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From product-centric to customer-centric services in a financial institution – exploring the organizational challenges of the transition process

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  • Olivera Marjanovic

    (University of Sydney)

  • Vijaya Murthy

    (The University of Sydney)

Abstract

This research aims to contribute to an increased understanding of the strategic, cultural and other organizational challenges in a transition process from product-centric to customer-centric services. The paper describes an exploratory case study, conducted in a complex financial services organization in the context of their customer-facing services. The transition process was examined through the theoretical lens of Work System Theory (WST), following the argument made by previous researchers that service systems could be seen as work systems. This holistic theory enabled us to capture the three key phases of the transition process as work systems snapshots and through their evolving relationships show the manner in which the transitions occurred from one phase to another. This innovative approach provided the researchers with an in-depth insight into key issues related to organizational environment, strategy, customers, products and services, processes and activities, participants, and information and technologies – all relevant for each phase of the transition process. This research contributes to both information systems (IS) and service science research, bringing the key service research priority of “service infusion” to the attention of IS researchers.

Suggested Citation

  • Olivera Marjanovic & Vijaya Murthy, 2016. "From product-centric to customer-centric services in a financial institution – exploring the organizational challenges of the transition process," Information Systems Frontiers, Springer, vol. 18(3), pages 479-497, June.
    • Handle: RePEc:spr:infosf:v:18:y:2016:i:3:d:10.1007_s10796-015-9606-x
    DOI: 10.1007/s10796-015-9606-x
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    Cited by:

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    2. Santiago Carbó Valverde & Pedro J. Cuadros Solas & Francisco Rodríguez Fernández, 2020. "Taxonomy of the Spanish FinTech ecosystem and the drivers of FinTechs’ performance," Revista de Estabilidad Financiera, Banco de España, issue Spring.
    3. Arne De Keyser & Yves Van Vaerenbergh, 2024. "Beyond the snafu: Research directions in customer experience-led business transformation," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 144-157, June.
    4. Haluk Demirkan & James C. Spohrer, 2016. "Emerging service orientations and transformations (SOT)," Information Systems Frontiers, Springer, vol. 18(3), pages 407-411, June.
    5. Vinay Reddy Venumuddala & Rajalaxmi Kamath, 2023. "Work Systems in the Indian Information Technology (IT) Industry Delivering Artificial Intelligence (AI) Solutions and the Challenges of Work from Home," Information Systems Frontiers, Springer, vol. 25(4), pages 1375-1399, August.
    6. Rainer Alt & Roman Beck & Martin T. Smits, 2018. "FinTech and the transformation of the financial industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(3), pages 235-243, August.
    7. Santiago Carbó Valverde & Pedro J. Cuadros Solas & Francisco Rodríguez Fernández, 2020. "Taxonomy of the Spanish FinTech ecosystem and the drivers of FinTechs’ performance," Financial Stability Review, Banco de España, issue Spring.
    8. Sophie Cockcroft & Mark Russell, 2018. "Big Data Opportunities for Accounting and Finance Practice and Research," Australian Accounting Review, CPA Australia, vol. 28(3), pages 323-333, September.

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