University of Oulu

Hanna Komulainen, Saila Saraniemi, (2019) "Customer centricity in mobile banking: a customer experience perspective", International Journal of Bank Marketing, Vol. 37 Issue: 5, pp.1082-1102,

Customer centricity in mobile banking : a customer experience perspective

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Author: Komulainen, Hanna1; Saraniemi, Saila1
Organizations: 1Department of Marketing, University of Oulu, Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
Persistent link:
Language: English
Published: Emerald, 2019
Publish Date: 2019-05-09


Purpose: The purpose of this paper is to increase understanding about how to improve customer value and to make mobile banking services a profitable business for banks and other financial actors. The study explores the user experiences and related value of a new mobile banking service.

Design/methodology/approach: The study is implemented as a case study that is phenomenological in nature and linked to an interpretive consumer study. Empirical data were collected through 14 semi-structured theme interviews and a diary method. The data were analysed by using a content analysis method.

Findings: The findings illustrate the importance of customer centricity in the mobile banking context by identifying customer experience and related value in a new mobile banking service. The study extends current understanding of customer experience as a complex and multifaceted phenomenon by including value related to process, the use situation and the outcome, and it identifies temporality as influencing and connecting all these aspects. The study identifies several aspects that help us to understand what creates value for the customer while using mobile banking services.

Research limitations/implications: As one limitation, this study was conducted in a developed country and the findings could be different in an emerging market context. Another limitation relates to the data, as the interviewees’ age range is quite limited, ranging between 20 and 40 years. However, they represent the consumers who normally use mobile services well and thus provide reliable data about their use experiences.

Practical implications: As the banking industry is currently experiencing rapid and widespread changes and customers become more demanding, it is crucial for banks and other mobile service providers to understand the everyday lives of their customers and to integrate their future services into the customers’ value creation processes as smoothly and inseparably as possible. The findings of this study will help banks and other financial institutions to develop their strategies and operations in regard to customer-oriented thinking, which will further help them to create long-term, profitable customer relationships and improve future viability.

Originality/value: The study contributes to bank marketing research and extends previous research on customer-centred service marketing by providing a framework that identifies the value related to customer experience in a new mobile banking service. It explores the experiences of actual mobile banking service customers’ and the related value, and thus provides original implications for both theory and practice.

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Series: The international journal of bank marketing
ISSN: 0265-2323
ISSN-E: 1758-5937
ISSN-L: 0265-2323
Volume: 37
Issue: 5
Pages: 1082 - 1102
DOI: 10.1108/IJBM-11-2017-0245
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: The authors gratefully acknowledge the financial support of Finnish Funding Agency for Innovation (TEKES) and Finnish Cultural Foundation. The authors also want to thank MSc Matleena Uusipaikka and MSc Johanna Still for their valuable contribution in data collection and initial phase of the data analysis.
Copyright information: © Hanna Komulainen and Saila Saraniemi. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at