Digital Customer Experience Mapping in Russian Premium Banking

Galina Timokhina, Lyubov Prokopova, Yuri Gribanov, Stanislav Zaitsev, Natalia Ivashkova, Roman Sidorchuk (), Irina Skorobogatykh (), Anatoly Shishkin and Zhanna Musatova
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Galina Timokhina: Marketing Department, Marketing Faculty, Plekhanov Russian University of Economics, Stremyanny Lane, 36, 117997 Moscow, Russia
Lyubov Prokopova: Marketing Department, Marketing Faculty, Plekhanov Russian University of Economics, Stremyanny Lane, 36, 117997 Moscow, Russia
Yuri Gribanov: Russian Research Company Frank RG, Leningradsky Avenue, 37, 125167 Moscow, Russia
Stanislav Zaitsev: Russian Research Company Frank RG, Leningradsky Avenue, 37, 125167 Moscow, Russia
Natalia Ivashkova: Marketing Department, Marketing Faculty, Plekhanov Russian University of Economics, Stremyanny Lane, 36, 117997 Moscow, Russia
Anatoly Shishkin: Marketing Department, Marketing Faculty, Plekhanov Russian University of Economics, Stremyanny Lane, 36, 117997 Moscow, Russia

Economies, 2021, vol. 9, issue 3, 1-24

Abstract: The purpose of this study is to identify, in an era of extensive digitalization, the major opportunities and threats that influence the experiences of digital premium banking customers at key stages of their banking interactions. This study’s conceptual research model combines the content of online questionnaires, completed by a representative sample of 3629 customers, in-depth interviews with heads of premium banking departments, and an audit of customer experiences conducted via Mystery Shopping in 13 Russian banks. The authors formulate four research hypotheses, substantiated by the empirical data and highlight key barriers preventing premium banks from effective digital interactions with their customers. Key opportunities for improving customer experiences are also identified. The theoretical contribution of the research includes the adaptation of an axiological approach to studying digital customers in premium banking. Practical contributions include the Premium Digital Customer Experience Map, designed by the authors as a ready-made tool for planning and improving premium banking services and a tool for performance comparison between competing banks. This study also discusses the authors’ definition of a “digital customer”. It presents a new approach to the Mystery Shopping methodology, including the recruitment of Mystery Shoppers following the three premium banking customer portraits: “saver”, “spender”, and “saver–spender”.

Keywords: digital customer; premium banking; key phases interactions; improving customer experience; banking digitalization; experience mapping (search for similar items in EconPapers)
JEL-codes: E F I J O Q (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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