Elevating Service Design and Customer Experience: Customer Value Proposition Validation and Design for New Digital Bank “Bank S” in Indonesia

Abstract

Purpose: This thesis aims to provide a comprehensive framework for digital banking in Indonesia, highlighting the strategic importance of integrating business strategy and marketing to achieve competitive advantage in the digital era. Digital banking has become essential to Indonesia's financial industry, as it offers convenient and efficient solutions to customers. Banking institutions in Indonesia must understand the strategic framework required to gain a competitive advantage in the digital banking landscape. Method: This thesis explores the Elevating Service Design and Customer Experience: Customer Value Proposition validation and Design for New Digital Bank “Bank S” in Indonesia’s digital banking context. Result: This study examines the impact of digital transformation on banks’ competitive advantage by examining how emerging technologies, such as Artificial Intelligence, blockchain, cloud computing, and data science, drive innovation in the sector. Additionally, this study investigates how banks leverage multi-channel delivery, particularly mobile banking, to offer cost-effective services and enhance customer experience. Finally, it analyzes the role of trust and security in promoting the customer adoption of digital banking services. Conclusion: The findings from this study contribute to understanding the strategic approaches that banks in Indonesia can adopt to gain a competitive edge in the digital banking landscape.