Credit institutions, usually set up as cooperative societies, aimed at sustaining the territorial development and the growth of the reference communities.
Published in Chapter:
Service Innovation for Customer Engagement in the Italian Banking Sector: A Case Study
Vincenzo Formisano (University of Cassino and Southern Lazio, Italy), Ylenia Cavacece (University of Cassino and Southern Lazio, Italy), Maria Fedele (University of Cassino and Southern Lazio, Italy), Andrea Moretta Tartaglione (University of Cassino and Southern Lazio, Italy), and Alex Douglas (The Management University of Africa, Kenya)
Copyright: © 2019
|Pages: 26
DOI: 10.4018/978-1-5225-7856-7.ch004
Abstract
The financial crisis of 2008 produced various effects on banks compelled to rethink their business models, especially for better customer relationship management following the general climate of distrust among consumers towards financial institutions. In this context, understanding how to both satisfy and engage customers has become very important. The aim of this chapter is to investigate the role of service innovation in customer engagement in the banking sector. This chapter analyzes the effects of innovative services on customer satisfaction through the study of an Italian people's bank and the application of the Kano model. The results allow identifying those services that should be improved, as they are able to increase customer satisfaction and stimulate customer engagement. For practitioners, this chapter provides evidences on how new technologies allow banks to offer high quality and personalized services through which it is possible to improve the experience of customers and their relationship with the bank.