University of Oulu

Komulainen, H., Makkonen, H. (2018) Customer experience in omni-channel banking services. Journal of Financial Services Marketing, 23 (3-4), 190-199. doi:10.1057/s41264-018-0057-6

Customer experience in omni-channel banking services

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Author: Komulainen, Hanna1; Makkonen, Hannu2
Organizations: 1Department of Marketing, Management and International Business, Oulu Business School, University of Oulu
2Department of Marketing, Faculty of Business Studies, University of Vaasa
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
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Language: English
Published: Springer Nature, 2018
Publish Date: 2019-10-26


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.

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Series: Journal of financial services marketing
ISSN: 1363-0539
ISSN-E: 1479-1846
ISSN-L: 1363-0539
Volume: 23
Issue: 3-4
Pages: 190 - 199
DOI: 10.1057/s41264-018-0057-6
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © Springer Nature Limited 2018. This is a post-peer-review, pre-copyedit version of an article published in Journal of Financial Services Marketing. The final authenticated version is available online at: