Customer Value Creation in the Financial Services Industry

Abstract

Financial technology (fintech) -as the recent technology driven digital transformational force in the financial services industry -is a currently popular research topic amongst academic and practical experts. The research area has many directions, however, the authors identified that there is a lack in the existing academic literature regarding the customer value creation power of the fintech novelties. Customer value as a term appeared at the end of the 20th century in the strategic management and marketing literature and since then it is a well-researched phenomenon. Regarding the customer value creation and analysis there has been an extensive literature established by researchers elaborating its definition and key concepts for in-depth understanding. The most cited interpretation of customer's perceived value comes from Zeithaml as "the customer's overall assessment of the utility of a product based on what is received and what is given" (Zeithaml 1988, 14).The aim of the authors is to provide a systematic review of the existing academic literature related to the customer value creation in the financial services industry. The analysis concluded enables the authors to build a conceptual framework for further empirical research to investigate the customer value creation of the financial technology innovations.The authors conducted a systematic literature search using the EBSCO discovery service with multiple databases, looking for academic articles written in English language only. 59 articles were reviewed after the data cleaning process to perform exploratory bibliometric analysis and quantitative content analysis including word cloud analysis.The analysis of the selected articles resulted in a summary of existing research regarding the research themes and related disciplines of the field. Based on the results of the literature review research gaps were identified and further directions were addressed which can be useful for other researchers interested in the field.

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