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Customer experience in omni-channel banking services

Author

Listed:
  • Hanna Komulainen

    (University of Oulu)

  • Hannu Makkonen

    (University of Vaasa)

Abstract

The banking industry is experiencing rapid and widespread changes due to advances in technology that go hand-in-hand with the customer demands for real-time, personalized and seamless banking experience. Along with this development, omni-channel orientation is becoming an inherent feature of banking services. However, its role has not yet been thoroughly understood, specifically in this context. The purpose of this study is to create in-depth understanding of how do customers experience omni-banking services and what are the key factors related to their experiences. We identify both actual critical events and imaginings, positive and negative that are related to the forming of customer experiences and suggest both theoretical and managerial implications based on the results.

Suggested Citation

  • Hanna Komulainen & Hannu Makkonen, 2018. "Customer experience in omni-channel banking services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 190-199, December.
    • Handle: RePEc:pal:jofsma:v:23:y:2018:i:3:d:10.1057_s41264-018-0057-6
    DOI: 10.1057/s41264-018-0057-6
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    References listed on IDEAS

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    1. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
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    Cited by:

    1. Yin, Chin-Ching & Chiu, Hung-Chang & Hsieh, Yi-Ching & Kuo, Chia-Yu, 2022. "How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Ghazal Shams & Mohsin Abdur Rehman & Sarminah Samad & Eeva-Liisa Oikarinen, 2020. "Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(1), pages 1-13, June.
    3. Arthur J. Lin & Hai-Yen Chang & Sun-Weng Huang & Gwo-Hshiung Tzeng, 2021. "Criteria affecting Taiwan wealth management banks in serving high-net-worth individuals during COVID-19: a DEMATEL approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 274-294, December.
    4. Ilaria Dalla Pozza, 2024. "Creating customer value through omnichannel service delivery: a study of the French insurance market," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 392-405, June.
    5. Chang, Ya Ping & Li, Jingwen, 2022. "Seamless experience in the context of omnichannel shopping： scale development and empirical validation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Sergey A. Vasiliev & Eugene R. Serov, 2019. "Omnichannel Banking Economy," Risks, MDPI, vol. 7(4), pages 1-11, November.
    7. Hannele Haapio & Joel Mero & Heikki Karjaluoto & Aijaz A. Shaikh, 2021. "Implications of the COVID-19 pandemic on market orientation in retail banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 205-214, December.
    8. Carmen Gerea & Fernanda Gonzalez-Lopez & Valeria Herskovic, 2021. "Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
    9. Abadie, Amelie & Roux, Mélanie & Chowdhury, Soumyadeb & Dey, Prasanta, 2023. "Interlinking organisational resources, AI adoption and omnichannel integration quality in Ghana’s healthcare supply chain," Journal of Business Research, Elsevier, vol. 162(C).
    10. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    11. Gamini Gunawardane, 2023. "Enhancing customer satisfaction and experience in financial services: a survey of recent research in financial services journals," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 255-269, June.

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