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Precursors of interactional value formation through digital banking interactions
Ramya Tauh1,2, Savitha Basri1
1Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India.
F1000Research
|June 16, 2025
Summary
Knowledge and relationship quality are key to successful digital banking interactions. Focusing on these aspects enhances customer co-creation and interactional value formation (IVF) in banking services.
Area of Science:
- Digital Banking
- Consumer Behavior
- Service Design
Background:
- Digital banking interactions are complex due to dynamic consumer behavior and intricate service designs.
- Automated systems in banking often lack personalization, leading to miscommunication and customer retention challenges.
- Co-creating interactions and interactional value formation (IVF) are essential for meaningful customer engagement in digital banking.
Purpose of the Study:
- To identify precursors influencing interactional value formation (IVF) in digital banking.
- To understand how knowledge and relationship quality impact co-creation in digital banking environments.
- To contribute to the limited body of literature on digital banking customer interactions.
Main Methods:
- Quantitative approach utilizing survey questionnaires.
- Data collected from 442 digitally active banking customers in the Karnataka region.
- Analysis performed using SmartPLS 4.0 software.
Main Results:
- Knowledge demonstrated the most significant relationship with IVF, with information seeking and sharing being critical for co-creation.
- Relationship quality moderately influenced value formation in digital interactions.
- Communication was not found to have a significant relationship with co-creation.
Conclusions:
- Banks should prioritize developing knowledge and relationship aspects in digital interactions to foster co-creation.
- A tailored approach emphasizing relevance and value is crucial, moving beyond generic updates.
- Effective digital interactions require banks to avoid perceptions of intrusion or inefficiency by focusing on customer needs.
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