews were thematically analyzed to produce themes around customer experiences. Results and conclusions: The findings of this study revealed customer digital banking experiences, the advancements through digital banking (convenient, comfort, paperless economy), digital banking transformational experiences (delightful, modern, transparent, reliable), and challenges (network infrastructure, electric power supply). The study contributes to bank marketing research in terms of customer experience in digital banking service. It explores the experiences of customer digital banking service which is important for banking marketing and theory advancements. Introduction/background: The increase in digital banking in Nigeria has made it easy for customers to experience self-service. The shift towards digital banking means that banks marketing systems will change, which makes it important for banks to understand the service quality dimensions of digital banking on customer experience. The following study was conducted as a qualitative case study to provide a grounded and more versatile understanding of the context-based phenomenon of customer experience of digital banking using three generations of customers. Aim of the paper: This study aims to explore customer digital banking experiences in terms of advancements, transformational journey of digital banking and challenges for customers. Materials and methods: A semi-structured interviews conducted from 25 digital banking customers from Nigeria about their experiences with digital banking. The interviews were thematically analyzed to produce themes around customer experiences. Results and conclusions: The findings of this study revealed customer digital banking experiences, the advancements through digital banking (convenient, comfort, paperless economy), digital banking transformational experiences (delightful, modern, transparent, reliable), and challenges (network infrastructure, electric power supply). The study contributes to bank marketing research in terms of customer experience in digital banking service. It explores the experiences of customer digital banking service which is important for banking marketing and theory advancements.

Słowa kluczowe

EN

customer experience; customer service; digital banking

PL

doświadczenie klienta; obsługa klienta; bankowość cyfrowa

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Organizacja i Zarządzanie : kwartalnik naukowy
• Rocznik: 2022
• Tom: nr 3
• Strony: 97--112
• Opis fizyczny: Bibliogr. 28 poz.

Twórcy

autor

Skubis Ida

• Silesian University of Technology, Faculty of Organization and Management, Poland

• https://orcid.org/0000-0002-2447-9832

autor

Akahome Joy E.

• Federal University Otuoke Bayelsa State, Entrepreneurship and Marketing, Nigeria

• https://orcid.org/0000-0003-0038-2910+

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