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Service Innovation for Customer Engagement in the Italian Banking Sector: A Case Study

Service Innovation for Customer Engagement in the Italian Banking Sector: A Case Study

Vincenzo Formisano, Ylenia Cavacece, Maria Fedele, Andrea Moretta Tartaglione, Alex Douglas
Copyright: © 2019 |Pages: 26
ISBN13: 9781522578567|ISBN10: 1522578560|ISBN13 Softcover: 9781522593430|EISBN13: 9781522578574
DOI: 10.4018/978-1-5225-7856-7.ch004
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MLA

Formisano, Vincenzo, et al. "Service Innovation for Customer Engagement in the Italian Banking Sector: A Case Study." Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, edited by Giuseppe Granata, et al., IGI Global, 2019, pp. 62-87. https://doi.org/10.4018/978-1-5225-7856-7.ch004

APA

Formisano, V., Cavacece, Y., Fedele, M., Tartaglione, A. M., & Douglas, A. (2019). Service Innovation for Customer Engagement in the Italian Banking Sector: A Case Study. In G. Granata, A. Moretta Tartaglione, & T. Tsiakis (Eds.), Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments (pp. 62-87). IGI Global. https://doi.org/10.4018/978-1-5225-7856-7.ch004

Chicago

Formisano, Vincenzo, et al. "Service Innovation for Customer Engagement in the Italian Banking Sector: A Case Study." In Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, edited by Giuseppe Granata, Andrea Moretta Tartaglione, and Theodosios Tsiakis, 62-87. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7856-7.ch004

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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.

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