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Digitalization-enabled evolution of customer value creation: An executive view in financial services

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  • Lähteenmäki, Ilkka
  • Nätti, Satu
  • Saraniemi, Saila

Abstract

Digitalization and related transformation in services is disrupting existing businesses and changing the positions and roles of incumbent and new players in the industry, as well as customers. This study aims to create an understanding of how digitalization has driven change in customer value creation, and how companies can enhance customers’ digital value creation in the present situation. For this purpose, we conduct a qualitative inquiry and use inductive logic with rich data from the represented industry – the financial sector – which enables us to detect the evolution of value creation during the last thirty years from an executive perspective. Our contribution is based on defining change processes involved in the evolution of customer value creation due to digitalization and revealing its microfoundations.

Suggested Citation

  • Lähteenmäki, Ilkka & Nätti, Satu & Saraniemi, Saila, 2022. "Digitalization-enabled evolution of customer value creation: An executive view in financial services," Journal of Business Research, Elsevier, vol. 146(C), pages 504-517.
    • Handle: RePEc:eee:jbrese:v:146:y:2022:i:c:p:504-517
    DOI: 10.1016/j.jbusres.2022.04.002
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    References listed on IDEAS

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