Title: Defining a mass customisation strategy for online banking

Authors: Teemu Santonen

Addresses: Laurea University of Applied Sciences, Vanha maantie 9, FI-02650 Espoo, Finland

Abstract: In this study, we will empirically evaluate the perceived value of the 16 different customisation approaches from the end-user point of view in the context of the online banking environment. In addition, we will investigate which seven typical online banking services would most likely gain the highest value throughout customisation. Based on these two empirical ranking orders, a conceptual cross-classification framework is proposed. As a result, it is suggested that the success of the mass customisation strategy in the online banking environment might depend on 1) the degree of end-user participation and 2) the intensity of the customised service usage. Significantly, the results did not support the previous suggestions that the end-users are willing to pay more for the customised online banking service experience. Managerial implications are discussed in-depth.

Keywords: mass customisation; personalisation; customer orientation; online banking; customer behaviour.

DOI: 10.1504/IJMASSC.2007.012815

International Journal of Mass Customisation, 2007 Vol.2 No.1/2, pp.95 - 113

Published online: 16 Mar 2007 *

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