...Virpi Kaartti; Jukka Ojasalo; Marius Wait Purpose The purpose of this article is to explore how the application of service design can support financial organisations to implement their customer-centric business strategy. Design/methodology/approach This explorative research leaned...

... a content analysis method. Findings The findings illustrate the importance of customer centricity in the mobile banking context by identifying customer experience and related value in a new mobile banking service. The study extends current understanding of customer experience as a complex...