... that the service (1) approaches tasks in a perfunctory manner, focusing merely on completion rather than addressing customer needs and aspirations (Rayburn et al., 2020), (2) neglects typical service experiences provided by comparable providers, and (3) fails to meet the promised or industry-standard...

.... Originality/value This study contributes to value research and especially to the discussion in service experiences by addressing some of the disruptions happening at the industry level. The paper shows that the focus should be on customer value because banks should understand that their services...