Title: An empirical examination of customer experience co-creation model in banking self service technologies

Authors: Amit Kumar Agrawal; Asha Nagendra; Rajiv Divekar; Pravin Kumar Bhoyar

Addresses: Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, 410020, India ' Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, 410020, India ' Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, 410020, India ' Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, 410020, India

Abstract: The aim of the paper is to develop and validate customer experiences co-creation model in banking SSTs. Primary data collection was done through the field survey method using a self-administered questionnaire. The study is descriptive in nature. Structural equation modelling is used to analyse the data collected through the questionnaires. The study result reflects that customer propensity towards SSTs leads to co-creation of experiences which are responsible for satisfaction of customers with technological products. The present research is performed in the context of banking SSTs and cross sectional in nature which could be further replicated in other SSTs adoption context. The finding of the study would motivate manager to work on newer ways to intensify customer experiences through SST adoption in value cocreation process. The study is the first of its kind to examine SST adoption model that integrates customer experiences. Further study should undertake the quality of customer experiences as a tool for customer retention.

Keywords: value co-creation; experiences; customer participation; banking; self service technologies; SSTs.

DOI: 10.1504/IJBIS.2018.094695

International Journal of Business Information Systems, 2018 Vol.29 No.2, pp.268 - 280

Received: 14 Sep 2016
Accepted: 13 Jan 2017
Published online: 12 Sep 2018 *

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