Modeling the Needs of Banking Users in Smart Banking Based on Value Creation
Keywords:
User needs, Smart Banking, Value creationAbstract
The aim of the present study was to model the needs of banking users in smart banking based on value creation. The research method was qualitative and employed a thematic analysis approach. The statistical population consisted of premium bank customers (i.e., customers with the highest deposits and most frequent interactions with smart banking services) and marketing professors. Sampling was carried out using a purposive method based on a grounded theory approach. Data collection continued until theoretical saturation was achieved, resulting in 14 semi-structured individual interviews. The key codes were manually analyzed based on the thematic analysis approach by Braun and Clarke (2006). The validity of the research findings was assessed and confirmed using Guba and Lincoln’s (1985) criteria. Based on the final report, a total of 129 basic themes were extracted from the 14 interviews. Due to the large number of basic themes, all conceptually and semantically related themes were grouped together and reduced to 41 organizing themes. Ultimately, based on these organizing themes, 10 overarching themes were identified: access to digital services; digital authentication; banking data security; trust in digital services; smart financial consultation; service guarantee; alignment with digital lifestyle; multichannel services; future-oriented banking; and innovative banking experience. According to the research findings, it can be concluded that bank managers can create value in smart banking by focusing on the identified needs of their customers.
Downloads
References
Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002
Arner, D., Buckley, R., Zetzsche, D., & Sergeev, A. (2022). Digital finance, financial inclusion, and sustainable development: building better financial systems. https://www.researchgate.net/profile/Muhammad-Ayub-Mehar/publication/374536242_adbi_fintech-and-covid-19-web/links/652289423ab6cb4ec6c724c6/adbi-fintech-and-covid-19-web.pdf#page=193
Ayinaddis, S. G., Taye, B. A., & Yirsaw, B. G. (2023). Examining the effect of electronic banking service quality on customer satisfaction and loyalty: an implication for technological innovation. Journal of Innovation and Entrepreneurship, 12(1), 22. https://doi.org/10.1186/s13731-023-00287-y
Beshir, E. S., & Zelalem, B. A. (2020). The effect of e-banking service quality on customer's satisfaction and loyalty. The Strategic Journal of Business & Change Management, 7(3), 818-832. https://doi.org/10.61426/sjbcm.v7i3.1694
Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: a review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311-348. https://doi.org/10.1108/IJQSS-02-2021-0027
Chu, H., & Zhan, X. (2024). The Impact of Digital Banking Services on Customer Satisfaction. Frontiers in Business, Economics and Management, 15(3), 356-360. https://doi.org/10.54097/5qaf7d23
Dhruv, G., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6. https://doi.org/10.1016/j.jretai.2016.12.008
Gentsch, P. (2018). AI in marketing, sales and service: How marketers without a data science degree can use AI, big data and bots. Springer. https://doi.org/10.1007/978-3-319-89957-2
Gimpel, H., Rau, D., & Röglinger, M. (2018). Understanding FinTech start-ups-a taxonomy of consumer-oriented service offerings. Electronic Markets, 28, 245-264. https://doi.org/10.1007/s12525-017-0275-0
Gunasekaran, A., Yusuf, Y. Y., Adeleye, E. O., & Papadopoulos, T. (2018). Agile manufacturing practices: the role of big data and business analytics with multiple case studies. International Journal of Production Research, 56(1-2), 385-397. https://doi.org/10.1080/00207543.2017.1395488
Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172. https://doi.org/10.1177/1094670517752459
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50. https://doi.org/10.1007/s11747-020-00749-9
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247-261. https://doi.org/10.1177/1094670514529187
Jaliseh, S., Jafari Nia, S., Khairandish, M., & Hassanpour, A. (2019). Designing a network resource management model in the network governance of the Ministry of Health, Treatment, and Medical Education. Public policy, 5(3), 113-139.
Kano, N. (1984). Attractive quality and must-be quality. Journal of the Japanese Society for Quality Control, 31(4), 147-156. https://cir.nii.ac.jp/crid/1572261550744179968
Kim, S. H., & Yang, Y. R. (2025). The Effect of Digital Quality on Customer Satisfaction and Brand Loyalty Under Environmental Uncertainty: Evidence from the Banking Industry. Sustainability, 17(8), 3500. https://doi.org/10.3390/su17083500
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Prentice Hall. https://www.keyano.ca/en/resourcesGeneral/academics/FALL18_MARK4465.pdf
Lam, J. W. (2016). Robo-advisors: A portfolio management perspective Senior thesis, Yale College]. https://economics.yale.edu/sites/default/files/2023-01/Jonathan_Lam_Senior%20Essay%20Revised.pdf
Lee, I., & Shin, Y. J. (2018). Fintech: Ecosystem, business models, investment decisions, and challenges. Business Horizons, 61(1), 35-46. https://doi.org/10.1016/j.bushor.2017.09.003
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Lusch, R. F., & Vargo, S. L. (2018). An Overview of Service-Dominant Logic. https://doi.org/10.4135/9781526470355.n1
Ng, I. C., & Wakenshaw, S. Y. (2017). The Internet-of-Things: Review and research directions. International Journal of Research in Marketing, 34(1), 3-21. https://doi.org/10.1016/j.ijresmar.2016.11.003
Nguyen, B., Simkin, L., Canhoto, A. I., & Khoa, B. T. (2020). The dark side of digital personalization: An agenda for research and practice. Journal of Business Research, 116, 209-221.
Nussipova, G., Nordin, F., & Sörhammar, D. (2020). Value formation with immersive technologies: an activity perspective. Journal of Business & Industrial Marketing, 35(3), 483-494. https://doi.org/10.1108/JBIM-12-2018-0407
Pousttchi, K., & Dehnert, M. (2018). Exploring the digitalization impact on consumer decision-making in retail banking. Electronic Markets, 28, 265-286. https://doi.org/10.1007/s12525-017-0283-0
Sarreshteh Dari, M., Pourkiani, M., & Emami, F. (2019). Developing a strategic model for customer loyalty using a thematic analysis approach. Strategic Studies in Sports and Youth, 18(45), 20-21. https://www.sid.ir/paper/400504/fa
Sironi, P. (2016). FinTech innovation: from robo-advisors to goal based investing and gamification. John Wiley & Sons. https://doi.org/10.1002/9781119227205
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://www.researchgate.net/publication/315715048_Services_Marketing_Integrating_Customer_Focus_Across_the_Firm&ved=2ahUKEwiwn7rru7COAxXlQvEDHe-hDy8QFnoECBsQAQ&usg=AOvVaw3rsvOimtzO8D7PPCMdldWQ
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 Ali Abiry (Author); Mehdi Mahmodzadeh Vashan; Hossein Hakimpour, Hamid Rezaeifar (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
