Multichannel-integration in Retail Banking - a customer centric approach
Tuovinen, Lari (2016)
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060211531
https://urn.fi/URN:NBN:fi:amk-2016060211531
Tiivistelmä
The purpose of this study is to explore how multichannel-integration generate value to customers and create a competitive edge in Retail Banking. The objective is to produce new understanding of multichannel-integration in Retail Banking from a customer value perspective and to introduce a new approach to customer value based multichannel-integration.
The study is conducted using customer interviews as a data collection method. Narrative content is used to support the interviews with customer context based stories and descriptions of multichannel-integration opportunities. The approach is suitable for providing new customer context based insight to customer value generation in multichannel environment.
The main contribution of this study is the new knowledge related to how customer value appears in customer context and how multichannel-integration is able to generate value to customers. The study introduces also a theoretical model systemic approach to customer value based multichannel–integration.
The study is conducted using customer interviews as a data collection method. Narrative content is used to support the interviews with customer context based stories and descriptions of multichannel-integration opportunities. The approach is suitable for providing new customer context based insight to customer value generation in multichannel environment.
The main contribution of this study is the new knowledge related to how customer value appears in customer context and how multichannel-integration is able to generate value to customers. The study introduces also a theoretical model systemic approach to customer value based multichannel–integration.