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Does standardization destruct or create value in the banking sector? : an investigation into the roles and resources of service providers in the value creation process

Hanna, H.G. (2018) Does standardization destruct or create value in the banking sector? : an investigation into the roles and resources of service providers in the value creation process.

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Abstract:In this paper, the principles of an ethnographic study have been chosen as the research method for the interpretation of the process of value co-creation in the context of financial services. This method is effective for collecting empirical data and gathering insight into the process of value co-creation in a real-world setting. Data will be collected by conducting semi-structured interviews with service providers and observations of meetings between service providers and customers. Context and text data will be analysed through the process of identifying themes and patterns according to the supplier roles and resources that are operationalized by Aarikka-Stenroos & Jaakkola (2012). This data will be gathered at a private bank. The bank offers asset management and recommends stock positions to wealthy individuals, institutional clients, and individual asset managers. The financial service sector is very suitable for collecting data due to a high level of standardization, many high personal service encounters, and much heterogeneity (Randall, 2015; Gummesson, 2000). Next to that, financial services are also knowledge intensive, high skilled and aspire high performance (Kaisergruber & Volger-Ludwig, 2009). In this paper theories are reviewed regarding value creation, the value co-creation process, customer experience and standardization in financial services. By attaining a better understanding of these concepts, future researchers and financial organizations can understand possible outcomes of value creation and customer experience, in the context of standardization, more in depth. The study is organized as follows: first, the theoretical concepts of and connections between value creation, the value creation process, standardization and customer experience are discussed from available literature. Second, the methodology of the ethnographical study will be outlined. Third, the findings on the value creation process and customer experience will be presented. Finally, the conclusion will be drawn together with implications and limitations for future research. These findings could serve as fresh insights for financial organizations toward service delivery.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/76999
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