The Role of Situated Embodied Interaction in the Banking Customer Knowledge Creation Process

The increased reliance on Knowledge Management systems has made certain theorists to suggest that this will enable a surpassing of proximal knowledge creation, unequivocally leading up to more effective knowledge creation by easy codification and sharing of knowledge. However, in general, too much focus has been put on the potential of KM systems rather than its limits and the role of supporting social processes of knowledge creation has been largely ignored. The aim of the current research is to start to fill this gap in the KM literature by examining how social processes of knowledge creation are used in banking, taking the point of departure in an approach inspired from phenomenology. The paper illustrates how the increased use of KM systems has not decreased the need for relying on locally embedded service production, due to the invaluable knowledge creation processes that are generated through the embodiments of co-present interactions.