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Investigating the customer-to-customer interaction during the customer journey in banking industry

Investigating the customer-to-customer interaction during the customer journey in banking industry Customer-to-customer (C2C) interactions substantially affect the overall service experience. This study attempts to provide a better and deeper understanding of C2C interactions during the customer journey in the banking industry. The study aims to investigate the complexities of these interactions and to detect their outcomes and further implications in banking services.Design/methodology/approachThis study used a sequential mixed-method approach. Firstly, semi-structured interviews were conducted to identify the components of C2C interactions during the customer journey. Subsequently, thematic analysis was performed to categorize the data and extract relevant components. Secondly, structural equation modeling was used to investigate the role of C2C interactions in behavioral outcomes.FindingsThe findings reveal that during the customer journey, C2C interactions plays a key role by providing information, managing queuing behavior, providing resources, and addressing issues related to other customers’ misbehavior. Additionally, C2C interactions have a positive direct effect on the customer experience, satisfaction, and loyalty. Customer experience, in turn, affects customer satisfaction and loyalty.Originality/valueThis study highlights the need for academic scholars to prioritize customers’ interaction during the customer journey in financial services, addressing a gap between industry directions and academic research in customer experience. Also, the findings help service providers develop effective strategies to enhance the customer experience by focusing on C2C interactions during the customer journey. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Investigating the customer-to-customer interaction during the customer journey in banking industry

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References (79)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-2323
DOI
10.1108/ijbm-01-2023-0020
Publisher site
See Article on Publisher Site

Abstract

Customer-to-customer (C2C) interactions substantially affect the overall service experience. This study attempts to provide a better and deeper understanding of C2C interactions during the customer journey in the banking industry. The study aims to investigate the complexities of these interactions and to detect their outcomes and further implications in banking services.Design/methodology/approachThis study used a sequential mixed-method approach. Firstly, semi-structured interviews were conducted to identify the components of C2C interactions during the customer journey. Subsequently, thematic analysis was performed to categorize the data and extract relevant components. Secondly, structural equation modeling was used to investigate the role of C2C interactions in behavioral outcomes.FindingsThe findings reveal that during the customer journey, C2C interactions plays a key role by providing information, managing queuing behavior, providing resources, and addressing issues related to other customers’ misbehavior. Additionally, C2C interactions have a positive direct effect on the customer experience, satisfaction, and loyalty. Customer experience, in turn, affects customer satisfaction and loyalty.Originality/valueThis study highlights the need for academic scholars to prioritize customers’ interaction during the customer journey in financial services, addressing a gap between industry directions and academic research in customer experience. Also, the findings help service providers develop effective strategies to enhance the customer experience by focusing on C2C interactions during the customer journey.

Journal

International Journal of Bank Marketing – Emerald Publishing

Published: Nov 20, 2024

Keywords: Customer-to-customer interactions; Customer experience; Customer journey; Customer satisfaction; Customer loyalty; Banking industry

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