Digitala Självbetjäningslösningar – Den utmanande tjänsten
(2014) KSKK01 20141Department of Service Studies
- Abstract
- Digitala Självbetjäningslösningar – Den utmanande tjänsten
En studie av bankers övergång till digitala självbetjäningslösningar
Josefine Andreasson Charlotte Mikander
2014-09-11
Handledare: Kandidatuppsats
Catharina Norén 2014
Abstract
Why: Bachelor thesis, Service Management, Lunds University, Campus Helsingborg, Spring 2014
Authors: Josefine Andreasson & Charlotte Mikander
Title: Digitala självbetjäningslösningar, den utmanande tjänsten
Mentor: Catharina Norén
Problem: The evolution of technology has given organizations a new opportunity to develop different
ways to deliver services and to communicate with their customers. However the transformation towards providing services through technology demands that... (More) - Digitala Självbetjäningslösningar – Den utmanande tjänsten
En studie av bankers övergång till digitala självbetjäningslösningar
Josefine Andreasson Charlotte Mikander
2014-09-11
Handledare: Kandidatuppsats
Catharina Norén 2014
Abstract
Why: Bachelor thesis, Service Management, Lunds University, Campus Helsingborg, Spring 2014
Authors: Josefine Andreasson & Charlotte Mikander
Title: Digitala självbetjäningslösningar, den utmanande tjänsten
Mentor: Catharina Norén
Problem: The evolution of technology has given organizations a new opportunity to develop different
ways to deliver services and to communicate with their customers. However the transformation towards providing services through technology demands that organisations and their members adjust in accordance to the new services. The continuous change keeps on going faster even though it has been found that there exist a large number of customers that don’t have the knowledge nor the possibilities to join the revolution of technology. The misscontent can derive from the complexity there is for organisations to transform to a new way of deliver their services.
Purpose: This essay will attempt to explain the problematic of changing the way that organisations provide their services into self services and therefore the purpose of this essay will be to add further comprehension about the complexity organisations have when implementing new self services by applying it on the banking industry.
Method: The essay has had an abductive approach and by using a qualitative methodology we have
gathered our empirical data through interviews with three Swedish banks.
Theoretical perspectives: The theoretical framework is based on theories regarding service logic,
marketing and organisational and employment change.
Conclusion: The essay finds that banks and their members have developed certain practices and
procedures that inhibit the integration of new self service systems within banking. We have found that
a few essential complexities within technical bank services. One of them is the negletion of employees´ part of the self service innovations and the lack of proper development and training. This deficiency comes from an insufficient organisastional change where the technology has the bank´s main focus, instead of trying to evolve the entire organisation. We have found that banks therefore have failed to balance the four most important factors to be able to supply customers with successful services and to be able to fulfill their promise of a multichannel bank. The essay will reform the service marketing pyramid and reset it back to a triangle. By doing this organizations will be able to build a foundation where the changes to self service systems are better integrated both within the organization and their customers. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4646092
- author
- Andreasson, Josefine LU and Mikander, Charlotte
- supervisor
- organization
- course
- KSKK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- self service e-banking, service logic, dominant design, service marketing triangle, service marketing pyramid, organisational change, employee training
- language
- Swedish
- id
- 4646092
- date added to LUP
- 2014-12-22 11:16:16
- date last changed
- 2014-12-22 11:16:16
@misc{4646092,
abstract = {{Digitala Självbetjäningslösningar – Den utmanande tjänsten
En studie av bankers övergång till digitala självbetjäningslösningar
Josefine Andreasson Charlotte Mikander
2014-09-11
Handledare: Kandidatuppsats
Catharina Norén 2014
Abstract
Why: Bachelor thesis, Service Management, Lunds University, Campus Helsingborg, Spring 2014
Authors: Josefine Andreasson & Charlotte Mikander
Title: Digitala självbetjäningslösningar, den utmanande tjänsten
Mentor: Catharina Norén
Problem: The evolution of technology has given organizations a new opportunity to develop different
ways to deliver services and to communicate with their customers. However the transformation towards providing services through technology demands that organisations and their members adjust in accordance to the new services. The continuous change keeps on going faster even though it has been found that there exist a large number of customers that don’t have the knowledge nor the possibilities to join the revolution of technology. The misscontent can derive from the complexity there is for organisations to transform to a new way of deliver their services.
Purpose: This essay will attempt to explain the problematic of changing the way that organisations provide their services into self services and therefore the purpose of this essay will be to add further comprehension about the complexity organisations have when implementing new self services by applying it on the banking industry.
Method: The essay has had an abductive approach and by using a qualitative methodology we have
gathered our empirical data through interviews with three Swedish banks.
Theoretical perspectives: The theoretical framework is based on theories regarding service logic,
marketing and organisational and employment change.
Conclusion: The essay finds that banks and their members have developed certain practices and
procedures that inhibit the integration of new self service systems within banking. We have found that
a few essential complexities within technical bank services. One of them is the negletion of employees´ part of the self service innovations and the lack of proper development and training. This deficiency comes from an insufficient organisastional change where the technology has the bank´s main focus, instead of trying to evolve the entire organisation. We have found that banks therefore have failed to balance the four most important factors to be able to supply customers with successful services and to be able to fulfill their promise of a multichannel bank. The essay will reform the service marketing pyramid and reset it back to a triangle. By doing this organizations will be able to build a foundation where the changes to self service systems are better integrated both within the organization and their customers.}},
author = {{Andreasson, Josefine and Mikander, Charlotte}},
language = {{swe}},
note = {{Student Paper}},
title = {{Digitala Självbetjäningslösningar – Den utmanande tjänsten}},
year = {{2014}},
}