Title: Customer experience management in financial services: a systematic literature review

Authors: Elina Ojala-Ketolainen; Janne Huiskonen; Ville Ojanen

Addresses: LUT University, P.O. Box 20, FI-53851 Lappeenranta, Finland ' LUT University, P.O. Box 20, FI-53851 Lappeenranta, Finland ' LUT University, P.O. Box 20, FI-53851 Lappeenranta, Finland

Abstract: This article explores recent development in research-based knowledge of customer experience management in financial services. The objectives of the research are to identify the current state-of-the-art in this field and to reveal gaps in existing knowledge. The results indicate that earlier research on customer experience in financial services focused on managerial literature about customer centricity in companies. Recently, research interests have also centred around customer experience measurement. Another finding was that studies about utilising customer journeys in financial services context are still limited, and research on technology development's effect on customer experience in financial services requires further exploration. Altogether, this study suggested seven future research directions. Despite the consensus that customer experience is industry-specific, a review of research focusing on customer experience specifically in financial services context has been lacking. Hence, this review makes a unique contribution by identifying the main themes in existing research and proposing further research areas.

Keywords: customer experience; customer experience management; financial services; banking; systematic literature review.

DOI: 10.1504/IJBIR.2025.148869

International Journal of Business Innovation and Research, 2025 Vol.38 No.2, pp.124 - 144

Received: 22 Oct 2021
Accepted: 02 Jul 2022
Published online: 30 Sep 2025 *

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