Authors:
Johanna Ahola
and
Helena Ahola
Affiliation:
University of Oulu, Finland
Keyword(s):
Case study, Internet marketing, Retail banking service, Time, Value creation.
Related
Ontology
Subjects/Areas/Topics:
Business and Social Applications
;
e-Business
;
e-Marketing and Consumer Behaviour
;
Enterprise Information Systems
;
Global Communication Information Systems and Services
;
Telecommunications
Abstract:
The anytime, ubiquitous, and interactive Internet creates customer value, and makes market offerings as services. Service is a logic or a perspective to co-produce and co-create value with the customers. But if the Internet promise is “anytime”, what is “the right time” for the customer and the service provider? Time is usually understood as clock time, although it could be understood also from social and other perspectives. In that way even more customer value and better service quality and productivity could be achieved. To explore the idea of looking at time from other than only from resource perspective in service co-production and value co-creation, an illustrative case study is provided within retail banking contexts. For banks the Internet is one of the major marketing channels of their services. We propose that developing the retail banking service concept from service logic and social time perspectives could add marketing effectiveness, and provide a value-adding solution al
so to the “timing” problem.
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